Think about the last time you received a promotional email. There’s a good chance that you woke up to an inbox full of sales, product launches, and loyalty perks just this morning. Or, perhaps you start the day by scrolling through social media, clicking through posts to make a purchase or sign up for an event. Each of these interactions are examples of digital marketing at work.
According to Statista, 5.35 billion people use the internet — and 5.04 billion access some form of social media — every day. That leaves a lot of opportunities for businesses to reach their customers through innovative marketing campaigns. In order to do so, they need a strong digital presence supported by skilled digital marketing specialists.
Digital marketing specialists are tasked with designing and developing compelling experiences that advance their company’s products or services. They answer to a diverse array of roles and titles, concentrating on specific disciplines like email campaigns, content strategy, web design, SEO, or analytical tracking, By acquiring the proper education, you can become an integral part of the team that shapes and steers strategic direction within an organization.
The University of Oregon CPE Digital Marketing Certificate Course, in partnership with Ziplines Education, can prepare you for a rewarding, creative career in digital marketing in just 10 weeks. In this article, we’ll cover the skills, tools, and educational options to help you start or advance as a professional digital marketer, including what you can expect from the course. You’ll also find helpful career outlook and salary projection information tailored to digital marketers in the state of Oregon.
What Is Digital Marketing?
The American Marketing Association (AMA) defines digital marketing as “any marketing methods conducted through electronic devices which utilize some form of a computer, including online marketing efforts conducted on the internet.”
Given the high volume of daily internet users, companies that place a strong focus on employing digital strategies can position themselves to effectively attract and engage both new and existing customers.
Types of Digital Marketing
Unless you’re a digital marketer or happen to be savvy to marketing tactics, it’s not always obvious when businesses vie for your attention. Here are a few of the more popular methods used by digital marketing professionals:
- Search engine marketing (SEM): Allows businesses to increase their visibility on search engine results pages (SERPs) through paid advertising. SEM captures the attention of users at the moment they are looking for information.
- Content marketing: Allows businesses to attract and retain a clearly defined audience by producing quality content that answers questions or provides solutions to challenges for the target audience.
- Social media marketing: Allows a business to engage with users on social media platforms, driving conversions through a combination of tailored content, targeted ads, and direct interactions.
- Email campaigns: Allow a business to communicate directly with customers through personalized and timely messaging that can effectively drive conversions.
- Pay-per-click (PPC) marketing: Allows businesses to increase website traffic by focusing on high-intent visitors more likely to convert to leads or sales. PPC can be highly targeted.
- Affiliate marketing: Allows businesses to leverage partnerships with individuals or companies who provide promotional content in exchange for compensation. Payment is often an agreed-upon portion of sales generated by each affiliate.
Digital marketing specialists leverage insights derived from routine business operations to align their digital marketing strategy with broader organizational objectives. By conducting data analytics on digital advertising performance, sales patterns, customer demographics, and other internally collected information, they can optimize marketing procedures — like their content strategy — with a targeted approach.
Keep this list handy as you explore your options for digital marketing training. Identifying your areas of interest will enable you to customize your learning path to gain the skills needed to enter your preferred subfield.
Digital Marketing Skills
Regardless of your specific end goal, there are foundational skills that are valuable to almost any digital marketing role in any industry. These skills can set you apart when applying for jobs and give you a greater context for how each marketing department works together to support the overall digital marketing strategy:
- Data analysis
- Content creation
- Digital strategy
- Search engine optimization (SEO)
- Social media management
- Paid advertising
- Email automation
- Influencer marketing
- Conversion rate optimization (CRO)
- Marketing automation and CRM
- Mobile marketing
- Artificial intelligence tools
As technology continues to evolve, so will the skills needed to keep up with digital marketing capabilities. Web analytics have grown to provide robust reports and recommendations for modern marketers since their debut in the early 1990s. Google Cloud, originally made to support consumer applications, is now one of the largest cloud service platforms for businesses around the world. Generative AI is revolutionizing the way marketers approach their work right now.
With new platforms and trends emerging regularly, it’s important to stay agile and adapt to changes — whether you’re working for an established enterprise or small business. By committing to continuous learning, you can stay ahead of the curve.
Choosing the Right Learning Path
There is no single pathway to becoming a digital marketer. Start by considering your prior education and whether you can commit to a full-time program, and be realistic about your current experience and your ultimate career goals.
Ask yourself these questions to guide your decision:
- What is my personal learning style? Do you prefer to learn alongside others, or on a self-paced schedule? Are you looking for an in-person program, an online course, or a blend of the two?
- What is my end goal? Are you looking to acquire specific skills for a career change, enhance your existing skill set, or start a business?
- How much time can I commit to my digital marketing training? Are you able to attend classes full-time, or do you need a part-time schedule to accommodate other responsibilities?
- What is my budget? Will you need to set aside funds for tuition fees, course materials, software, or other resources? Are there scholarships or financial aid programs to help ease the financial burden?
- Is this program accredited? Do successful learners receive a credential upon program completion? What are industry employers saying about the program?
- How much support do I need in my education? Are you seeking academic and career support? Do you want to find a mentor? Are you hoping to join a professional network through your program?
Once you’ve answered these questions, you’ll be able to make an informed decision and select an educational path that aligns with your career goals. Next, we’ll outline different types of digital marketing education and how long each one typically takes.
Traditional Digital Marketing Education Options
According to the U.S. Bureau of Labor Statistics (BLS), the most common undergraduate degrees for marketing managers are business, marketing, or communication. Learners pursuing a marketing degree may take a combination of foundational courses including:
- Introduction to Marketing
- Business Communication
- Marketing Research
- Consumer Behavior
- Digital Marketing Fundamentals
- Advertising and Promotion
From there, they may progress to more advanced topics in their final years of study:
- Marketing Analytics
- Social Media Marketing
- Content Marketing
- Marketing Strategy and Planning
- Search Engine Optimization (SEO)
- Data-Driven Marketing
- Brand Management
Many four-year degree programs culminate in a final capstone project or internship, which allows students to apply their knowledge and skills in a real-world marketing setting. You may also have opportunities to select various supplemental coursework that focuses on topics like digital advertising, influencer marketing, or utilizing local SEO in digital marketing campaigns.
Online Digital Marketing Courses and Certifications
For learners who prefer to learn on an accelerated schedule or have a degree in marketing or a similar subject, a digital marketing bootcamp, online course, or certification program may be a viable option.
Even if you have no marketing experience, these digital marketing training pathways can prepare you with the general knowledge you need to build basic skills. You can also explore topic-specific options or digital marketing certifications that can help you stand out from other applicants when it’s time to find a job.
Some of the most common digital marketing certifications include:
- American Marketing Association (AMA) Certified Digital Marketing Professional
- Google Analytics Individual Qualification (IQ)
- Google Ads Search
- Hootsuite Social Media Marketing Certification
- HubSpot Email Marketing Certification
- Meta Certified Digital Marketing Associate
- YouTube Certified
The University of Oregon CPE Digital Marketing Certificate Course, in partnership with Ziplines Education, gives learners the option to learn toward three of the above in-demand credentials (Google Analytics, Google Ads Search, and HubSpot Email Marketing). Throughout the 10-week program, learners will develop a variety of digital marketing skills from industry experts who can speak to the reality of working in the industry.
Self-Study and Digital Marketing Resources
Self-study is a viable option for acquiring the digital marketing skills necessary for your career. However, it demands a significant level of concentration, organization, and self-drive to excel. Unlike structured programs that provide additional assistance, individuals pursuing self-directed study must proactively seek out any extra career guidance or academic support.
Interested in building your own digital marketing syllabus? We’ve compiled some helpful resources to get you started.
Digital marketing books
| Topic | Book |
| Advertising in marketing | Scientific Advertising by Claude Hopkins |
| Marketing copywriting | The Copy Book by D&AD |
| Market disruption | Play Bigger by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney |
| Brand development | How to Launch a Brand by Finien Consultancy |
| Marketing solutions | This is Marketing by Seth Godin |
| Growth marketing | Hacking Growth by Sean Ellis and Morgan Brown |
| Strategic marketing | The 1-Page Marketing Plan by Allan Dib |
| Revenue operations | CMO to CRO: The Revenue Takeover by Mike Geller, Rolly Keenan, and Brandi Starr |
| Consumer behavior | Invisible Influence: The Hidden Forces That Shape Behavior by Jonah Berger |
Digital marketing blogs
| Topic | Blog |
| SEO marketing | The Moz Blog |
| Marketing strategy | Roger Martin’s Medium Account |
| Social media marketing | Social Media Examiner |
| Digital marketing technology | Stacked Marketer |
| Content marketing | Copyblogger |
| SaaS marketing | Animalz Blog |
Digital marketing podcasts
| Topic | Podcast |
| Marketing basics | The Digital Marketing Podcast |
| Social media marketing | The Social Media Marketing Podcast |
| Marketing copywriting | The Copyblogger Podcast |
| Marketing management | The CMO Podcast |
| Content, social media, and email marketing | Online Marketing Made Easy with Amy Porterfield |
| Alternative marketing practices | Everyone Hates Marketers |
These are just a few examples of the extensive resources available to learners who choose self-study for their digital marketing training. However, they can also act as valuable reference points for individuals pursuing a more conventional educational path. No matter which route you select, the best way to keep up with industry demands is to commit yourself to continuous learning.
Digital Marketing Training Methods
Once you’ve completed your educational training through a digital marketing bootcamp, certificate course, or degree program, you can start applying for internships and apprenticeships to gain more real-world digital marketing experience. If your digital marketing training inspires you to start working with real clients, you may be ready to take on some side projects or go freelance full-time.
Digital Marketing Internships and Apprenticeships
Internships and apprenticeships can serve as a testing ground to practice your digital marketing skills and explore different marketing activities without committing to a specific career path. These experiences can further contextualize what you’ve learned and build a portfolio of real-world marketing projects that showcase your ability to work on digital marketing campaigns. They’re also a great way to build up your industry network and gain access to insider insights.
Look for digital marketing internship listings on job posting sites like LinkedIn, Indeed, and Glassdoor, or explore boards on InternMatch, WayUp, or Handshake. And, while it may seem too good to be true, sometimes a simple Google search can get you started on the right track.
Freelancing as a Digital Marketer
Thinking of becoming a freelance digital marketing manager? Before you become your own boss, it’s a good idea to take an honest inventory of your traits and working habits. A strong candidate for freelancing has:
- A solid understanding of digital marketing principles, strategies, and tactics.
- A high level of self-motivation, discipline, and initiative to deliver quality work independently.
- An adaptable mindset based on changing market trends and client needs.
- Excellent written and verbal communication skills.
- A portfolio of work that highlights their skills, creativity, and results.
- Networking abilities to market their services and expand their client base.
- Basic business skills such as pricing, invoicing, contracts, and client management.
- A commitment to continuous learning and professional development.
If these characteristics describe you, then becoming a freelance digital marketing specialist may be a viable career option — either as a stepping stone toward full-time work with an employer or for yourself. Here are some tips for putting your best foot forward:
- Identify your niche and focus on building your skills and portfolio in those areas.
- Build and optimize your online presence to showcase your work, skills, and services.
- Start small and scale up as you gain confidence and expertise.
- Leverage generative AI where it makes sense, so you can work smarter — not harder.
- Focus on exceeding client expectations and delivering results that drive value.
- Set clear goals and boundaries regarding project scope, timelines, and expectations.
- Seek feedback and learn from experience to refine your skills, processes, and approach.
Building a Portfolio of Projects and Case Studies
When you’re ready to start applying for digital marketing jobs, employers may ask for a portfolio of your work to see your skills in action. They may want to see case studies that demonstrate your approach toward developing a digital marketing strategy or reports that show the effectiveness of any Amazon marketing campaigns you’ve created.
Not sure where to begin? A quick Google search for digital marketing portfolios can give you a wide range of inspiration for your personal website. No matter what direction you take, be sure to include basic information like:
- Your expertise or niche. What is your area of focus, and what makes you particularly good at it?
- Information about you. This is a chance to describe your background and give a sense of who you are as a person.
- Work samples. Sure, it’s obvious, but it’s worth mentioning. Provide a project description, overview your role, and explain the results.
- Client testimonials. This can help build credibility and trust with clients by speaking to your professionalism.
- Contact information. Your digital marketing portfolio is a means to gaining new clients, so it’s important that they’re able to get in touch with you.
By incorporating these features into your virtual portfolio, you can showcase your skills, experience, and expertise to potential clients or employers. You can even tailor the web design of your portfolio to highlight a specific theme or topic within your work.
Some simple project ideas include:
- Pick a brand or small business you like and create a series of Amazon marketing and Facebook ads promoting a new product
- Create an email sequence to generate leads for a business you frequent
- Conduct local SEO keyword research for a company and write a relevant SEO-driven blog
- Come up with a product to promote, then develop a social media campaign to drive awareness and sales
Over time, you can refine your portfolio to focus on the types of work you’re most interested in and revisit old projects once you’ve advanced your digital marketing skills.
Digital Marketing Pathways and Salary Projections
The BLS projects that the employment of advertising, promotions, and marketing managers is projected to increase by 6% from 2022 to 2032, which is much faster than other occupations. Digital marketers in the Portland-Vancouver-Hillsboro area reported an annual mean wage of $154,850 in May 2023.
Curious about the digital marketing career paths available to you? Below, we’ve outlined some of the more popular options for digital marketing professionals, along with the skills and competencies needed to successfully progress through them.
Social Media Marketing Career Path
Working in social media marketing requires a strong understanding of the various platforms, audiences, and tools available to amplify your brand’s message. Here’s a sample of how you might progress through this career path.
Entry-Level: Social media assistant
| Responsibilities | Skills Needed |
| – Assisting in the creation and scheduling of social media posts – Monitoring social media channels – Responding to comments, messages, and inquiries – Conducting social media analytics | – Basic understanding of social media platforms – Strong communication skills – Knowledge of social media analytics and reporting |
Mid-level: Social media specialist
According to Robert Half, the annual salary range for a social media specialist in the Portland, OR, area is between $55,778 and $79,365.
| Responsibilities | Skills Needed |
| – Developing and implementing social media strategies – Creating high-quality social media content – Managing social media campaigns – Applying data science and data analytics to measure social media metrics | – Advanced content creation skills – Experience with social media advertising – Strategic approach to meeting business objectives – Proficiency in social media analytics – Experience with Facebook Ads and similar platforms |
Advanced level: Social media manager
According to Robert Half, the annual salary range for a social media manager in the Portland, OR, area is between $67,433 and $103,230.
| Responsibilities | Skills Needed |
| – Overseeing social media strategy – Managing a social media team – Developing comprehensive social media campaigns – Collaborating with cross-functional teams – Monitoring industry trends | – Advanced expertise in social media strategy – Leadership skills – Project management and organizational skills – Crisis management experience |
Executive level: Social media director
| Responsibilities | Skills Needed |
| – Setting the strategic direction for social media effortsLeading a social media team – Establishing relationships with stakeholders and partners – Overseeing reputation management – Providing recommendations based on market trends | – Strategic leadership – Extensive experience in social media management – Strong business acumen – Excellent communication and negotiation skills – Ability to execute long-term social media initiatives |
Content Marketing Career Path
Content marketing covers all sorts of assets, from blog and SEO content to the web copy on a company’s landing page — all in the name of converting readers into customers. Here’s how you might progress through a content marketing career path.
Entry-level: Content marketing coordinator
| Responsibilities | Skills Needed |
| – Assisting in the creation of content across channels – Conducting research for content creation – Editing and proofreading content – Monitoring content performance – Collaborating to develop content ideas | – Basic understanding of content marketing principles – Strong writing and editing skills – Ability to research and generate ideas – Familiarity with content management systems – Basic knowledge of SEO principles |
Mid-level: Content marketing manager
According to Robert Half, the annual salary range for a content manager in the Portland, OR, area is between $75,758 and $106,560.
| Responsibilities | Skills Needed |
| – Developing and executing a marketing content strategy – Creating quality content across formats – Managing editorial calendars – Promoting content – Measuring content performance | – Intermediate knowledge of content marketing tactics – Advanced writing and storytelling skills – Experience developing content marketing plans – Proficiency in content distribution – Ability to analyze performance data |
Advanced level: Content marketing director
| Responsibilities | Skills Needed |
| – Leading the development of content marketing strategies – Managing a content team – Setting editorial standards and best practices – Overseeing content creation – Monitoring industry trends | – Advanced expertise in content marketing strategy – Leadership skills – Strategic thinking – Experience developing content budgets – Ability to collaborate across teams |
Executive level: Chief Content Officer
| Responsibilities | Skills Needed |
| – Setting a strategic content marketing direction – Leading a content marketing team – Establishing relationships with stakeholders and partners – Overseeing content marketing budget – Providing recommendations to leadership | – Strategic leadership – Extensive experience in content marketing management – Strong business acumen – Excellent communication and negotiation skills – Ability to execute long-term content initiatives |
SEO and SEM Career Path
While search engine optimization (SEO) and search engine marketing (SEM) are somewhat different, they share many competencies and responsibilities over the course of their respective careers. Here’s an overview of what you can expect on this career path.
Entry-level: SEO/SEM analyst
| Responsibilities | Skills Needed |
| – Assisting in keyword research and analysis – Optimizing website content for improved search visibility – Monitoring website performance and search engine rankings – Conducting competitive analysis – Assisting with the implementation of SEO strategies | – Basic understanding of SEO principles – Familiarity with search engine algorithms – Analytical mindset – Basic knowledge of keyword research tools and SEO software – Strong attention to detail – Experience with Google Cloud tools |
Mid-level: SEO/SEM specialist
According to Robert Half, the annual salary range for a SEO specialist in the Portland, OR, area is between $63,548 and $98,235.
| Responsibilities | Skills Needed |
| – Conducting SEO audits – Implementing SEO strategies – Managing PPC campaigns – Monitoring and analyzing website and campaign performance metrics – Collaborating with marketing teams to integrate – SEO/SEM into strategies | – Intermediate knowledge of SEO techniques – Experience with technical SEO audits – Proficiency in managing PPC campaigns – Ability to analyze SEO/SEM data – Strong communication and collaboration skills |
Advanced level: SEO/SEM manager
| Responsibilities | Skills Needed |
| – Leading the development of SEO/SEM strategies – Managing a team of SEO/SEM specialists – Overseeing technical SEO initiatives – Developing and optimizing PPC campaigns – Providing strategic recommendations | – Advanced expertise in SEO/SEM strategy – Leadership skills – Strategic thinking and vision – Experience in developing SEO/SEM budgets – Ability to stay updated with industry trends |
Executive level: Director of SEO/SEM
| Responsibilities | Skills Needed |
| – Setting the strategic direction for organizational SEO/SEM efforts – Leading an SEO/SEM team – Establishing relationships with stakeholders and partners – Overseeing SEO/SEM budget allocation – Providing insights and recommendations | – Strategic leadership and vision – Extensive experience in SEO/SEM management – Strong business acumen – Excellent communication and negotiation skills – Ability to develop long-term SEO/SEM initiatives |
Start Your Digital Marketing Training With Us
Digital marketing is a necessary component of modern business. Whether you want to develop comprehensive digital marketing strategies, create engaging marketing campaigns, or use your web analytics skills to boost business, there are plenty of opportunities to make your mark as a digital marketing professional.
If you’re tech-savvy, inquisitive, and motivated to learn new skills, consider kickstarting your digital marketing training with the University of Oregon CPE Digital Marketing Certificate Course, in partnership with Ziplines Education. In just 10 weeks, you’ll be on your way to developing in-demand skills and working toward earning top industry certifications to help you stand out in the job market.
