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Job outlook for online marketing managers in the United States
Online marketing manager job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected online marketing manager job growth rate is 10% from 2018-2028.
About 33,700 new jobs for online marketing managers are projected over the next decade.
Online marketing manager salaries have increased 8% for online marketing managers in the last 5 years.
There are over 30,922 online marketing managers currently employed in the United States.
There are 111,303 active online marketing manager job openings in the US.
The average online marketing manager salary is $96,212.
Are online marketing manager jobs in demand?
Online marketing manager job and salary trends over time
Online marketing manager jobs over time
Online marketing manager job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 30,922 | 0.01% |
| 2020 | 29,892 | 0.01% |
| 2019 | 29,200 | 0.01% |
| 2018 | 26,739 | 0.01% |
| 2017 | 24,440 | 0.01% |
Average online marketing manager salary over time
Online marketing manager salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2026 | $96,212 | $46.26 | +3.9% |
| 2025 | $92,612 | $44.52 | +1.9% |
| 2024 | $90,879 | $43.69 | +1.6% |
| 2023 | $89,485 | $43.02 | +0.8% |
| 2022 | $88,774 | $42.68 | +1.9% |
Online marketing manager jobs by state
Most common states for online marketing managers
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 313 | 45% |
| 2 | New Hampshire | 1,342,795 | 301 | 22% |
| 3 | Massachusetts | 6,859,819 | 1,459 | 21% |
| 4 | Minnesota | 5,576,606 | 1,061 | 19% |
| 5 | Vermont | 623,657 | 112 | 18% |
| 6 | Wyoming | 579,315 | 106 | 18% |
| 7 | Virginia | 8,470,020 | 1,457 | 17% |
| 8 | Washington | 7,405,743 | 1,269 | 17% |
| 9 | Oregon | 4,142,776 | 716 | 17% |
| 10 | Connecticut | 3,588,184 | 594 | 17% |
| 11 | Rhode Island | 1,059,639 | 184 | 17% |
| 12 | South Dakota | 869,666 | 148 | 17% |
| 13 | North Dakota | 755,393 | 130 | 17% |
| 14 | Colorado | 5,607,154 | 897 | 16% |
| 15 | Utah | 3,101,833 | 486 | 16% |
| 16 | Delaware | 961,939 | 150 | 16% |
| 17 | Maryland | 6,052,177 | 888 | 15% |
| 18 | Nebraska | 1,920,076 | 288 | 15% |
| 19 | Maine | 1,335,907 | 204 | 15% |
| 20 | Alaska | 739,795 | 114 | 15% |
Online Marketing Manager job outlook: Expert opinions
Our panel of online marketing manager experts
University of Louisiana at Monroe
University of Connecticut
San Jose State University
Stonehill College
Webster University
University of South Florida
Kutztown University of Pennsylvania
Murray State University
University of San Francisco
California State University - Chico
Metropolitan State University of Denver
The University of Alabama
Eastern University
What general advice would you give to an Online Marketing Manager?
Rich Johnson: Most job titles have a similar salary. Sometimes the salary is better in urban spaces where the cost of living is higher as well. Before I would assess salary, I would look at the cost of living and your monthly budget to build your personal requirements. You usually need to begin work in a starting salary position, but that doesn't mean that you need to stay there for long. When you get into a role, go all in. Master everything that is asked of you and start providing ideas to solve problems. Your value isn't just your ability to complete a task, it is your ability to provide value and creative solutions. Make sure that you retain credit for your contributions and stay positive. Building value in your role is key for job security and growth. Another part of the ladder of salary growth is self advocating for raises and knowing when you have hit the ceiling in your present position. If you do hit a plateau, the options are to pursue a new role or consider taking your skills to another business. One of the most effective growth tools that I have had in my career has been through freelance. If you have the bandwidth, consider taking on some freelance work. This will build skills and new connections that can lead to your next opportunity.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Rich Johnson: One of the most difficult positions can be the beginning. But, the most potential starts there as well. Once you start down a path, inertia and career trajectory could keep you on that path for a while. Choose wisely... Always be curious and have an open mind. Try something for a while. Learn new skills, gain perspective and let the path unfold before you. A lot of jobs ask for a student to have work experience before they are willing to hire. This creates a dilemma too. One piece of advice that I give to my students is to do volunteer work in the direction that they would like their career to go. If you like the music industry, volunteer to create designs for the musicians and stages. Replace your college portfolio with work that involves collaboration and connects you to the community. Maybe your HR team might have seen that show and was impressed with your work. It can be hard to know when doors will open. The most important thing is to keep going. Don't let setbacks stop you.
What will help Online Marketing Managers increase their earning potential?
Rich Johnson: Digital media covers a lot of mediums and requires many skill sets (print, static online, animation, interactive). The print arm is a lesser component although still valuable in the scope of marketing. Smartphones, tablets and gaming have moved a lot of digital into a customer expectation of interactive and customizable content. The present model of career specialization in a certain aspect of this spectrum of skills is changing. The age of the generalist is becoming more of a reality as design tools are becoming more accessible and A.I. is assisting in the more complex tasks. I would say that someone working in digital media will need to focus more on the big picture of design, predicting trends and developing solutions from a point of view with perspective. It will be even more important to understand the needs of a system from the top down and provide solutions that enhance that system. This might be through partnering with marketing and sales to conceptualize solutions, pitching product ideas and other functions related to creative and art direction. And be curious, all of the time. Keep up to date with everything that is happening. Take classes, watch tutorials, read articles and be obsessed with the breakneck rate of change. Digital media is constantly changing and possibilities are always expanding. It can be near impossible to be a master of all of these trajectories, but you can understand them well enough to bring in a specialist when the challenge requires it. This is where I predict that A.I. will be a major paradigm shift. There will be a time when you will ask the system to solve a problem, and you can choose what parts of the process that you want to control. So to boil it down... Develop a well rounded set of skills Further develop specialist level skills where you excel Keep on top of change and keep a thirst for learning Strengthen your connection to problem solving and creative innovation Keep an eye on the future predicting what might be around the bend
What will help Online Marketing Managers increase their earning potential?
Zachary Moore Ph.D., M.B.A.: Over the next few years, Artificial Intelligence (AI) will continue to evolve and become more important in marketing practice. Learning to work with AI will be a very important skill for marketers. AI skills are broad and encompass many different uses of the technology. While there are some skills that are specific to certain facets of the marketing industry, all aspiring marketers should be familiar with AI tools for content creation (written, graphic, and audio/video), data visualization, text scraping, and marketing research. While AI will certainly shape the marketing field in the coming years, marketers must still be excellent storytellers and communicators. Marketers who can tell compelling stories to various stakeholder groups using traditional tools with the assistance of artificial intelligence will have a potent skill set that will allow them to succeed in their endeavors.
What general advice would you give to an Online Marketing Manager?
Scott Wallace: Young people entering the field like the excitement, the variety and the fast pace that comes with this work. You get to meet all sorts of people, hear their stories and use your skills to turn them into stories for the broader community. It’s a lot of fun! The biggest drawback for some is that the job usually requires working long hours and an unpredictable schedule.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Scott Wallace: The media market is in a state of flux right now, with many new companies stepping in to the fill the void left by the disappearance of local newspapers. Technology has evolved to the point where a resourceful Digital Media Specialist can perform tasks that once required at least 3-4 people, from writing articles to shooting, editing and posting videos and photos on news sites or social media. It’s an exciting time to be entering the field!
What will help Online Marketing Managers increase their earning potential?
Scott Wallace: One of the beauties of this career is that every day is different. A Digital Media Specialist might be sent out to cover an outdoor concert one day or flooding in a local community the next. A Digital Media Specialist needs to develop a range of skills that include recognizing a good story and being able to tell it with crisp, clear writing and strong visuals. It’s a wonderful way to connect with people from all walks of life. A successful professional will keep up on the news and be keeping a watchful eye on event calendars to seek out opportunities for great storytelling!
What will help Online Marketing Managers increase their earning potential?
Dr. Mithila Guha: In the next 3-5 years, marketing will undergo significant changes because of AI and large scale data. As the volume of data available to marketers continues to grow, the ability to extract actionable insights from this data will be invaluable. Proficiency in data analysis, marketing automation tools and AI technologies will also be highly sought after, as businesses seek to streamline processes and personalize customer experiences. Moreover, people growing up with AI tech (Gen AI) need different marketing. So, marketers must learn to understand all this data and use it smartly. But, as always, storytelling will still be the key for marketing. This means, skills related to content creation and storytelling will continue to remain crucial for brands to engage with audiences in authentic and meaningful ways across various platforms.
What will help Online Marketing Managers increase their earning potential?
Dr. Héctor Lozada Ph.D.: In my opinion, advancements in technology, particularly artificial intelligence (AI), machine learning, and big data analytics, are shaping the future of market research. These technologies will allow market researchers to analyze and gather large amounts of data more efficiently, leading to more accurate and actionable insights. Also, learn another language if you have not done so already.
Karen Wallach
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Karen Wallach: Hi Alex, Just wanted to circle back on this, do you still want me to put something together?
What will help Online Marketing Managers increase their earning potential?
Kristin McGillicuddy: A marketing specialist is often an entry-level position on a marketing team and would be responsible for a wide range of tasks, which is helpful in gaining exposure and experience. Sometimes a Marketing Specialist will actually “specialize” in one particular area like social media or advertising. In other organizations, the role involves working across multiple areas. On a daily basis, the Marketing Specialist will help plan, develop, and execute marketing projects, conduct research and analyze data to ensure the plan for a campaign is sound, assist in planning and executing presentations and events, and collaborate with cross-functional teams like sales. A person in this role takes direction from more senior and seasoned marketers which provides excellent learning opportunities on a daily basis, and the Marketing Specialist will typically play a greater role and enjoy more responsibility on projects as they learn in the field.
What general advice would you give to an Online Marketing Manager?
Dr. Kaley Martin M.A. '16: For Digital Media degree graduates whether that’s in my field, Mass Communication, or other fields such as Communication Studies, Digital Filmmaking, Marketing, Social Media, etc. graduates need to have strong work portfolios entering the field. To gain that experience and portfolio work, I encourage students to join academic organizations that align with those interests and also turn every class assignment into an opportunity to gather portfolio work! I think at times students think “this is for a class only”, but really these are great opportunities to double-dip and get portfolio pieces while also completing your course work. Additionally, as much as you can, outside of the classroom create content in whatever medium fits your field of interest. Keep growing and practicing your craft so that your skills are continually worked like building muscle in a sense. Finally, entering the field, do not think your learning stops when you graduate. Our field is changing rapidly and constantly so you need to be plugged in to reputable organizations and resources that help you consistently grow in your chosen digital medium area to always be forward-thinking and able to move forward with our digital media ecosystem.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Dr. Kaley Martin M.A. '16: As much as it pains me to say, artificial intelligence will be something to not only be familiar with, but something you need to take time to learn in whatever way that fleshes out for your area in the industry. AI content generation is NOT something I think we should be leaning in to because true creativity and talent is something uniquely human and what you are trained to do through your education, but knowledge of how AI affects your area is very important. For instance, be able to spot AI-generated content, be able to notice misinformation among AI-generated content, and be familiar with the processes and players in this space. Eventually, you’ll be hiring and you want to be able to spot a fake portfolio as well. Learning trends, developing that creative eye, and finding new, unique ways to create content is not going to come from AI any time soon, so I encourage new entrants to the industry to be trained professionals that can recognize when these technologies are in use and abused. Like a tool, they have their place, but a hammer did not build the house for the architect. The architect designed the house and the hammer helped execute that design plan so is AI as a tool for our field.
What will help Online Marketing Managers increase their earning potential?
Dr. Kaley Martin M.A. '16: The most important thing when negotiating salary in Digital Media fields is knowing your worth and pricing accordingly. So many freelance artists and newcomers tend to take lower salaries and rates due to creative work being culturally underpriced, but knowing you own worth and doing research will help you have those negotiation conversations. Additionally, knowing your worth means providing true value to those hiring you by showing you are bringing true skill, strategy, and artistry to the table — not just a degree. How are you using that degree to advance and innovate the field? My degree from the University of Montevallo, for instance, taught me as an undergraduate to be a consistent learner and be watchful of the changing tides of my field due to my university’s foundation in the liberal arts. Liberal arts foundations immerse students in not only their given area, but also expose them to diverse areas in the arts, sciences, humanities, business, and more. That allowed me to always examine how these areas intersect with my own and has made me a dynamic, sought-after, and decorated professional now. So, even if you are not coming from a liberal arts background, have that mindset about you on how I can show my true value to the employer and what I bring to the table that’s unique, different, and worth the money you are asking for. Also, if you are considering a degree in Digital Media, I strongly encourage you to research the paths we have for you here at the University of Montevallo.
Julia Griffey
Associate Professor of Interactive Digital Media and Media ProductionWebster University
Radio, Television, And Digital Communication
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Julia Griffey: Right now it seems like a lot companies are struggling with social media strategy and SEO. It's tricky because new platforms are emerging and algorithms are changing. Someone who can not rush into the next big thing, but instead, systematically formulates a plan, executes it and then measures results is very valuable. Effective marketing is about experimenting and seeing what works and doing more of what does and less of what doesn't.
What will help Online Marketing Managers increase their earning potential?
Julia Griffey: I think the best way to make the most money is to not have someone else define what that salary should be. There are so many new ways to launch online ventures that anyone can take advantage of. And if you graduate with digital media production skills - you are in a great position to create the content needed for this type of endeavor. But if you decide you want to work for a company or organization and maximize your starting salary - it helps to understand the salary landscape. Any data that you have to support your salary requests will help you get the salary you want. You can also consider living and working in an area where salaries are higher. If this could translate into a remote work situation - you could land a higher paying salary and then move somewhere with a lower cost of living.
Jay Civitillo
University of South Florida
Business/Commerce
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Jay Civitillo: Good evening, Attached are my responses. I look forward to reviewing the draft. Have a great weekend!
Dr. Joseph Harasta Jr
Associate ProfessorKutztown University of Pennsylvania
Radio, Television, And Digital Communication
What general advice would you give to an Online Marketing Manager?
Dr. Joseph Harasta Jr: Digital Media Specialists essentially develop campaigns that further an organization’s mission or purpose, aligned with its brand. Being digital in nature, these campaigns encompass social media and online content. In many ways digital media specialists are public relations practitioners who concentrate in online content and development.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Dr. Joseph Harasta Jr: Because digital media specialists must adhere to the brand and image of an organization, some might feel stifled as far as what they can and cannot do from a creative standpoint. Also, once something is put out in the online world, it’s there forever and of course can be seen by millions of people, so any mistake or misstep is not likely to go away quickly or easily. We all know that the online world, especially social media can be rather toxic and negative in nature, therefore it can take someone with a bit of thick skin to deal with critics or trolls who just wait for any mistake to bounce. Digital media specialists must work in a oftentimes nasty environment that is the internet.
What will help Online Marketing Managers increase their earning potential?
Dr. Joseph Harasta Jr: With so much focus on online presence today, digital media specialists are valued and key members of any organization’s marketing and publicity efforts. It’s hard to imagine any organization that can flourish today with at least some form on online content and presence. Many organizations that are too small to hire digital media specialists outright might consider hiring a consultant who can handle managing online content in a smaller way. That said, anyone getting into the digital media field has an array of options available to them whether it be for a standalone company, consulting firm that specializes in online presence, or freelance workers who take on several clients at the same time.
What general advice would you give to an Online Marketing Manager?
Dr. Gulay Guzel PhD: For a graduate embarking on their marketing career, I would stress the importance of staying abreast of industry trends. Marketing is a fast-paced domain that continuously evolves with shifting consumer preferences, technological advancements, and market dynamics. In our Markets, Innovation, and Design program at Bucknell, we emphasize critical thinking and adaptability to navigate this ever-changing landscape. My foremost advice is to remain updated not only on the happenings within their company but also on competitors and relevant socio-cultural trends influencing their target audience. Successful marketers are trendsetters, and staying informed about external factors is crucial for innovation within the organization.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Dr. Gulay Guzel PhD: Maximizing salary potential at the outset of one's marketing career requires strategic considerations. Marketing is inherently interdisciplinary, drawing from fields such as psychology, sociology, anthropology, and data science. Graduates should first identify their specialization within the marketing realm, whether it's in market research, product design, pricing strategy, or another area. Next, they should articulate what sets them apart from other candidates and highlight additional value they bring to the table. Realism is key when setting salary expectations; candidates should conduct thorough industry research to inform negotiations. Additionally, leveraging diverse experiences gained from internships and coursework to bolster their applications can significantly enhance their bargaining power.
What will help Online Marketing Managers increase their earning potential?
Dr. Gulay Guzel PhD: Looking ahead, digital and social media marketing will continue to gain prominence, with no signs of slowing down. Similarly, influencer marketing is becoming a staple promotional tool across various platforms, especially as Gen Z consumers, who have never known a world without social media, dominate the market. Additionally, the integration of machine learning and automation, facilitated by AI, will streamline day-to-day tasks. These developments underscore the need for marketers to possess a comprehensive skill set, particularly in consumer data analysis, research methodologies, and promotion strategies. Furthermore, anticipating increased regulations, particularly in privacy and security, will shape the future landscape of marketing practices.
What general advice would you give to an Online Marketing Manager?
Elizabeth Thomas: While the specific tasks will vary by industry, a Digital Media Specialist most often works with metrics and analytics tools/platforms to impact search results (search engine marketing) and increase search engine optimization (SEO). Additionally, this professional may be involved at every level of digital media, from developing content, to editing video, managing social media accounts, monitoring media platforms, curating web content, and even engaging with consumers.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Elizabeth Thomas: Digital media is still very fresh territory. It is ever-evolving. Companies, brands, and agencies are looking to hire talented professionals with any training or experience with these relatively new sets of tasks. The most experienced people working in the communications field did not learn how to work with newer digital media when they were being trained because these literally didn't exist when most started their careers. This is why there are currently more jobs available than there are qualified applicants to fill them. As a college professor teaching public relations and digital technologies, I encourage soon-to-be graduates to hone their skills in this area because the jobs are plentiful and their expertise is not only needed but will be rewarded.
What will help Online Marketing Managers increase their earning potential?
Elizabeth Thomas: What people love about the role of the digital specialist are the variety of the work and the increasing availability of good-paying jobs with opportunities to work remotely. One of the few drawbacks to a digital media position is the sometimes repetitive nature of doing the same tasks daily over long periods of time. There may be an inclination to burnout after five or more years in the same role.
Esmat Sangari
University of San Francisco
Business Administration, Management And Operations
What general advice would you give to an Online Marketing Manager?
Esmat Sangari: I would advise graduates beginning their career in the field to focus on continuous learning, networking, and developing a strong work ethic. It's essential to stay up-to-date with industry trends and technologies to remain competitive.
What general advice would you give to an Online Marketing Manager?
Cassandra Faith: New skills all seem to relate to new and advancing technology. Pay attention to trends as they develop especially as it relates to AI and marketing.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Cassandra Faith: Again, this seems to be related to the skills you develop over time. Pay attention to the opportunities that are needed but few people want to do. Public speaking and writing skills will always be valuable so stay current on those skills as well.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Len Hostetter: Proficiency and comfort with business data analytics skills is a must. This is foundational to business and marketing. Marketing has become very data driven. Additionally, understanding Artificial Intelligence (AI), being comfortable using it, and understanding how it will impact your work in the future. Some work will be eliminated, other work transformed. Finally, the ability to communicate, both orally and in writing.
Sally Baalbaki-Yassine Ph.D.
Department Chair, Professor and Digital Marketing Program DirectorMetropolitan State University of Denver
Marketing
What general advice would you give to an Online Marketing Manager?
Sally Baalbaki-Yassine Ph.D.: Be adaptable, coachable, and willing to learn and grow. It is important to use the skills you have learned while earning your degree, but also to adapt to the environment you are in and be able to show your ability to always learn and grow.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Sally Baalbaki-Yassine Ph.D.: Digital Marketing is booming, so knowing how to use AI to make your work more efficient is very important. AI will not replace you, but the person who knows how to use AI better than you will replace you. Communication skills are also very important, knowing how to communicate (which includes good listening skills) is important in any marketing role.
What will help Online Marketing Managers increase their earning potential?
Sally Baalbaki-Yassine Ph.D.: Be able to position your specific value to the company. Showcase your experience in a relevant way for the role you are applying for. Include a personal website and any classroom client projects to showcase your experiences that may be relevant to the job. Don't sell yourself short!
What general advice would you give to an Online Marketing Manager?
Dr Martina Topić: I would say networking and developing a good LinkedIn profile. This is an industry standard and should start whilst they are still students. They should start developing their LinkedIn network by connecting with other students and faculty, following industry groups, engaging with trends and content, and then building their network. These professional networks are relevant not just for obtaining jobs but for future job change and continuous professional development. The latter is something I find very important, and it is an expectation in the industry too.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Dr Martina Topić: Engaging in professional development and getting certified on top of a University degree is a good way of boosting salary potential. This can be something as simple as taking online courses or engaging with professional organizations to start with. Memberships in professional organizations are also a good way to boost salary potential because they enable networking and connecting with others.
What will help Online Marketing Managers increase their earning potential?
Dr Martina Topić: I think the ability to work with AI and further develop relationship building and interpersonal communication skills. There are already industry reports on how AI is used, for example, for sentiment analyses of media coverage, writing content and being a good writer is not enough anymore. Therefore, being able to build relationships, listen to others, and develop interpersonal relationships is also what will make one stand out and survive the next round of digitalization. Having digital skills that go beyond using social media will become even more relevant as digitalization rises. It is not currently clear how SEO will work with the rise of AI, but this is something to follow and continue developing skills in this area.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Jeff James: Businesses will always need customers! A good Marketing Specialist, regardless of which marketing discipline they focus on, is always an advocate for the customer. The global marketplace is getting more competitive, not less, so there will always be a need for Marketing Specialists who continually embrace the latest tools to help the organization build and maintain profitable relationships. Today, the key skills to add to any marketing discipline are data analytics and AI. I always advise future marketers to focus on their passion, whether that is creative design, content development, customer experiences, or advertising, and then add data analytics and AI skills to their skill set. Companies are desperate for data and AI-savvy marketers to optimize their marketing investments.
Jennifer D'Angelo PhD
Assistant Professor of MarketingWhat will help Online Marketing Managers increase their earning potential?
Jennifer D'Angelo PhD: A marketing manager is often responsible for planning and implementing a marketing plan. What this marketing plan encompasses can vary, as marketing involves many different things such as branding, product development, sales, advertising, digital and social media, and retailing.
What general advice would you give to an Online Marketing Manager?
Jennifer D'Angelo PhD: The ever-changing landscape of consumer trends and technological advancements in how to market to consumers often makes the job exciting and fast-paced. However, with the increased emphasis on results, marketers must be conscious of how to measure and demonstrate the value of their work.
What Online Marketing Manager skills would you recommend for someone trying to advance their career?
Jennifer D'Angelo PhD: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.