How To Become a Digital Marketing Specialist: Salary & Career Paths for 2025

by Imed Bouchrika, Phd

Co-Founder and Chief Data Scientist

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More than 60% of marketers say their top challenge is generating traffic and leads, according to HubSpot. For those hoping to enter the field, especially career switchers and recent graduates, this signals a fast-moving industry where expectations are high and skills must be proven.

Many aspiring digital marketing specialists find it hard to identify what to learn, which tools to master, or how to get hired without a traditional background. This article helps you cut through the noise with clear answers on skills, education, salary expectations, and career paths—designed for people like you who want practical, accurate guidance for a career in digital marketing.

Key Things You Should Know About How to Become a Digital Marketing Specialist

• Content strategy is a core requirement. Around 60% of marketing job postings now list content strategy as a must-have skill, making it one of the most important areas to develop for aspiring digital marketing specialists. It's not optional—it’s foundational.
• Data and analytics skills are in short supply. Over 34% of businesses say their marketing teams lack data capabilities, which opens doors for new entrants who can prove fluency in tools like Google Analytics, Sheets, and dashboard reporting.
• AI is reshaping daily workflows in marketing. The top three uses of AI in marketing are content creation (35%), data analysis (30%), and workflow automation (20%), meaning specialists are expected to be both creative and computationally aware.
• The role has many entry points, but the skill ceiling is high. While it’s possible to enter with certifications or self-paced courses, long-term success requires constant upskilling in SEO, email marketing, analytics, and platform tools.
• Job demand is strongest in social and content roles. Positions like social media coordinator (16%) and content creator (16%) are among the most actively recruited roles currently, showing a strong entry pathway for specialists with the right portfolio and practical skills.

Table of Contents

1. What does a digital marketing specialist do?
2. Is digital marketing a good career for 2025?
3. Do you need a marketing degree to become a digital marketing specialist?
4. Are certifications enough to get hired in digital marketing?
5. How do you start a digital marketing career with no experience?
6. What are the most important skills for digital marketers for 2025?
7. What are the must-know tools for digital marketers?
8. What is the average salary of a digital marketing specialist in the US?
9. What industries are hiring the most digital marketing specialists?
10. Can creative writing skills enhance your digital marketing career?
11. What soft skills are essential for excelling in digital marketing?
12. Should you freelance or work full-time in digital marketing?
13. What is the career path of a digital marketing specialist?
14. How can you future-proof your digital marketing skills?
15. Other Things You Should Know About How to Become a Digital Marketing Specialist

What does a digital marketing specialist do?

Digital marketing specialists often face the misconception that their work is just about running ads or managing social media. In reality, their role cuts across strategy, execution, and performance measurement—requiring creative and analytical skills. For aspiring professionals, especially those switching careers, clarity about what this role entails is the first step in evaluating whether this path fits their goals.

• Build and execute campaigns. Specialists design, launch, and manage digital marketing campaigns across channels like search engines, email, websites, and social media.
• Optimize for audience engagement. They analyze customer behavior and tweak messaging, visuals, or timing to increase interaction and conversion.
• Monitor performance and ROI. Using tools like Google Analytics and CRM platforms, they track campaign metrics and report outcomes to guide strategy.
• Coordinate across content and design teams. Digital marketers work closely with writers, designers, and developers to ensure cohesive messaging across platforms.
• Stay updated with trends and algorithms. Platforms like Google and Meta constantly evolve, so specialists keep learning to adapt their methods accordingly.

Knowing what a digital marketing specialist does help the reader assess their fit for the role. It also helps them focus their learning efforts on real-world tasks, not just general marketing theory. 

What does a content marketing specialist do? Content marketing specialists and digital marketing specialists are basically the same, except that the former covers content in a more general scope while the latter's role covers digital content. 

Is digital marketing a good career for 2025?

Digital marketing continues to be one of the most adaptive and forward-moving careers in the US, especially in a year marked by rising AI adoption and shifting consumer behaviors. For those considering a career pivot or re-skilling decision, the question isn't just whether digital marketing is good—it’s whether it remains resilient to market change. The answer is a strong yes, and here’s why:

• Strong job demand across sectors. Healthcare, retail, SaaS, and education are all expanding their digital marketing teams. This versatility increases the odds of finding meaningful work across industries.
• Opportunities to fast-track entry. Programs like an accelerated marketing degree allow aspiring professionals to gain credentials and real-world marketing exposure in under two years—ideal for career switchers with limited time.
• AI and automation are creating, not erasing, roles. While automation handles repetitive tasks, it also increases the demand for strategic thinkers who can guide machine learning tools, interpret analytics, and craft adaptive content strategies.
• Marketers must follow fast-moving signals. According to marketing trends data, areas like video marketing, social selling, and AI-assisted personalization are climbing in importance—ensuring that the role remains innovative, not stagnant.
• Career flexibility and entrepreneurship. From freelancing to launching niche agencies or leading in-house campaigns, digital marketing equips professionals with skills that scale.

For readers wondering whether this field is sustainable, the data and direction of the industry point clearly toward growth, variety, and long-term relevance. The real task is choosing the right path within it.

Do you need a marketing degree to become a digital marketing specialist?

You don’t need a marketing degree to become a digital marketing specialist, but having formal education can give you a structured foundation in core concepts like consumer behavior, brand positioning, and analytics. Most employers in the US value demonstrable skills—such as campaign planning, SEO knowledge, and data literacy—over degrees alone. That said, a degree can improve your credibility and open doors to higher-level roles, especially in competitive sectors like tech or finance.

For those coming from non-marketing backgrounds or looking to transition into the field, a digital marketing degree online offers a flexible, career-aligned option. It allows learners to gain academic credentials while applying digital tools in real time, often with built-in access to certifications from Google, HubSpot, or Meta. What's more, online programs make it easier for working adults to balance learning with job or family commitments.

Ultimately, the path depends on what the individual needs: some will benefit from formal degrees, while others can enter the field through certifications and self-paced learning—provided they build a strong portfolio of applied work.

Are certifications enough to get hired in digital marketing?

Certifications alone may not always be enough to land a digital marketing job. However, they are pivotal in showcasing your expertise, particularly when combined with hands-on experience. In the competitive digital marketing landscape, employers look for candidates who understand theory and can also demonstrate their ability to implement strategies effectively across platforms. A solid portfolio featuring real campaigns or projects can make all the difference.

Certifications in key areas like SEO, content marketing, or paid search provide a strong competitive edge and show employers that you're committed to staying updated with industry standards. However, some roles may also require a broader understanding of marketing concepts, which is why social media marketing degree schools are valuable for those seeking deeper, formalized knowledge that integrates strategy with execution.

In the end, while certifications can open doors, those who combine them with practical skills and a demonstrable understanding of the marketing ecosystem are the ones most likely to succeed in securing a job in digital marketing.

How do you start a digital marketing career with no experience? 

Starting a digital marketing career without experience may seem daunting, but it is entirely possible with the right approach. Many entry-level opportunities in digital marketing prioritize skills and potential over experience. Here’s how you can break into the field:

• Leverage free and low-cost learning resources. There are numerous free resources online that cover essential digital marketing areas like SEO, social media management, and email marketing. Websites like Google Digital Garage and HubSpot Academy offer comprehensive courses that can help you build a foundation in digital marketing. You can also look for the cheapest IT training bootcamps online to learn essential IT skills.
• Get hands-on experience through personal projects or freelancing. Even if you’re new to the field, you can start by managing social media accounts for a friend’s business, volunteering for nonprofits, or creating your blog or website. This provides practical experience to demonstrate your ability to potential employers.
• Look for entry-level positions or internships. Companies often offer entry-level positions or internships that allow you to learn on the job. These roles typically don't require much prior experience and can provide valuable insights into the day-to-day operations of digital marketing.
• Consider an affordable online social media marketing degree program. If you're looking for a more structured path, an affordable online social media marketing degree program can help you gain both theoretical knowledge and practical experience. These programs are tailored for beginners, helping you learn the skills needed to enter the field while keeping costs down.
• Network within the digital marketing community. Join online forums, attend webinars, and connect with professionals in the field. Networking can provide you with valuable insights, mentorship, and even job leads that can help you land your first marketing role.

Focus on gaining knowledge, building practical skills, and expanding your professional network to gradually position yourself as a competitive candidate in digital marketing, even without prior experience. It might also work in your favor if you familiarize yourself with the use of AI in marketing. 

What are the most important skills for digital marketers for 2025?

Digital marketing is increasingly driven by Data, automation, and content precision increasingly drive digital marketing. Employers expect professionals to bring both strategic thinking and technical fluency to the table. Here are the most critical skills for digital marketers for 2025:

• Content strategy is essential. A striking 60% of job postings for digital marketing roles list content strategy as a required skill. This involves planning, creating, and distributing content that aligns with business goals and resonates with the target audience.
• Data and analytics fluency is non-negotiable. According to a recent report, 34.4% of businesses identify a marketing skills gap in data and analytics capabilities within their teams. Digital marketers who can interpret data and translate it into actionable strategies have a distinct edge. You may want to check out our article on business analytics vs data science to learn more about this topic.
• AI tools are reshaping expectations. In recent times, 35% of marketers are using AI primarily for content creation, followed by 30% for data analysis and insights. Familiarity with AI tools like ChatGPT, Jasper, and analytics platforms is becoming increasingly valuable.
• Social media expertise remains foundational. Roles like social media coordinator, strategist, and content creator make up nearly half of all marketing positions prioritized for recruitment for 2025. Mastery of platforms like Meta, LinkedIn, and TikTok is a strong asset.
• Adaptability and lifelong learning are core professional traits. With digital tools and trends evolving rapidly, successful marketers must continuously upskill. Employers are drawn to candidates who show evidence of learning—whether through certifications, hands-on projects, or coursework.

Mastering these skills equips digital marketers to meet current employer expectations and adapt as the field continues to evolve.

What are the must-know tools for digital marketers? 

Digital marketing relies heavily on tools that streamline campaign execution, track performance, and enhance audience engagement. For those entering or growing in the field, familiarity with these tools is essential:

Performance tracking

Understanding what works and what doesn’t is central to every successful marketing campaign. Tools like Google Analytics provide data on user behavior, traffic sources, and conversion paths, helping digital marketers refine strategies in real time. For social platforms, Meta Business Suite offers insights into audience engagement and ad performance, streamlining decision-making across Facebook and Instagram.

Visual content creation

Strong visuals drive attention and engagement, especially on social media and email campaigns. Tools like Canva enable marketers to create polished graphics, ads, and infographics without needing professional design training. Its ease of use and wide template selection make it a go-to platform for fast, brand-consistent content creation.

SEO and competitor analysis

Search visibility is critical to digital marketing success. Platforms like SEMrush and Ahrefs help marketers identify high-value keywords, audit websites, and monitor competitors' strategies. These insights support smarter content planning and optimization, improving both organic reach and ROI.

Speaking of search engine optimization, you may want to know how to become an SEO manager if that's more up your alley.

Email marketing and automation

Email remains one of the highest-converting channels in digital marketing. Tools such as MailerLite and Mailchimp support targeted campaigns through segmentation, automation, and analytics. They help marketers build relationships, re-engage inactive users, and personalize communication at scale.

What is the average salary of a digital marketing specialist in the US?

​The average salary for a digital marketing specialist in the United States is approximately $65,418 per year, according to ZipRecruiter . Entry-level positions typically start around $44,000, while experienced professionals can earn up to $90,000 or more. In high-demand markets like San Francisco and San Jose, salaries often exceed $120,000.​

Education and certifications can also influence earnings. For example, those with a bachelor's degree in marketing average $61,415, while certified professionals or those with specialized technical skills—such as performance marketing or data analytics—often command higher pay. Salary data reinforces digital marketing’s viability as a financially stable and upwardly mobile career path, especially for professionals focused on building in-demand skills.

Further, you can make yourself more attractive as a candidate and perhaps command a higher asking salary by positioning yourself as an expert on some of the most-wanted roles in marketing today. 

What industries are hiring the most digital marketing specialists?  

​Digital marketing specialists are in high demand across various industries, each leveraging digital strategies to enhance their market presence. Here are some sectors actively hiring digital marketing professionals:​ 

Finance and fintech

The finance and fintech sectors are significantly expanding their digital marketing teams. With the rise of digital banking and payment solutions, companies are investing in marketing talent to navigate the digital landscape and connect with consumers effectively. ​

Technology and software

Technology companies, including software and SaaS providers, are at the forefront of digital innovation. They require digital marketers to promote new products, engage with tech-savvy audiences, and drive user adoption in a competitive market.

Healthcare

The healthcare industry is undergoing a digital transformation, with telemedicine becoming more prevalent. Digital marketers are essential in creating targeted campaigns to educate patients, enhance online visibility, and improve patient engagement. ​

Education

Educational institutions and e-learning platforms are increasingly relying on digital marketing to attract students and promote online courses. Marketers in this sector focus on content creation, social media engagement, and optimizing digital presence to reach a global audience. ​

Retail and e-commerce

The shift toward online shopping has led retailers to seek digital marketing specialists to enhance their online presence, optimize product listings, and implement effective advertising strategies. This sector offers opportunities to work with diverse products and target audiences. ​

These industries demonstrate the growing importance of digital marketing across various sectors, offering diverse opportunities for specialists to apply their skills and drive business growth.

Can creative writing skills enhance your digital marketing career?

Integrating creative writing expertise into digital marketing strategies can refine messaging and boost audience engagement. By applying narrative techniques and creative storytelling, you can develop compelling campaigns that resonate emotionally, differentiate brands, and drive higher conversion rates. This approach not only enriches content with authenticity, but also opens pathways to untapped market niches where innovative communication is key—such as jobs for MFA creative writing graduates.

What soft skills are essential for excelling in digital marketing?

Digital marketing success extends beyond technical prowess, with soft skills playing a pivotal role in career advancement. Key interpersonal abilities such as effective communication, adaptability to rapidly changing trends, and creative problem-solving are indispensable in resonating with audiences and collaborating within diverse teams. Professionals benefit from cultivating emotional intelligence and strategic thinking to navigate client relationships and internal decision-making processes. Additionally, refining creative communication—supported by resources like affordable online MFA creative writing programs—can enhance narrative strategies and ensure compelling content delivery in competitive markets.

Should you freelance or work full-time in digital marketing?

Choosing between freelancing and full-time work in digital marketing largely depends on your career goals, work-life balance preferences, and desired level of stability. Both paths offer distinct advantages and challenges.

Freelancing in Digital Marketing

Freelancing offers flexibility, allowing you to work with multiple clients and enjoy a variety of projects. It also provides the freedom to set your own schedule and rates. However, it comes with the challenge of finding clients, managing your own business operations, and dealing with income fluctuations.

Full-Time Digital Marketing Jobs

Full-time roles provide job security, benefits like health insurance, and opportunities for specialization. These positions allow you to focus on specific digital marketing areas, such as SEO or paid advertising, while offering a more structured work schedule. However, they may limit your flexibility compared to freelancing.

A social media degree online can be an excellent asset whether you choose freelancing or full-time work. It provides essential skills in social media marketing, a growing field within digital marketing that employers and clients prioritize. This qualification can enhance your profile and make you a more competitive candidate.

What is the career path of a digital marketing specialist?

A digital marketing specialist's career path typically starts with entry-level roles and progresses through various stages of specialization. The path may vary depending on the individual’s interests and skillset, but it often follows a general trajectory of growth and advancement.

Entry-Level Roles

At the beginning of their career, digital marketing specialists often start in entry-level positions, such as digital marketing assistant or social media coordinator. These roles provide a solid foundation in key areas of digital marketing, such as SEO, content creation, and campaign management.

Mid-Level Roles

After gaining experience, many specialists transition to mid-level roles, such as SEO specialist, PPC specialist, or content marketing strategist. At this stage, professionals begin to focus more on specific areas of digital marketing and take on more responsibility for strategy development and campaign execution.

Senior-Level Roles

As specialists move into senior roles, they may become digital marketing managers, directors, or even chief marketing officers (CMOs). These positions involve leading teams, developing high-level strategies, and overseeing large-scale campaigns. Senior roles often require extensive experience and a deep understanding of digital marketing trends and best practices.

Specialized Roles

Some digital marketing professionals may choose to specialize further in areas like data analytics, email marketing, or affiliate marketing. Specialization allows for a deeper understanding of a specific aspect of digital marketing, which can lead to niche expertise and higher-paying roles.

For many aspiring digital marketers, the path to success may involve gaining formal education or certifications. A common question that arises is: how long does it take to get a marketing degree? Typically, a bachelor’s degree in marketing takes about four years to complete, but there are also accelerated programs that can help you enter the field sooner.

What Digital Marketing Specialists Have to Say About Their Careers

I used to worry that switching careers in my 30s would be too risky. But studying digital marketing online let me keep working part-time while building real skills that companies actually want. I’ve since landed a full-time remote role with a small agency, and I finally feel like I’m doing work that makes sense in today’s economy. — Lorraine

I didn’t have a fancy background or a lot of experience, but the digital marketing program made everything accessible. What I loved most was applying what I learned each week to my personal project—a food blog that’s now pulling in affiliate revenue. Studying online helped me stay focused and avoid wasting time commuting or sitting through lectures that didn’t apply. — Frida

I’m based in a rural area where job opportunities are limited, especially in tech. This program gave me the skills to work with clients across the US without having to move. Learning online didn’t feel isolating—it gave me a global network I’d never have met otherwise. — Leonore

How can you future-proof your digital marketing skills?

Staying competitive in a rapidly evolving digital landscape requires a blend of technical mastery and creative innovation. Regularly updating your skill set with advanced analytics, automation platforms, and fresh content strategies is essential. Engaging in continuous professional development—such as exploring online writing degrees to enhance your storytelling and creative communication—can further differentiate your expertise. Additionally, participating in industry webinars, subscribing to expert publications, and joining professional networks will help you quickly adapt to new digital trends and emerging technologies.

Key Findings

• Digital marketing roles are expanding in sectors like healthcare, SaaS, and retail, offering broad career versatility for new entrants and career switchers alike.
• While certifications in SEO, content, or paid media show initiative, candidates with real-world project portfolios and campaign experience stand out more to employers.
• According to ZipRecruiter, digital marketing specialists earn an average of $65,418 annually, with higher salaries exceeding $90,000 depending on experience and region.
• Companies increasingly value marketers who can interpret analytics and apply insights, making data fluency a competitive differentiator.
• Content planning and execution remain at the heart of digital marketing roles, highlighting the need for creative and strategic capabilities.

Other Things You Should Know About How to Become a Digital Marketing Specialist

Is digital marketing hard for beginners?

Digital marketing can be challenging at first due to the wide range of channels and tools involved, but many beginners succeed with structured learning and consistent practice. Starting with one area, like content or social media marketing, often helps reduce the feeling of being overwhelmed.

How much money do I need to start digital marketing?

You can begin with little to no upfront investment. Many essential tools have free tiers, and foundational courses are available at low or no cost on platforms like Coursera and HubSpot. Paid advertising, however, requires a budget, even if modest.

Can I teach myself digital marketing?

Yes, self-teaching is possible. Numerous professionals have built careers through self-study using online resources, certifications, and hands-on experimentation with personal projects or freelance gigs.

How much should I charge as a beginner digital marketer?

Entry-level digital marketers in the US typically charge $15–$25 per hour for freelance work. Rates may vary depending on niche, location, and service type, with some beginners starting at project-based pricing around $200–$500.

References:

• Statista. (2023). Blogging is the most popular content format among marketers. statista.com
• Statista. (2023). Leading in-demand skills in content marketing in the United States. statista.com
• University of Pennsylvania, Wharton Online. (n.d.). In-demand digital marketing skills. online.wharton.upenn.edu
• WordStream. (2024, March). 79+ digital marketing statistics to help you stay ahead of the curve. wordstream.com
• ZipRecruiter. (2025). Digital marketing specialist salary. ziprecruiter.com
• Zippia. (2025. Digital marketing strategist skills. zippia.com