With more than half the workforce now being connected remotely through online platforms, the demand for digital marketing specialists has never been greater. But what is digital marketing, and how can an online marketing degree help you gain in-demand skills in this field?

First off, let’s discuss the difference between online marketing and digital marketing.

While both terms are becoming more commonplace, most notably through the marketing departments of major companies, they’re not quite the same. Digital marketing is a subset of online marketing that focuses on using digital media to drive traffic and leads to a business’ website. It can also include email marketing, social media marketing, and display ads.

With more businesses shifting to an online presence globally, digital marketing is a highly sought-after skill set. A 2018 PwC report revealed that while only 14% of businesses currently use digital marketing, that number is expected to rise to 27% in the next 12 months.

Why An Online Marketing Degree?

It’s no secret that the job market in digital marketing is growing, but so is the need for skilled marketers.

According to the 2019 PwC Marketing Jobs Report, there are currently 114,600 marketing jobs available worldwide, and that number is expected to hit 146,400 by the end of next year.

Now, it’s important to note that marketing jobs do vary from company to company, with some having more focus on digital marketing and some having more of an emphasis on marketing as a whole. But regardless of the niche, employers are constantly in need of talented marketers to help grow their businesses.

Marketing Specialties Most In-Demand

Looking at the 2019 PwC Markets Workforce report, a marketing specialty with the highest in-demand score is digital marketing. This makes sense considering the growing demand and importance of this field.

The score itself is based on the importance of the job as well as the in-demand score for the major industries in which it exists. When analyzing the top 5 marketing specialties, it’s clear that employers prefer candidates with digital marketing experience. You’ll notice that marketing management, marketing research or analytics, and communication specialties score lower on the in-demand scale than digital marketing.

Marketing Management

If you’re looking for a career in marketing management, you might consider an online degree in Marketing Management (also known as Integrated Marketing Communication or IMC). This type of degree focuses on the theory and practice of marketing management – how to plan, strategize, and execute marketing campaigns both online and off for a particular business or brand. The curriculum typically includes modules on marketing research, marketing analytics, and marketing strategy, as well as electives in marketing theory and management.

A marketing degree from an accredited institution along with some experience in an in-house or agency role would be the perfect combination for launching your career in marketing management. Furthermore, being able to research and analyze marketing activity and performance through the use of statistical tools is a must for any business or brand looking to grow.

Marketing Research

If you’re looking for a career in marketing research, you might consider an online degree in Market Research (also known as Applied Research Methods or ARM). This type of degree focuses on the theory and practice of marketing research – collecting, analyzing, and interpreting data to drive marketing decision-making. The curriculum typically includes modules on marketing theory, marketing research design, and data analysis. You’ll also gain experience by doing research for MBA classes or in your spare time.

An accredited marketing research degree with a reputable brand can help you gain in-demand skills and gain valuable experience that will set you apart from other job seekers. Having experience in marketing research is also highly desirable if you’re looking to break into the field.

Marketing Analytics

If you’re looking for a career in marketing analytics, you might consider an online degree in Statistical Analysis (also known as Business Research Methods or BMR). This type of degree focuses on the theory and practice of marketing analytics – using statistical techniques and methods to find insights into marketing activity and performance. The curriculum typically includes modules on sampling, probability, and statistical analysis, which you’ll apply to marketing data. You’ll also gain valuable experience by doing research for your MBA classes or in your spare time.

An accredited marketing analytics degree can set you apart from other job seekers. Employers typically look for experience in marketing analytics, so a degree from a reputable institution is a great way to prove your value and add additional value to your resume. Having the option of a variety of specializations within marketing analytics is also desirable, allowing you to become highly specialized or generalist depending on the needs of the role.

Communications

If you’re looking for a career in communications, you might consider an online degree in Marketing and Media Studies (also known as Multimedia Journalism or MMS). This type of degree focuses on the theory and practice of marketing and media studies – using marketing and advertising theory and methods to analyze and interpret media behavior, especially as it relates to marketing.

A marketing and media studies degree can set you apart from other job seekers, as employers will be looking for someone with a solid foundation in both marketing and media. You’ll gain valuable experience by getting involved with media events and campaigns both big and small – from blogging for a business to creating a YouTube video advertising a product to coordinating an email marketing campaign. Furthermore, developing an understanding of how marketing and media work together is key to being able to succeed in this role.

Summary

Overall, one of the things that makes this job market so attractive is the wide variety of roles available. While some fields might not exist as a traditional path to a career (such as data science or computer science for example), marketing is wide open. It doesn’t hurt that many of the roles can be performed remotely, setting you apart from other job seekers who might not have the flexibility to be able to work remotely.

If you’re looking to make yourself more marketable to potential employers, consider getting an accredited online marketing degree. With the right mix of education and experience, you can be on your way to a successful career in marketing.