Does Your Business Need Marketing or Digital Apprenticeships?

Choosing the right apprenticeship for your business isn’t always simple. With so many options, it can be hard to figure out what’s really going to help your organisation grow. Marketing and digital apprenticeships are two of the most common apprenticeships that businesses are investing in.  

With a crossover in skills between the two, it can often be difficult to know which one is right for your organisation. To support you, we've pulled together this helpful guide to make sure you find the skills most suited to your business. 

What is a Marketing Apprenticeship? 

A marketing apprenticeship focuses on developing the skills and expertise required to drive your brand’s growth and to stand out in your markets. The programme focuses on developing skills in areas such as SEO, digital marketing, graphic design, campaign management, and content creation. Here are the marketing apprenticeship programmes that Pareto offers: 

• Multi-Channel Marketer Apprenticeship Level 3

• Digital Content Creator Apprenticeship Level 3

What Do Marketing Apprentices Learn? 

Here’s a snapshot of what a marketing apprentice might tackle: 

• Branding and Campaigns - They’ll figure out how to make your brand stick in people’s minds and create strategies that really connect with your audience.

• SEO and Paid Ads - Apprentices learn how organic and paid search can bring prospects to your website, whether through SEO or PPC campaigns.  

• Content Creation - From writing engaging blog posts, developing attention-grabbing social media updates, or producing creative videos, marketing apprentices learn how to create content strategies designed to engage your audience throughout the marketing funnel. They understand how to make your brand’s voice shine through every piece of content.  

• Customer Insights - Apprentices get taught the importance of customer research and its role in creating a marketing strategy. From gathering feedback to researching consumer trends through analytics, they learn how to create campaigns that engage customers in the right place at the right time.

• Analytics and Feedback - Apprentices learn how to track campaign performance, interpret analytics, and use insights to refine strategies. They’ll also explore how customer feedback can shape marketing efforts for better engagement and results.

Alongside these more technical skills, apprentices also learn vital soft skills such as:

• Critical thinking 

• Effective communication 

• Problem-solving 

• Intellectual curiosity 

These skills are vital to being an impactful member of your company’s marketing team. By the time they’ve completed their training, you’ll have someone ready to jump into roles like social media coordinator, content marketing assistant, or content creator. 

What About Digital Apprenticeships? 

A digital apprenticeship differs from a marketing apprenticeship in that it is more focused on broader technology skills. Whilst there might be some crossover with a marketing apprenticeship when it comes to things like websites and UX, a digital apprenticeship will look at the technical elements of this instead. 

This could be an effective option, particularly if your company is scaling its IT team or undergoing digital transformation. Here are the digital apprenticeship programmes Pareto offers:

• Information Communication Level 3

• IT Solutions Technician Level 3

• Network Engineer Level 4

• Software Developer Level 4

• Software Development Technician

• Data Technician Level 3

• Data Analyst Level 4

• Digital Support Technician Level 3

What Skills Do Digital Apprentices Learn?

Here’s a closer look at what candidates learn on a digital apprenticeship programme: 

• Cyber Security – With cyber threats on the rise, apprentices learn how to protect data and networks, keeping businesses secure from potential breaches.

• Data Analysis – Understanding data is key to making informed business decisions. Apprentices learn how to interpret trends, draw insights, and turn raw numbers into actionable strategies.

• Digital Marketing – With businesses focusing on their online presence, apprentices gain hands-on experience in SEO, content creation, and social media management to help brands stand out.

• Software Development – From coding to building digital infrastructure, apprentices learn the fundamentals of software development, helping businesses stay ahead in a tech-driven world.

• Project Management – Staying organised is essential. Apprentices get to grips with digital tools and techniques that keep projects on track, ensuring tasks are completed on time and within budget.

How to Know What’s Best for Your Business 

Here’s the important question - how do you know which one your business needs? It comes down to where your priorities lie: 

• Marketing Apprenticeships focus on strengthening your connection with customers, building your brand, and managing campaigns.  

• Digital Apprenticeships boost your tech capabilities and ensure your infrastructure is future-ready. 

Think about what challenges your business is facing. For example, are you trying to make more noise on social media or roll out bigger, better campaigns? Go with marketing. But if your company’s struggling to manage its tech needs or make the most of its data, a digital apprenticeship might be the better fit. 

It really depends on your goals. Here are some quick pointers: 

A Marketing Apprenticeship Makes Sense If: 

• You need support boosting your brand and campaigns to attract customers and increase sales.  
• Expanding your digital visibility across platforms like search, email, and social media. 
• Your business strategy involves creating effective content that keeps your audience coming back.  
• You want someone to optimise ads and marketing emails to get the best bang for your buck.  

Take a retail company, for example. If they’re running seasonal promotions or launching new product lines, a marketing apprentice could handle everything from branding to customer outreach.  

Go for a Digital Apprenticeship If: 

• Your company is adopting new technologies or needs help managing existing cloud architectures 

• There is a skills gap within your software development and digital product teams 

• Cybersecurity or managing massive amounts of data are key concerns. 

Think of a logistics business that’s digitising its operations. A trained digital apprentice could work on data collection to improve delivery times or ensure secure systems for smoother processes.  

Can’t Decide? You Might Need Both 

One of the major benefits of these programmes is the flexibility they offer. Some businesses find real value in combining the two. You can bring in apprentices who thrive in marketing and others who build out your tech capabilities - it’s a win-win. 

Why Apprenticeships Are a Smart Investment 

Investing in apprenticeships isn’t just about filling roles or plugging skills gaps. They create a foundation for long-term success, giving new skills and experience to someone at an early stage in their career. When businesses commit to developing talent from within, they unlock a range of advantages that go far beyond immediate task completion.  

• Innovation and New Ideas - Apprentices bring fresh perspectives to your business. They are learning the latest skills and are able to apply them directly to your business. For instance, a marketing apprentice might take a course learning to develop innovative social media strategies that engage younger audiences, or a digital apprentice could introduce efficiencies in your cloud infrastructure that you hadn’t considered before. 

• Cost-effective - Apprenticeships offer a highly cost-effective way to develop skilled sales professionals, with government funding and Apprenticeship Levy support covering up to 95% of training costs. This especially benefits smaller businesses looking to build their teams without straining their budgets. Investing in apprentices provides a practical solution for strengthening the workforce while delivering long-term savings on recruitment, onboarding, and external training. 

• Increased Retention - Employees who start as apprentices are often more loyal, as they’ve had the opportunity to grow with your company from day one. Picture someone who has trained within your business for a year or two; they’ll know your processes, understand your culture, and feel invested in your success. Compared to the cost, time, and uncertainty of external recruitment, apprenticeships reduce that churn significantly.  

• Create a Learning and Development Culture - By building a pipeline of skilled employees who are curious and ready to contribute, you create an environment that embraces learning and encourages new ideas. For example, digital apprentices might identify ways to incorporate artificial intelligence into your processes, while marketing apprentices could propose strategies to better connect with underserved audiences or niche markets. 

• Build a Team Ready for the Future - Finally, there’s the opportunity to future-proof your workforce. Apprenticeships equip businesses with the skills to adapt to fast-changing markets. Whether it's staying competitive in the digital era or keeping up with customer expectations, bringing in apprentices ensures your business evolves with the times. 

Take the First Step Toward Growing Talent 

Choosing between a marketing or digital apprenticeship doesn’t have to be a headache. Start by asking yourself what your business needs right now and where you want to be a year from now. Whether connecting with customers or building robust tech systems, an apprenticeship is ready to make that happen. 

And remember, investing in an apprenticeship isn’t just about skill-building; it’s about shaping the future of your business. 

To discover how our marketing and digital apprenticeships could support your business, contact the team today.