How to become a Digital Marketing Specialist

A digital marketing specialist employs techniques to boost visibility and engagement with internet-based content, products and services. They may be involved in coordinating email campaigns and using analytics programs to track website visitors.

Personal requirements of a Digital Marketing Specialist

  • Able to analyse and interpret information
  • Good with computers
  • Able to work independently or as part of a team
  • Good organisation skills
  • Creativity
  • Strong organisational skills

Education & Training for a Digital Marketing Specialist

You can work as a digital marketing specialist without formal qualifications. You will probably get some informal training on the job. Entry into the occupation may be improved if you have qualifications. You can become a digital marketing specialist by completing a VET qualification. As subjects and prerequisites can vary between institutions, you should contact your chosen institution for further information. Entry to this occupation may be improved if you have a degree in business, communications or commerce with a major in marketing. To get into these courses you usually need to gain your Senior Secondary Certificate of Education. Prerequisite subjects, or assumed knowledge, in one or more of English and mathematics are normally required. Universities have different prerequisites and some have flexible entry requirements or offer external study. Contact the institutions you are interested in for more information.

Additional Information

Digital marketing specialists may be eligible for membership of the Australian Marketing Institute or Australian Market and Social Research Society.

Duties & Tasks of a Digital Marketing Specialist

A digital marketing specialist:

  • gathers and analyses web metrics, including visits, page views per visit, click through-rates and time on site
  • identifies key performance indicators (KPIs) from digital campaigns
  • optimises analytics tools to track visitor's behaviour patterns
  • administers digital media initiatives, including the placement of paid advertisements, email promotions and viral marketing campaigns.

Working conditions for a Digital Marketing Specialist

Requires spending many hours sitting while using a computer, either in a commercial office or a home office. Makes extensive use of email and other forms of electronic communication

Employment Opportunities for a Digital Marketing Specialist

Digital marketing specialists may be employed by companies that manufacture or distribute consumer or industrial goods, or companies that provide private business services. They may also work in advertising, promotions, insurance and banking organisations. Increasingly, they are employed by government departments and enterprises. Their work will encompass a number of search marketing aspects such as search engine optimisation (SEO) and pay per click (PPC), social media, outreach and site analytics.

Avg. weekly wage:


Future growth:


Employment by state:

ACT 0.9%

NSW 42.8%

NT 0.3%

QLD 14%

SA 4.1%

TAS 0.8%

VIC 30.5%

WA 6.6%

Hours worked:



Lower unemployment

Gender split:

Male 39%

Female 61%

Education level:

Not completed Year 12: 3.1%

Highest qualification is secondary school: 13.1%

Highest qualification is a Certificate 3 or 4: 5.5%

Highest qualification is a Diploma or Advanced Diploma: 11.1%

Highest qualification is a Bachelor degree: 49.5%

Highest qualification is a Postgraduate Diploma or Graduate Certificate: 17.4%

Age brackets:

15-19 - 0.1%

20-24 - 6.1%

25-34 - 26.8%

35-44 - 22.6%

45-54 - 19.5%

55-59 - 8.2%

60-64 - 7.1%

65 and Over - 9.5%

*The data above is sourced from the Department of Employment’s Job Outlook website.

Related careers