Who Should Read This Book?

This book is intended for those who will drive digital marketing initiatives, manage digital marketing teams, or communicate digital marketing concepts. It is perfect for those who are transitioning into a career in digital marketing or for students who wish to learn generally accepted practices of digital marketing.

It can also be used as a study guide or to supplement a digital marketer's preparation for OMCA certification. The OMCA certification verifies knowledge across multiple digital marketing disciplines. It is often used as a minimum requirement for marketing team members at advertising agencies or other businesses that perform in‐house marketing. Groups who train or hire to OMCA standards lead the industry in digital marketing performance.

Why Get a Digital Marketing Certification?

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 verified.

According to the 2019 OMCP Role Study, which asked more than 4,000 professionals about their digital marketing priorities, companies and agencies are no longer looking for one‐trick ponies. Hiring managers unanimously require employees to have conceptual knowledge and skills across five of the top eight disciplines—search engine optimization, content marketing, social media marketing, digital advertising (including price‐per‐click), mobile marketing, email marketing, conversion rate optimization, and digital analytics. In addition, subject matter experts must master two or more disciplines as well as digital marketing strategy to be considered for a senior position.

So, whether you are one of the 52,000 individuals preparing for the OMCA exam, 100,000 students trained at more than 900 universities and training institutes that teach to OMCA standards worldwide, or 316,800 advertising, promotions, and marketing managers in the United States, this official guide can help you get a Digital Marketing Certification from OMCP, an industry association that maintains the competency and exam standards for online marketing in coordination with industry leaders from Google, Dell, Microsoft (Bing), Procter & Gamble, Home Depot, and many others.

What Are the Benefits of OMCA Certification?

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 as a marketing professional, sharing common language and generally accepted practices across multiple disciplines.

This book is written by respected authors and members of OMCP's standards committees, past and present. The co‐authors and contributors are Greg Jarboe, Matt Bailey, Michael Stebbins, Brad Geddes, Cindy Krum, and Kim Krause Berg.