Jan 5, 2019
Digital marketing has its own industry niche where the required qualifications go beyond basic marketing strategies and creative skills.
If you are considering entering the digital marketing industry, understanding the skills required and what digital marketers do is a good place to begin.
In general terms, a digital marketer is responsible for using digital channels to generate leads and build brand awareness. Digital channels include:
Beyond this, the digital marketer must also use measurable analytics to identify weaknesses and find ways to improve performance across these channels. In this role, you can be responsible for all aspects of a company's digital strategy or just focus on one.
Smaller companies tend to have one general specialist or manager while corporations can spread the responsibilities around to an entire team or even across several different departments.
This (general specialist) is responsible for driving relevant consumers with the goal of improving brand recognition [and] trust and ultimately drive purchase intent - Justin Emig, VP of Marketing & Innovation, Web Talent Marketing
In digital marketing, you can choose to be a jack-of-all-trades or focus on one or two skills to set you apart. For example, being a strong creative individual who also understands coding or a techy person who gets how important content is to social media.
It is a field where experience or a good internship speaks volumes. “Certifications are the new degree,” continues Justin Emig. There are many online certifications you can get to add to your credibility, not to mention building your own online presence and social media pages with plenty of followers. That is often the best way to draw attention to yourself if you want a career in digital marketing.
The overall skills and areas of expertise for a digital marketer include:
You have to learn to see beyond the ideas presented to you and be able to look ahead at the potential issues it might cause. You must be able to suggest improvements based on these instincts and ensure your ideas are feasible.
It is not enough to just get people to follow your social media pages. You also have to persuade from within. Your team, fellow departments, and leaders will have to be convinced that where you want to put the money is the right thing to do. Understanding all aspects from SEO to content and the latest technology to what people respond to is the best way to keep people on board with your plans.
If you want to get more specific and explore the types of positions available in digital marketing, there are many career paths you can choose including:
Digital marketing sees constant change and requires a forward-thinking mind. You have to be a pioneer, continually championing the latest industry changes. You also have to have a collaborative spirit and be willing to work with other departments.
An appreciation for branding is also essential as you will have to build an online presence that reflects the brand. An analytical mind is helpful as you will have to look at data and learn how to extract the pertinent information that will keep your strategy strong. In a nutshell, you have to be tried and true in your beliefs that digital marketing reigns supreme, keep up to date to support your opinions, but also work well with others, so people want to help see your ideas come to fruition.
Digital marketing leadership requires you to influence others and drive results through collaboration. You must be able to work with colleagues and contacts at all levels of an organization to develop compelling offers and drive growth - Sandra Rand, Director of Marketing at OrionCKB
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