How to Get Into Digital Marketing

Digital marketing is extremely prevalent in today’s increasingly online culture, covering everything from social media and clickable ads to email campaigns, newsletters, and search engine optimization (SEO).

With businesses focusing more on their online presence, digital marketing has become a popular career path with plenty of opportunities to grow.

You can enter the field by pursuing a formal education, but a degree is not necessary to get a job in digital marketing. Refining your skills and developing a portfolio by yourself can also help you qualify for several jobs.

In this guide, we’ll break down the steps you’ll need to follow to break into the field of digital marketing.

Digital marketers promote brands, businesses, and companies through online channels, including social media, search engines, emails, and websites.

Unlike traditional marketing, digital marketers don’t necessarily focus on selling a specific product. Instead, they aim to connect with their brand’s core audience to increase brand awareness, ultimately helping a business grow.

According to Aidin Namin, Ph.D., professor of marketing at Loyola Marymount University, “the beauty of digital marketing is that no two days are exactly the same.”

However, she says there are common rhythms depending on your role. Some of the key responsibilities for digital marketers include:

Here are some recommended steps if you are interested in entering the field of digital marketing:

It is common for digital marketing professionals to have at least a bachelor’s degree. Though no one type of degree is required, bachelor’s degrees in marketing, advertising, or communication are popular options for students interested in digital marketing.

If you hold a bachelor’s degree in a different field, obtaining a certificate in digital marketing can help you break into the digital marketing field.

However, Namin points out that even if you pursue a marketing degree, it’s important to stay on top of the latest trends. “You’re unlikely to find a traditional marketing course that covers the nuances of TikTok algorithm trends, email segmentation with Klaviyo, or the latest tactics in Meta Ads Manager,” she says.

With this in mind, consider supplementing your college knowledge with online courses or by getting hands-on experience.

There is only so much you can learn in a classroom, and real-world experience is key to being successful in a digital marketing career.

“If you can walk into an interview and say: ‘Here’s how I grew a brand’s Instagram by 200%,’ or ‘I ran a Google Ads campaign with a 5.2% conversion rate,’ you’re already ahead of someone with a degree but no practical experience,” Namin says.

Internships and freelance opportunities are common ways to get hands-on practice. Many companies offer digital marketing internships for college students. You can often find these opportunities on job boards like LinkedIn, Indeed, and Handshake or by reaching out to local businesses that need marketing help.

You can also gain experience by marketing your own campaigns. The internet is full of opportunities to create and market your own campaigns, whether through social media, blogs, or personal projects.

Skills like SEO, content marketing, social media management, and data analysis are important to succeed as a digital marketer.

Many undergraduate studies offer digital marketing courses that cover these skills. However, hands-on experience through internships or freelance work can help you apply these skills in real-world settings.

If you want to improve a specific skill — like mastering Google Ads, learning email marketing automation, or analyzing website traffic — check whether your local college or university provides an online course or certificate in that area.

It’s important to create a digital marketing portfolio to showcase your work to potential employers. “It’s your way of showing, not just telling, what you can do,” Namin says.

“Many newcomers worry they can’t build a portfolio without a job, but you can create real-world results on your own, such as running your own brand or helping a small business,” she adds.

Your portfolio can feature samples from internships or freelance projects, data from successful campaigns, and testimonials from past employers or colleagues. You can also include certifications, certificates, and any other relevant materials that can help highlight your expertise.

She also recommends creating case studies that break down how you approached a project and what results you achieved. On top of that, consider asking colleagues or clients for testimonials to add credibility.

Namin added that your portfolio is a great place to show how you think and solve problems. “Even a few solid, thoughtful projects can be more impressive than a long resume,” she says.

Aspiring digital marketers can apply for entry-level roles such as content strategist, SEO specialist, social media manager, and social media content creator.

These roles often require a bachelor’s degree in a related field or previous experience with successful digital marketing campaigns.

If you cannot secure a position with a larger brand, try reaching out to smaller companies or businesses or picking up freelance work to gain experience.

Additionally, pursuing a master’s degree in digital marketing may open the door to more senior roles, as well as help you build your network.

Professionals across various roles in digital marketing earn an average annual salary of $77,000, according to April 2025 PayScale data. For example, digital marketing specialists earn an average annual salary of $56,320 and digital marketing managers earn an average annual salary of $76,164, per PayScale data from that same time period.

However, the Bureau of Labor Statistics (BLS) reports that advertising, promotions, and marketing managers earn a median annual salary of $159,660 as of May 2024.

The time it takes to become a digital marketer varies depending on the path you take.

If you are interested in pursuing a bachelor’s degree before entering the field, it will take around four years before you can enter the field. Note that a degree isn’t necessary, but it can prove beneficial by providing networking opportunities and projects to start building your portfolio.

If you decide not to pursue a degree, you can still break into the field by taking on personal projects or by completing specialized training, such as digital marketing bootcamps or certificates. This route may take anywhere from several months to a few years, depending on the time you dedicate to building your skills, gaining experience, and networking.