Technology has led to the development of a new type of marketing professional – the digital marketer. Because marketing is shifting away from competitive advertising to activities that involve data collection and distribution, marketers are increasingly using digital tools to develop and distribute their campaigns. For example, in order to better understand businesses and consumers, today’s marketers use digital channels, such as social media marketing, customer relationship management systems, marketing on the web, banner ads, sponsored online content, blog posts, online reviews, and mobile ad formats. A major part of marketing is research. These channels facilitate research that helps marketers gather and distribute information that is used to create campaigns that can to appeal large audiences or to an audience of one. As such, marketers must develop the skills that enhance their ability to understand what consumers want to see and how they want it delivered to them (channels). These skills relate to garnering feedback through engagement with consumers. According to McKinley Marketing Partners, 61 percent of marketing managers indicated that they would hire for digital marketing skills in 2019. This indicates that learning digital skills will enhance employability for marketing professionals. Digital marketing skills include:
- Copywriting – persuasive writing that gets buyers’ attention and inspire them to action (e.g., sales pages and ads).
- Search engine optimization (SEO) – improve search engine results by using keywords.
- Social media marketing – build followers of brands through meaningful engagement.
- Learn to use marketing automation and technology tools (e.g., HubSpot) to track the path of buyers from the time they first become aware of a brand to the final purchase.
- Audience building – understanding who buyers are and using content and digital communication (e.g., social media) to attract and keep their attention.
- Project management – staying organized and working well with others for ease of coordinating with multiple stakeholders (e.g., writers, designers, e-mail marketing team.
- Data Analysis – use data analysis tools, such as Google Analytics Academy, to track and measure the impact of marketing strategies.
- Content Writing – writing that educates and entertains audiences in ways that attract them and turn them into customers and/or repeat buyers (e.g., blogs and podcasts).
References
Boudinet, J. (2021). 9 digital marketing skills the best companies look for (and how to get them). themuse. https://www.themuse.com/advice/digital-marketing-skills#gettingshitdone
Dobbs, D. (2020, April 12). Content writing vs. copywriting in digital marketing: What’s the difference? Forbes. https://www.forbes.com/sites/forbesagencycouncil/2020/08/12/content-writing-vs-copywriting-in-digital-marketing-whats-the-difference/?sh=51bc21003cea
Lysak, A. (2020, September 22). The impact of new technology on marketing. Digital Doughnut. https://www.digitaldoughnut.com/articles/2020/september-2020/the-impact-of-new-technology-on-marketing
McKinley Marketing Partners. (2019). 10 key insights from the 2019 from the 2019 marketing hiring trends report. https://mckinleymarketingpartners.com/2019/02/10-key-insights-from-the-2019-marketing-hiring-trends-report/
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