Digital marketing certifications are becoming increasingly popular since most promotional campaigns happen online. This means that all businesses require marketers who know how to approach online advertising and marketing.
However, you may wonder if a digital marketing certification is worth it.
The answer is not one-size-fits-all — it depends on your career goals, current expertise, and how you plan to use the certification.
This post will explore the key benefits and downsides, helping you decide if a digital marketing certification aligns with your ambitions.
What is digital marketing?
Digital marketing is a broad term for all marketing efforts using digital channels and technology.
By focusing on mediums like websites, search engines, social media platforms, email, mobile apps, and more, online marketing allows companies to interact with their audience immediately and measurably.
It is essentially a modern twist on traditional marketing, adapted for the digital age. But what exactly does it involve? Let us break it down into the main components.
- Website marketing: Every business needs a great website since it is often the first place a customer will visit before purchasing a product. Therefore, having optimised content, a user-friendly design, and a fast loading speed will give a great impression.
- Search engine optimisation (SEO): This involves optimising website content and online articles to rank in the search results. Businesses can attract organic traffic by targeting specific keywords and phrases.
- Social media marketing: Platforms like Facebook, Instagram, TikTok, and LinkedIn are used to attract customers. Social media marketing allows companies to attract their target audience, build relationships, and engage with them.
- Email marketing: Despite being one of the oldest digital marketing techniques, email marketing remains highly effective. Personalised email campaigns enable direct customer communication, offering special promotions, updates, and tailored content.
- Content marketing: From blogs to videos, infographics, and eBooks, great content attracts, informs, and retains customers. It is a foundation for SEO, social media, email campaigns, and more.
- Pay-per-click advertising: PPC strategies like Google Ads help businesses target potential customers through paid adverts that appear in search results or across the web. It’s a fast, measurable way to reach specific demographics based on location, interests, and search intent.
- Affiliate and influencer marketing: Partnering with affiliates or influencers can extend reach in a cost-efficient way.
- Video marketing: This includes long-form videos on platforms such as YouTube, as well as Reels and short clips on platforms such as Instagram, TikTok, and Facebook.
- Paid advertising: This is the process of advertising your company products or services with the help of advertising platforms such as Facebook Ads or Google Ads. With the help of ads, you get to reach more potential customers.
What are the pros and cons of studying digital marketing?
Let us look at some of the most significant advantages and disadvantages of studying digital marketing.
Pros of studying digital marketing
1. Cost-effective and time-efficient
Compared to traditional degree programmes, online marketing certifications are often much easier on the wallet and quicker to complete.
Why spend three or four years studying for a degree when you can gain targeted skills in one year?
Certification courses are created to focus strictly on what matters, cutting out unnecessary content. As a result, this helps you achieve your goals faster.
2. Industry-relevant curriculum
One of the standout benefits of online marketing certifications is their focus on current, real-world applications.
You are not just learning theory. Instead, you are learning how to run campaigns, read web analytics, and optimise strategies using tools like Google Analytics, SEO software, and social media platforms.
3. Networking opportunities
Some colleges and universities allow you to connect with peers, professors, mentors, and other professionals in the marketing industry. This will enable you to build connections, which could open the door to future collaboration opportunities.
4. Future-focused programme
Since the world is shifting towards more digital means in almost all industries, including marketing, studying online marketing is a great way to future-proof your career. You will learn to implement technology into your marketing strategies, driving businesses forward.
5. Various career opportunities
There are many different areas of online marketing, including SEO, paid advertising, social media, and more. This means that there are plenty of career opportunities for Social Media Managers, Content Writers, Videographers, and more that you can choose from.
As one career begins to dwindle, you will have the qualifications and expertise to shift jobs into a more profitable area.
Cons of studying digital marketing
1. Ongoing updates and learning required
The world of digital marketing is ever-changing and highly dynamic. Platforms, algorithms, and strategies evolve constantly — what worked last year may no longer be relevant today.
This fast-paced nature means that earning a certification is only the beginning. You will need to commit to continuous learning to stay relevant.
Certified or not, marketers must adapt to updates in search engine optimisation (SEO), trends in social media, and changes in online advertising platforms like Google Ads or Meta Ads.
2. Variable quality and accreditation
Not all certifications are accredited. This means they lack industry recognition and hold little to no weight in the job market. That is why it is vital to ensure that the college or university you choose is accredited.
3. Cost of digital marketing certifications
While less expensive than degrees or diplomas, quality certifications can still come with a hefty price tag. While some platforms offer low-cost options, high-calibre programmes from accredited colleges can cost thousands of rands. This may feel like a significant leap of faith for entry-level marketers or those switching careers.
You can always consider studying for a certificate online or through distance learning. These programmes are often lower-cost and also allow you to study while working.
Which is the best digital marketing certification for beginners?
The best digital marketing course depends on your experience, qualifications, and expectations.
For example, a Higher Certificate in Marketing Management is an excellent entry-level course that covers all the foundational elements of marketing.
It takes one year to complete and gives you a reasonable basis to enter the marketing industry. Discover more benefits of studying a marketing management course.
On the other hand, if you already have a different qualification and would like to shift careers to add digital marketing to your skill set, you can also consider the Postgraduate Diploma in Digital Marketing.
This course also takes a year to complete and is ideal for professionals looking to advance their careers in the marketing industry.
FAQ
How long does it take to get a digital marketing certification?
Typically, a higher certificate from a college or university will take you one year to complete. However, you can also get online certifications in less time (approximately 30-40 hours of study). Remember that these certificates are typically not accredited and do not always hold weight with employers.
What are some digital marketing jobs you can get with a certification?
An online marketing certification can open doors to a variety of rewarding careers. These include, but are not limited to:
- Online Marketing Specialist
- Social Media Manager
- SEO Specialist
- Content Marketer
- Copywriter
- Email Marketing Specialist
- PPC (Pay-Per-Click) Specialist
- Market Researcher
Which digital marketing certifications are the most reputable?
If you seek reputable digital marketing certifications, the best option is to study at an accredited online school or college, such as REGENT Business School.
Since these qualifications are internationally recognised and cover the foundational elements of marketing, you can work anywhere and build your career from the ground up.
Alternatively, if you are looking for more specialised courses in a specific area, such as Google Advertising, you can consider studying through platforms such as Google itself.
Study digital marketing with REGENT
Now is a great time to study digital marketing. If you know this is the right career for you and want to get started with marketing on the right foot, consider enrolling in REGENT’s Higher Certificate in Marketing Management.
On the other hand, if you already have another qualification, you can also consider pursuing a Postgraduate Diploma in Digital Marketing.
