This year 50% of advertising will be in digital – which means that the days of digital being siloed off are coming to an end (or at least they should). While there is technical expertise required to execute many aspects of digital marketing (for example SEO, copywriting, ad buying, social media) the idea that marketers can rely on separate “digital” people is an idea of the past.
Marketer = Digital Marketer
This means that while yes, there will be specialists (like we currently have media buying specialists for example), marketers will all be digital marketers.
The challenge is that many marketers aren’t as digitally savvy as they need to be to fully embrace this.
This is partly because there is a perception that digital moves quickly and people can’t stay on top of it easily. This isn’t really true. Most of the strategies for digital marketing success have hardly changed in the last 12 years. The tactics are different as are the tools and complexity, but the basic strategy is very similar.
The reality is that digital marketing strategically and fundamentally doesn’t change quickly. It takes time. The good news is that there are some knowledge areas that will serve all marketers well in the short and long run.
The Top 7 Digital Skills Needed by Marketers
- Digital Strategy
Digital marketing requires a much more precise execution of strategy. With so many choices available and technical options to execute, the marketers who win are those who are extremely precise and disciplined in their strategic approach.
They know exactly the result they want from something and are sharp in their execution to drive the result. Digital Strategy Training Course
- Digital Ads
Advertising is still one of the most effective ways to reach your target audience, and now digital ads can be implemented for almost any budget or business objective.
Knowing the basics of different ad channels (display, social, video, mobile) and their pros/cons is vital to build a successful strategy. Getting a slightly deeper understanding of how they work (targeting, formats, placements, etc.) is key to maintaining best practices in execution. Digital Ads Training Course
- Social Media
One in every 5 online minutes is spent in social media, and topics like influencer marketing, reputation management, and word-of-mouth are largely driven by social media.
Understanding social networks, how they work, and how businesses use them to connect with people will put you in a good position to really understand how to use these channels strategically vs. as a place to post content. Social Media Marketing Training Course
- Digital Content
While most businesses rate their digital content as pretty good, the reality is that consumers don’t think so, and results show otherwise. The challenge with digital content is that it must be consumer first – not marketing first.
This is a huge challenge for traditional marketers who are used to “pushing a message”. Knowing what has “thumb-stopping power” and grabs attention is more art than science.
All marketers need to understand how to create powerful content for consumers and to understand the type of content that breaks through and drives results. Content Optimization Training Course
For almost ANY business websites and search engines are at the heart of your online presence. Yet few people take the time to really understand what makes a strong web experience and how to drive results from their website.
Knowing the ins and outs of SEO and Websites will help you to create a solid online presence and smartly evaluate work from agencies and partners. Websites Training Course, SEO Training Course
- Digital Experience
Digital experience is about understanding the customer and creating strong digital experiences for them. More and more businesses are investing to understand their customer journey and create an integrated approach.
Smart marketers are able to use technology and digital platforms to create experiences that are remarkable and valuable for their audiences.
- Analytics & Measurement
Digital marketing offers TONS of data, metrics and reports to marketers. Marketers must be able to take the data or reports and develop insights and actions.
Understanding basic analytics and measurement and being able to derive meaning from it is vital to improving the success and validating the results of your efforts. Digital Marketing Measurement Training Course