Digital marketing is one of the fastest growing sectors today, with companies across the board trying to optimize their online presence and attract new customers. If you’re considering a career in the digital marketing field, there’s one question probably on your mind: what are salaries like?
Having a realistic approach to salaries in your location and field is an essential part of the job hunt. Why? Let’s discuss:
Knowing what average salaries are in your area helps you flag opportunities that don’t pay as much as they should.
Having realistic expectations salary-wise prepares you for the job search.
Predicting future salaries prepares you for planning the rest of your career.
Researching average salaries can prepare you for negotiations when offered a job.
What’s in a Digital Marketing Salary?
Some might think of salaries as simply a figure, but the reality is that lots of factors play into determining the salary offered for a position. Let’s take a look at some:
Location: the location of a job will heavily influence the offered salary. Why? Because the cost of living depends greatly on where you are, and that is the first thing to keep in mind (especially if you’re thinking of relocating).
Experience: This one makes perfect sense: the more time you spend in a field, the higher your salary will be. If you’re just getting into digital marketing, check out the salaries of opportunities further along the career ladder so that you know what to expect in the future.
Benefits: Depending on the role and company, you might find that your offer includes other benefits instead of just a high salary, just as bonuses, stock options, tax discounts on transportation or fitness, or even attractive holiday options. These are all important to evaluate before signing any offer.
Digital Marketing Salaries in Europe
Digital marketing salaries in Europe vary significantly based on experience, role, and location. Here's an in-depth overview of entry-level and senior-level salary ranges in Spain, Portugal, France, the Netherlands, and Germany, along with insights into job opportunities in each country.
Source: Ipanovia
Digital marketing salaries in Spain
The digital marketing sector in Spain has experienced significant growth, with the industry's business volume increasing by 8.5% to €19.849 billion. This expansion reflects a robust digital advertising market, offering numerous opportunities for professionals in the field.
Entry-level digital marketing specialists in Spain earn an average annual salary of €29,782. As professionals gain experience, their earning potential increases, with digital marketing managers averaging €53,593 per year. The digital marketing sector in Spain is expanding, offering numerous opportunities across various industries.
Digital marketing salaries in Portugal
Portugal's digital marketing industry is on the rise, driven by increased internet penetration and social media usage. The growing emphasis on digital transformation across various sectors has led to a higher demand for digital marketing professionals, creating ample opportunities for both entry-level and experienced individuals.
In Portugal, digital marketing associates earn an average of €18,000 per year. Entry-level positions start at €15,000 annually, while experienced professionals can earn up to €24,996. The country's digital landscape is growing, with increasing demand for skilled digital marketing professionals.
Digital marketing salaries in France
France's digital advertising market has been expanding steadily, with businesses increasingly allocating budgets to online platforms. The country's focus on innovation and technology adoption has resulted in a dynamic digital marketing landscape, providing diverse opportunities for professionals to engage in creative and data-driven campaigns.
Digital marketing managers with 1-4 years of experience earn an average annual salary of €47,524; senior digital marketing managers with 10+ years of experience can earn up to €72,000 annually.
Digital marketing salaries in Germany
Germany's digital marketing market reached approximately USD 14.5 billion in 2024 and is projected to grow at a CAGR of 7.90% between 2025 and 2034, reaching around USD 28.87 billion by 2034. This growth is driven by increased smartphone usage, internet penetration, and social media engagement, leading to a high demand for digital marketing professionals across various industries.
Digital marketing managers in Germany earn an average annual salary of €48,127. The country's strong economy and emphasis on digital transformation contribute to a high demand for digital marketing professionals, offering a wide range of opportunities across industries. Experienced digital marketing managers with 10+ years of experience can earn up to €75,000 annually.
Source: TechBehemoths
Digital marketing salaries in the Netherlands
The Netherlands boasts a mature digital economy, with 83% of its population possessing basic or above-basic digital skills—the highest in the EU. This high level of digital literacy supports a thriving digital marketing industry, offering professionals numerous opportunities in areas such as e-commerce, social media marketing, and data analytics.
Digital marketing managers with 1-4 years of experience earn an average annual salary of €47,524; senior digital marketing managers with 10+ years of experience can earn up to €63,467 annually.
Salary Trends and Future Outlook
How AI and Automation Are Shaping Salaries
Artificial intelligence and automation are reshaping digital marketing by streamlining processes such as content creation, ad targeting, and data analysis. While AI tools enhance productivity, they also shift demand toward roles that require strategic thinking, creativity, and data-driven decision-making. As a result, salaries for specialized roles like AI-driven marketing strategists, SEO experts, and marketing analysts are expected to rise, while routine-based positions may see slower wage growth.
The Impact of Remote Work on Digital Marketing Pay Scales
The rise of remote work has led to greater salary disparities based on location. Companies hiring remotely often adjust pay according to regional living costs, meaning professionals in high-cost countries like Germany and the Netherlands may still command higher salaries than those in Spain or Portugal. However, remote work has also allowed top talent to access global opportunities, increasing competition and requiring professionals to differentiate themselves with specialized skills.
Expected Growth in Demand for Digital Marketing Roles
The demand for digital marketing professionals is expected to rise due to the increasing reliance on online advertising, e-commerce, and social media engagement. According to industry forecasts, the European digital advertising market will continue its steady expansion, creating opportunities for specialists in paid media, SEO, and data-driven marketing. With companies prioritizing digital-first strategies, skilled professionals in high-demand areas like performance marketing, conversion optimization, and AI-driven personalization will be well-positioned for salary growth.
Source: SocialPilot
Key Skills and Certifications to Increase Earning Potential
To stay competitive, digital marketers should focus on skills that drive measurable results, including:
SEO and SEM expertise (Google Analytics, Ahrefs, SEMrush)
Paid advertising (Google Ads, Facebook Ads, LinkedIn Ads)
Data analytics and marketing automation (HubSpot, Marketo)
AI-driven content marketing and personalization
Technical skills like Python for marketing analytics
Certifications from platforms like Google (Google Ads, Google Analytics), Meta (Meta Blueprint), and HubSpot can enhance credibility and help professionals negotiate higher salaries.
Industries With the Highest-Paying Digital Marketing Roles
Certain industries consistently offer higher salaries due to their reliance on digital strategies:
Finance & Fintech: High budgets for customer acquisition drive demand for performance marketers.
Tech & SaaS: Growth-focused companies seek specialists in content, SEO, and paid ads.
E-commerce & Retail: Data-driven roles are crucial for conversion optimization.
Healthcare & Pharmaceuticals: Digital transformation is increasing marketing spend.
B2B Marketing: Complex sales cycles create demand for account-based marketing experts.
How to Negotiate a Competitive Salary in 2025
When negotiating a salary, digital marketers should:
Research industry salary benchmarks using platforms like Glassdoor, Payscale, and LinkedIn Salary Insights.
Highlight measurable contributions, such as revenue growth, lead generation, and cost savings.
Leverage multiple job offers to negotiate a higher base salary and performance-based bonuses.
Consider additional benefits like remote work flexibility, stock options, and professional development stipends.
Digital marketing salaries in 2025 reflect a rapidly evolving industry shaped by AI, automation, and remote work. While entry-level salaries vary across Europe, senior professionals with specialized skills command significantly higher pay. Countries with strong digital economies, such as Germany and the Netherlands, offer the most lucrative opportunities.
The future of digital marketing is bright, with growing demand for professionals who can adapt to technological advancements and data-driven strategies. Those who invest in continuous learning, build strong analytical skills, and specialize in high-demand areas will be well-positioned to maximize their earnings and career opportunities.
About the Author: Juliette Carreiro is a skilled content creator with over five years of experience in SEO, content ideation, and digital marketing strategy. She has spent more than two years at Ironhack, where she developed in-depth articles on topics ranging from career growth in tech to the future impact of AI. With expertise across tech, hospitality, and education industries, Juliette has helped brands like Ironhack engage their audiences with impactful storytelling and data-driven insights.
