OMCP Digital Marketing Role Delineation Study

The results are in. See the digital marketing priorities as reported by over 4,000 professionals in the most recent OMCP Role Study. The final survey data and report is complete, summarized here, and is freely available to participants, educational institution, or training providers. Download the full report below

What is a Digital Marketing Role Delineation Study?

The 2019 OMCP Role Delineation Study represents current practice ratios and skill, education, and experience requirements in digital marketing. The data is one of several used by OMCP to ensure that digital marketing certification standards, exams, and competency guides are representative of what is in demand today. Over 800 colleges, universities, and training providers teach to OMCP standards to shape the skills of marketers entering the workforce.

The survey includes coverage of the practice of: 

  • Social Media Marketing
  • Search Engine Optimization (SEO)
  • Digital Advertising (Including PPC)
  • Marketing Automation
  • Conversion Rate Optimization
  • Email Marketing
  • UX/UI Development
  • Content Marketing
  • Digital Marketing Strategy
  • Mobile Marketing
  • Other proposed practices through write-in
  • In the survey, participants are prompted to rank practices and sub practices by choosing time distributions for each practice. Participants also weigh in on required education, experience, and training for professionals. 

    Results Summary

    The top six skills practiced remained largely unchanged with the addition of digital marketing strategy as its own practice. However SEO topped the list for time invested, edging out digital analytics for 2019.

    No more one-trick ponies

    Conceptual knowledge across five of the top eight disciplines is unanimously required.  In addition, subject matter experts must master two or more disciplines to be recognized as a professional digital marketer.

    Digital marketing Skills Practiced
    One specialty skill is not enough

    Degrees Required, Experience Required

    86% of managers specify that 2+ years of marketing experience is required with 35% requiring five or more years. The majority also prefer four-year degree or greater for the OMCP professional certification. Surprisingly, there was near total consensus among group, individual, small and large companies represented.

    The survey polled for two practice levels:

    An associate must communicate the concepts of digital marketing across five of the top nine disciplines.  Practices at this level correspond with the OMCA certification and include managing marketers or agencies, setting digital marketing requirements, and selling digital marketing services.

    The professional must practice two of the top nine disciplines on a weekly basis, with minimal to no supervision.  Often a subject matter expert within an agency or in-house group, the discipline name is typically part of this person’s title.  This level corresponds with the OMCP level of certification.

    Digital Marketing Training Required

    Now that the market can provide up-to-date digital marketing courses, training has become a competitive advantage for teams and individuals.

    Digital marketing Training Requirements 2019 2020
    Training is the new competitive advantage

    90% report at least 40 hours of training is required. 45% specify that 80+ hours is required.

    27% specify that 120+ hours is the minimum for a practicing professional in digital marketing.

    The 29 page report details each of the sub-practices of each discipline, segmented by team size and company size.

    How do I get a Full Copy?

    The 2019 OMCP Role Delineation Study is provided for free to educators, qualified trainers, course developers and professionals who intend to use it for readiness testing or talent development. For your copy, use the request form below. 

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      Who is Behind This?

      OMCP maintains the industry standards for digital marketing with the support of marketing leaders worldwide. 

      OMCP is a certification standard and an industry association that maintains the competency and exam standards for digital marketing in coordination with industry leaders. OMCP is an independent standard, not tied to any one platform, training provider, agency, or vendor. 

      With our volunteers and staff, we serve the industry by providing certification verification and credentialing of individual practitioners, agencies, and educational institutions. As an industry association, OMCP assists educators with standards, and does not compete in the training market. 

      OMCP publishes competency standards used for curriculum and employee evaluation, the industry body of knowledge, digital marketing certification exams, readiness tests, and digital marketing podcasts related to best practices in online marketing.

      The OMCP mission is to continually improve the standards of practice, education, and employment of online marketers.

      7 thoughts on “OMCP Digital Marketing Role Delineation Study”

      1. Alice Mayson

        Thank you for sharing the data Michael. I had a problem starting the survey though. Anyone else experiencing the same problem?

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