Digital marketing is fast-growing in the UK, but entry level roles are competitive. To get noticed, you'll need practical skills, demonstrable results, and a solid understanding of how the industry is evolving
What is digital marketing?
Digital marketing includes any online activity designed to attract, engage and convert audiences. As the field covers a range of disciplines, you might spend time gaining experience in different areas before settling on a specialism.
Common entry level roles include:
- affiliate marketing executive
- content marketer
- customer relationship management (CRM) assistant
- digital marketing executive
- pay-per-click (PPC) specialist
- paid media assistant
- search engine optimisation (SEO) executive
- social media executive
Explore jobs in marketing to see what's on offer.
In a digital marketing role, your responsibilities will likely include:
- conducting keyword research
- designing and optimising email campaigns
- managing social media accounts
- supporting SEO and PPC campaigns
- tracking, analysing and reporting on performance metrics.
What qualifications do I need?
Degrees
A university degree isn't essential for a career in digital marketing, but broad marketing courses are a great choice if you're unsure which area to specialise in. Most undergraduate programmes last three years full time and often include a placement year for industry experience.
Typical modules include:
- branding and communications
- campaign planning and management
- content and creative strategy
- digital analytics
- SEO and PPC.
You can study either a Bachelor of Arts (BA) or a Bachelor of Science (BSc):
- BA marketing degrees tend to focus on creative and strategic elements such as content creation, branding, communications and campaign development. They're well suited if you enjoy combining creativity with strategy.
- BSc marketing degrees place greater emphasis on data, analytics, SEO metrics, PPC performance and measurement. They're ideal if you prefer working with numbers and optimisation.
Examples of UK marketing courses include:
- BSc Business Management with Marketing - University of Salford
- BA in Digital Marketing - Birmingham City University
- BA Digital Marketing - Coventry University
Certain universities offer programmes with a strong industry focus. For example, the BA in Digital Marketing and Advertising at the University of Greenwich is accredited by the Institute of Data & Marketing (IDM) and the Chartered Institute of Marketing (CIM), and helps you to progress towards professional qualifications early in your career through:
- a simulated agency environment
- live briefs
- optional placements.
You can also explore marketing apprenticeships, which allow you to gain qualifications while working in the industry.
Postgraduate courses
If you already have a degree, a Masters can help you specialise and strengthen your CV.
For example, the Middlesex University MSc in Digital Marketing is CIM-accredited and includes hands on training with tools like Google Analytics, alongside a 12 month placement covering:
- analytics
- campaign management
- content strategy
- SEO.
Other examples include:
- The University of Sheffield Digital Marketing MSc - blends theory and practice, with modules in social media management, influencer marketing, analytics and ethical digital practice.
- Northumbria University MSc Digital Marketing - CIM accredited, including internships or consultancy projects to help you build real world experience and a portfolio.
Shorter postgraduate diplomas (PGDip) and certificates (PGCert) offer a faster and more flexible route. These courses usually last six to nine months and focus more on practical application than extended academic theory.
For example:
- Global Digital Marketing PGDip from University of Essex Online - covers corporate communications, data analytics and digital futures.
- Marketing PGCert/PGDip from The University of Brighton - introduces digital strategy, paid media and content marketing.
Search for postgraduate courses in marketing.
Professional qualifications
If you're not ready for a full Masters, professional qualifications offer recognised credentials, practical training, and portfolio building opportunities. They're ideal for building skills independently, changing careers, or complementing a degree.
Entry level professional qualifications provide foundational knowledge and hands on experience:
- CIM Level 4 Certificate in Professional Digital Marketing - recognised by employers for tactical marketing skills and commitment to development. It is a stepping stone to the Level 6 Diploma.
- Digital Marketing Institute (DMI) Level 4/5 Professional Diploma - covers SEO, PPC, social media, and analytics with practical projects and a final exam. The course is valued by employers as proof of campaign execution ability.
Diplomas and advanced professional qualifications are ideal if you have some marketing experience or want to specialise, offering structured learning and practical application:
- CIM Level 6 Diploma in Professional Digital Marketing - advanced qualification for aspiring strategists or managers; recognised by UK employers for strategic thinking and delivering business objectives.
- British Academy of Digital Marketing Professional Diploma - nine month CPD-accredited home study course with practical assignments and optional UK work placement; helps build a portfolio and gain real-world experience.
- Imperial College Business School Professional Certificate in Digital Marketing - 21 week online programme for early to mid career marketers; verified certificate enhances credibility and career opportunities.
Platform specific certifications demonstrate expertise in particular tools or platforms, useful for entry level roles or to complement broader qualifications:
- Google Analytics Certification - proves proficiency in tracking website traffic, interpreting audience behaviour, and measuring campaign performance; highly valued in data-driven roles and free online.
- Google Ads Search Certification - validates ability to create, manage, and optimise Google Ads campaigns; recognised by employers for PPC positions.
- Meta Blueprint Certification - demonstrates advertising skills across Facebook, Instagram, and other Meta platforms; ideal for aspiring social media managers or paid social specialists.
- Google Fundamentals of Digital Marketing - free, beginner friendly course covering SEO, SEM, social media, email marketing, and analytics; Interactive Advertising Bureau accredited for industry credibility.
- HubSpot Academy Certifications - free, on demand courses in content marketing, email marketing, inbound strategy, and more; provides LinkedIn digital badges and practical skills for entry level marketers or independent learners.
Find out more about studying microcredentials.
What skills do digital marketing employers want?
Digital marketing evolves quickly. Employers will expect you to:
- feel confident using modern platforms
- make data driven decisions
- understand campaign planning, execution, tracking and optimisation.
Core tools you might encounter include:
- Canva or Adobe Creative Cloud
- Google Analytics 4 (GA4)
- Google Search Console
- HubSpot, Mailchimp or Klaviyo
- Meta Ads Manager
- SEMrush or Ahrefs
- TikTok Ads Manager
- WordPress or Shopify
While technical skills are important, soft skills are equally valued. You'll need:
- clear communication and storytelling skills
- creative problem solving and adaptability
- strong project management and cross team collaboration
- the ability to analyse data and make informed recommendations.
Employers increasingly value knowledge of emerging specialisms, such as:
- conversion rate optimisation (CRO)
- data privacy, cookieless tracking and ethical marketing
- marketing automation and CRM strategy
- video and short-form content, including TikTok and Instagram Reels
Artificial intelligence (AI) now plays a central role in digital marketing. It can help you automate analysis, optimise bids, and generate content more efficiently. Developing your understanding of AI, data ethics and privacy will show employers that you can adapt in a rapidly changing sector.
How do I get digital marketing experience?
Many aspiring marketers struggle to gain experience, but digital marketing is particularly suited to self starters. Employers want proof that you can deliver results, and you can begin building a portfolio by:
- analysing a brand's digital strategy and suggesting improvements
- creating mock Google or TikTok ad campaigns
- designing a three email welcome sequence for a fictional brand
- developing a 30-day social media strategy
- producing user-generated content (UGC) to show audience engagement
- running an SEO audit on a real website.
Present your work clearly, outlining the objective, strategy, tools used and results. A simple Notion page, GitHub, or personal website is enough to showcase your projects professionally.
Freelancing or launching your own content channel - such as a blog, TikTok page, newsletter or Etsy shop - can also be valuable. Even small results demonstrate your initiative and commercial awareness.
Where can I find digital marketing jobs?
Digital marketing roles are advertised across a variety of channels.
Employer websites are also useful for tracking vacancies at organisations youe particularly interested in, while industry specific job boards often list both entry level and specialist positions. Consider searching:
Specialist digital marketing recruitment agencies advertise roles and can offer tailored CV and application advice. Agencies include:
Professional bodies such as the CIM and the IDM also advertise jobs, internships and structured development schemes.
Discover how to find a job.
LinkedIn is particularly powerful - you can:
- build visibility with recruiters
- follow employers
- search and apply for roles.
Make sure your profile highlights clear project outcomes and includes a link to your portfolio. Sharing insights, commenting on trends and connecting with marketers for informal conversations can help you stand out. Find out how to improve your LinkedIn profile.
As you apply, consider which environment suits you best:
- agencies offer a fast paced setting where you'll work with multiple clients and industries.
- in-house teams allow you to develop deeper brand ownership and contribute to longer-term strategy.
- enterprise organisations often provide specialist roles in areas such as analytics, SEO, PPC or digital strategy.
- start-ups and small businesses typically offer broader, cross-functional responsibilities and rapid skill development.
Being clear about your preferred environment will help you target your applications more effectively and align your early roles with your long term goals.
See our overview of the UK's marketing, advertising and PR sector for more information on marketing employers and working environments.
How do I make my application stand out?
Digital marketing is results driven and employers want to see evidence of your impact. Focus on measurable outcomes rather than listing responsibilities on your CV or cover letter. For example, you could say:
- Boosted email open rates by 15% through A/B testing subject lines and send times.
- Grew TikTok followers by 2,000 in six weeks using trend-led short-form video.
- Increased Instagram engagement by 45% in three months through a targeted content and hashtag strategy.
- Improved website traffic by 30% by conducting keyword research and optimising on-page SEO.
- Reduced cost per click by 20% by testing creatives and refining bids in Google Ads.
Tailor each application carefully, referencing the tools, platforms and campaign types mentioned in the job description.
Discover how to write a successful job application.
How much can I earn in digital marketing?
Salaries vary depending on:
- experience
- location
- role
- specialism.
Entry level roles such as digital marketer, marketing executive or social media executive typically pay between £23,000 and £28,000 per year.
Specialist roles such as SEO executive or digital copywriter generally range from £28,000 to £35,000, particularly if you can demonstrate measurable results and hold platform certifications. For example, Herd Digital offers their SEO and PPC specialist a salary between £27,000 and £32,000.
With a few years' experience, mid level roles including PPC specialist, performance marketing specialist, CRM manager or social media manager often command £35,000 to £45,000, depending on organisational size and campaign complexity. At brands such as Waitrose & Partners, SEO manager roles can reach up to £50,000, depending on experience.
Location also affects salary. London and other major cities often offer higher pay, particularly in agencies or large enterprises. However, remote and regional roles are increasingly competitive, allowing you to access strong salaries without relocating.
Explore our marketing, advertising and PR job profiles for details on specific roles.