When you think of your next tech job, does “Digital Marketer” come to mind? It should; a solid understanding of marketing, combined with analytical and a few tech skills, can lead to a fulfilling, evolving career. By 2021, US companies are expected to spend $129 billion on Digital Marketing investments. With the increase in marketing buys over the last few years, experts have forecasted that digital will eventually account for 50% of total advertising spend. So what is digital marketing, and exactly what skills do you need to be successful? Check out our Guide to Digital Marketing Bootcamps to find which types of jobs and salaries you could land in digital marketing, the skills you need to excel in the field, and the best Digital Marketing Bootcamps today.
|What is Digital Marketing?||Skills for Digital Marketers|
|The Digital Marketing Economy||Typical Digital Marketing Job Titles|
|Average Salaries for Digital Marketers||Our Suggestions for the Best Digital Marketing Bootcamps|
Digital Marketing refers to a company’s online branding assets – it’s an umbrella term for all marketing done online. While you may think of marketing as print ads, commercials, direct mail, or telemarketing, expect digital marketing to soon overtake these traditional methods and impact how we consume ads.
The opportunities are nearly endless for digital marketers. Many types of companies require these skills – job positions are not limited to the tech industry! Many marketers work in advertising agencies, but every company, in pretty much any industry, has the potential to need a digital marketer to promote their product or services online. Digital marketers work with email, social media, video, and SEO to promote brands across the digital sphere.
What does the Digital Marketing landscape look like? Well, Digital Marketing is expected to see exponential growth over the next few years. An eMarketer report forecasts spend on digital to increase from $83 billion in 2017 to $129 billion in 2021. The report found that digital advertising made up 36.7% of companies’ total marketing budgets in 2016, and in 2021, digital is expected to account for 49.9% of total spending. And get this – out of the digital spending for 2017, 70% of that was estimated to be from mobile advertising. The report posits that this increase in mobile ads is due to the overwhelming love for social media, which has essentially changed the way we consume content and advertising.
The most popular digital advertising formats are display ads followed by search. Display advertising includes rich media like social ads on mobile apps like Instagram, and video.
According to Glassdoor, US digital marketing salaries range from $43,000 to $86,000 with an average salary of $67,230. For Advertising Managers, Promotions Managers, and Marketing Managers, the salary potential is even higher with the average being $127,560 per year according to The Bureau of Labor Statistics.
There are a lot of areas that Digital Marketers can specialize in. But if you want to be an all-around marketer, these are some of the technical tools and concepts that marketers need to know about:
- Search Engine Optimization (SEO)
- Search Engine Marketing (SEM)
- Pay Per Click (PPC)
- Social Media Advertising (Twitter, Facebook, Instagram, Snapchat, Hootsuite, Buffer)
- Email Marketing (Hubspot, Mailchimp, Customer.io, Constant Contact)
- Display Advertising
- Cross-Channel Advertising
- Demand Side Platforms (DSP)
What soft skills will you need as a digital marketer? It’s important to understand that your job will be to get messaging across to consumers and stakeholders. Marketing is a creative science; the goal is to get the public to trust and believe in your product. As Dave Boscom, a VP of Marketing and Mentor at Springboard explains, "The best digital marketer is creative but also cares enough about the analytics and the data behind that creative. I've seen a lot of people who are super creative, but they just don't pay attention to the numbers or care about the results. Others are super analytical, but they don't have any good ideas on ad copy. To be successful, especially at the strategic level, you've got to have a combination of creative and analytical skills." If you want to be successful, you need to combine your tech knowledge with these soft skills:
- Communication/ Interpersonal Skills
- Analytical Thinking
- Quick Learner
The digital marketing field encompasses various positions to help grow the brand and consumer base of a business. Here’s a shortlist of the types of marketing roles you could land:
- Social Media Marketer
- Email Marketer
- SEO Specialist
- Inbound Marketer
- Growth Hacker
- Content Marketing Manager
For example, at growth marketing agency Digital Hot Sauce, CEO Scot Sustad explains what they’re looking for in marketers: “Depending on an employee’s competencies, they can go into project management, account management, strategy, client interactions. Or they can go into a specialist role like SEO (search engine optimization), PPC (pay-per-click), copywriting, design, etc.” Digital Hot Sauce likes hiring from San Francisco-based coding bootcamp RED Academy because their graduates learn full stack marketing. Scot notes that “bootcamp students may not be amazing at any one thing, but they’ll know how to do it all, and can dive into client work right away.”
Learning digital marketing at a bootcamp is an efficient way to streamline and expedite your education of the field (and some bootcamps will help you find a job!) Here’s a full list of schools with digital marketing courses on Course Report, but check out our top digital marketing bootcamps below:
Length: 10 weeks, part-time
Curriculum: Students will learn SEO, SEM, social media advertising, how to plan and execute a digital marketing campaign, and spend real ad dollars on real clients.
Career Prep: Bitmaker has a network of employers to connect students to new job opportunities.
Length: 10 weeks or 5 weeks, part-time
Curriculum: Students will learn Branding & Strategy, Owned, Paid & Earned Media, E-Mail Marketing, and Analytics by completing a digital marketing campaign that is actionable and measurable.
Career Prep: BrainStation offers interview guidance and practice, as well as tips on building a stand-out resume and portfolio.
Location: NYC, Vancouver, Toronto, and online
Digital Creative Institute
Length: 12 months, full-time
Curriculum: Digital Creative Institute offers a digital marketing apprenticeship program for recent college graduates to join the San Antonio and Austin workforce. Topics covered include Google Analytics, Content Marketing, PPC, Marketing Automation, Email Marketing, Data Science, Front-End Web Development, and SEO.
Career Prep: Students work in a paid digital marketing position at an innovative company.
Location: Austin and San Antonio
Length: 10 weeks, part-time or accelerated 1-week
Curriculum: Students gain proficiency in social advertising using Facebook, Google AdWords, and Google Analytics to understand user behavior.
Career Prep: The General Assembly careers team partners with companies for course development and graduate placement.
Location: NYC, Washington, DC, Boston, Los Angeles, San Francisco and more
Length: 5 weeks, part-time
Curriculum: Students will get a deep dive into target audiences, digital advertising, organic traffic, analytics, and referrals.
Career Prep: Throughout the course, students work with mentors and a career coach through the GrowthX Academy Career Canvas Funnel™, which helps match students to jobs.
Location: San Francisco or online
Length: 12 weeks and 24 weeks, full-time; 10 weeks, part-time; 48 weeks, full-time work-study
Curriculum: The course covers social media, search engine optimization, analytics, advertising and content marketing. Students will create and pitch digital marketing strategies for real clients, in an agency-style environment.
Career Prep: RED Academy is dedicated to graduates finding new positions and helping them utilize the skill set learned in order to make an impact.
Cost: £7,950, $17,500 CAD, $2,450 CAD, and $12,500 CAD
Location: London, Toronto, and Vancouver
Length: 12 weeks, part-time
Curriculum: Students learn performance and content marketing with a focus on generating actionable insights from data analytics.
Career Prep: Startup Institute works with students to prepare for the job search by hosting demo day, mock interviews, and helping with resume critiques.
Length: 12 weeks, full-time
Curriculum: The Growth track gives tradecraft students exposure to customer engagement funnels, user acquisition, retention to revenue, and referrals.
Career Prep: Students have access to career prep programs and resources until they find a job.
Location: San Francisco
- Adam wanted to shake up his skills to land the dream marketing role. After Tradecraft’s 12-week growth marketing bootcamp in San Francisco, he then got hired in a Paid Acquisition job at Udemy!
- See why the Global Marketing and Operations Senior Director of Boston-based MassChallenge likes hiring from Startup Institute’s digital marketing bootcamp.
Episode 24: All-Women’s Bootcamps
Mentors from The Grace Hopper Program join the podcast to discuss women in bootcamps.
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