Digital Marketing Fundamentals

CHAPTER 1Digital Marketing Strategy

By Greg Jarboe

It's no longer enough to simply claim expertise as a digital marketer. Employers and clients know that they are best served by marketers whose knowledge and skills are current and certified.

According to the 2019 OMCP Role Study, which asked more than 4,000 hiring managers about their digital marketing priorities, companies and agencies are no longer looking for one‐trick ponies. Today, they require employees to have conceptual knowledge and skills across eight disciplines:

• Digital analytics
• Digital advertising (including price‐per‐click)
• Search engine optimization (SEO)
• Content marketing
• Social media marketing
• Conversion optimization (UX)
• Mobile marketing
• Email marketing

This book includes a chapter on each of these disciplines. So, whether you are one of the professionals preparing for the OMCA exam, or one of the students at more than 900 universities and training institutes that teach to OMCA standards worldwide, this official guide can help you get OMCA certification from OMCP, an industry association that maintains the competency and exam standards for digital marketing in coordination with industry leaders.

Is digital marketing certification worth it? Well, individuals who earn the OMCA certification

• stand out to employers and clients as having verified digital marketing skills, education, and experience,
• earn between 16 percent and 26 percent more than noncertified digital marketers, and
• operate more effectively ...