How to Become a Digital Marketing Specialist – Learning Paths Explored

The Digital Revolution is Here!

The world is winding up progressively digitized. More than 66% of the total populace is presently on the web, and the numbers are developing each day.

With in excess of three billion worldwide clients, computerized media currently has a noteworthy effect in our regular daily existences. Associations around the globe are awakening to the open door introduced by this progressive medium to satisfy business destinations in Sales, Marketing, CRM, Product Development and Research.


Source: Statista

No ifs ands or buts, the computerized insurgency is here!

38 percent of advertisers are expanding computerized promoting spending plans throughout the following two years.

On a normal, 60 percent of an advertiser’s time is dedicated to computerized showcasing exercises, filling interest for advanced promoting authorities.

Advanced advertising is the advancement of items or brands on computerized media. Computerized advertising authorities are in charge of executing showcasing efforts on advanced channels, for example, email, site, portable, and web based life to assemble mindfulness, give data to prospects, and drive lead change. Associations are putting resources into advanced promoting procedures, for example, content advertising and huge information so as to expand commitment crosswise over various inbound channels including natural and paid pursuit.



The Growing Job Market

To succeed in this new world, organizations are looking to hire qualified digital marketing experts who have the necessary levels of training and experience. Since digital marketing is such a new field, there is a lack of experienced professionals. A survey by The Economist Intelligence Unit and Marketo highlights the gap between what marketers used to do and what they need to do today. The skills marketing professionals felt the need to develop include digital engagement and technology (39%), strategy and planning (38%), and data analysis (32%).

Research conducted by Fractl and Moz (in which they reviewed over 75,000 job listings on found that the demand for digital marketing candidates has skyrocketed over the past 10 years.


How to become a Digital Marketing Specialist

To build a career in digital marketing, there is no one-size-fits-all solution. However, every digital marketer should familiarize themselves with the fundamentals.  It is important to:

  • Have a knowledge of marketing concepts
  • Know basic digital marketing terminology
  • Understand web analytics
  • Have an overall understanding about the different areas of digital marketing

We recommend the Eduklas Digital Marketing Certified Associate (DMCA) course to help you get started. This course covers the core concepts of Digital Marketing such as Search Engine Optimization (SEO), Social Media Marketing, Pay-Per-Click (PPC), Website Conversion Rate Optimization, Web Analytics, Content Marketing, Mobile Marketing, Email Marketing, and Digital Marketing Strategy. The course will also help you master tools and platforms such as Google Analytics, AdWords, Twitter, YouTube, and Facebook. It includes Mimic Pro simulations to augment the concepts learned via virtual experience.

Once equipped with these foundational digital marketing skills, the next step is developing expertise in a particular area of digital marketing to become an SEO, PPC or Social Media marketing specialist. There are three learning paths to choose from.

Learning-Path copy

Path 1 – SEO Specialist

Why SEO specialist?

Some of the highest paid Digital Marketing jobs are those specializing in SEO. Because search engines are constantly changing their algorithms, businesses must stay up-to-date by hiring SEO experts in order to rank high in search engine results.

SEO and inbound marketing is the primary digital channel for most organizations, with 51% of all internet traffic being organic in nature. SEO plays a key role even for companies that conduct much of their business offline because more than 82% of all potential customers use the internet to research products before purchase.

Skills Required

  • Knowledge of SEO tools  and techniques
  • Content marketing
  • Web Analytics

1-seo-specialist-certification-pathWhy this path?

Advanced SEO: Learn the latest SEO tools and techniques that will place a website in the top of search engine rankings.

Advanced Content Marketing: An SEO specialist needs to be able to optimize the content on the website and other channels according to search engine practices to deliver best results.

Advanced Web Analytics: Understand the science of analysis focused on Internet data.

Path 2 – PPC Specialist

Why PPC?

Pay-per-click is an internet marketing model used on websites in which advertisers pay their hosts only when their ad is clicked. Essentially, it’s a way of buying visits to a website, rather than attempting to earn those visits organically. It also focuses on optimizing ad spends and maximizing Click-Through-Rates (CTR) and conversion.

Skills Required

  • Knowledge of PPC marketing techniques
  • Display Advertising
  • Conversion Optimization
  • Web Analytics

2-ppc-specialist-certification-pathWhy this path?

Advanced PPC: Gain skills in the field of online marketing disciplines of PPC and Paid Search, master the art of paid campaigns and learn how to generate paid traffic using various PPC marketing channels.

Display Advertising: Learn about ad options, remarketing campaigns, cookies, and how to work with third-party agencies for display campaigns.

Advanced Conversion Optimization: Master the art of a systematic, repeatable framework that consistently increases conversion rates on landing pages, microsites, and entire websites.

Advanced Web Analytics: Master various aspects of web data analysis, multi-channel analytics, quantitative and qualitative search, and reports. Become familiar with the tools and techniques for web analytics you’ll need to become a data wizard.

Path 3 – Social Media Marketer

Why Social Media Marketing?

Social media is where users generate, share or exchange content in the form of information, ideas, pictures or videos in virtual communities. According to Fractl and Moz, social media opportunities account for almost half of the job listings in Digital Marketing on

Skills Required

  • Knowledge of social media channels and marketing techniques
  • Content Marketing
  • Web Analytics

3-social-media-specialist-certification-pathWhy this path?

Advanced Social Media Marketing: Offers training in the latest and most advanced techniques to attract traffic and promote and protect online reputation.

Advanced Content Marketing: Master various aspects of planning and executing content marketing strategies to create impressive content with greater efficiency and impact.

Advanced Web Analytics: Master various aspects of web data analysis, multi-channel analytics, quantitative and qualitative search, and reports. Become familiar with the tools and techniques for web analytics you’ll need to become a data wizard.

Path 4 – Digital Marketing Professional

Why Digital Marketer?

A few organizations require a balanced advanced promoting master. This fourth way gives a top to bottom understanding and propelled information of the eight most critical advanced promoting zones – Search Engine Optimization, Social Media Marketing, Pay-Per-Click, Conversion Optimization, Digital Analytics, Content Marketing, Mobile Marketing, and Email Marketing.

Skills Required

  • Knowledge of  paid marketing tools
  • SEO tools & techniques
  • Web analytics
  • Social Media Marketing tools & techniques

4-digital-marketing-specialist-certification-pathWhy this path?

Propelled Web Analytics: Master different parts of web information examination, multi-channel investigation, quantitative and subjective hunt, and reports alongside the apparatuses and systems for web investigation you’ll have to wind up an information wizard.

Progressed SEO: Learn the most recent SEO apparatuses and methods that will put a site in the highest point of web search tool rankings.

Progressed PPC: Gain aptitudes in the field of web based promoting controls of PPC and Paid Search, ace the craft of paid battles and figure out how to create paid traffic utilizing different PPC showcasing channels.

Propelled Social Media Marketing: Offers preparing in the most recent and most developed systems to pull in rush hour gridlock and advance and ensure online notoriety.


We live in a period where advanced media has unmistakably supplanted numerous customary types of promoting. Organizations can never again overlook the requirement for an advanced and online life advertising methodology. Computerized advertising has the upside of being quicker, less expensive and more viable than customary promoting. An email or online networking effort can associate a promoting message to a focused on subset of shoppers for the division of the expense of a TV advertisement or print crusade.

These advances in computerized advertising have featured the requirement for the fitting specialized abilities. With the proceeded with move to advanced, the future searches splendid for qualified applicants.

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