How to Get Certified in Digital Marketing

Earning a professional certificate in any industry can showcase your abilities and help you get seen by employers. Digital marketing is no different. 

If you’re just starting to research the digital marketing certifications available, you may be wondering, What’s the best way to get started? For aspiring marketers in Oregon, it may be as simple as a walk or a drive downtown. From high-tech startups to established industry giants, Portland and the surrounding area are home to innovative companies, where digital marketers can make valuable contributions.

Below, we’ll break down some of the most popular industry certifications for digital marketers at all stages of their career — and we’ll explain the steps to take if you want to earn one of your own. We’ll also break down some of the career and salary projections for digital marketers in Oregon.

What Is Digital Marketing Certification?

A digital marketing certification signifies a mastery of a particular skill set or knowledge base, such as social media marketing, email marketing, or search engine marketing. It communicates that you have a solid foundation on digital marketing fundamentals, which means employers can spend less time training you and more time enjoying the outcomes of your efforts. 

What’s more, the University of Oregon CPE Digital Marketing Science Certificate Course, in partnership with Ziplines Education, gives you more than just a digital marketing credential — learners who successfully complete the program will also receive a certificate of completion from the University of Oregon Continuing and Professional Education.

Benefits of Digital Marketing Certification

According to a report from Salesforce, 73% of consumers expect more personalized interactions with brands. In order to keep up with this demand, businesses develop comprehensive marketing strategies that incorporate elements like a functioning website, chat-enabled customer service, engaging social media accounts, informative content marketing, click-worthy email campaigns, and other quality screen-based activities.

As digital marketing efforts increase, employers need digital marketing experts who understand how to implement a digital marketing strategy and deliver a clear return on the investment, or ROI. These returns are often measured through elements called key performance indicators (KPIs). Earning a digital marketing certification can instantly communicate knowledge and qualifications including:

• Credibility and formal training
• A comprehensive understanding of digital marketing techniques
• A strong grasp on industry trends
• Commitment to lifelong learning

Becoming a certified digital marketing professional can help you showcase your digital marketing expertise and increase your chances of getting hired.

Oregon Industries That Need Digital Marketers

Curious about the types of businesses you may be able to work for with a digital marketing certificate and education from the University of Oregon CPE Digital Marketing Science Certificate Course, in partnership with Ziplines Education? Some of Oregon’s top industries include:

• Entrepreneurship: Whether you want to start your own business or work for someone who has, Oregon is a hot spot for entrepreneurs — especially in the wake of the pandemic.
• Technology: Portland is a tech hub that’s home to familiar businesses like Brilliant Earth, Cash App, PwC, and Adidas.
• Outdoors and lifestyle: Oregon’s natural landscapes make it a popular spot for outdoor enthusiasts, as well as the brands they enjoy, such as Columbia Sportswear, KEEN Footwear, and Leatherman Tools.

Digital Marketing Certifications Overview

Curious about the digital marketing certifications available? Here’s a breakdown of some of the more popular options:

• Google Analytics: This certification demonstrates your ability to parse through data, identify trends, and present your findings in a clear manner. It is a great option for digital marketers who want to leverage the power of data but don’t have any experience with analytics.
• Google Ads Search: This certification demonstrates your proficiency creating and managing Google ads on the search platform. If you plan to pursue roles that engage in online advertising, this credential can give you the strategic edge you need.
• HubSpot Email Marketing: This certification demonstrates your skills in developing targeted email campaigns that generate results — and revenue. Anyone involved in email marketing can benefit from earning this globally recognized credential.
• Microsoft Advertising: This certification demonstrates your understanding of the search advertising ecosystem, including solutions and best practices. It can make you more marketable to more businesses, as it opens you up to opportunities with companies that use Microsoft to manage their ads.
• Hootsuite Social Media Marketing: This certification demonstrates your knowledge across the Hootsuite environment, from profile optimization to audience building and more. If your marketing career path includes social media tasks, this is a great certification to have under your belt.

Digital Marketing Job Outlook in Oregon

According to the U.S. Bureau of Labor Statistics (BLS), the annual mean wage for market research analysts and marketing specialists in Oregon was $78,280 in 2022. Professionals in the Portland-Vancouver-Hillsboro area reported slightly higher earnings at $81,660, with central and eastern nonmetropolitan areas reporting a mean salary of $67,970.

No matter the industry or company, businesses need savvy digital marketers to grow their brand. Curious about where those job prospects might land you? Top employers in Oregon include the Intel Corporation, U.S. Bank, Wells Fargo, Adidas, Columbia Sportswear Company, Airbnb, and Nike.

Become Certified in Digital Marketing in Six Steps

Starting your journey toward earning a digital marketing certificate can be daunting; it’s important that you sit down and take inventory of your goals and determine the certification that will help you reach them. Below, we’ve outlined six steps to earning your chosen certification through a digital marketing course, such as the University of Oregon CPE Digital Marketing Science Certificate Course, in partnership with Ziplines Education.

Step 1: Research and Self-Assessment

Whether you’re new to digital marketing or have existing industry experience, it’s good to have a view of the full landscape and identify your current skill level before choosing a specialization. Ask yourself questions like:

• What kinds of marketing activities do I enjoy? Perhaps you’re a fan of using web analytics to build out a marketing strategy, or maybe you prefer developing user personas and segmenting your audiences. Or, maybe you want to dive deep into your organization’s email or search engine marketing efforts.
• What are my career goals in digital marketing? If you’re just starting out in your career, it may be a good idea to start with an overview of the basics and learn toward a more general certification. For digital marketing specialists who want to advance their careers, specialization can open up new opportunities.
• What skills do I need to build in order to reach my goals? Be honest with yourself in assessing your experience level. Compare a list of your current skills against a list of skills for the roles you’re interested in. Once you know what you need to learn, you can identify the certification that aligns with your needs.

Step 2: Select a Certification Program

Once you know the skills you need to learn, you can put together a list of potential digital marketing courses and certification programs. 

Remember: Not all certification programs are created equal. As you explore the various offerings, consider factors such as the program’s reputation and accreditation, curriculum and course content, instructor quality, networking opportunities, and industry recognition. Assess each option based on your own criteria.

Here’s how the University of Oregon CPE Digital Marketing Science Certificate Course, in partnership with Ziplines Education, stacks up:

Program cost and duration are other important elements that may impact your final decision. Reach out to the programs you’re interested in to learn about scholarship options, payment plans, and course timelines.

Step 3: Enroll in Your Chosen Course

Following a thorough research process, you can rest assured that your chosen digital marketing certificate course is the right one to meet your goals and help you advance your career.

Enrollment will look different for every certificate program, but a general process might look like the following:

1. Submit an application
2. Undergo an admissions interview
3. Receive a program acceptance notice
4. Register for the course
5. Pay tuition and associated fees
6. Access learning materials
7. Start learning

Some programs may require applicants to undergo an interview or assessment to ensure that they are a good fit. Many of those programs offer pre-course work that can help you get up to speed on digital marketing foundations before classes officially start, even if you don’t have any previous experience with the subject matter.

Step 4: Begin the Course

Your overall learning experience will vary by the program and institution you choose. If you’re curious about what you can expect, here’s an overview of the topics covered in the University of Oregon CPE Digital Marketing Science Certificate Course, in partnership with Ziplines Education:

• Digital marketing fundamentals
  • Understand the role of marketing within a business
  • Set SMART objectives
  • Build customer personas aligned to the consumer journey
  • Define basic digital marketing strategy KPIs
  • Align channels to marketing outcomes
• Website analytics
  • Identify goals and conversions for various types of websites
  • Understand key Google Analytics reports and capabilities
  • Evaluate your audience and measure the success of your marketing efforts
  • Provide optimization recommendations to enhance your marketing ROI
• Email marketing
  • Navigate the functionality of an email service provider (Mailchimp)
  • Create an email campaign designed for maximum conversion
  • Analyze metrics for campaign optimization
• Search engine marketing
  • Learn the basics of SEM with Google Ads
  • Build an effective keyword strategy
  • Analyze keyword data and provide recommendations for campaign optimization
  • Launch a paid advertising campaign
• AI and ChatGPT in digital marketing
  • Introduction to Artificial Intelligence
  • How to use ChatGPT
  • Uses of ChatGPT in digital marketing
• Additional topics
  • Search Engine Optimization
  • Social Media Marketing
  • Content Marketing
  • Data-Driven Digital Marketing Strategy

Classes meet during weekly live online sessions taught by industry experts and led by mentors with subject matter expertise. By the end of the course, you should be able to develop comprehensive marketing plans to solve business challenges. You’ll demonstrate your expertise in a final project shared with industry experts and peers.

Tips for Effective Learning

No matter the format of your digital marketing certificate program, your success will depend on your preparation and ability to overcome the inevitable challenges that come with learning a new skill. During your program, make sure to:

• Create a study schedule and stick to it. Getting into a routine can help prevent mental fatigue.
• Stay organized and keep track of assignments, exams, and important dates.
• Review and reflect on your work, especially areas that need improvement.
• Seek feedback and support from your instructors and peers.

Resources for Learners

Like we mentioned above, not all certificate courses are created equal. Some may offer students with academic and career support, while others may focus solely on the curriculum lessons. Additional resources may include skills workshops, networking events, resume and portfolio reviews, and interview preparation. 

The University of Oregon CPE Digital Marketing Science Certificate Course, in partnership with Ziplines Education, provides learners with career advantages that allow you to:

• Put your best foot forward and stand out from the crowd by customizing your resume to the job description, using technology-friendly formatting, and exploring examples to inspire the content that will set you apart.
• ‍Leverage LinkedIn to open doors and be the backstop to all of your other job search efforts.
• Ask questions, compare notes with other learners, and expand your network during professional development sessions hosted by a career coach.

Check with your digital marketing course administrator to make sure you’re taking full advantage of the benefits available to you.

Step 5: Gain Practical Hands-on Experience

Employers care about what you know, but they care more about what you can do with your knowledge. Certificate programs that offer hands-on digital marketing experience can help you position yourself as a digital marketing expert by giving you opportunities to put theory into practice.

For example, your program may cover lessons on social media audiences and how to segment campaigns for maximum reach. Even with the best instruction, everything you know so far is based on examples from your readings and lectures. It’s when you start to apply those lessons to real-world problems — such as executing an A/B social media campaign for a real client — that the information becomes tangible.

The projects you complete throughout your program can also be used to populate your professional portfolio. Take notes on the process and outcomes for each project so you can write up a short case study that explains your approach and thought process. Your portfolio, paired with your new professional certificate, will signal your commitment to continued learning and honing your unique skill set.

Step 6: Prepare for Your Certification Exam

The final step on your journey to digital marketing certification is passing the exam of your choice. One of the best ways you can prepare is by taking thorough notes and taking advantage of all the resources available through your program. 

When it’s time to start studying, we recommend that you:

• Get started early. According to research by the UC San Diego Department of Psychology, one of the most effective ways to prepare for an exam is to space out your study sessions over a few weeks.
• Create a study schedule. Just like your course structure kept you on track throughout your certificate program, a study schedule gives you a plan of action and clear goals for each session.
• Join a study group. Your classmates can also make great study buddies for your exam. A study group can keep you accountable and provide you with alternative perspectives on exam topics.
• Stay confident. If you’ve paid attention during lectures, applied your knowledge to projects, and synthesized feedback, you have done everything you can to prepare for your exam. Be confident in your abilities and visualize your success.

Advance Your Digital Marketing Career With a Certification

If you want to set yourself apart as a digital marketing professional, earning a certificate is one way to show employers that you’re dedicated to your craft. Whether you specialize in marketing analytics, social media marketing, or email marketing, the job prospects are promising. Employment of digital marketers is projected to grow by six percent between 2022 and 2032, according to the BLS.

Regional needs may impact your chosen certification path and desired position after completing the University of Oregon CPE Digital Marketing Science Certificate Course, in partnership with Ziplines Education. Some of the digital marketing job titles you may be able to pursue with certification include:

• Social media specialist — 45,289 jobs listed in the Portland metropolitan area*
• SEO specialist — 2,253 jobs listed in the Portland metropolitan area*
• Search engine marketing (SEM) specialist — 39 jobs listed in the Portland metropolitan area*
• Email marketer — 1,400 jobs listed in the Portland metropolitan area*
• Content marketing strategist — 52 jobs posted in the Portland metropolitan area*
• Marketing analyst — 72 jobs posted in the Portland metropolitan area*
• Google Ads specialist — 18 jobs posted in the Portland metropolitan area*

*As of April 2024, LinkedIn

As you can see, some titles are much more in-demand than others. Programs like the University of Oregon CPE Digital Marketing Science Certificate Course, in partnership with Ziplines Education may offer career support, which can help you prepare to apply and interview for industry roles. You may also have opportunities to join alumni networks and other professional groups, such as the American Marketing Association, that can further boost your career prospects and help you advance in your specialization.

Digital Marketing Associations in Oregon

Aside from your day-to-day work as a digital marketing professional in Oregon, joining a digital marketing association can further your opportunities in the industry. Here are some networking groups and conferences to consider:

• DigiMarCon Pacific Northwest: Annual conference every April, where attendees can hear firsthand insights from top industry players while networking with thought leaders.
• SEMpdx: A nonprofit community of digital marketers that hosts monthly events for members to connect and expand their skill sets.
• AMA PDX: The Portland chapter of the American Marketing Association (AMA) provides members with access to exclusive resources, events, and products that can help advance their careers.
• Northwest Promotional Marketing Association (NWPMA): The Pacific-Northwest affiliate of Promotional Products Association International creates networking opportunities for area professionals.

Start or Advance Your Digital Marketing Journey

Taking a digital marketing certificate course is a great option for tech-savvy learners who want to gain modern skills to amplify their business’s message. Whether you’re an entrepreneur who wants to take advantage of the latest technologies like web analytics and marketing automation, or a seasoned digital marketing specialist interested in advancing your career, the University of Oregon CPE Digital Marketing Science Certificate Course, in partnership with Ziplines Education can prepare you with the skills you need to succeed.

If you’re ready to take your next step toward becoming a certified digital marketing professional, we invite you to explore the UO CPE Digital Marketing Science Certificate Course, in partnership with Ziplines Education, curriculum and benefits, or schedule an appointment with our advisors today.