Marketers: here are the skills you need!

Today we are facing new changes in the marketing environment.

Philip Kotler explains that we are living in the digital era, where consumers are connected to the internet 24 hours a day and where companies have the possibility to reach their customers primarily through digital media.

Changes are occurring also for marketing specialists and digital marketing professionals. According to HubSpot, companies are looking for high-talented individuals who possess great IT skills. One of the most important thing marketers need to do is to understand the target audience so well that they can reach it with less efforts. This means that marketers have to understand well ins and outs of analytics platforms.



When we talk about digital marketing skills and IT in general, we always think of Search Engine Optimization. Organic search results are evolving very rapidly, and SEO is a skill that requires consistent updating and refining. Many digital marketing professionals that work on Search Engine Optimization also have the need to be familiar with HTML… at least they need to understand its dynamics. Understanding the basics of coding languages makes conversations across teams much easier.

What kind of skills should a marketer have? For sure an in-depth knowledge of WordPress! WordPress is currently one of the largest Content Management Systems and it actually runs 27% of the entire Internet.

Every marketer has to develop skills with technology tools and platforms. Some of the free tools on the net are Hootsuite, Tweetdeck, Canva and Facebook Insights. Once you understand their dynamics you will be able to be totally skilled web marketer!

Content is the foundation of all marketing. When content marketing is done well, you can directly see increased engagement, improved SEO as well as new leads and new sales.

What’s next? – Search Engine Marketing… paying for clicks using Google AdWords. In 2017 experts talk about Integrated Marketing Communications, where both on- line and off- line channels are integrated in just one strategy. If you’re able to do PPC well, you will be able to get some of the highest paying jobs in digital marketing!

Here is a short list of which skills marketers should have:

  • Data Analysis
  • Paid Social Media Advertising
  • Email Marketing
  • Search Engine Marketing
  • Free tools
  • Social Media Marketing
  • Content Marketing
  • Visual Marketing

Apart from writing and editing, which are very important for content marketing activities, you should also develop design skills. So much of digital marketing is driven by visuals. All relevant content works so much better when text is accompanied by great images. As a digital marketer, you absolutely need to know how to create and edit your own visuals. If Photoshop is not in your arsenal of skills, there are lots of tools like Canva which I mentioned before that can help you a lot.

Another skill that you need to develop is to use PowerPoint with proficiency. In digital marketing, it’s important to know how to create a PowerPoint that is not just text on a slide. You need to combine a story with a visual identity.

If you’d like to work in a web agency, Influencer Marketing skills are very common and useful. It’s important to know how to connect with influencers, implementing the best Influencer Marketing strategy to help the business grow and sell its products and services.

To sum up, you need both creative and analytical abilities. Photography, writing and design should be combined to be truly successful at digital marketing. You should be able to bring both art and science to your work.

Do you what to discover more about Digital Marketing and marketing strategies in general? Read my article about AXA Italy!



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