Where to start with Digital Marketing Certification

In our last blog post we talked about the different types of certifications, being tools, platform and skills-based. This post focusses on the seven top certifications that students in our Master of Science in Digital Marketing and Analytics program report as helping them in the workplace. In keeping with the spirit of the Artemis moon launch program, set to debut later this Spring, we offer seven certifications that can launch a digital marketing career. These certifications are all included in the Digital Marketing and Analytics Master’s Degree here at St. Edward’s University. In class, they are woven into a curriculum with a strong strategic marketing emphasis. Tableau and Marketo training is also included in the program. Since the certifications are paid, we let the students decide for themselves if they wish to pursue them.

Digital Marketing Certification Can Launch Your Career

1) Google Ads: This is a classic certification on the Google Ads platform. In class, the certification can be used in conjunction with a client project. We use it to prepare students for a search simulation. Students can take one of several certification or all of them. The basic search certification is a great place to start. Please note this certification and Google Analytics have moved to the Skillshop platform.

2) Google Analytics: The Google Analytics Individual Qualification (IQ) is another must-have certification opinion. Although there are other analytics platforms, GA gives students a good feeling for how web analytics applications work. Linking GA to a blog such as blogger provides an opportunity for students to see the effect of their efforts on a daily basis. Please note that as of this writing the IQ exam was not updated for the new GA4 format. GA is going away next Summer so we hope this oversight is corrected soon.

3) SEMRUSH: In keeping with the search theme, SEMRUSH has several SEO qualification exams including SEO fundamentals and keyword research. This certification would be particularly helpful for those seeking jobs and internships in organic search.

4) HubSpot Academy: HubSpot Academy has always been free and has been around for several years. HubSpot is a CRM tool but they offer certification in many areas such as Inbound Sales, Email Marketing, Social Media Marketing and CRM. Inbound Marketing and Inbound are the most popular and a good place to start.

5) Hootsuite: This is one of the most popular social media posting platforms. Platform training is free and social marketing training is free in an associated class approved by Hootsuite for students enrolled in an approved course. We include both of these certifications in our graduate program.

6) IBM Big Data Badge: This badge is useful for those interested in the data analytics side of digital marketing. We use it in our graduate program at St. Edward’s but it is suitable for undergraduates as well.

7) Twitter Flight School This platform is a great place to earn about advertising on the Twitter platform. There is no certification but students can earn various badges, including a Video Badge and one on how to get started on Twitter.

Some additional certification programs

There are also some excellent tools that have free training but don’t offer free certification.

1) Marketo This leading marketing automation tool, now offers free platform training and marketing training for but not free certification. These are free practice videos. The company offers certified associate and expert exams for a fee.

2) Tableau is a popular data visualization tool that has free access and training for university students but the Desktop exam still has a fee. Students have been able to get a one year license and this platform is used in our class in managing the digital organization.

3) Moz Academy courses have a fee except for the one on how to use the Moz Tool. The main certification exam (SEO Essentials Certificate) is not free as of this writing. Moz has a keyword planner tool and other tools that many instructors and students find useful for their classes

Whether you have been in the digital marketing space for years or just a short while, there is no doubt that you have been exposed to all of the kinds of certifications that are out there in the market. The question becomes: Which certifications are worth getting and which should you avoid?

Those are hard questions to answer, especially if you are new to digital marketing. We have provided the following information in helping you make your decision. We cover below why to get digital marketing certifications, the three types of certifications, and where to find them.

Digital Marketing Certifications are career accelerators

Why get Digital Marketing Certifications?

The first thing to consider is why get a digital marketing certification in the first place? Digital marketing certifications are a great way of showcasing basic knowledge of digital marketing principals, tools or platforms. They are worth getting to demonstrate a level of skill, especially if you are just starting out or trying to learn a new area of marketing. Our students in the MSDGMA (Master of Science in Digital Marketing and Analytics) program say the eleven certifications they get during the program are a ‘career accelerator.’ Certifications help with obtaining job interviews and also help students gain a certain level of confidence in their skills and knowledge.

In addition to gaining credentials that demonstrate your expertise to current and future employers, the other benefit of getting digital marketing certifications is that you can get them at your own pace. Compared to a typical learning environment, most certifications are at your own pace and this really allows you to learn the material at your convenience.

The three basic types of certifications are 1) Knowledge 2) Platform and 3) Tools.

1. Knowledge-based Certifications

Knowledge-based certifications focus on key digital marketing concepts such as SEO, inbound marketing, social media, etc. These are really great if you are unfamiliar with the basic principles of digital marketing or you are looking to reinforce your knowledge. Either way these foundational certifications are great to have in your arsenal. Examples are:

HubSpot Academy Is the worldwide leader in inbound marketing, sales, and customer service/support training. The academy offers courses in digital marketing, social media marketing, content marketing, SEO, and more. These courses are well-designed and constantly updated and a good place to start.

LinkedIn Learning provides video courses taught by industry experts in software, creative, and business skills. It is a subsidiary of LinkedIn and many of the courses provide a certificate or badge of completion. The program is available for free to those enrolled LinkedIn Premium or for a monthly fee. Access is available through St. Edward’s University for our students. If you don’t have either of those two options, there is a one month free trial available.

2) Platform Certifications

Platform certifications focus on where digital marketing takes place and their respective advertising platforms. Platform certifications will teach you the ends and outs of one platform’s tool, capabilities, and full functionality. These tend to fall under one of two categories: 1. Social Media platform or 2. Search Engine Platform. Examples are:

Google Skillshop provides training on many skills you can apply right away, such as Google Ads and Analytics certifications. With e-learning courses designed by Google product experts, students can learn at your own pace and get Google products certified. These two certifications listed are considered must-haves in digital marketing, but the platform covers other certifications to help you make the most of marketing on Google.

Facebook (Meta) Blueprint courses are online learning courses, training programs and certifications that can help you get the most out of Meta marketing platforms. Facebook ads certification is a paid program but the Blueprint courses are free.

Twitter Flight School is an online learning program from Twitter. It offers courses that help you learn brand promotion, advertising, and social media marketing on Twitter. There are some badges available for proof of learning.

3) Tool-based Certifications

Tool-based certifications focus on the execution of digital marketing strategies and tactics, as well as providing some type of analytical insight. Email Marketing, Marketing Automation, Data Visualization, Analytics, and Content Management are just a few categories of certifications you can get. Examples include:

Hootsuite Academy provides certification in the Platform as well as Social Media Marketing. Students can get these two certifications for free if enrolled in a class. Currently both undergraduates and graduate students achieve these certifications in our classes.

Mailchimp Academy is an educational resource for freelancers and agencies who join Mailchimp & Co. You can join with an existing Mailchimp account have access to interactive courses to help you learn how to use Mailchimp, grow your marketing expertise, and earn free certifications.

Salesforce Trailhead allows you to get hands-on and learn Salesforce, plus hard and oft skills you needed to succeed in digital marketing. The courses are free. However, the certification Salesforce certification program is paid.

Should you pay for certifications?

The answer is maybe. If you are just starting out, don’t open your wallet immediately. There are several free options such as HubSpot Academy, Google Skillshop, and MailChimp Academy, which are a great way to get your feet wet for free. In our Master’s program, we use only free certifications and badges and the students graduate with a great set of skills.

A good rule of thumb is only pay if the tool is necessary for a particular job you are doing or if the jobs you are want to have demand you have working knowledge of that tool or platform. For example, if you are applying for a marketing manager role and they are looking for some with Hootsuite experience, paying to have some of the Hootsuite certifications may be beneficial to you. Also, consider enrolling in a program like the MSDGMA at St. Edward’s, where you will receive these tools-based and platform-based certifications in the context of how to use them for strategic digital marketing. Whatever, you decide, good luck on your road to certification.

Links to above-mentioned certifications and programs:

Twitter Flight School

Salesforce Trailheads

Digital Marketing and Analytics at St. Edward's University

Preparing Graduates for the Marketing Future

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Seven “Must-Have” Digital Marketing Certifications