How to become a digital marketer

AVERAGE SALARY
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Source: Canada Job Bank. Salary in Canadian dollars
$58,788
JOB PROSPECTS
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Strong job growth expected beyond 2025
36% growth green-arrow-up
JOB BANK
12K+ jobs on Linkedin
COMMUNITIES
Canadian Marketing Association , Moz Community , Reddit (r/marketing), Online Geniuses , #AdWeekChat , Canada Job Bank,

Digital marketing is an ever-changing, creative and strategic profession that is needed across all industries. It can look different from company to company, so let’s take a minute to define what digital marketing is at a broad level:

Digital marketing is the use of digital channels to reach an audience with a message about a company, brand, or product at different points in the customer lifecycle in order to achieve a specific goal.

The last 15 years have produced countless new digital products, social networks, and search engines, and with them, new techniques for automated, targeted, testable, and measurable digital marketing.

Before the 1990s, marketing and advertising were limited to print, TV, radio, in-store and outdoor advertising. Digital marketing emerged in the 1990s with the launch of the first search engine, Archie, and in 1994, the launch of Yahoo spawned the first strategies in search engine optimization (SEO). By 1995, there were around 16 million internet users worldwide. In 1997, the first social networking site, SixDegrees.com, was launched, and in 1998, Google, MSN, and Yahoo! Web Search were born.

The 2000s are when things really started moving. The first mobile marketing campaign was launched by Universal Music in 2001, and LinkedIn, WordPress, Myspace, Facebook, and YouTube all launched between 2002 and 2005. As more search engines and social networks came into existence, new opportunities for companies to market their products and brands grew. By 2004, internet advertising and marketing in the US alone brought in around $2.9 billion.

In this Career Guide, we’ll look at some of the forces shaping digital marketing today, and everything you’ll need to launch a successful career as a digital marketing professional.