The Top 8 High-Demand Skills in Digital Marketing
Hello there! In this post, we’re going to discuss the eight high-demand skills in digital marketing that are currently in demand and are likely to stay that way in the near future. This list is curated from my decade-long experience in the industry, conversations with colleagues, and interactions with clients.
The Growing Demand for Digital Marketing Skills
Digital marketing skills are very much in demand at the moment, and the industry is far from saturation. Every day, more companies realize the need to invest in digital marketing and join the industry. With this growing demand, digital marketing professionals are being paid well, primarily because they directly impact any client’s business they work with.
The Modern Skill Set
Before we delve into the eight key skills, let’s take a look at what a modern skill set looks like. As you can see in the image below, it’s a mix of strategic skills, technical skills, and creative skills. The ideal digital marketer should be at the intersection of these three areas.
1. Data Science
Data science is usually associated with data interpretation and analytics. However, I’ve noticed a gap in the industry: many good data scientists don’t understand media and media metrics. For instance, I once worked with a data scientist who was excellent at his job but didn’t understand media metrics. This lack of understanding led to errors when presenting reports to clients.
Therefore, there’s a need for data scientists who understand media or media specialists who understand data science. If you’re a media specialist looking to learn data science, Google’s GCP certification is a great place to start.
2. Basic Know-How of Important Tools
With the boom in e-commerce and small companies investing in digital marketing, it’s essential to know how to use important tools like Canva. Many small companies don’t have a creative team or branding guidelines, so they rely on their digital marketers to create ads for them.
3. Marketing Automation and Data Handling
The third skill on our list is marketing automation and data handling. With the boom in e-commerce and the proliferation of digital products and courses, it’s crucial to automate as many processes as possible. For instance, if you’re working with a client selling courses, setting up an automation system for them can streamline their marketing efforts.
Moreover, with the increasing importance of first-party data, you need to know how to collect, store, and activate this data for your clients. One tool that’s going to be in demand in the near future is Customer Data Platforms (CDPs), such as Tealium.
4. Market and Competitor Intelligence and Analysis
The fourth skill is market and competitor intelligence and analysis. At any given point, you need to know what’s happening in the market, what your competitors are doing, and how to stay ahead of them. Conducting a competitor audit can provide a wealth of information about what’s working for them and where you should start.
5. Knowledge of HTML and JavaScript
The fifth skill is knowledge of HTML and JavaScript. This skill can be particularly useful when you’re working with ad tags, macros, or testing landing pages. For instance, I once worked on a client project where there was a discrepancy between the publisher’s report and the client’s report. Knowing HTML and JavaScript helped me identify the issue and resolve it. If you’re interested in learning these languages, W3Schools is a great resource.
6. Understanding the Digital Marketing Ecosystem
The sixth skill is understanding the digital marketing ecosystem. In this ecosystem, there are three parties involved: the advertiser, the publisher, and the user. It’s crucial to understand how these parties interact with each other and how ads are served across different platforms.
For example, if you run a video campaign on Facebook, can the ad show on TikTok? If you run a search campaign, can your search ads show on websites like Dubizzle? These are the kinds of questions you should be able to answer confidently.
7. Understanding the Fundamentals of Marketing
The seventh skill is understanding the fundamentals of marketing. While digital marketing is heavily dependent on numbers and data analysis, it also relies on the basic principles of marketing. Your digital marketing strategy should be a mix of logic, analysis, and emotions that are crucial in any marketing campaign. Studying the basics and fundamentals of marketing can give you an edge and help you succeed in your career.
8. Openness to Learning
The last skill on our list is openness to learning. The digital marketing industry is always evolving, with new technologies and trends emerging regularly. To stay relevant and successful in your digital marketing career, you need to stay ahead of these trends and be open to learning new technologies.
In conclusion, these eight skills are crucial for anyone looking to excel in the field of digital marketing. From understanding data science to being open to learning, each skill plays a significant role in shaping a successful digital marketer.
Read More: The Future of AI in Digital Marketing: Opportunities and Challenges
