Mel Gibbons
1 July, 2021
With a wide range of channels, tools, and tactics available, digital marketing is everywhere. It helps businesses reach the right people, build connections with customers, and secure conversions – all at a fraction of the cost of traditional marketing.
Not only is digital marketing cost-effective, but it also provides valuable insights into how well your strategies are working and how your customers behave. This level of measurability is something traditional marketing simply can’t match.
We’ve covered the benefits of digital marketing in previous blogs. This time, let’s explore the skills needed to make it work.
Digital marketing is a broad field with plenty of opportunities for professionals who stay ahead of trends and competition. Whether you’re considering a career change, want to specialise in digital marketing, or are looking to bring your marketing in-house, here are the key skills to focus on.
Digital marketing covers multiple areas, and depending on your business goals, you may need a team to get the job done. Here are some of the most in-demand technical skills in digital marketing today.
A strong digital marketing strategy starts with understanding a business’s current approach. A marketer needs to analyse existing efforts, align digital strategies with business goals, and ensure all marketing activities work together to drive results.
Knowing what works (and what doesn’t) for competitors helps shape a stronger strategy. By identifying gaps and opportunities, businesses can refine their approach, avoid costly mistakes and gain a competitive edge.
Once research is complete, the next step is developing a practical, results-driven digital marketing plan. A strong strategy balances ambition with what’s realistically achievable, setting the foundation for long-term success.
SEO helps businesses rank higher on search engines, leading to increased website traffic and conversions. However, SEO is an ongoing effort – search engine algorithms change, competitors improve, and new trends emerge. A well-optimised website requires continuous updates and a mix of on-page and off-page tactics.
Social media has grown into a marketing powerhouse for countless brands across the globe thanks to its capacity to reach and engage with highly targeted audiences. A popular touchpoint for many businesses to build brand awareness, a digital marketer will build and execute a social media marketing campaign on the right platforms and targeted at the most appropriate audience.
Email marketing is a popular and effective component of digital marketing strategies as it builds an owned audience and an authentic connection with the people that keep a business thriving. Building a qualified list and using it to deliver relevant and valuable messages at the right time to get the desired results can be an artform, but one that is worth refining as it can pay dividends.
For businesses selling online, eCommerce marketing involves more than just listing products. A skilled eCommerce marketer understands platform management, product scheduling, promotional planning, and data-driven decision making to drive sales.
Customer relationship management (CRM) and loyalty programs are essential for businesses that rely on returning customers. Marketers with experience in data analysis, segmentation, and automation can help businesses turn customer insights into long-term loyalty.
Also Read: Digital advertising: choosing the right platform
A strong digital marketing campaign isn’t just about strategy – it also needs engaging content. The ability to create compelling written and visual content is key to building brand awareness and driving engagement.
Well-crafted copy grabs attention, informs and persuades. Whether for social media, email campaigns, or websites, a strong content writer ensures messaging is clear and effective.
From social media posts to website banners, strong visuals make content more engaging. A skilled designer helps bring a brand’s identity to life and supports overall marketing efforts.
Demand for skilled digital marketers is growing, and the industry continues to evolve. Whether you’re building your own skills, or hiring a team, a mix of technical and creative expertise is essential to success.
If you’re considering outsourcing your digital marketing, working with an experienced agency gives you access to a team of specialists who can help you achieve your goals.
Online Path is here to help businesses grow. Get in touch for a chat about your marketing goals and how we can support you.
Also Read: Steps to Create an E-Commerce Digital Marketing Strategy
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