This informal CPD article ‘The Top Skills Needed to Be an In-Demand Digital Marketer,’ was provided by Krista Neher, CEO of Boot Camp Digital, who specialize in creating training programs for small business owners, marketing departments, sales staff, advertising agencies and public relations departments.
Digital channels now account for 56% of total marketing1 channel spend, and digital marketing skills and roles are in high demand. Digital marketing is considered one of the top career choices in 2023. According to LinkedIn, the “Digital Marketing Specialist” role is currently among the top 10 most in-demand jobs.
So, as a digital marketer (or aspiring digital marketer), what skills do you need to succeed? The digital skills needed fall into four main categories: strategy, content, channel expertise, and measurement.
Strategy
The starting point of all marketing should be strategy. There are so many channels and options in digital, and AI is making digital even more sophisticated. To leverage this, marketers need a stronger and more developed sense of strategy than ever before.
Connecting strategic objectives to digital tactics is vital today. There are so many digital channels that marketers could use; the key is knowing which channels provide the most strategic value. Starting with a clear strategy and knowing how to articulate and align it is vital in achieving digital marketing success.
Content
Content is the cornerstone of all digital marketing campaigns and efforts. Digital content is different than traditional marketing content. Traditional marketing content is only focused on creating content that sells a product. In digital, audiences have to opt-in to your marketing. Marketers must earn attention. This means you must create content that sells products and is attractive to your target audience.
Modern digital marketers need to understand content strategy and how to optimize content for digital platforms. This includes testing content and evaluating content based on results.
Channel Expertise
Digital marketers need expertise in the core channels they’ll use. A surface understanding doesn’t cut it. You need an in-depth understanding of the vital digital skills to grow in digital. The core channels to focus your digital learning plan on include:
- Website – The website is the center of all digital activities. It needs to be modern, use best practices, and be strategic. As a digital marketer, you need the skills and knowledge to evaluate the effectiveness of a website.
- Website Analytics – Since the website is the core of your online presence, understanding the analytics is vital to evaluating the effectiveness of your marketing. Understand how to interpret website analytics and assess digital marketing.
- SEO – SEO continues to be core to digital marketing success. SEO is also evolving as algorithms become more complex and user-centric. Be sure you understand how SEO works today and how to leverage it strategically.