Skill Profile
Digital Marketing
"Planning, running and optimising campaigns across digital channels by testing ad variations and targeting parameters and adjusting spend or messaging based on performance data."
YOUR SKILLS
Problems This Skill Solves
- Marketing spend wasted on channels or audiences that do not convert
- Campaigns launched without a way to measure what is actually working
- Businesses invisible in search results or social feeds relevant to their customers
- Inconsistent messaging or targeting across different digital channels
Digital marketing is just posting on social media.
Most professional work is campaign strategy, targeting, budget management and performance analysis.
More impressions always mean more sales.
Reach without relevant targeting or a clear conversion path often produces impressions with no business impact.
Research & Outlook
Third-party cookie deprecation and privacy regulation are pushing marketers towards first-party data and AI-driven predictive targeting, whilst generative AI is automating routine ad-copy production.
See This Skill In Action
Watch a professional demonstrate Digital Marketing in a real working environment — what it looks like, how it's applied, and why it matters.
Marketing / Commercial
Digital Marketing
Also Known As
Growth Path
Sets up and runs a single-channel campaign using existing templates and guidance.
Manages multi-channel campaigns, tests variations and optimises spend based on performance data.
Sets digital marketing strategy across channels and budgets and forecasts and defends return on marketing investment.
How to Practise
- 1.Run a small real or simulated ad campaign, tracking cost-per-result and iterating on targeting and creative
- 2.Build and send an email campaign, then analyse open and click rates and refine subject lines
- 3.Complete Google Skillshop and Meta Blueprint certifications and apply the learning to a real campaign
- 4.Set up conversion tracking in Google Analytics and use it to attribute a real sale or sign-up
How to Prove
- ·A portfolio of campaigns with before/after performance metrics
- ·A recognised certification such as Google Ads, Meta Blueprint or CIM qualification
- ·Evidence of campaign spend managed and the measured return on it