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• 04 Aug

Digital marketing is a fast-paced industry that never stops evolving. New trends and technologies emerge constantly, making it challenging for marketers to keep up. But the potential rewards of success are substantial. According to the Bureau of Labor Statistics, job opportunities in marketing are expected to grow by 12 percent from 2016 to 2026. Moreover, the job posting site Indeed predicts that demand for digital marketing specialists will increase by 29 percent over the next few years. With so many opportunities emerging, now is the perfect time to develop your own personal brand and skillset as a marketer. Read on for an overview of the essential digital marketing skills you need in order to succeed in this field.

Digital Marketing Strategy
Digital marketers will always be a part of the larger marketing team. However, the more skillful you are at establishing and communicating the digital marketing strategy, the more effectively you can support your fellow team members. In other words, your strategy skills can help you make a compelling case for the allocation of additional staff and/or budget. Digital marketing strategy is an umbrella term that encompasses a wide range of activities. The specific components of your strategy will vary based on your company goals and resources. However, most digital marketing strategies include elements of content marketing, paid advertising, and email marketing. As digital marketers, we must not only understand our company’s overall marketing strategy, but also the role digital marketing plays in helping it to succeed. A successful digital marketing strategy begins with conducting thorough research. Analyze your target market, the competition, and relevant online trends. You’ll want to ask yourself questions such as: – Who is your target customer? – What are your customer’s pain points? – What are the most relevant keywords for your products/services?

Content Writing
Brands continue to pour billions of dollars into paid advertising. However, the move toward more “programmatic” digital advertising — driven by algorithms and automation — means that these dollars are now directed toward platforms like Facebook and Google. This means that as a marketer, your ability to create content that resonates with customers and drives conversions will play a critical role in the success of your company’s ad campaigns. Marketers need to be skilled in the art of creating compelling content. This includes everything from blog posts and social media posts to email marketing and product descriptions. In fact, your content is likely to be the first interaction many customers have with your company. It is also, therefore, a critical factor in influencing their purchasing decisions.

Paid Digital Advertising
Digital advertising’s importance in the marketing mix has grown significantly in recent years. In fact, it’s estimated that marketers will spend $108 billion on digital ad campaigns in 2019 — a 27 percent increase from 2017. The social media platforms and paid search engines (i.e., Google) that marketers utilize for ad campaigns have provided an unprecedented level of scalability. However, with this scalability comes a level of complexity that can create ad management challenges. The most successful marketers are those who can master the ad creation process. They understand how to use the tools in their ad management platform to create ads that drive conversions. They also know how to optimize their campaigns to achieve the best results.

Data Analysis and Marketing Automation
Marketers are responsible for collecting data from a variety of sources and using it to inform business decisions. This includes everything from measuring the ROI of ad campaigns to monitoring customer satisfaction levels. The ability to analyze data and draw appropriate conclusions from it is an essential marketing skill. It enables you to understand how your customers are interacting with your products or services and respond appropriately. The most successful marketers are those who know how to use data to drive conversion and optimize their digital marketing campaigns. They understand the importance of creating personas. They also know how to use marketing automation tools to scale their efforts.

Summing up
Any discussion about the skills needed for success in digital marketing would be remiss if it didn’t include writing skills and data analysis and marketing automation skills. However, we believe that the two skills that are most critical to success are the ability to develop a digital marketing strategy and the ability to create compelling content. If you’re serious about a career in digital marketing, you need to be able to demonstrate that you can operate at a high level in each of these areas. You also need to be able to do this as part of a team. Digital marketing is a complex field. Successful marketers must understand their company’s overall marketing strategy, as well as their specific role within it.