PURSUING A DIGITAL MARKETING CAREER - Old Dominion ...

PURSUING ADIGITAL MARKETING CAREER

Everything You Need to Know About

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a Digital Marketing CareerEverything You Need to Know About Pursuing

The world of marketing looks different from the way it did just 15 years ago. In less than a lifetime, we’ve managed to move over half of our advertising dollars

from traditional media to online platforms.

Ad Spend Shift from Traditional to Digital

digital ad spend

traditional ad spend

33%

67%

Ad Spend in 2019 Ad Spend by 2023

$110B$130B

digital ad spend

print ad spend

Source: Washingtonpost

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Everything You Need to Know About Pursuing a Digital Marketing Career

https://www.washingtonpost.com/technology/2019/02/20/digital-advertising-surpass-print-tv-first-time-report-says/

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DIGITAL MARKETINGa Digital Marketing CareerEverything You Need to Know About Pursuing

Today's digital marketing teams include a combination of strategists and doers, creative minds and analysts, each bringing their expertise and perspective into the mix to help drive a company's business objectives.

With many different directions to go in, figuring out which to follow or if a career in digital marketing is even right for you can be confusing. The good news: you’ve come to the right place to get the answers you need.

There is room for individuals of all backgrounds and experiences in this ever-changing field. In this guide, we cover a variety of paths open to those considering a digital marketing career and what it takes to get started.

More and more companies require creative and effective marketing professionals, with the Bureau of Labor Statistics reporting a projected 8% employment growth by 2028 - higher than any other occupation.

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Digital MarketingThe Dynamic Field of

Marketing’s adaptation to an online world has brought with it several advantages. Unlike traditional mediums such as print publications, radio, and television, online platforms have offered clear and timely data to help separate effective campaigns from ineffective ones.

According to , businesses using digital marketing methods can see real-time results of each campaign. Additionally, online marketing platforms have enabled us to segment audiences

into more granular groups based on specific interactions, interests, and online behavior. The reach and personalization afforded by digital platforms has been unprecedented, shaping the

way brands and customers communicate.

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https://blog.hubspot.com/marketing/traditional-marketing-vs-digital-marketing

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an Exciting Career?What Makes Digital Marketing

The shift to online marketing changed how we think about marketing to the masses. It introduced completely new methods which still prove successful today, like Search Engine Optimization (SEO) and Email Marketing.

What makes this field particularly exciting is how these established methods have evolved and how new channels continuously challenge the status quo of communications.

of fulfilled marketers feelsupported when they need help.

have a clear idea of what they’re working on that day.

bounce back quickly after receiving criticism.

What does a fulfilled marketer look like?64%

87%

69%

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https://bbf.digital/marketers-happiness

Continually Changing?Why Should You Care That Digital Marketing is

Regardless of your role, your tasks and projects will constantly change. You’ll likely come across other marketers whose drive and creativity will inspire your ideas and perspective.

The truth is, every digital marketer has a sort of mad scientist inside them. When an idea sparks, the team comes together to brainstorm and build something new from scratch. After analyzing the data, you may suggest slight adjustments and measure performance with these changes. This ability to create, test, and learn is what keeps digital marketing so exciting.

There are endless opportunities for creativity and learning.

You’ll never get bored in a digital marketing career.

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As digital marketers find new ways to learn about their audiences, they’re introduced to remarkable technology, such as AI and Big Data. Our desire to create a more personalized world, where communication breaks through on an individual level, makes the use of new technologies both appealing and necessary.

Digital marketing professionals routinely engage with innovative technologies to support the online communication that drives their work.

You’ll be at the forefront of emerging technologies. “Social media

continues to be a fast-paced ever-changing field which brings out the best of my half-art/half-science personality, so I couldn't be happier when I'm engaged in my social media marketing work”

Continually Changing?Why Should You Care That Digital Marketing is

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https://www.forbes.com/sites/johnkoetsier/2017/12/15/top-10-most-transformative-technologies-for-marketing-in-2018-350-cmos-ceos-experts-speak/#7a108d38564d

https://business.linkedin.com/marketing-solutions/blog/content-marketing-thought-leaders/2017/we-asked-9-happy-marketers-what-they-love-most-about-their-jobs

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KeyTakeaways

There is something for everyone in digital marketing.

A digital marketing career can be both scientific and creative. The field is

constantly changing, making it easy to stay engaged and fulfilled.

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Businesses of all sizes and from all industries use digital marketing to connect with audiences and attract customers.

Digital Marketing has been on the rise for decades since the launch of the Internet; however, before professionals went digital, they grew businesses with what is known as traditional marketing.

The backbone of traditional marketing is the four Ps, which are key concepts involved in marketing a service or product. While these concepts were introduced in the pre-digital era, they ring true for digital marketing as well.

The concept of the four Ps has been around since the 1950s; as the marketing industry has evolved, the concepts of people, process, and physical evidence have become important components of marketing a product, too. - Investopedia

The Four Psof Marketing

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Product.01This is what a company offers to consumers or businesses, whether it is tangible like glassware or intangible like an online course.

Marketers create demand for products or services by positioning them as something enticing and necessary for prospective customers.

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02Price.In simple terms, price refers to how much a customer is willing to pay for a product. It is the marketer’s job to establish an attractive price point and communicate both the real and perceived value, while still turning a profit for the business. Perceived value can be as easy as luxurious packaging and a carefully chosen color palette.

Determining the price of a product or service is weighed against several factors, including what competitors are charging, supply costs, and even seasonal promotions.


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https://smallbusiness.chron.com/department-company-decides-prices-72429.html#:~:text=Marketing%20determines%20what%20the%20price,be%20to%20meet%20profit%20goals.

https://blog.capterra.com/understanding-the-marketing-mix-the-4-ps-of-marketing/

03On any day in the last 5 years (as of 2016) there were an average of 640,000 people

online for the first time.

Placement.Once a product is priced appropriately, a marketer decides where it should be sold and the ideal places (physical or online) to convert prospects into customers. It’s tempting to want to put your product in front of as many people as possible, but the most effective marketing campaigns will target those who are most likely to buy your product at the determined price.

Appropriate placement helps to ensure the success of marketing campaigns by increasing your return on investment (ROI). ROI is an important marker of success because it measures how much revenue you generated compared to how much you spent.

When it comes to the digital space, determining the best place for your product means understanding where your customers are spending their time online and attracting them there through targeted campaigns and ads.

765 millionCHINA INDIA

UNITED STATES BRAZIL245 million

391 million

Top 5 countries connected to the

internet as of 2017

JAPAN116 million

126 million


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https://ourworldindata.org/internet-history-just-begun

04The Super Bowl is highly watched, but this did not guarantee that each viewer would see the commercial

or be interested in a particular product. With digital advertising, marketers don’t have to spend as much to

reach the same amount of viewers and, through targeting and segmentation, they can choose an audience that is

more likely to buy what’s being promoted.

No guarantee of interest Targeted audience

1 30-second Super Bowl Commercial

1 YouTube ad online

Paid$100,000

Paid$5,250,000

millionviews1million

viewers100

Promotion.This concept refers to how marketers communicate about a product, and how they differentiate it from other products, to turn target buyers into customers. If you’ve ever been introduced to a product or service, either online or offline, you’ve witnessed a promotion campaign.

This “P” in particular highlights the many advantages of digital marketing over traditional, non-digital methods. Marketers can run a promotion, using the collected data to learn what’s working quickly, and pivot based on those learnings.

While we run these dynamic campaigns, we’re reaching millions of people at a fraction of the cost; instead of a billboard that can only be seen by drivers in a specific location, a display ad online can reach a targeted audience regardless of their location.


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https://www.lyfemarketing.com/blog/benefits-digital-marketing/






















KEYTAKEAWAYS KEYTAKEAWAYS KEYTAKEAWAYS KEYTAKEAWAYS The digital space has expanded exponentially.

With more people online every day, digital marketers are increasingly finding new ways to learn about their audience

and how to market to them.

Product Purpose: solve a problem and make life easier or better for consumers.Price Purpose: communicate value and qualify your target audience.Placement Purpose: brand awareness and audience engagement.Promotion Purpose: create demand and generate brand loyalty.

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Inbound vs. Outbound Marketing

Writing blog articles and white papers

Sending email campaigns and lead nurturing

Optimizing content with SEO techniques

Social media listening

Examples of inbound marketing include

brings people into your world. This strategy attracts customers through meaningful content and brand experiences personalized to them. Content is distributed via social media campaigns, emails, ads, and other formats that can be used to spread the word about your product to potential customers.

Are you currently subscribed to a newsletter from a company whose products you enjoy? Do you follow them on Instagram? Well, that’s inbound marketing in action.

The objective is to draw customers to your online marketing assets, such as a landing page or blog, so they can learn more about your product or service, develop trust in it, and ultimately purchase it (also known as converting customers).

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https://www.marketo.com/inbound-marketing/

Outbound MarketingInbound vs.

involves reaching out to an audience, instead of the audience coming to you. Also known as “interruption marketing,” it focuses on promoting products or services through direct advertising, such as PPC and cold emails, as well as through more traditional marketing mediums such as commercials, radio ads, and print ads.

Have you ever read an article online and noticed a banner right in the middle of the article promoting a product? That’s a form of outbound marketing.

This approach often leads to lower returns (ROI) because rather than target a specific audience based on interest or other factors, you’re broadcasting your message to a broader audience who may not necessarily want or need your product.

Pay-per-click advertising (PPC)

Door-to-door sales

Examples of outbound marketing

Cold calling or cold emails

Trade shows

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https://smallbusiness.chron.com/outbound-marketing-26144.html



MarketingInbound vs. Outbound

A tried and true marketing strategy contains a mixture of traditional and digital methods to reach as many potential customers as possible. As you can see in this sample strategy, a well-rounded approach covers communications online and offline. Certain methods will work better for different companies, depending on the audience and product. As we learned with the four P’s, product placement and promotion has a lot to do with who you are marketing your product to.

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› Create video testimonials› SEO research› Social Media Plan

› SEO research› Build campaign› A/B test

› Design › Identify segments & message› A/B test

› Marketing collateral› Lead generation method› Follow up Communication

› Identify segments› Design landing pages› Finalize offers

› Market research› Communication strategy› Define message and offer

Campaign

Inbound

Outbound

Email

Trade show

Retargeting Ads

Cold Emails

Content Marketing

PPC Ads

Mixed Marketing Strategy

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KEYTAKEAWAYS KEYTAKEAWAYS KEYTAKEAWAYS KEYTAKEAWAYS Outbound Marketing is diminishing in popularity due to its higher costs, ad

blockers, and spam filters.Even in the digital world, the best

marketing strategy should consist of both outbound and inbound methods.

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Digital AdvertisingToday

Popular Types of

A winning marketing strategy incorporates all types of promotional mediums and formats to distribute campaigns

that are effective and targeted. Below we look at some of the most popular types of digital marketing.

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Social Media MarketingThis type of marketing leverages social media channels like Instagram, LinkedIn, Facebook, TikTok, and Pinterest to engage with audiences, answer questions, and serve ads. Within social media marketing, we also see influencer marketing, which involves hiring individuals with large followings to promote a product or service to their audience. Nike has built an amazing network of dedicated influencers to creatively promote their shoes using their own style, like @nardgotsole_htx.

Social media marketing consists of several different roles that have a strategic and significant impact on the company’s identity.

Top 5 Social Channels

TWITTER330 million users

2.5 million usersFACEBOOK

INSTAGRAM1 million users

YOUTUBE2 million users

WEIBO376 million users

Influencers with 0 - 25K followers have 7% engagement rates on average.All other influencers have 3.21% and lower engagement rates.

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Popular Types of

Digital Advertising Today

https://www.instagram.com/nardgotsole_htx/

https://influence.co/category/nike

https://www.socialmediatoday.com/news/5-key-considerations-for-a-compelling-social-media-marketing-approach/581514/

https://www.dreamgrow.com/top-15-most-popular-social-networking-sites/

https://izea.com/2020/06/08/top-influencer-marketing-trends/#:~:text=Influencer%20marketing%20has%20proven%20itself,invest%20even%20more%20in%202020.

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Video AdsIn 2019, there were 1.86 billion YouTube users worldwide.

It’s no surprise then that marketers are using video ads and platforms like YouTube to generate awareness, demand, and revenue. Videos are an effective way to capture attention and are being used more often to build brand identity and appeal to audiences’ interests.

These ads are put together by a creative team of editors, writers, and strategists to ensure they hold a thinning attention span.

Top Video Platforms

FACEBOOK WATCH140 million daily users

VIMEO42 million viewers in United States

over a billion hours of video daily

YOUTUBE

TIKTOK800 million active users worldwide

TWITCH37.5 million viewers in the United States

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https://www.statista.com/topics/2019/youtube/

https://www.dreamgrow.com/top-15-most-popular-social-networking-sites/

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Native AdvertisingThis is sponsored content that looks like regular editorial content but is designed to promote a product or service without obstructing the user’s experience. Blogs and social media content are the most common types of native advertising.

Content writers hold an important role in the creation of these types of ads. They conceptualize, write, edit, and publish the content, while a data team measures its performance.

Native ads yield a 40x higher click-through rate (CTR).

Native video ads are predicted to increase by 24.2% by the end of 2019.

71% of consumers say they personally identify with a brand after viewing its native ads versus only 50% with display ads.

source

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https://contentmarketinginstitute.com/2019/04/native-advertising-examples/

https://contentmarketinginstitute.com/2019/04/native-advertising-examples/

https://blog.taboola.com/mediaradar-native-advertising/

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Email MarketingMost business websites today include a form where visitors can fill out their information to receive updates, promotions, and information from a company. This is the first step in email marketing, and it opens the door for the company to engage with subscribers and convert them into customers.

Email marketing is also a low-cost strategy, which, if done correctly, can result in high returns. This is why Email Marketing Specialists have become so crucial for business growth today.

Average expected ROI is $42 for every $1 you spend

on email marketing.

Adding videos to your email can increase click rates by 300%

source

9 out of 10 marketers use

email to distribute content organically

Average open rate for welcome

email is 82%

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https://www.oberlo.com/blog/email-marketing-statistics

https://mailchimp.com/email-marketing/


















KEYTAKEAWAYS KEYTAKEAWAYS KEYTAKEAWAYS KEYTAKEAWAYS A winning marketing strategy incorporates

all types of promotional mediums and formats to distribute campaigns that are

effective and targeted.Be mindful of your audience to

ensure you’re effectively reaching them on the platforms they are using.

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SEO Specialist

SEO Specialists are responsible for improving organic search results via researching, optimizing, and distributing content. This is done by identifying and using keywords that match the product’s objective, benefits, or functionality. SEO Specialists work closely with content creators to develop blogs, videos, ads and various other content that incorporate the keywords. When people input these keywords in a search on Google or other search engines, the relevant content appears.

The SEO Specialist also audits web pages to ensure that they are optimized to meet search engine criteria for relevance.

This role generally requires analytical and critical thinking. Some SEO Specialists may create content themselves, and others may focus more on algorithm changes, page ranking, and page structure. SEO Specialists are not always part of content teams, but their work does inform the content produced by writers, and so these roles work in close collaboration.

The Career Possibilitiesin Digital Marketing

Critical thinker | Wordsmith | Improves organic search results

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PPC Specialist

A PPC Specialist manages pay-per-click advertising campaigns including the strategy, implementation, and analysis of ad performance. This role also works closely with the SEO Specialist, since keywords are an essential part of targeting and search intent.

PPC Specialists ensure that the user journey is cohesive from start to finish by maintaining clear messaging in ads and landing pages.

People in PPC advertising roles are analytical and sometimes may tap into their creative sides to shape ad messaging. They must have strong communication skills, something that is necessary both in engagement with target audiences and internal teams. Time management, data analysis, and understanding key audiences are also necessary skills to succeed in this role.

Data interpreter | Copywriter | Manages pay-per-click advertising


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Social Media Manager

The Social Media Manager is responsible for planning, implementing, and monitoring social media strategies and campaigns. Often, this role also includes community management and engagement.

As a content curator and strategic planner, today’s Social Media Manager uses a range of digital tools to create and schedule posts, engage with audiences, build or maintain brand identity, and stay on top of trends and customer feedback.

Not everyone who has a social media account is automatically qualified to be a Social Media Manager. People in this role must understand how to align with the company’s marketing strategies, the concept of audience segmentation, and how the social media platforms they use work. Being able to gather and synthesize information to drive the strategy forward is also essential to the role. A Social Media Manager must be creative, data-driven, and customer-centric.

Content curator | Strategic planner | Responsible for social strategies and content


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Digital Strategist

Digital Strategists are responsible for developing marketing programs and campaigns in line with brand objectives and based on customer insight and data. They work with several individuals in the marketing team to ensure successful implementation and optimization of the overall marketing strategy.

A Digital Strategist focuses on the bigger picture to identify gaps and areas of improvement within marketing activities. Once a strategy is outlined, the strategist prioritizes and delegates tasks, and ultimately reports on the impact of the strategy.

This person must have a deep understanding of the digital space and the ability to work in a fast-paced and dynamic environment. Strategists are often self-motivated, with a strong attention to detail and even stronger communication skills.

Creative strategist | Organized collaborator | Uses data to drive solutions


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KEYTAKEAWAYS KEYTAKEAWAYS KEYTAKEAWAYS KEYTAKEAWAYS While there are several different digital marketing

career paths to choose from, your skill set will likely end up covering more than one particular

area. The more versatile your skill set is, the more impact you’ll make throughout your career.

Skills can overlap throughout various positions, making it easier to shift from one

digital marketing career path to another.

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How to Stay on Topof Your Game

Digital marketing professionals encounter constant changes within their industry. Whether it’s policy changes affecting how information is managed, like the , or a sudden dip in campaign performance forcing a team to re-evaluate its strategy, marketing professionals

continuously need to be in the know and in touch with their company’s needs.

Depending on your role, you will most likely have a set of go-to sites, thought leaders, and forums to tap into for inspiration and keep abreast of industry developments.

While some marketers see more consistent changes than others, for example, an SEO Specialist must account for ongoing algorithm changes; it’s important to know where to look and keep up

with the modern techniques of your field.

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https://www.seo.com/blog/what-is-an-seo-specialist/

https://www.schellman.com/blog/gdpr-what-it-means-for-us-based-companies

According to the “93% of online activity starts with a search engine, like Google or Bing, and ensures the continued effectiveness of SEO as a superior marketing strategy.

About 80% of Americans make an online purchase at least once a month.”

Digital Marketing Institute

All

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https://digitalmarketinginstitute.com/blog/4-big-benefits-digital-marketing-career





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DIGITAL MARKETINGWith the continued growth of the Internet, digital marketing has cemented its place within the business world. The reality is, if you don’t have a digital marketing team, it’s hard to have an online presence, and if you’re not online, your business doesn’t exist.

Just over 10 years ago, the roles that exist today were barely getting their start, but businesses now view digital marketing roles as highly in-demand. These roles are still settling into their corporate environment, but they’re quickly demonstrating how much growth they can drive for companies, even with a smaller budget.

Professionals who can help drive business through the increase and optimization of organic online activity are those who will succeed most in the digital marketing field.

Job DemandLandscape

Job demand in the overall field of marketing should increase by 10% by 2026. That increase is above the average for all careers.

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https://www.lyfemarketing.com/blog/role-of-digital-marketing/

https://www.ziprecruiter.com/e/What-Is-the-Job-Outlook-for-Careers-in-Digital-Marketing#:~:text=The%20job%20outlook%20for%20digital,the%20average%20for%20all%20careers




Are Looking ForWhat Employers

Before you enter the job market, you will need to build a strong skill set and show a collection of marketing assets you worked on to help you stand out from the crowd. Field experience and familiarity with digital marketing strategies are a must-have, but you can go one step further by showcasing your own work.

Employers usually request portfolios or writing samples to get a sense of a candidate’s skill, thought process, and grasp of knowledge. Content writers and designers can present their creative work through a personal website, published links, or simply by sending a few samples together with their resume. More analytical roles, like a PPC Specialist, are often asked to present results from campaigns they’ve launched.

Learning by doing, and practical training through real-world simulations is a good way to learn digital marketing skills, and can position you ahead of other job-seekers. Programs that offer hands-on practice in digital marketing strategies and tools, including email automation software, E-Commerce platforms, and WordPress for website building, can set you apart in the market by equipping you with the in-demand skills employers are seeking.

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https://www.business2community.com/marketing/7-incredibly-creative-portfolios-marketers-can-get-inspiration-from-02113755

https://digitalskills.miami.edu/the-program/digital-marketing-professional-bootcamp/












https://digitalskills.odu.edu/digital-marketing-bootcamp/


















KEYTAKEAWAYS KEYTAKEAWAYS KEYTAKEAWAYS KEYTAKEAWAYS The world of digital marketing changes quickly,

and curricula must frequently be updated to reflect new methods, concepts, and platforms. It’s important to seek out training courses

that teach the most up-to-date marketing practices.As in any field, getting ahead of the competition also means

connecting with professionals in the industry. Establishing and growing your network with digital marketing practitioners can pave the way not only to meaningful learning opportunities but also to

lucrative employment prospects.

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The Traditional Track01If you’re more inclined to take the “traditional” route of obtaining a four-year or two-year degree, studying Business with a focus on Marketing could be one way to go. Additionally, while digital marketing itself is not closely related to Computer Science, a degree in Information Technology can also help foster critical thinking and data analysis skills. Learning coding languages can also be useful for building websites.

The degree route is a great option if you can commit the time and discipline required to succeed; however, you may miss out on practical knowledge, like how marketers today are using specific tools in their roles. Not to mention, the financial investment required for a four-year degree can discourage passionate students from pursuing one.

Marketing ProfessionalHow to Become a Digital

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https://www.degreequery.com/degree-need-become-digital-marketing-manager/

https://www.usnews.com/education/best-colleges/paying-for-college/articles/paying-for-college-infographic

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The Fast TrackYou can gain the same knowledge, as well as relevant experience, from taking specialized digital marketing courses online or offline. The trick is to find a program that offers immersive, hands-on training. This is a great option if you’re looking to make a career change, if you want to elevate your existing knowledge of digital marketing, or if you want to break into the field having gained experience and a solid foundation of the fundamentals - without the lengthy course load.

With the University of Miami Digital Marketing Profession you can be ready to interview and showcase a portfolio of work in less than a year.Students will need to take the Introductory Course and pass an exam to assess their capability and passion for this career path before continuing with the program.

To get started, schedule a free consultation with our Admissions Advisors.


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https://digitalskills.odu.edu/digital-marketing-bootcamp/

https://digitalskills.odu.edu/contact-us/

03The Side-Hustle TrackThe best way to learn something is by doing. If you are interested in a specific area of digital marketing, like graphic design or paid ads, why not build up your skills by working on them yourself? Reach out to friends or family whom you may be able to help as you grow your skills. As you progress with each project, you’ll get a feel for what works and what doesn’t.

This is not an ideal track for everyone. It may not lead to a lucrative job and won’t guarantee that you’ll become an expert in that field, but if you do find yourself curious about digital marketing, explore your interests and see where they take you.

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Digital Marketing Career?Are you interested in pursuing a

The Old Dominion University Digital Marketing Bootcamp delivers a market-driven education focusing on building the necessary skills for today’s workforce with industry

experts and live, immersive courses.

with our Admissions Advisors and ask about our Introductory Course.

Real-life agency experienceComprehensive career services

Project-based portfolio developmentLive one-on-one meetings with instructors

https://digitalskills.odu.edu/contact-us/

PURSUING A DIGITAL MARKETING CAREER - Old Dominion ...

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