Think about the last time you conducted a web search. You probably typed in a few keywords to describe your inquiry and received a search engine results page (SERP) populated with websites claiming to answer your question or solve your problem. From there, you may have clicked on a link to learn more about a topic or purchase a product. Throughout that entire process, you were interacting with digital marketing.
According to Statista, 5.35 billion people use the internet — and 5.04 billion access some form of social media — every day. Digital marketers optimize every aspect of their marketing campaigns to capture as much of that attention as possible. From targeted search engine keywords to niche content, to the language used to describe products and services — digital marketing specialists are able to tap into the decision-making process and convert web users into customers.
Companies hire digital marketers to handle a wide range of tasks that align with an integrated marketing strategy. Teams may be dedicated to specific marketing components, such as email marketing, content marketing, SEO marketing, or marketing analytics. These teams are often led by an experienced marketing professional such as a marketing manager, director of marketing, or chief marketing officer (CMO).
The University of Arizona Continuing and Professional Education’s Digital Marketing Course, in collaboration with Ziplines Education, can prepare you for a rewarding, creative career in digital marketing in just 10 weeks. In this article, we’ll cover the skills, tools, and educational options to help you start or advance as a professional digital marketer, including what you can expect from the course. We’ll also go over Arizona-area salary information across a variety of digital marketing roles.
What Is Digital Marketing?
The American Marketing Association (AMA) defines digital marketing as “any marketing methods conducted through electronic devices which utilize some form of a computer, including online marketing efforts conducted on the internet.”
It makes sense that businesses would want to tap into the vast number of individuals engaging with digital content on a daily basis. In order to do so effectively, they must understand the types of digital marketing and which ones will best reach their target audience of both current and new customers.
Types of Digital Marketing
Businesses are competing for internet users’ attention 24/7. They can maximize their reach by leveraging various aspects of digital marketing, including:
- Search engine marketing (SEM): A business pays for greater visibility on search engine result pages (SERPs), resulting in a higher rank on the page when a user types in a particular search term.
- Content marketing: A business promotes their product or service through storytelling, subject matter expert interviews, and other unique content in various formats (blogs, videos, podcasts).
- Social media marketing: A business uses their owned social media channels to highlight unique selling points and connect directly with consumers. Social media marketing is an important factor in influencer marketing.
- Email campaigns: A business communicates with customers via targeted emails. They may be segmented by a user’s stage in the purchasing process, which results in tailored messaging in the hopes of producing a desired action.
- Pay-per-click (PPC) marketing: A business promotes their product or service by placing ads on a third-party website. The business makes money anytime a user clicks on their ad.
- Affiliate marketing: A business leverages its relationships with customers by rewarding successful sales. When a purchase is made using an affiliate’s link, the affiliate receives a portion of the sale revenue.
Everyday business activities are a huge source of information that can be further harnessed for digital marketing initiatives. Digital marketing specialists or marketing analysts may conduct data analytics on factors like website traffic, social media engagement, or email subscription rates to ensure that the broader digital marketing strategy supports business initiatives.
Use this list to determine the type of digital marketing that most appeals to you. Look for digital marketing training programs that align with your professional goals so you can prepare for the career you want.
Digital Marketing Skills
Digital marketing skills can vary depending on your chosen subfield, but there are some foundational abilities that any digital marketing professional should bring to the job. No matter the role you wind up applying for, you can stand out to employers with the following skills:
- Data analysis
- Content creation
- Search engine optimization (SEO)
- Social media management
- Paid advertising
- Email automation
- Conversion rate optimization (CRO)
- Marketing automation and CRM
- Mobile marketing
- Artificial intelligence tools
Just like any other web-focused field, digital marketing is constantly evolving and optimizing to keep up with the technology and tools being created. With platforms like Google Cloud, businesses no longer have to worry about storage limitations when they’re creating marketing campaign assets. Web analytics tools give marketers a real-time peek into their online performance, allowing for hyper-tailored user experiences. Even generative AI plays a role in generating marketing reports, supporting content brainstorms, and optimizing marketing project management.
With new platforms and trends emerging regularly, it’s important to stay agile and adapt to changes — whether you’re a search manager, marketing director, or marketing analyst. By committing to continuous learning through digital marketing courses, you can stay ahead of the curve.
Choosing the Right Learning Path
The digital marketing education that’s right for you will depend on your previous education and work experience, as well as your professional goals for the future. While this may seem like a daunting step, it’s a crucial one that will impact your career. Should you opt for a digital marketing bootcamp, or will a digital marketing certificate program meet your needs? The following questions can help you understand your needs and narrow down your options:
- What is my personal learning style? Do you prefer to learn alongside others, or on a self-paced schedule? Are you looking for an in-person program, an online course, or a blend of the two?
- What is my end goal? Are you looking to acquire specific skills for a career change, enhance your existing skill set, or start a business?
- How much time can I commit to my digital marketing training? Are you able to attend classes full-time, or do you need a part-time schedule to accommodate other responsibilities?
- What is my budget? Will you need to set aside funds for tuition fees, course materials, software, or other resources? Are there scholarships or financial aid programs to help ease the financial burden?
- Is this program accredited? Do successful learners receive a credential upon program completion? What are industry employers saying about the program?
- How much support do I need in my education? Are you seeking academic and career support? Do you want to find a mentor? Are you hoping to join a professional network through your program?
Answering these questions will give you a clear idea of the types of programs you should prioritize to reach your unique goals. In the next section, we’ll explore and compare various education options for becoming a digital marketer.
Traditional Digital Marketing Education Options
According to the U.S. Bureau of Labor Statistics (BLS), the most common undergraduate degrees for marketing managers are business, marketing, or communication. The University of Arizona offers an undergraduate marketing major, allowing students to step into the intersection of business and consumer trends.
Learners pursuing a marketing degree through the University of Arizona may be exposed to foundational digital marketing concepts, including digital technologies, web-based marketing, and search and social media marketing. Outside of traditional marketing coursework, they may supplement their learning with courses such as:
- Advertising management
- Pricing and channels
- Sales communications
- Visual marketing analytics
- Integrated marketing communications
- Brand management
- Sales operations management
- International marketing management
- Healthcare marketing
- Product management
Many four-year degree programs culminate in a final capstone project or internship, which allows students to apply their knowledge and skills in a real-world marketing setting.
Online Digital Marketing Courses and Certifications
Maybe you already have a degree in marketing or another subject, and you’re looking for an alternative option to traditional education for your digital marketing training. Online courses and digital marketing bootcamps can help you build the skills you need to start or advance your career. Additionally, certification programs, like the University of Arizona Digital Marketing Certificate Course, in collaboration with Ziplines Education, can provide foundational knowledge while preparing you for certification exams.
Some of the most common digital marketing certifications include:
- American Marketing Association (AMA) Certified Digital Marketing Professional
- Google Analytics Individual Qualification (IQ)
- Google Ads Search
- Hootsuite Social Media Marketing Certification
- HubSpot Email Marketing Certification
- Meta Certified Digital Marketing Associate
- YouTube Certified
The University of Arizona Digital Marketing Certificate Course, in collaboration with Ziplines Education, gives learners the option to learn toward three of the above in-demand credentials (Google Analytics, Google Ads Search, and HubSpot Email Marketing). Throughout the 10-week program, learners will develop a variety of digital marketing skills from industry experts who can speak to the reality of working in the industry.
Self-Study and Digital Marketing Resources
If you prefer to study at your own pace without the formal structure of a digital marketing certificate course or marketing degree program, you may be able to achieve your goals through self-study. It’s important to note that this route is best suited to learners with strong motivation to stay on schedule and reach out to mentors for assistance. Unlike an accredited course, self-directed study requires a high level of focus and structure to succeed.
Interested in building your own digital marketing syllabus? We’ve compiled some helpful resources to get you started.
Digital marketing books
| Topic | Book |
| Advertising in marketing | Scientific Advertising by Claude Hopkins |
| Marketing copywriting | The Copy Book by D&AD |
| Market disruption | Play Bigger by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney |
| Brand development | How to Launch a Brand by Finien Consultancy |
| Marketing solutions | This is Marketing by Seth Godin |
| Growth marketing | Hacking Growth by Sean Ellis and Morgan Brown |
| Strategic marketing | The 1-Page Marketing Plan by Allan Dib |
| Revenue operations | CMO to CRO: The Revenue Takeover by Mike Geller, Rolly Keenan, and Brandi Starr |
| Consumer behavior | Invisible Influence: The Hidden Forces That Shape Behavior by Jonah Berger |
Digital marketing blogs
| Topic | Blog |
| SEO marketing | The Moz Blog |
| Marketing strategy | Roger Martin’s Medium Account |
| Social media marketing | Social Media Examiner |
| Digital marketing technology | Stacked Marketer |
| Content marketing | Copyblogger |
| SaaS marketing | Animalz Blog |
Digital marketing podcasts
| Topic | Podcast |
| Marketing basics | The Digital Marketing Podcast |
| Social media marketing | The Social Media Marketing Podcast |
| Marketing copywriting | The Copyblogger Podcast |
| Marketing management | The CMO Podcast |
| Content, social media, and email marketing | Online Marketing Made Easy with Amy Porterfield |
| Alternative marketing practices | Everyone Hates Marketers |
While this list is large, it is by no means exhaustive. The specific resources you choose should pertain to your unique educational goals and career path. As you progress as a digital marketing professional, you can return to your list to refresh your knowledge or add new resources as the industry inevitably shifts.
Digital Marketing Training Methods
Once you’ve completed your educational training through a digital marketing bootcamp, certificate course, or degree program, you can start applying for internships and apprenticeships to gain more real-world digital marketing experience. If you’re ready to start working with real clients, consider becoming a freelance digital marketer or working on some side projects to build out a portfolio of your work.
Digital Marketing Internships and Apprenticeships
Internships and apprenticeships are a great way to demonstrate your digital marketing skills and apply them to a real-world business challenge. It’s a great step for learners who may need additional experience before applying for digital marketing jobs, providing opportunities for skill development, networking, exposure to industry insights, and career connections.
University of Arizona marketing students can explore internship programs directly through the College of Social & Behavioral Sciences, where programs are separated by category, type, and department. The school’s website also includes information for students interested in joining established projects or connecting directly with employer partners.
Your digital marketing course may offer additional networking opportunities that can lead to internships or even full-time work. You can also look for digital marketing internship listings on job posting sites like LinkedIn, Indeed, and Glassdoor, or explore boards on InternMatch, WayUp, or Handshake. And, while it may seem too good to be true, sometimes a simple Google search can get you started on the right track.
Freelancing as a Digital Marketer
If you want to take your digital marketing career freelance, it’s important to make sure that you’re fully prepared to become your own boss. While it may seem straightforward, there are a lot of elements involved in starting, promoting, and managing a business.
Curious whether you’ve got what it takes? A successful freelancer should possess the following qualities:
- A solid understanding of digital marketing principles, strategies, and tactics.
- A high level of self-motivation, discipline, and initiative to deliver quality work independently.
- An adaptable mindset based on changing market trends and client needs.
- Excellent written and verbal communication skills.
- A portfolio of work that highlights their skills, creativity, and results.
- Networking abilities to market their services and expand their client base.
- Basic business skills such as pricing, invoicing, contracts, and client management.
- A commitment to continuous learning and professional development.
If these characteristics describe you, then becoming a freelance digital marketing specialist may be a viable career option — either as a stepping stone toward full-time work with an employer or for yourself. Here are some tips for putting your best foot forward:
- Identify your niche and focus on building your skills and portfolio in those areas.
- Build and optimize your online presence to showcase your work, skills, and services.
- Highlight your experience and credentials received through digital marketing certification training.
- Start small and scale up as you gain confidence and expertise.
- Leverage generative AI where it makes sense, so you can work smarter — not harder.
- Focus on exceeding client expectations and delivering results that drive value.
- Set clear goals and boundaries regarding project scope, timelines, and expectations.
- Seek feedback and learn from experience to refine your skills, processes, and approach.
Building a Portfolio of Projects and Case Studies
When it comes time to start applying for digital marketing jobs, it’s good to have a portfolio of work prepared that demonstrates your skills and thought process to prospective employers. Depending on your area of focus, you may decide to populate your portfolio with case studies around your approach to digital marketing strategy development, or you may prefer to showcase prior social media campaigns and their corresponding data.
Even if you don’t have any professional experience, you can add school projects or assignments from your digital marketing bootcamp to your portfolio. You can even contact local businesses and offer to work on their website or social media in exchange for a feature on your personal site.
If you’re not sure how you want to present your work, a quick Google search for digital marketing portfolios can turn up a wide variety of inspiring sites you can borrow from. No matter what direction you take, be sure to include basic information like:
- Your expertise or niche. What is your area of focus, and what makes you particularly good at it?
- Information about you. This is a chance to describe your background and give a sense of who you are as a person.
- Work samples. Sure, it’s obvious, but it’s worth mentioning. Provide a project description, overview your role, and explain the results.
- Client testimonials. This can help build credibility and trust with clients by speaking to your professionalism.
- Contact information. Your digital marketing portfolio is a means to gaining new clients, so it’s important that they’re able to get in touch with you.
These features will be instrumental in helping you attract the types of clients and work you’re most interested in pursuing. Remember: your portfolio is your chance to have fun while practicing your digital marketing skills, whether you’re an aspiring search manager, content marketer, or anything in between.
Showcase your abilities, experience, and expertise with projects like:
- Pick a brand you like and create a series of Facebook ads promoting a new product
- Create an email sequence to generate leads for a business you frequent
- Conduct keyword research for a company and write a relevant SEO-driven blog
- Come up with a product to promote, then develop a social media campaign to drive awareness and sales
As you progress through your education and career, you can go back and refine your projects, keeping them up to date with your industry knowledge. A digital marketing bootcamp may become a viable option after you’ve spent some time working in the field — it’s a great way to ensure your skills remain aligned with industry standards.
Digital Marketing Pathways
According to the BLS, marketing managers in Arizona earned a mean annual wage of $155,110 in 2023. In the Phoenix-Mesa-Scottsdale area, marketing managers reported slightly higher earnings at a mean wage of $157,300 annually.
Curious about the digital marketing career paths available to you? Below, we’ve outlined some of the more popular options for digital marketing professionals, along with the skills and competencies needed to successfully progress through them.
Social Media Marketing Career Path
Working in social media marketing requires a strong understanding of the various platforms, audiences, and tools available to amplify your brand’s message. Here’s a sample of how you might progress through this career path.
Entry-Level: Social media assistant
| Responsibilities | Skills needed |
| – Assisting in the creation and scheduling of social media posts – Monitoring social media channels – Responding to comments, messages, and inquiries – Conducting social media analytics | – Basic understanding of social media platforms – Strong communication skills – Knowledge of social media analytics and reporting |
Mid-level: Social media specialist
According to Robert Half, the annual salary range for a social media specialist in the Tucson, AZ, area is between $53,768 and $76,505.
| Responsibilities | Skills needed |
| – Developing and implementing social media strategies – Creating high-quality social media content – Managing social media campaigns – Applying data science and data analytics to measure social media metrics | – Advanced content creation skills – Experience with social media advertising – Strategic approach to meeting business objectives – Proficiency in social media analytics – Experience with Facebook Ads and similar platforms |
Advanced level: Social media manager
According to Robert Half, the annual salary range for a social media manager in the Tucson, AZ, area is between $65,003 and $99,510.
| Responsibilities | Skills needed |
| – Overseeing social media strategy – Managing a social media team – Developing comprehensive social media campaigns – Collaborating with cross-functional teams – Monitoring industry trends | – Advanced expertise in social media strategy – Leadership skills – Project management and organizational skills – Crisis management experience |
Executive level: Social media director
| Responsibilities | Skills needed |
| – Setting the strategic direction for social media efforts – Leading a social media team – Establishing relationships with stakeholders and partners – Overseeing reputation management – Providing recommendations based on market trends | – Strategic leadership – Extensive experience in social media management – Strong business acumen – Excellent communication and negotiation skills – Ability to execute long-term social media initiatives |
Content Marketing Career Path
Content marketing covers all sorts of assets, from blog and SEO content to the web copy on a company’s landing page — all in the name of converting readers into customers. Here’s how you might progress through a content marketing career path.
Entry-level: Content marketing coordinator
| Responsibilities | Skills needed |
| – Assisting in the creation of content across channels – Conducting research for content creation – Editing and proofreading content – Monitoring content performance – Collaborating to develop content ideas | – Basic understanding of content marketing principles – Strong writing and editing skills – Ability to research and generate ideas – Familiarity with content management systems – Basic knowledge of SEO principles |
Mid-level: Content marketing manager
According to Robert Half, the annual salary range for a content manager in the Tucson, AZ, area is between $73,028 and $102,720.
| Responsibilities | Skills needed |
| – Developing and executing a marketing content strategy – Creating quality content across formats – Managing editorial calendars – Promoting contentMeasuring content performance | – Intermediate knowledge of content marketing tactics – Advanced writing and storytelling skills – Experience developing content marketing plans – Proficiency in content distribution – Ability to analyze performance data |
Advanced level: Content marketing director
| Responsibilities | Skills needed |
| – Leading the development of content marketing strategies – Managing a content team – Setting editorial standards and best practices – Overseeing content creation – Monitoring industry trends | – Advanced expertise in content marketing strategy – Leadership skills – Strategic thinking – Experience developing content budgets – Ability to collaborate across teams |
Executive level: Chief Content Officer
| Responsibilities | Skills needed |
| – Setting a strategic content marketing direction – Leading a content marketing team – Establishing relationships with stakeholders and partners – Overseeing content marketing budget – Providing recommendations to leadership | – Strategic leadership – Extensive experience in content marketing management – Strong business acumen – Excellent communication and negotiation skills – Ability to execute long-term content initiatives |
SEO and SEM Career Path
While search engine optimization (SEO) and search engine marketing (SEM) are somewhat different, they share many competencies and responsibilities over the course of their respective careers. Here’s an overview of what you can expect on this career path.
Entry-level: SEO/SEM analyst
| Responsibilities | Skills needed |
| – Assisting in keyword research and analysis – Optimizing website content for improved search visibility – Monitoring website performance and search engine rankings – Conducting competitive analysis – Assisting with the implementation of SEO strategies | – Basic understanding of SEO principles – Familiarity with search engine algorithms – Analytical mindset – Basic knowledge of keyword research tools and SEO software – Strong attention to detailExperience with Google Cloud tools |
Mid-level: SEO/SEM specialist
According to Robert Half, the annual salary range for an SEO specialist in the Tucson, AZ, area is between $61,258 and $94,695.
| Responsibilities | Skills needed |
| – Conducting SEO auditsImplementing SEO strategies – Managing PPC campaigns – Monitoring and analyzing website and campaign performance metrics – Collaborating with marketing teams to integrate SEO/SEM into strategies | – Intermediate knowledge of SEO techniques – Experience with technical SEO audits – Proficiency in managing PPC campaigns – Ability to analyze SEO/SEM data – Strong communication and collaboration skills |
Advanced level: SEO/SEM manager
| Responsibilities | Skills needed |
| – Leading the development of SEO/SEM strategies – Managing a team of SEO/SEM specialists – Overseeing technical SEO initiatives – Developing and optimizing PPC campaigns – Providing strategic recommendations | – Advanced expertise in SEO/SEM strategy – Leadership skills – Strategic thinking and vision – Experience in developing SEO/SEM budgets – Ability to stay updated with industry trends |
Executive level: Director of SEO/SEM
| Responsibilities | Skills needed |
| – Setting the strategic direction for organizational SEO/SEM efforts – Leading an SEO/SEM team – Establishing relationships with stakeholders and partners – Overseeing SEO/SEM budget allocation – Providing insights and recommendations | – Strategic leadership and vision – Extensive experience in SEO/SEM management – Strong business acumen – Excellent communication and negotiation skills – Ability to develop long-term SEO/SEM initiatives |
Start Your Digital Marketing Training With Us
Digital marketing is a necessary component of modern business. Whether you want to develop comprehensive digital marketing strategies, create engaging marketing campaigns, or use your web analytics skills to boost business, there are plenty of opportunities to make your mark as a digital marketing professional.
If you’re tech-savvy, inquisitive, and motivated to learn new skills, consider kickstarting your digital marketing training with the University of Arizona Continuing and Professional Education’s Digital Marketing Certificate Course, in collaboration with Ziplines Education. In just 10 weeks, you’ll be on your way to developing in-demand skills and working toward earning top industry certifications to help you stand out in the job market.
