{"id":5197,"date":"2018-11-13T11:11:32","date_gmt":"2018-11-13T19:11:32","guid":{"rendered":"https:\/\/www.springboard.com\/?p=5197"},"modified":"2023-09-27T23:55:38","modified_gmt":"2023-09-28T06:55:38","slug":"digital-marketing-or-user-experience","status":"publish","type":"post","link":"https:\/\/www.springboard.com\/blog\/design\/digital-marketing-or-user-experience\/","title":{"rendered":"Digital Marketing or UX: What\u2019s the Best Path for You?"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">It\u2019s never too late to hit refresh. Whether you\u2019re a recent grad or a seasoned professional looking for a career change, the digital world is a growing, ever-evolving arena with many different branches that vary greatly in terms of necessary skill sets and degrees. Digital marketing and user experience (UX) are two of these branches.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">So, what\u2019s the difference between the two? And, what do you need to do to land a career in either field?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">The best way to differentiate them is to look at the goals: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Digital marketing<\/b><span style=\"font-weight: 400;\"> revolves around revenue generation. The <\/span><i><span style=\"font-weight: 400;\">company\u2019s <\/span><\/i><span style=\"font-weight: 400;\">well-being is at the core. Most fields require analytical, business-oriented skill sets. <\/span><\/li>\n\n\n\n<li><b>UX design <\/b><span style=\"font-weight: 400;\">revolves around the customer and their feelings. It\u2019s about giving the <\/span><i><span style=\"font-weight: 400;\">customer<\/span><\/i><span style=\"font-weight: 400;\"> the best possible experience to make them want to come back. UX requires design knowledge, as well as soft skills such as empathy.<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">Now that you have a high-level idea of what differentiates these two fields, let\u2019s take a closer look: <\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What Is Digital Marketing?<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Marketing has always been about connecting with the right audience at the right time. In order to do that, you need to be where your target market is. In years past, that meant advertising in magazines, on TV, via billboards, and through other out-of-home media. While those are still relevant today, what has become more important is marketing online. This is digital marketing. <\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/blog.hubspot.com\/marketing\/what-is-digital-marketing\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Hubspot<\/span><\/a> <span style=\"font-weight: 400;\">describes digital marketing as \u201c[encompassing] all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.\u201d<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">As you can imagine, there are many different types of digital marketing, each focusing on a different channel and requiring a specific set of skills.<\/span><\/p>\n\n\n<style>.blog-cta-salsey-01 {\toverflow: hidden;\t}\t.blog-cta-salsey-01-img {\tmax-width: 160px !important;\t}\t@media (min-width: 768px) {\t.blog-cta-salsey-01-content {\tmax-width: calc(100% - 281px);\t}\t.blog-cta-salsey-01-img {\tposition: absolute;\tmax-width: 100% !important;\tright: -10px;\tbottom: -10px;\t}\t}<\/style><div class=\"blog-cta-salsey-01 bg-blue-50 p-3 my-5 position-relative\"><div class=\"d-block d-md-flex\"><img decoding=\"async\" loading=\"lazy\" width=\"212\" height=\"232\" src=\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2023\/05\/ui-ux-design-student.png\" alt=\"UI\/UX design student\" class=\"blog-cta-salsey-01-img mb-3 mb-md-0\" \/><div class=\"blog-cta-salsey-01-content\"><div class=\"d-flex align-items-center mb-2\"><img decoding=\"async\" class=\"pe-2\" width=\"86\" height=\"71\" loading=\"lazy\" src=\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2023\/04\/job-guarantee-heading-badge.png\" alt=\"Job Guarantee\" style=\"mix-blend-mode: multiply\"><h4 class=\"fw-bold mb-0\">Become A UX Designer. Land a Job or Your Money Back.<\/h4><\/div><p>Master Adobe XD, Figma, and Sketch. Work 1:1 with an industry mentor. Build a portfolio. Land a job \u2014 or your money back.<\/p><p class=\"mb-sm-0\"><a class=\"btn btn-primary btn-lg\" href=\"https:\/\/www.springboard.com\/courses\/ui-ux-design-career-track\/#job-guarantee\">Start designing<\/a><\/p><\/div><\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">What Are the Skills Recommended for Digital Marketing?<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Digital marketing has many different branches. Some are focused on creativity, some are analytics-driven, and others require knowledge of coding or specific platforms such as Google AdWords. While you\u2019ll need more granular skills depending on the branch you pursue, there are a few that pervade all units of digital marketing: &nbsp;<\/span><\/p>\n\n\n\n<p><b>Analytics: <\/b><span style=\"font-weight: 400;\">An analytical mindset is one of the most important attributes a <a href=\"https:\/\/www.springboard.com\/blog\/business-and-marketing\/what-does-a-digital-marketer-do\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital marketer<\/a> can have. As a digital marketer\u2019s goal is to meet certain key performance indicators (KPIs), you must know how to read and understand data to determine whether you\u2019re hitting your goals.<\/span><\/p>\n\n\n\n<p><b>Creativity: <\/b><span style=\"font-weight: 400;\">As a marketer, it\u2019s imperative for your brand to stand out from the competition. Whether it\u2019s through beautiful website design or compelling email subject lines, you need to be creative in order to capture consumers\u2019 attention. <\/span><b>&nbsp;<\/b><\/p>\n\n\n\n<p><b>Curiosity: <\/b><span style=\"font-weight: 400;\">Digital marketing is constantly evolving. Do you have a smart speaker yet? You certainly didn\u2019t three years ago, and marketers who weren\u2019t keeping up with digital trends wouldn\u2019t have known to optimize their SEO for voice search. Marketers need to keep up with technological trends and new marketing platforms and always be open to new techniques. Reading marketing blogs, attending seminars, and simply networking can help you do this. <\/span><\/p>\n\n\n\n<p><b>Solution-Oriented: <\/b><span style=\"font-weight: 400;\">In addition to keeping up with technological advances, marketers must be adept at problem-solving. One of the best parts about digital marketing, compared to print marketing, is the ability to quickly (and cost-effectively) pivot when need be. Digital marketers should stay calm under pressure and always ready with a plan B. &nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">The four skills listed above are important no matter what field of digital marketing you pursue; if you know the field you want to enter, you\u2019ll need to develop additional skills. If you want to work in social media or content creation, for example, you\u2019ll need to have strong writing skills, as yours will be the voice of the company. If you wish to pursue affiliate or paid marketing, you\u2019ll need a bit of technical knowledge, such as how to build a landing page, how to set up ads, or how to monitor budgets. Email marketing, on the other hand, requires basic HTML knowledge. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Common backgrounds for digital marketers include <\/span><span style=\"font-weight: 400;\">journalism, business, communications, finance, and design. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Let\u2019s take a look at some of the career specializations within digital marketing, what they pay, and what skills will help get you there.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Digital Marketing: Fields, Skills, and Salaries<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Digital marketing entails marketing a product or brand through digital channels with the goal of <\/span><span style=\"font-weight: 400;\">driving brand awareness and lead generation. <\/span><span style=\"font-weight: 400;\">As you can imagine, there are a plethora of ways to do this. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Below, we\u2019ve listed a few of the most common digital marketing fields and what skills are recommended to land a job in each field. We looked at <\/span><a href=\"https:\/\/www.payscale.com\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Payscale<\/span><\/a><span style=\"font-weight: 400;\"> for these requirements, as well as to give you an idea of average salaries. <\/span><\/p>\n\n\n\n<p><strong>Search Engine Optimization (SEO):<\/strong> <span style=\"font-weight: 400;\">This is the process of getting traffic to your site from the organic search results on search engines like Google. The channels most commonly related to SEO include: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Landing Pages<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Blogs<\/span><\/li>\n<\/ul>\n\n\n\n<p><em>Related Read:&nbsp;<a href=\"https:\/\/www.springboard.com\/blog\/design\/seo-and-ux-design\/\" data-type=\"URL\" data-id=\"https:\/\/www.springboard.com\/blog\/design\/seo-and-ux-design\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Intersection of SEO and UX Design<\/a><\/em><\/p>\n\n\n\n<p><b>Skills: <\/b><span style=\"font-weight: 400;\">Some understanding of coding languages such as HTML and CSS, knowledge of best practices across search engines, ability to read and interpret data, proficiency in Google AdWords and Google Analytics, and knowledge of search engine trends. <\/span><\/p>\n\n\n\n<p><b>Salary range:<\/b> <a href=\"https:\/\/www.payscale.com\/research\/US\/Job=Search_Engine_Optimization_(SEO)_Specialist\/Salary\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">$31,000 &#8211; $64,000<\/span><\/a><span style=\"font-weight: 400;\">, with a median salary of $43,500.<\/span><\/p>\n\n\n\n<p><b>Content Marketing:<\/b> <span style=\"font-weight: 400;\">This is the marketing technique of creating valuable, informative content that people actively seek to help them make informed buying decisions. Common channels include: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Websites<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Blogs<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Webinars<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Podcasts<\/span><\/li>\n<\/ul>\n\n\n\n<p><b>Skills:<\/b> <span style=\"font-weight: 400;\">Strong editorial skills, project management, understanding of <a href=\"https:\/\/www.springboard.com\/blog\/business-and-marketing\/seo-best-practices-how-to-optimize-your-website\/\" target=\"_blank\" data-type=\"URL\" data-id=\"https:\/\/www.springboard.com\/blog\/business-and-marketing\/seo-best-practices-how-to-optimize-your-website\/\" rel=\"noreferrer noopener\">SEO best practices<\/a>, and knowledge of social media. <\/span><\/p>\n\n\n\n<p><b>Salary range:<\/b> <a href=\"https:\/\/www.payscale.com\/research\/US\/Job=Content_Marketer\/Salary\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">$44,000 &#8211; $92,000<\/span><\/a><span style=\"font-weight: 400;\">, with a median salary of $64,000.<\/span><\/p>\n\n\n\n<p><b>Social Media Marketing:<\/b><span style=\"font-weight: 400;\"> Social media marketing involves promoting your brand across your company\u2019s social media channels to drive brand awareness and generate traffic. Often, <\/span><a href=\"https:\/\/www.springboard.com\/blog\/business-and-marketing\/what-is-influencer-marketing\/\" target=\"_blank\" data-type=\"URL\" data-id=\"https:\/\/www.springboard.com\/blog\/business-and-marketing\/what-is-influencer-marketing\/\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">influencer marketing<\/span><\/a><span style=\"font-weight: 400;\"> falls under the responsibility of a social media marketing manager. Channels include: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Facebook<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Twitter<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Instagram<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Pinterest<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Snapchat<\/span><\/li>\n<\/ul>\n\n\n\n<p><b>Skills:<\/b><span style=\"font-weight: 400;\"> Excellent editorial skills, creativity, proficiency in all social channels, experience in public relations, knowledge of Photoshop or other photo editing software, knowledge of social media programming software, and understanding of social media trends. <\/span><\/p>\n\n\n\n<p><b>Salary range: <\/b><a href=\"https:\/\/www.payscale.com\/research\/US\/Job=Social_Media_Marketing_Manager\/Salary\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">$33,000 &#8211; $78,000<\/span><\/a><span style=\"font-weight: 400;\">, with a median salary of $50,000.<\/span><\/p>\n\n\n\n<p><em>Related Read: <a href=\"https:\/\/www.springboard.com\/blog\/business-and-marketing\/digital-marketing-vs-social-media-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Marketing vs. Social Media Marketing [2022 Guide]<\/a><\/em><\/p>\n\n\n\n<p><b>Paid Marketing (also known as PPC, or pay-per-click, and <\/b><a href=\"https:\/\/www.springboard.com\/blog\/business-and-marketing\/seo-best-practices-how-to-optimize-your-website\/\" target=\"_blank\" data-type=\"URL\" data-id=\"https:\/\/www.springboard.com\/blog\/business-and-marketing\/seo-best-practices-how-to-optimize-your-website\/\" rel=\"noreferrer noopener\"><b>search marketing<\/b><\/a><b>): <\/b><span style=\"font-weight: 400;\">With paid marketing, brands work with a publisher such as Google AdWords to promote content and pay each time an ad is clicked. Outlets include: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Facebook<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Twitter<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Google<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Display ads<\/span><\/li>\n<\/ul>\n\n\n\n<p><b>Skills:<\/b><span style=\"font-weight: 400;\"> Strong analytical skills, proficiency in Google AdWords, ability to analyze and report on campaigns, proficiency in keyword research and keyword trends.<\/span><\/p>\n\n\n\n<p><b>Salary range:<\/b> <a href=\"https:\/\/www.payscale.com\/research\/US\/Job=Pay-Per-Click_(PPC)_Manager\/Salary\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">PPC managers<\/span><\/a> <span style=\"font-weight: 400;\">make between $36,000 and $66,000, with a median salary of $50,000.<\/span><\/p>\n\n\n\n<p><b>Affiliate Marketing:<\/b><span style=\"font-weight: 400;\"> This is a type of marketing where you pay someone like a media site a commission for promoting your product or brand across their channels. Typical channels include: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">YouTube <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Social media platforms<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Newsletters<\/span><\/li>\n<\/ul>\n\n\n\n<p><b>Skills: <\/b><span style=\"font-weight: 400;\">Excellent communication skills, strong analytical and multitasking skills, ability to manage budgets.<\/span><\/p>\n\n\n\n<p><b>Salary range: <\/b><a href=\"https:\/\/www.payscale.com\/research\/US\/Job=Pay-Per-Click_(PPC)_Manager\/Salary\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">$37,000 &#8211; $75,000<\/span><\/a><span style=\"font-weight: 400;\">, with a median salary of $55,000.<\/span><\/p>\n\n\n\n<p><b>Email Marketing: <\/b><span style=\"font-weight: 400;\">Email marketing is used by brands to communicate with their customers and inform them of promotions, events, and company news. There are many different types of emails, but the most popular include: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Promotional emails<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">New members email series<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Trigger emails<\/span><\/li>\n<\/ul>\n\n\n\n<p><b>Skills: <\/b><span style=\"font-weight: 400;\">Proficiency in email marketing and tracking programs, knowledge of HTML, data analysis and interpretation, strong attention to detail, and editorial skills.<\/span><\/p>\n\n\n\n<p><b>Salary range: <\/b><a href=\"https:\/\/www.payscale.com\/research\/US\/Job=E-mail_Marketing_Specialist\/Salary\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">$39,000 and $70,000<\/span><\/a><span style=\"font-weight: 400;\">, with a median salary of $50,000.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What Is the Demand for Digital Marketing?<\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"576\" src=\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image1.jpg\" alt=\"What is the demand for digital marketing?\" class=\"wp-image-5199\" srcset=\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image1.jpg 768w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image1-400x300.jpg 400w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image1-380x285.jpg 380w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image1-700x525.jpg 700w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image1-380x285.jpg 420w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">(Source: <\/span><a href=\"http:\/\/blog.karmickinstitute.com\/digital-marketing-skills-high-demand-right-now\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Karmick Institute<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/www.smartinsights.com\/managing-digital-marketing\/2017-demand-digital-marketing-skills-us\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">In 2017<\/span><\/a><span style=\"font-weight: 400;\">, paid marketing, content creation, and social media were among the most in-demand fields within digital marketing.<\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/go.forrester.com\/blogs\/17-01-24-us_digital_marketing_spend_will_near_120_billion_by_2021\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Forrester Research<\/span><\/a><span style=\"font-weight: 400;\"> says that \u201cdigital marketing is pacing at a healthy 11% compound annual growth rate between now and 2021\u201d and \u201cUS digital marketing spend will near $120 billion by 2021.\u201d <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">The report shows many parallels between 2017 trends and future demand and states that \u201c[i]nvestment in <\/span><b>paid search, display advertising, social media advertising, <a href=\"https:\/\/www.springboard.com\/blog\/business-and-marketing\/marketers-guide-to-igtv\/\" target=\"_blank\" data-type=\"URL\" data-id=\"https:\/\/www.springboard.com\/blog\/business-and-marketing\/marketers-guide-to-igtv\/\" rel=\"noreferrer noopener\">online video advertising<\/a> and email marketing<\/b><span style=\"font-weight: 400;\"> will pace to 46% of all advertising in five years.\u201d <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Forrester doesn\u2019t mention SEO (organic search), but it shouldn\u2019t be neglected either, as the SEO industry is estimated to grow<\/span> <span style=\"font-weight: 400;\">to $79 billion by 2020. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">What does this mean for you? Not only does it show that digital marketing is a growing and thriving industry, but it can help you decide which field to specialize in.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"654\" src=\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image3-2.png\" alt=\"Digital marketing specializations\" class=\"wp-image-5200\" srcset=\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image3-2.png 800w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image3-2-400x327.png 400w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image3-2-768x628.png 768w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image3-2-380x311.png 380w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image3-2-700x572.png 700w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image3-2-380x311.png 420w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">(Source: <\/span><a href=\"https:\/\/hafizmuhammadali.com\/\" target=\"_blank\" data-type=\"URL\" data-id=\"https:\/\/hafizmuhammadali.com\/\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Hafiz Muhammad Ali<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you look at the above graph on 2018 specialties, you can see that the SEO and content marketing specialties are relatively saturated, but PPC and social media are lower. As the demand for PPC and social media are predicted to grow over the next few years and have relatively low saturation, we recommend you check out these fields.<\/span><\/p>\n\n\n<div class=\"bg-leaf-50 p-4 my-3\"><h4 class=\"fw-bold text-center\">Get To Know Other\tDesign Students<\/h4><div class=\"row row-cols-1 row-cols-lg-3\"><div class=\"col\"><div class=\"card success-story-card h-100 d-flex justify-content-between mb-0\"><div class=\"flex-grow-1 text-center\"><a class=\"d-inline-block rounded-circle\" href=\"\/success\/janessa-poole\" style=\"width:125px;height:125px;overflow:hidden\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/res.cloudinary.com\/springboard-images\/image\/upload\/v1638213299\/Student%20Success\/Janessa_Poole_125x125.png\" alt=\"Janessa Poole\" style=\"object-fit:contain;max-width:170px;height:125px\" \/><\/a><p class=\"fw-bold mb-0\">Janessa Poole<\/p><p class=\"text-muted lh-1\">Content Designer at Reforge<\/p><\/div><div class=\"w-100 d-block d-md-none mt-3\"><\/div><p class=\"mb-0 mx-auto text-center\"><a class=\"btn btn-primary mx-auto\" href=\"\/success\/janessa-poole\">Read Story<\/a><\/p><\/div><\/div><div class=\"col d-none d-md-block\"><div class=\"card success-story-card h-100 d-flex justify-content-between mb-0\"><div class=\"flex-grow-1 text-center\"><a class=\"d-inline-block rounded-circle\" href=\"\/success\/trevor-tillery\" style=\"width:125px;height:125px;overflow:hidden\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/res.cloudinary.com\/springboard-images\/image\/upload\/v1638213299\/Student%20Success\/Trevor_Tillery_125x125.png\" alt=\"Trevor Tillery\" style=\"object-fit:contain;max-width:170px;height:125px\" \/><\/a><p class=\"fw-bold mb-0\">Trevor Tillery<\/p><p class=\"text-muted lh-1\">Experience Designer at Nerdery<\/p><\/div><p class=\"mb-0 mx-auto text-center\"><a class=\"btn btn-primary mx-auto\" href=\"\/success\/trevor-tillery\">Read Story<\/a><\/p><\/div><\/div><div class=\"col d-none d-md-block\"><div class=\"card success-story-card h-100 d-flex justify-content-between mb-0\"><div class=\"flex-grow-1 text-center\"><a class=\"d-inline-block rounded-circle\" href=\"\/success\/pete-bruno\" style=\"width:125px;height:125px;overflow:hidden\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/res.cloudinary.com\/springboard-images\/image\/upload\/v1638213299\/Student%20Success\/Pete_Bruno_125x125.png\" alt=\"Pete Bruno\" style=\"object-fit:contain;max-width:170px;height:125px\" \/><\/a><p class=\"fw-bold mb-0\">Pete Bruno<\/p><p class=\"text-muted lh-1\">Product UX Designer at Service Management Group<\/p><\/div><p class=\"mb-0 mx-auto text-center\"><a class=\"btn btn-primary mx-auto\" href=\"\/success\/pete-bruno\">Read Story<\/a><\/p><\/div><\/div><\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">What Do Hiring Managers Want?<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">We\u2019ve already told you what skills digital marketing hiring managers look for, but what else can get you in the door? <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">In addition to specific skills, hiring managers typically prefer candidates with a bachelor\u2019s degree and experience in a similar field. If you don\u2019t have experience, that doesn\u2019t mean you won\u2019t get hired; it simply means you need to focus on honing your skills to prove you\u2019re up to the task. This can be done by shadowing someone in that field you wish to enter, as well as through online courses that help you develop job-ready skills. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Now that we\u2019ve given you some insights into digital marketing, let\u2019s explore UX. <\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What Is UX?<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">At its core, <\/span><span style=\"font-weight: 400;\">user experience is the process of making websites, apps, and other pieces of technology (plus physical products) as easy and delightful to use as possible thanks to consumer-friendly designs. UX is more design-focused than digital marketing, but that doesn\u2019t mean you have to be a visual design expert to work in the field. <\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What Are the Skills Recommended for UX?<\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"569\" src=\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image4.png\" alt=\"UX unicorn\" class=\"wp-image-5201\" srcset=\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image4.png 800w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image4-400x285.png 400w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image4-768x546.png 768w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image4-380x270.png 380w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image4-700x498.png 700w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image4-380x270.png 420w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">(Source: <\/span><a href=\"https:\/\/medium.com\/@uxmuch\/ten-skills-you-need-to-be-a-ux-unicorn-f7ec555981b0\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Conor Ward<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you\u2019re not analytical, no problem. UX is more about soft skills, such being able to understand and read people, than it is understanding and reading numerical data (although that ability is a bonus). Conor Ward coined the term \u201cUX unicorn\u201d to describe someone with a vast range of <a href=\"https:\/\/www.springboard.com\/blog\/design\/ux-skills\/\" target=\"_blank\" rel=\"noreferrer noopener\">UX skills<\/a> that have been honed through years of experience, from visual design to coding. If you\u2019re just starting out in UX, you\u2019re certainly not expected to be an expert in all of the skills Ward illustrated above, but you are expected to embody a few: <\/span><\/p>\n\n\n\n<p><b>Empathy: <\/b><span style=\"font-weight: 400;\">In order to build a product or website, you must understand who will be using it. Who is your target market and what motivates them? Why are they using your product? <\/span><\/p>\n\n\n\n<p><b>Design:<\/b><span style=\"font-weight: 400;\"> While consumer behavior may be at the core of UX, design is how it manifests. Whether you\u2019re a UX researcher, architect, project manager, or hold another role, you need to be comfortable with basic design fundamentals and terms. <\/span><\/p>\n\n\n\n<p><b>Curiosity:<\/b> <span style=\"font-weight: 400;\">Technology is constantly evolving and the design world needs to keep up. It\u2019s imperative for UX teams to stay abreast of trends. Subscribe to a few blogs, bookmark a few sites, and try to read at least one new post every morning when you wake up.<\/span><\/p>\n\n\n\n<p><b>Thick Skin: <\/b><span style=\"font-weight: 400;\">At the end of the day, design is subjective, and UX teams must be receptive to feedback. You need to be able to take a step back and put your customer hat on. If you get too close to a project that can be hard, which is why you should always be open to suggestions and never take them personally. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Common background for people starting out in UX include <\/span><span style=\"font-weight: 400;\">psychology, sociology, anthropology, and other social sciences. <\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">UX: Common Fields, Skills, and Salaries<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Many people think they need to have a degree in design to work in the UX field. This isn\u2019t true, and in fact, most UX professionals are self-taught. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">The two primary UX fields are UX research and UX design. We\u2019ve listed they key responsibilities for each, as well as what you can expect in terms of salaries. <\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/www.springboard.com\/blog\/design\/becoming-a-ux-researcher\/\" target=\"_blank\" data-type=\"URL\" data-id=\"https:\/\/www.springboard.com\/blog\/design\/becoming-a-ux-researcher\/\" rel=\"noreferrer noopener\"><b>UX Researcher<\/b><\/a><b>: <\/b><span style=\"font-weight: 400;\">In order for a UX designer to create a product that is easy and intuitive to use, the designer must understand the target market: what the consumer wants, what motivates them, and what turns them off. This is the job of the UX researcher. The UX researcher conducts a mix of quantitative and qualitative research, including surveys and interviews, to better understand the target market. <\/span><\/p>\n\n\n\n<p><b>Skills: <\/b><span style=\"font-weight: 400;\">Empathy, strong communication, an analytical mindset, in-depth understanding of UX\/UI design, experience conducting user research sessions, understanding of qualitative and user-centered design methodologies, working knowledge of quantitative analysis and statistics, critical thinking, and problem-solving skills. <\/span><\/p>\n\n\n\n<p><b>Salary range: <\/b><a href=\"https:\/\/www.payscale.com\/research\/US\/Job=E-mail_Marketing_Specialist\/Salary\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">$56,000 &#8211; $120,000<\/span><\/a><span style=\"font-weight: 400;\">, with a median salary of $83,000.<\/span><\/p>\n\n\n\n<p><b>UX Designer:<\/b> <span style=\"font-weight: 400;\">UX designers are responsible for creating and designing consumers\u2019 experiences with a product or website. They take the UX researcher\u2019s customer insights and turn them into actionable, consumer-centric results that resonate with the audience. (<\/span><i><span style=\"font-weight: 400;\">Find out more about <\/span><\/i><a href=\"https:\/\/www.springboard.com\/blog\/design\/what-is-ux-design\/\" data-type=\"post\" data-id=\"4917\" target=\"_blank\" rel=\"noreferrer noopener\"><i><span style=\"font-weight: 400;\">UX design<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> and <\/span><\/i><a href=\"https:\/\/www.springboard.com\/blog\/design\/how-to-become-ui-ux-designer\/\" target=\"_blank\" data-type=\"URL\" data-id=\"https:\/\/www.springboard.com\/blog\/design\/how-to-become-ui-ux-designer\/\" rel=\"noreferrer noopener\"><i><span style=\"font-weight: 400;\">expert tips on becoming a UX designer<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><span style=\"font-weight: 400;\">)<\/span><\/p>\n\n\n\n<p><b>Skills: <\/b><span style=\"font-weight: 400;\">Creativity, understanding and dissecting consumer research, competency with wireframing and UX writing, visual communication, some coding, knowledge of key design elements and programs.<\/span><\/p>\n\n\n\n<p><b>Salary range: <\/b><a href=\"https:\/\/www.payscale.com\/research\/US\/Job=E-mail_Marketing_Specialist\/Salary\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">$56,000 and $100,000<\/span><\/a><span style=\"font-weight: 400;\">, with a median salary of $73,000. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">For a more thorough breakdown of salaries by job title, check out our <\/span><a href=\"https:\/\/www.springboard.com\/blog\/design\/ux-designer-salary-guide\/\" target=\"_blank\" data-type=\"URL\" data-id=\"https:\/\/www.springboard.com\/blog\/design\/ux-designer-salary-guide\/\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">UX Designer Salary Guide: From Junior to Principal Designer<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What Is the Demand?<\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"728\" height=\"360\" src=\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image5.jpg\" alt=\"UX design demand\" class=\"wp-image-5202\" srcset=\"https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image5.jpg 728w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image5-400x198.jpg 400w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image5-380x188.jpg 380w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image5-700x346.jpg 700w, https:\/\/www.springboard.com\/blog\/wp-content\/uploads\/2018\/11\/image5-380x188.jpg 420w\" sizes=\"(max-width: 728px) 100vw, 728px\" \/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">(Source: <\/span><a href=\"https:\/\/www.economicmodeling.com\/2017\/01\/12\/data-spotlight-fierce-demand-uiux-designers\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Emsi Analyst 2017<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">The demand for design jobs\u2014and UX in particular\u2014is at an all-time high and its upward trend is expected to continue. The demand outstrips the supply, which has resulted in UX designer was named No. 1 on <\/span><a href=\"https:\/\/www.onwardsearch.com\/digital-creative-salary-guide-2018\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Onward Search<\/span><\/a><span style=\"font-weight: 400;\">\u2019s list of the 18 most in-demand talents in the digital, creative and marketing space (user researcher ranked No. 11). It also ranked 27th on Glassdoor\u2019s list of the<\/span> <a href=\"https:\/\/www.glassdoor.com\/List\/Best-Jobs-in-America-LST_KQ0,20.htm\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Best Jobs in America<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you have the skills and interest, now is definitely a good time to get into the UX field. <\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What Do Hiring Managers Want?<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">In addition to the aforementioned design and research skills, hiring managers want to see a <\/span><a href=\"https:\/\/www.springboard.com\/blog\/design\/ux-portfolio-best-practices\/\" target=\"_blank\" data-type=\"URL\" data-id=\"https:\/\/www.springboard.com\/blog\/design\/ux-portfolio-best-practices\/\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">portfolio<\/span><\/a><span style=\"font-weight: 400;\"> showing examples of your work. It doesn\u2019t matter if these examples are from an internship, a \u201creal\u201d job, or even just made-up projects: the most important part is proving you have what it takes to be a UX designer.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Your UX portfolio should illustrate the <\/span><b>what, how, <\/b><span style=\"font-weight: 400;\">and<\/span><b> why<\/b><span style=\"font-weight: 400;\"> of each featured project. <\/span><b>What<\/b><span style=\"font-weight: 400;\"> the problem was that you solved, <\/span><b>how<\/b><span style=\"font-weight: 400;\"> you approached the problem, and <\/span><b>why<\/b><span style=\"font-weight: 400;\"> you chose the path that you did. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Portfolios give the hiring manager a sense of who you are and how you operate, and provide a more complete picture than a list of skill sets ever could.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Digital Marketing or User Experience: Which Should You Pursue?<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">We hope the above helped provide a more comprehensive idea of the differences between digital marketing and UX. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">To summarize, both are on the upward trend and are secure career paths. Digital marketing places a greater emphasis on analytical and business acumen, with a priority on increasing sales through customer conversion. UX is more centered on design and empathy, with a focus on creating the best possible experience for users, whether that improves the bottom line or not. Both, however, require creativity and curiosity. At present, there is greater demand for UX, which has resulted in higher starting and median salaries than digital marketing. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">While job demand is higher in UX, you may find it easier to break into digital marketing. If you are applying for UX jobs, you will be required to present a portfolio showcasing your work; thus, you will need demonstrable experience. If you are applying for a digital marketing position, however, your biggest challenge will be selling yourself.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you still have questions, ask yourself these questions: <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Do you consider yourself to be: <\/span>\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">A: More numbers-oriented<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">B: More design-oriented<\/span><span style=\"font-weight: 400;\"><br><\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Would you prefer to: <\/span>\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">A: Interact with your colleagues<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">B: Interact with your customers<\/span><span style=\"font-weight: 400;\"><br><\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> Would you rather:<\/span>\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">A: Work for an employer<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">B: Freelance or contract for an employer<\/span><span style=\"font-weight: 400;\"><br><\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Are you more: <\/span>\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">A: Results-driven<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">B: Experience-oriented<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">If you answered mostly As, you may be better suited for a digital marketing career. If Bs, perhaps UX is the field for you. No matter what you choose, you\u2019ll find a healthy job outlook. &nbsp;<\/span><\/p>\n\n\n\n<p class=\"rm has-background\" style=\"background-color:#efeff6\"><strong>Since you&#8217;re here&#8230;<br><\/strong>Ready for a career in digital marketing? Test our curriculum with this <a rel=\"noreferrer noopener\" href=\"https:\/\/courses.springboard.com\/p\/intro-to-search-marketing\" target=\"_blank\">free digital marketing learning path<\/a>, and check out our <a rel=\"noreferrer noopener\" href=\"https:\/\/www.springboard.com\/resources\/guides\/digital-marketing-salaries\/\" target=\"_blank\">salary guide<\/a> to see what you could be making.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s never too late to hit refresh. Whether you\u2019re a recent grad or a seasoned professional looking for a career change, the digital world is a growing, ever-evolving arena with many different branches that vary greatly in terms of necessary skill sets and degrees. Digital marketing and user experience (UX) are two of these branches. 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