Digital Marketing Skills: What a Digital Marketer Needs to Know
Here are the key digital marketing skills every digital marketer needs to know, from general business to specific niche areas of expertise.
General Business Skills:
General business skills play an out-size role in digital marketing because of its multi-faceted nature. If you are planning g a digital marketing career, pay attention to these areas:
Beyond general business abilities, a digital marketer needs to know about the technologies, techniques, tools, methods and metrics that comprise the field of digital marketing. To work in digital marketing, you need a general understanding of all digital marketing skills. You can become a digital marketing manager as a generalist or you can dive deep in one of the many specialty digital marketing skill areas and become a subject matter expert. Here is an overview of the current collection of digital marketing skills—realizing that it is always changing and growing.
Content Creation Skills
Creating content can be informational, such as product descriptions, inspirational, like tips and tricks, and educational, like how-to videos. It can take the form of text, images, video, interactive activities, and games. Digital marketers should be familiar with topics such as:
Great products, valued services, and useful content won’t achieve a thing if people never know they exist. If you create something and wait for people to come, you will be waiting a very long time. Outreach and promotion are an area of critical digital marketing skills.
Measuring results, testing options, figuring out what works, and constantly refining strategies and tactics are core what a digital marketer needs to know. You can measure both what content works best and what outreach methods are most effective. Learn how to use digital marketing analytics — not just web analytics — to turn your business objectives into measurable outcomes that support your bottom line. We are talking about going beyond web analytics that you might track on Google. We are looking at tracking how everything you do supports your overall goals. Here is a short list of some of the most basic digital marketing metrics you need to consider:
Web site metrics:
Digital Metrics for Email Marketing
Digital Metrics for Content and Social Media
Technology is playing a growing role in managing the complexity of digital marketing. The number of solutions is growing at a mind-boggling rate in these areas:
Innovation Skill Areas
Digital marketing does not stand still. Upcoming areas of innovation are brewing in a number of fields. Keep your eye out for:
Big data: Yes—we have already seen big data, but it is only getting bigger. Digital marketing uses could include attribution modeling to track channel effectiveness, and in-video data harvesting of viewer interactions.
Artificial intelligence: Ideas for using it are in their infancy, from face tracking and personalization to predicting consumer behavior, but expect more and more.
Machine learning: Already used by search engines and social media, companies are identifying patterns and applying insights through automation.
Bots: Chat bots are already here and could evolve into full-fledged digital assistants.
Voice search: People are already using voice to search more and more, creating the need for natural language SEO.
Virtual reality: Think of try-before-you-buy applications, market research, life-like experiences.
Internet of things: Will everything be “smart” in the future?
Block chain: Disintermediated, verified transactions will change brands and ecommerce.
Beacons: Tiny devices that can transmit information to mobile devices, track movement, and direct context-specific messages are already in testing.
5G mobile network: Better connectivity, faster data transmission, expanded capacity are on the horizon
What a digital marketer needs to know is growing all the time. If you are heading in a management track, as a generalist, you will want basic knowledge across all these fields and will want to track trends and innovations. If you are seeking to become a subject matter expert in email or SEO of influencer marketing, you’ll need in-depth knowledge and experience in your specialty. There is room and need for both approaches.