Preparing for a marketing job tomorrow will be very different from what it is today. While the fundamentals of marketing remain the same, the digital marketing skills and technologies required to assess, plan, and manage marketing campaigns are rapidly evolving.
74 percent of marketing professionals realise that a lack of digital skills is causing a serious talent gap in their firms. To put it another way, there is a significant gap between what people need to know and what they really know. To deal with the situation, over half of the executives said they will focus more on recruitment, while 40% said they will focus equally on recruitment and reskilling of their current employees.
This is a tremendous opportunity. You’ll be better prepared for the future if you master the abilities now. Here are some of the new abilities you’ll need to know in order to be prepared.
1. The ability to examine data and derive conclusions
The rise of digital marketing has resulted in an avalanche of data. Marketers now have more information on how ads are performing and how consumers behave. Tomorrow’s digital marketers will need to understand data analytics to make sense of this massive volume of data.
Web analytics and website performance are only a small part of digital marketing data analytics. Data will shape and drive the customer experience across platforms and channels, and digital marketers of the future will need to understand this. They’ll need to know how to use Google Analytics, Google Ads, Facebook Ads Managers, and a variety of ad exchanges. If their company acquires more consumer data, they may need to learn Excel and SQL in order to run queries on the data and uncover insights.
Digital marketers may use this information to track the customer journey and gain insight into what works and what leads to conversions. They’ll be able to monitor which campaigns are bringing in important clients and which campaigns aren’t paying off.
2. Project management and organisation skills
Managing many digital initiatives can rapidly become complicated. Building an omnichannel marketing strategy entails a variety of technologies and measurements, resulting in a large number of moving pieces to coordinate. Digital marketers must also have project management abilities and be able to bring dissimilar teams together to bring marketing concepts from inception to fruition.
Leading and directing internal and external teams to manage projects and deliverables are examples of project management abilities. Technical skills are required of project managers, but they must also be able to break down complex tasks into manageable steps. They must be able to convey objections clearly and then motivate teams to deliver a consistent experience.
The workflow process must be managed by digital marketing project managers. They should be able to use software like Trello, Basecamp, or Wrike. They’ll need to be familiar with agile development and content management systems (CMS).
3. Automation knowledge and appreciation
Marketing automation automates, streamlines, and optimises marketing campaigns. Using workflows, firms may target customers with marketing and sales communications. Different messages can be sent to different prospects at different times in the consumer buying experience using online marketing initiatives that can be adjusted on the fly. Implementing automation allows the team to do more while also providing a better client experience.
Marketing automation has made it possible to send more accurate messages, and it is now widely used. Approximately 68 percent of marketing executives use automation in some capacity. Marketers of the future will need to be able to create automation and content marketing strategies that span the customer lifecycle. Our Email Marketing and Automation Learning Path is depicted in the diagram below.
4. Understanding of the client experience and UX skills
Marketing is no longer just about persuading customers to buy. It now encompasses onboarding, communications, and even upsells, as well as experiences that continue after the sale. Because of this ongoing effort to retain and upsell existing consumers, marketers must understand the entire customer experience and make recommendations for the optimal UX and CX, as shown in the diagram below, which is based on our Digital Experience Learning Path.
Marketers must have a thorough understanding of their customers’ wants, needs, and pain areas. They will then create a complete customer experience, beginning with product or service awareness and continuing throughout the customer’s lifetime.
Finally, digital marketers must continue to solicit input from current and former customers on why the product is fulfilling or failing to meet their needs. This useful data can be used into marketing materials to enhance the digital experience provided to prospective clients.
5. Expertise in social media.
For many businesses, social networking is a powerful tool for increasing website traffic and, ultimately, sales. With just over half of Americans reading news items on social media in 2020, and a third obtaining their news exclusively from Facebook, it’s evident that your target audience is on social media.
Marketers of the future will need to do more than merely post on social media on a regular basis. Rather, they must comprehend paid social advertising, social chatbots, and how to create engaging social communities. For instance, social sponsored advertising continues to expand, with hundreds of placement alternatives.
The growth of digital marketing abilities will remain data-driven and competitive in the future. Digital marketers will need to keep being inventive in their content creation, but they will also need the expertise and resources to track the success of each endeavour.
The finest marketers will be life-long learners who are eager to develop and invest in new digital marketing abilities as the industry grows.