In all jobs there's certain ageism and maybe it is more obvious in Digital Marketing because is a new area of marketing even if the principles are the same than offline marketing. It is just the media that has changed.
Still, if your friend has strong knowledge of marketing and enthusiam to get into digital marketing... go for it!
Now, I want to make something clear. I know that everyone knows, and it looks like you, @zimbizee, got one this right. But just want to make sure that we speak the same language:
SEO IS NOT MARKETING!!! IT IS NOT DIGITAL MARKETING, IT IS NOT ONLINE MARKETING.... MARKETING AND SEO ARE NOT THE SAME THING.
Are they related? Sure. They're so related that you could say that SEO is part of marketing. But SEO is really related more to code and content than anything.
Why have I said all this? because when I see a job offer as a SEO consultant, I can't help to wonder... "does this company know what they're really want?"
Becoming obsessed with SEO is silly. SEO is just a bunch of good coding practices that a good coder should be implement anyway, and why to place a particular word in the title because it is a keyword is a matter of common sense... If your article speak about aeroplanes, it should be in the title anyway. And how frequently or repeated you should find it in the text, it is just a question of knowing to write properly! Not because if you abuse of the word, Google will peanlize you... but because if you repeat it too much, the reader will know that you can't write and he'll be bored and leave.
Most of those companies, when they say SEO consultant, really want a marketer that can code and write... and even program, if possible, or more...
Social media is a different beast and you can escape from the coding stuff most of the time.
So your friend should be careful with the ads and try to guess what's behind. Not all companies know what they need, even less what they want :lol:
But I guess this can be an advantage too