What is digital marketing and why does it matter?

Digital marketing is often described as a “buzzword”. In reality, it’s one of the core ways organisations now operate and grow.

If you’ve seen digital marketing mentioned in job adverts or career discussions but aren’t clear what it involves, here’s what you need to know.

What is digital marketing?

Digital marketing is how organisations promote their products, services and brand online.

This includes:

• Search engines (Google and Bing)

• Social media platforms such as Instagram, TikTok and LinkedIn

• Email campaigns

• Online advertising (paid search and display ads)

• Video platforms such as YouTube

• Websites and content marketing

If you’ve ever searched for a product, clicked on a sponsored result, received a promotional email, or discovered a brand through social media, you’ve experienced digital marketing in action.

For organisations, it determines whether they are visible to customers or overlooked. For graduates, it represents one of the most in-demand skill areas in today’s economy.

Why digital marketing matters now

Consumer behaviour has shifted decisively online. People research purchases through search engines, compare brands on social media, read reviews, and expect seamless digital experiences.

Businesses have followed that shift. In the UK, digital advertising spend exceeded £29 billion in 2023 and continues to grow year on year. (Add source link for credibility.) At the same time, LinkedIn consistently ranks digital marketing among the most in-demand skills across industries. (Source link recommended.)

This is not a short-term trend. It reflects a permanent change in how organisations reach and engage their audiences.

For students and career changers, this creates a strong employment market with opportunities across sectors — from start-ups and charities to global corporations and public services.

What careers can digital marketing lead to?

One of digital marketing’s strengths is its range. It combines creativity, strategy and data analysis, allowing you to specialise based on your interests.

Common roles include:

Digital Marketing Manager
Leads overall strategy and coordinates campaigns across multiple channels.

SEO Specialist or Content Strategist
Improves a website’s visibility on search engines and develops long-term content plans.

Social Media Manager
Builds and manages online communities and brand presence across platforms.

PPC (Paid Media) Specialist
Manages online advertising budgets and optimises campaigns for performance.

Marketing Analyst
Uses data to evaluate campaign effectiveness and inform business decisions.

The skills developed in digital marketing are transferable. They are valuable in commercial business, the public sector, charities, and entrepreneurship. If you plan to launch your own venture, understanding digital marketing is essential.

Entry-level roles in the UK typically begin around £25,000–£30,000, with experienced professionals earning £40,000–£60,000 or more depending on location and sector. (Add source to strengthen salary claims.)

Do you need a degree in digital marketing?

There is no single route into the profession. However, structured study provides a significant advantage.

Digital marketing evolves rapidly. A degree ensures you understand core principles — consumer behaviour, analytics, strategy, branding and campaign management — rather than relying solely on short courses or informal learning.

Employers increasingly look for candidates who can combine creative thinking with data literacy. A well-designed undergraduate or postgraduate qualification helps develop both.

Where can you start?

If you're curious about digital marketing as a career whether you're a school leaver, a graduate, or someone looking to change direction the first step is getting a proper grounding in the subject.

Whether you're drawn to studying marketing with a strong digital focus, or you're considering an MBA with digital marketing as a core part of your studies, UEL's programmes are built around real-world practice and current industry needs.

Other options include BSc (Hons) Fashion Marketing and Communication and MSc Marketing. Explore your choices and starting building your career today.