What Is an AMA Certified Digital Marketer?

The AMA digital marketing certifications showcase a high level of expertise in digital marketing, including skills across key areas, like SEO, email marketing, social media, content marketing, and data analytics. This certification equips you with current digital marketing trends, strategies, and best practices. Learn more about this dual certification and its key advantages for your career growth.

An overview of the AMA certifications in digital marketing

The American Marketing Association (AMA) offers two industry-leading certifications for digital marketers: Digital Marketing Pro and Digital Marketing Expert. These credentials prove you possess the expertise to excel in digital marketing. Both certifications can help you master many sought-after industry skills, such as SEO, social media, analytics, digital strategy and planning, and artificial intelligence (AI) in digital marketing.

Why digital marketers are pursuing AMA certifications

Earning an AMA certification can enhance credibility and position you as a strong candidate for better opportunities. Certified marketers often report increased job satisfaction and higher salaries. Ninety-two percent of AMA program graduates say it has had a “positive impact” on their careers, according to the AMA [1].

As a bonus, if you complete the AMA Professional Certified Marketer (PCM) in Digital Marketing program, you are automatically dual-certified with the Digital Marketing Institute (DMI) as a Certified Digital Marketing Professional.

Key advantages of AMA certification for career growth

• Enhance your credibility: Demonstrate your dedication and expertise in digital marketing.

• Grow your skill set: Develop your proficiency in digital strategy, content marketing, analytics, and more.

• Advance your career: Open doors to senior-level roles with more competitive salaries. The AMA says 81 percent of its digital marketing program graduates have earned promotions [1].

• Find networking opportunities: Connect with a network of more than 6,000 Professional Certified Marketers.

• Future-proof your skills: Stay relevant in a rapidly evolving, fast-embracing AI technology industry. ​​For context, the use and value of AI in marketing have grown significantly and are expected to keep growing. Roughly 80 percent of industry experts integrate some form of AI technology into their online marketing, a jump from recent years [2].

Who should consider becoming an AMA-certified digital marketer?

Getting certified can be smart if you want to improve your digital marketing skills or enter this field. Certification offers you the tools and industry recognition that can help you succeed.

Early-career to mid-level digital marketing professionals

Whether you are starting or solidifying your career in the field, AMA certification can provide the knowledge and skills to advance it. 

Marketing managers seeking AI digital skills

Managers can use the AI tools in these certification programs to enhance their digital marketing skill set.

How to earn AMA digital marketing credentials

Earning an AMA digital marketing certification is straightforward. It involves registering on the DMI website and studying the self-paced online learning materials. When you’re ready, you can schedule a time with a local testing center to take the exam and earn the credential by successfully passing it.

Costs and renewal requirements

The cost of certification varies. As of February 2025, prices for digital marketing certifications are:

• Digital Marketing Pro: $1,442 [3]

• Digital Marketing Expert: $3,717 [4]

Certifications remain valid for three years and commence when you first pass the certification exam and become certified. This aims to verify your contact information and ensure you meet the minimum continuing education units (CEUs) requirements (between 30 and 40) for your certification.

At the end of your three years, you can expect a renewal fee of $75, which is required before your certifications’ expiration date. While you will receive a reminder, should you miss your renewal date, you must recertify. 

How to prepare for AMA-certified digital marketer exams

Below are study materials that can help you prepare for these exams and the exam topics.

Recommended study materials

The AMA and DMI provide a range of online resources for self-paced learning, including:

• Study guides, skills tests, and practice exams

• Video learning

• Templates and toolkits

• Micro-lessons

• AI tools

Exam topics

According to the AMA, the Digital Marketing Pro certification exam covers:

• Digital marketing in the era of AI

• Content marketing

• Social media marketing

• Search Engine Optimization (SEO)

• Paid search (PPC) using Google Ads

• Email marketing

• Website optimization

• Google Analytics

• Digital marketing strategy

According to the AMA, the Digital Marketing Expert certification exam covers:

• Digital strategy and planning 

• Search and digital channels

• Digital selling

• Customer experience

• Social media

• E-commerce and conversion rate optimization

• Project planning and creative skills

• Leadership and management

Career opportunities for AMA-certified digital marketers

According to the US Bureau of Labor Statistics, the overall employment of marketing managers is projected to grow 8 percent between 2023 and 2033, which is faster than the average for all occupations [6].

Roles in digital marketing strategy and social media management

Positions such as digital marketing strategist or social media manager allow you to connect with potential customers via different channels.

According to Glassdoor, the average digital marketing strategist salary in the United States is $85,758 [6]. The estimated additional pay is $29,318, depending on whether you receive cash bonuses, commissions, or profit-sharing [6]. Glassdoor reports the average salary for a social media manager in the US is $56,258 per year, with an estimated additional pay of $4,950 annually [7].

Opportunities in content marketing and SEO

Content marketing managers oversee strategies to engage customers and offer an informative view of a company and its products or services. SEO specialists harness SEO data, such as high-value keywords, to optimize customer content. 

According to Glassdoor, the average content marketing manager salary in the US is $81,612 per year, with an estimated additional pay of $15,375 annually [8].

Glassdoor reports that the average salary for a search engine optimization specialist in the US is $67,777 per year [9]. The estimated additional pay is $5,569 annually [9].

Leadership positions in digital marketing and analytics

Digital marketing directors are responsible for an organization’s digital marketing efforts. Analytics managers use tools and strategies to transform raw data into business insights. 

Glassdoor reports that the average US digital marketing director’s base salary is $112,504 annually [10]. The estimated additional pay is $47,574 per year [10].

According to Glassdoor, the average analytics manager salary in the US is $130,434 annually, with an estimated additional pay of $52,229 annually [11].

Advance your AMA-certified digital marketer career on Coursera

The AMA-certified digital marketing credentials aim to equip you with the expertise you need to succeed in digital marketing. 

If you want to learn in-demand skills and get AI training from Google experts, consider the Google Digital Marketing & E-commerce Professional Certificate on Coursera.