You’ve heard the impressive statistics: 150,000 digital jobs are predicted by 2020, digital marketing salaries are rising and Ireland’s digital economy will soon be worth £21.1bn. ‘Great,’ you think as you get fired up and ready to embark upon a lucrative digital marketing career. But there’s just one teeny tiny potentially life changing thing – you don’t know what skills you need or how to hone them.
We spoke to a number of leading digital marketing recruiters and asked them this one kind-of crucial-question: what are the digital marketing skills we need this year and beyond? They reveal the most in-demand skills for 2015 and we even unveil some useful tips on how to break into a brand new digital career.
After years of recession, lots of heartbreak and rejection it’s time you take back control of your career and get a little strategic about its direction. A clearer career path and a more secure bank balance awaits…
The overall sentiment? There has been a significant increase in demand for both specialist skills and more general digital marketing roles across the board. When asked about the digital marketing jobs landscape, Jane Creaner Glen, Head of Recruitment and HR at the Digital Marketing Institute said, “I would say it is evolving all the time. A lot of companies are still looking for broad digital marketing skills at Manager and Executive level. Although, as the industry matures it is separating out more into specific skills areas, such as Content, SEO/SEM, Analytics and Social Media.”
Today, there appears to be a huge demand for brand management and advertising skills as well as the more technical skills. Below we prepare you for when the digital marketing market matures (and it’s already happening) and reveal the most sensible specialist roles to invest in.
Search Engine Optimisation (SEO) isn’t just about getting your website found anymore. As Google’s search algorithm matures businesses are becoming more aware of the importance of implementing whitehat solutions like content marketing and guest blogging. SEO is certainly not dead – in fact it is growing, changing and evolving at a rapid rate. What’s more? It has been cited as one of the most in-demand skills of the year both amongst our recruiters and by Smart Insights.
Digital marketing managers need to find people who have built up a deep understanding of two core things: 1. The importance of providing value for the customer and building important relationships through inbound marketing practices. 2. The technical elements involved like canonicalisation and XML sitemaps. Oh and I’d add one final (but very important) thing. You’ll need to be genuinely interested in SEO and keeping a close eye on the constantly changing landscape to succeed in this industry.
Anna Wymes, Senior Recruitment Specialist for RightFit.ie said,
“SEO is still as popular as ever and there is a big demand for those with both sets of skills (SEO and PPC).”
Cecilia Desmond, Recruitment Consultant from Morgan McKinley said,
“Inbound marketing specialists require lead generation and content strategy experience, along with a good knowledge of HubSpot and excellent analytical skills”.
The demand for Pay Per Click (PPC) specialists is heating up as businesses begin to see the important role PPC plays in bringing targeted traffic to their website. The role of the PPC executive is simple in theory: try and get the company’s website to the highest Google ranking possible. However, with high budgets at stake and more businesses than ever fighting for that coveted number one position, finding the right candidate can prove tricky.
If you’re thinking of getting into PPC you’ll need excellent maths and strategy skills. A firm grasp of both Google Adwords and Google Analytics is absolutely essential to ensure that you can effectively create, optimise and report on results-driven campaigns for your business.Your goal will be to get the most targeted traffic to your company’s website at the lowest cost possible.
Anna Wymes, Senior Recruitment Specialist for RightFit.ie said,
“PPC experience is still in hot demand by client side and agencies. Many clients on the client side want to bring this in house and have a specialist in house. SEO is still as popular as ever and is in big demand for those with both sets of skills.”
With every new Google update announced and every new social media algorithm implemented the importance of content marketing becomes increasingly clearer. The demand for qualified content marketers has surged in the past year as digital marketing managers realize the value of providing valuable content to their customers. Quality content creation feeds into many essential elements of the digital marketing mix, including email marketing, social media and SEO strategy.
Businesses are finding it difficult to find good writers with a firm knowledge of digital marketing. If you are a writer and are interested in becoming a content marketer you will need to spend some time learning and practicing the digital marketing fundamentals. Even more important? You will need to showcase your ability to create and implement an effective content marketing strategy that can help lead generation and increase engagement and brand loyalty.
Cecilia Desmond, Recruitment Consultant from Morgan McKinley has noticed a significant increase in the demand for content marketing specialist roles. She said,
This year we’ve noticed a surge in demand in digital marketing roles that specialize in three distinct areas – content, inbound and direct marketing. While all of these areas compliment each other, we’ve seen an increase in demand for specialists in each area.Key skills for content marketing specialist roles are; SEO, copywriting, CMS knowledge (not just WordPress!) and some basic design skills are essential. Inbound marketing specialists require lead generation and content strategy experience.
Demand for technical skills are also at an all time high – for example, today User Experience (UX) designers are highly sought after. User Experience Designers plan and create the look and feel of a website (or mobile application) to meet the demands, needs and desires of a brand’s target audience. Businesses are recognizing the growing importance of this role as consumers continue to demand better products and experiences.
Daily tasks are varied but can involve creating wireframes, conducting user testing, creating surveys, analyzing data and sketching out story-boards. A UX designer is responsible for enhancing customer satisfaction by improving the usability, navigation and ease of a product. They have one goal in mind: improving the user’s path.
Simon Lewis, Co-founder from Only Marketing Jobs said,
Anna Wymes, Senior Recruitment Specialist for RightFit.ie acknowledged the big demand for web development skills too. She said,
There’s a big demand for .Net Developers and PHP Developers – I cannot find enough of them. Irish companies cannot match the US and global players’ salaries and sometimes lose out on the talent which is a bit of a shame. Workers in tech coming from outside of the EU are making up for this shortfall but often a client doesn’t want to go down the visa/sponsorship route and will say no based on this.
Want to learn more about how to advance your digital marketing career? Check out our Digital Marketing Postgraduate. Digital careers coach, Gry Fry will be on hand to discuss the digital skills you need to advance your marketing career in today’s digital landscape. We hope to see you there.
Whether you're a complete beginner, business owner or marketing professional looking to upgrade to digital, this course is perfect for you.