The world of marketing has changed and so have marketing apprenticeships.
The new MCM vs Digital Marketer update marks a major step forward in marketing apprenticeships. The Multi-Channel Marketer (Level 3) apprenticeship replaces the old Digital Marketing standard, reflecting how marketing roles have evolved. For SMEs, this means access to better trained marketers with modern, practical skills that make a difference from day one.
In this guide, we explain what’s changed, why it matters and how your business can benefit – with up to 95% funding available for most employers.
Why the change from Digital Marketer to MCM happened
When the Digital Marketer apprenticeship was first introduced, digital marketing meant websites, email and social media. Today, marketing is multi-channel, data driven and always evolving.
To keep pace, the Institute for Apprenticeships updated the standard to reflect what businesses now need: marketers who can plan, create and analyse campaigns across every platform (not just digital).
That’s where the Multi-Channel Marketer (MCM) comes in.
What’s changed: Digital Marketer vs MCM
| Area | Old: Digital Marketer | New: Multi-Channel Marketer |
| Focus | Online marketing (web, email, social) | Integrated marketing across online and offline channels |
| Skills | SEO, PPC, basic analytics | Content creation, social, analytics, email, web, campaign planning |
| Tools | Google Analytics, email platforms | Broader range including CMS, CRM, social and content tools |
| Outcomes | Campaign execution | Strategic planning, delivery and measurement |
| Soft skills | Limited focus | Communication, creativity and teamwork now included |
| Duration | 15-18 months | 15-18 months (with updated modules and assessment) |
In short: the new MCM standard builds on the foundations of the old Digital Marketer role but adds strategy, creativity and analytics. Making it more relevant for real world SME marketing.
Why this matters for SMEs
SMEs often need marketers who can “do a bit of everything” from creating content to managing campaigns and analysing results. The MCM apprenticeship is designed exactly for that.
Here’s how it benefits your business:
- Broader skillset: Apprentices learn to manage multiple channels (social, email, content, analytics and web).
- Faster impact: Practical learning starts immediately, so you’ll see results within 8-12 weeks.
- Better alignment: The new modules match how small teams actually work: hands on, flexible and focused on results.
- Future-ready skills: The apprenticeship includes AI tools, data analysis and omni-channel thinking.
Funding and costs
For most SMEs, this apprenticeship is 95% government-funded, meaning you only pay 5% of the total training cost (often less than £500 in total). If your business pays the Apprenticeship Levy, you can use your Levy funds to cover 100% of the cost.
✅NTG Training handles the funding process and paperwork for you, so you can focus on growing your business.
For full examples and funding breakdowns, read our SME guide to the Multi-Channel Marketer Apprenticeship.
When you’ll see results
You’ll start to see real value within just a few weeks.
- Weeks 1-4: Apprentice builds core skills and supports existing marketing activity.
- Weeks 8-12: Begins managing small projects independently.
- Weeks 12-18: Contributes to campaign planning, content creation and analytics.
By the end of the programme, your apprentice will be capable of managing multiple channels and measuring campaign success confidently.
How NTG supports you
At NTG, we make apprenticeship training simple and transparent. We support employers and apprentices every step of the way, from funding to onboarding and tutor support.
You’ll receive:
- Dedicated account management and 1:1 tutor support
- Clear progress tracking and feedback
- Access to marketing tools, templates and real-world projects
Summary: Why SMEs should choose MCM
If your business previously considered a Digital Marketer apprentice, the Multi-Channel Marketer (Level 3) is the modern, future-ready replacement. It develops marketers who can plan, execute and measure across every channel, exactly what small businesses need to grow in 2025.
Find out if your business qualifies for 95% funding and get started today.
📞Book a 15-minute eligibility call
Stay informed on funding changes, new guides and marketing tips for SMEs.
