Digital Marketing Specialist Salary: Your 2025 Earning Guide

Key takeaways

• The median total pay for a digital marketing specialist in the US is $72,997, according to Glassdoor [1].

• The exact amount you earn will vary depending on your education, experience, location, and industry.

• As a digital marketing specialist, you can advance to become a marketing manager and earn a higher salary.

Learn more about the factors that can affect your salary as a digital marketing specialist. Afterward, build your marketing skills with the Adobe Marketing Specialist Professional Certificate, where you'll learn the fundamentals of digital marketing.

How much does a digital marketing specialist make?

Digital marketing specialists are experienced professionals who play a crucial role in the success of a company's digital marketing efforts. They are often responsible for overseeing a particular marketing channel a company uses to communicate with customers, such as email, social, or SEO.

On average, digital marketing specialists have around four years of professional experience [2]. At that career stage, the total median pay for a digital marketing specialist in the US is $72,997 [1]. However, a number of factors can affect your earning potential in this career.

5 factors that affect what digital marketing specialists earn

The average salary of a digital marketing specialist will depend on the role’s location, requirements, and industry. Your professional and academic background can also influence your salary. Below, you can explore how these factors will impact what you can expect to make. 

1. Education

According to Zippia, 76 percent of digital marketing specialists have a bachelor’s degree [3]. While it’s possible to get started in marketing without an undergraduate degree, having a degree in business or marketing may be necessary to advance toward a digital marketing specialist role—and can translate into higher wages.

2. Experience

As you gain more years of experience in marketing and as a digital marketing specialist, you can expect to earn more. Entry-level digital marketers make less than senior-level marketers, who often oversee employees in a managerial role. According to Payscale, the following is a breakdown of annual salaries based on experience [4]:

• Entry-level (one year of experience): $44,925

• Mid-level (five to nine years of experience): $62,527 

• Senior-level (20 or more years of experience): $67,011

Professionals with strong collaboration, strategic thinking, and communication skills tend to succeed in digital marketing specialist roles. A portfolio is an effective tool for demonstrating real-world expertise and your ability to use different digital marketing tactics and create a digital marketing campaign from inception to implementation.

3. Certifications

Although you don’t need a certification to work in digital marketing, it can be a great way to set yourself apart from other digital marketers and increase your baseline salary. As you develop new skills, strengthen existing ones, or formalize your training, you'll show employers that you have undertaken more effort to professionalize.

4. Location

The salary of a digital marketing specialist depends on the business’s geographic location, the cost of living and working there, and whether the role is remote or in-office.

Highest-paying states for digital marketing specialists

According to Zippia, the top five states that offer a higher-than-average salary for marketing specialists include [5]:

• California: $74,001

• New Jersey: $73,368

• Washington: $72,424

• New York, NY: $68,512

• Delaware: $66,043

Highest-paying cities for digital marketing specialists

And the cities where you can earn more as a digital marketing specialist include [5]:

• San Francisco: $81,355

• Seattle: $72,662

• New York: $68,613

• Minneapolis: $65,132

• Broomfield, CO: $62,395

5. Industry

The industry that a digital marketing specialist works in also influences expected pay. While almost any industry can benefit from hiring digital marketing professionals, some may pay more than others.

Highest-paying industries

Some of the industries with the most substantial earning potential for digital marketing specialists and their average annual base salaries include [1]:   

• Legal: $75,184

• Telecommunications: $73,949

• Pharmaceuticals and biotechnology: $70,374

• Insurance: $69,538

• Personal consumer services: $68,437 

Advancement opportunities: digital marketing specialist

After gaining experience as a digital marketing specialist, you can advance in your career and pursue the following mid-career and senior roles.

1. Digital marketing analyst

Digital marketing analysts analyst collects, analyzes, and interprets data from various digital marketing channels to assess campaign performance and provide insights for strategy optimization. They use analytical tools and techniques to track key performance indicators (KPIs), identify trends, and make data-driven recommendations to improve the effectiveness of digital marketing efforts and maximize return on investment.

Average annual US salary: $83,156

2. Social media manager

Social media managers promote their company or brand across social media. They're often responsible for developing strategies for use across Facebook, Instagram, X, TikTok, and other platforms, and may also be tasked with creating and curating content.  

Average annual US salary: $55,569

3. Digital marketing manager

Digital marketing managers lead a team of digital marketing specialists, allocate and manage their team's marketing budget, create comprehensive digital marketing strategies aligned with business goals, and oversee the execution of those strategies.

Average annual US salary: $130,357

All salaries are from Glassdoor as of August 2025.

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