Overview
Digital marketing is a dynamic field that focuses on promoting products, services, or brands through digital channels. It encompasses various strategies aimed at engaging audiences online, leveraging platforms such as social media, search engines, email, and websites. As businesses increasingly prioritise their online presence, digital marketing has become essential for reaching and interacting with consumers.
Key Areas of Digital Marketing:
- Social Media Marketing: Utilising platforms like Instagram, TikTok, LinkedIn, and Twitter to enhance brand visibility and foster audience engagement.
- Search Engine Optimisation (SEO): Optimising website content to improve rankings on search engines like Google, thereby increasing organic traffic.
- Pay-Per-Click (PPC) Advertising: Managing paid advertising campaigns on platforms such as Google Ads and social media to drive targeted traffic.
- Email Marketing: Crafting and distributing emails to nurture leads, inform customers, and promote products or services.
- Content Marketing: Creating valuable content, including blogs, videos, and infographics, to attract and retain a clearly defined audience.
The digital marketing industry in the UK is experiencing significant growth. In 2024, the market reached approximately £30.14 billion and is projected to grow at a compound annual growth rate (CAGR) of 11.1%, potentially reaching £77.61 billion by 2034. This expansion offers numerous opportunities for individuals interested in pursuing a career in this field
Average Digital Marketing Graduate Salary
Career Path
A career in digital marketing can take various paths depending on your skills and interests. Here are some key roles:
- Content & Social Media Marketing – Creating engaging content, managing brand presence on social media, and developing audience engagement strategies.
- SEO & PPC Specialist – Optimising websites for search rankings and managing paid advertising campaigns.
- Email & CRM Marketing – Designing and executing email marketing strategies to improve customer retention.
- Digital Analytics & Strategy – Using data insights to enhance marketing performance and audience targeting.
- E-commerce & Performance Marketing – Driving online sales through conversion rate optimisation and paid digital campaigns.
Digital marketing professionals work in various sectors, including:
- Large corporations like Google, Amazon, Unilever, and Meta.
- Marketing agencies specialising in SEO, content marketing, and digital advertising.
- Tech startups focusing on digital innovation and e-commerce.
Entry-level positions such as Marketing Assistant, Digital Marketing Executive, and Social Media Coordinator provide a foundation for career growth. Many companies offer on-the-job training, including tools like Google Analytics, Facebook Ads Manager, and Adobe Creative Suite. As you gain experience, you can specialise in a particular area or move into senior roles like Marketing Manager, Digital Strategy Lead, or Head of Growth.
Key aspects of digital marketing careers include:
- Fast-paced & ever-evolving – Keeping up with changing trends, tools, and algorithms.
- Data-driven & analytical – Using insights to measure campaign success.
- Creative & innovative – Developing engaging content and unique branding strategies.
- Continuous learning – Staying updated on SEO changes, social media developments, and new digital tools.
Qualifications and Skills Needed
What proportion of candidates as a percent we place into Digital Marketing graduate careers and the typical qualities graduate employers look for.
GRB Placements for Digital Marketing by Degree
Typical Candidate Attributes
While digital marketing is open to graduates from any background, some degrees provide an advantage:
- Marketing, Advertising, Media & Communications – Ideal for brand management and creative marketing roles.
- Journalism, Creative Writing, Graphic Design – Valuable for content creation and social media marketing.
- Business, Economics, Data Science – Useful for data-driven marketing, digital analytics, and PPC advertising roles.
Employers differ from place to place, but these are the standard qualifications that you'd need to excel in the industry:
- A 2:1 degree is often preferred, but some employers accept a 2:2 with relevant experience.
- Strong proficiency in social media platforms, content creation, and marketing tools.
- Experience with Google Analytics, SEO tools, and digital advertising platforms can be an advantage.
These are the essential skills that you'll need to stand out when trying to get into digital marketing:
- Creativity & Storytelling – Crafting engaging content that captures audience attention.
- Data Analysis & SEO – Understanding search trends, analytics tools, and performance metrics.
- Social Media & Influencer Marketing – Managing brand presence across social platforms.
- Technical & Digital Skills – Using email marketing tools, automation software, and PPC platforms.
- Copywriting & Communication – Writing compelling ad copy, blog posts, and marketing emails.
- Adaptability & Trend Awareness – Keeping up with algorithm changes and emerging marketing trends.
Many employers offer training opportunities, but obtaining industry-recognised certifications can boost employability:
- Google Ads & Analytics Certifications – Essential for digital advertising and data analysis.
- CIM (Chartered Institute of Marketing) Certifications – Covering branding, consumer behaviour, and marketing strategies.
- IDM (Institute of Data & Marketing) Courses – Specialised training in direct and digital marketing.
Application & Recruitment Process
Unlike structured graduate schemes, digital marketing recruitment varies by company, but the general process includes:
- Online Application & CV Screening – Highlighting digital marketing projects, personal blogs, or social media experience.
- Portfolio & Practical Task – Some employers may ask for sample work, such as a content strategy or social media campaign.
- Interview & Marketing Challenge – Expect discussions on marketing trends, audience engagement, and branding strategies.
- Assessment Centres (for larger firms) – Group exercises, problem-solving tasks, and digital strategy challenges.
Is Digital Marketing the Right Career for You?
If you enjoy creativity, problem-solving, data analysis, and social media, digital marketing offers a rewarding career path. The industry is ideal for those who like a fast-paced, innovative environment and are eager to stay ahead of the latest trends. Here's how to boost your chances:
- Build a Strong Online Presence – Showcase personal projects, a blog, or a digital portfolio.
- Gain Hands-On Experience – Work on freelance projects, internships, or manage social media accounts.
- Stay Updated on Industry Trends – Follow SEO updates, social media developments, and digital marketing tools.
- Network with Professionals – Connect with industry experts through LinkedIn and marketing events.
Digital marketing is an exciting and evolving field with diverse opportunities. Whether you're interested in content creation, analytics, or paid advertising, developing the right skills and gaining hands-on experience can help you stand out in this competitive industry.
Sources for Further Information
The Institute of Direct and Digital Marketing theidm.com
The Chartered Institute of Marketing www.cim.co.uk
Creative Skill Set Courses creativeskillset.org