7 Important Skills For The Digital Marketer Of The Future

For years, digital marketing was considered the future of marketing. With the pandemic minimising face-to-face interaction, coupled with advances in digital technology, it appears that the future has been accelerated. The future is here, now. Jobseekers can no longer afford to be left behind.

Digital marketing skills are now more in-demand than ever. Many companies have now pivoted to digital marketing as a solution to challenges brought about by the pandemic. It is also an inevitable development as Malaysia has seen a widespread adoption of digital technology over the years. Businesses are merely following suit. According to the Institute for Management Development’s (IMD) 2020 World Digital Competitiveness report, four-fifths of the country are regularly online, with 78% of them being active social media users. The way people interact, consume media, gain brand awareness, and make purchases now happen within the digital space. Reaching customers in this day and age requires a new set of skills.

The good news is that the Malaysian workforce is up to the task. Jobstreet’s Decoding Global Talent report shows that 35% of workers are willing to retrain or upskill if necessary, while 65% of them are willing to retrain in any case. If you want a future in digital marketing, then now is the time to upskill. 

Wondering which digital marketing skills are in-demand? Read on to learn all about the must-have digital marketing skills to learn if you want to have a future-proof career.

Must-have digital marketing skills for the future

1. Data Analytics

To best leverage digital marketing, you need to have a deep understanding and knowledge of data analytics. This involves knowing which relevant data to collect, how to collect them, and how to interpret them in ways that will help you make better business decisions. 

Effective use of data analytics can lead to better returns of investment, as it allows you to measure the effectiveness of your campaigns using reliable metrics. It will give you a glimpse of how much you pay for every ad or piece of content, for example, so you can see which are the most cost-efficient ones that you can scale for maximum results.

There are many analytic tools that you can learn and master, depending on the platforms your business uses. Some examples are Google Analytics, Google Ads, or Facebook Ads Manager, among others. Learning as many of them as you can will only deepen your knowledge and expertise in data analysis. 

2. Social Media Management

Social media is where most of your target market ultimately is. It is where they spend most of their days, reading, watching, and reacting to various content. Effective use of social media is more than just regular posting or engagement; it involves an advanced familiarity with the inner workings of each platform. Good social media management skills also involve decoding consumer behaviour and knowing how to leverage it in order to fine-tune your campaign.

A social media manager is one of the most sought-after positions in today’s job market. Because of their integral role in ad campaigns, social media management is definitely one of the most valuable digital marketing skills to have.

3. Customer Experience

What sets digital marketing apart from traditional marketing, aside from the technologies used, is that it efficiently integrates almost all facets of marketing. An ad is not only an invitation to buy; it can also be directly used to research customer behaviour. Most importantly, brands can now directly interact and engage with their customers, giving them a peek into their needs and wants like never before. This is the concept behind Customer Experience (CX) – the ability of a brand to use customer interaction to upsell products and extend its business relationship with customers. CX is a relatively new marketing discipline and is certainly worth learning, especially for those who want to secure a future in digital marketing.

4. Search Engine Optimisation

Aside from social media, search engines serve as your customers’ gateway to your products and services. Many businesses strive to be among the top results in internet searches, as this increases awareness for your brand and your opportunities to sell. In fact, many companies spend large amounts of money for Search Engine Optimisation (SEO) for this very reason.

SEO is a critical digital marketing skill. It is all about knowing and executing the different strategies to improve your website’s visibility. Digital marketers are expected to have at least rudimentary knowledge of SEO best practices – the right words to use, the right length for your videos, the right thumbnails to use, and all other mandatories for optimised searchability. Learning basic SEO skills is a good foundation to have when starting a career in digital marketing.

5. Email Marketing

Email marketing is still an effective way to reach customers. It is generally more targeted, more intimate, and more personalised than other forms of digital communication. This is why email marketing, when used effectively, can generate a high level of commitment from customers. 

Email marketing involves plenty of skills, including email writing, email campaign strategy, and marketing automation. Learning these skills can lead to high conversion rates for your products and services.

6. Content Marketing

In today’s digital landscape, content is king. It is what people look for and consume as they scroll through their social media timelines. Because of this, many businesses have devised ways to monetise content and leverage them in their marketing campaigns. 

Content marketing or content creation is a skill that requires not only creativity, but also the know-how to provide valuable information or insight. The goal of content marketing is to establish credibility with the customer. This means your content must always add value, which could lead to sales down the line.

Video is fast becoming the most popular form of content, so learning a few video production techniques can help. Ultimately, you must have a keen understanding of your market and what moves them emotionally.

7. Design and visual skills

The digital space is a visual space, which is why design is important. Website and app design is now known as User Experience (UX) because it is integral to the whole user or customer experience. It is the same way a store’s layout and design can influence store traffic. 

You can learn the technical and creative aspects of web and app design, but UX is a more complete view that all marketers can appreciate. It will help you learn and understand how customers interact with your brand and what aspects of it they like best. These are insights that will inevitably help, not just your website or app, but your entire business as well.

Conclusion

The future of marketing may be upon us, but it is never too late to update your digital marketing skills. The key to a successful digital marketing career is the willingness and eagerness to continuously learn and upskill. 

As you continue to add to your skills, it’s also a good idea to update your JobStreet profile, so the right employers can find you as you seek passion and purpose in a new career. Search for the #JobsThatMatter to you on our website or app. Join JobStreet’s Virtual Career Fair from October 14-16, 2021 to get great access to the top job openings from the top companies. Register now to secure your slot. Wondering how to improve digital marketing skills? You can visit the Career Resources Hub for more expert insights and helpful tips on growing your career.