In 1994, the first clickable banner ad was introduced, marking the beginning of digital marketing. Today, digital marketing is not just an optional strategy, but a vital tool for businesses to promote themselves in a technology-driven world.
Digital marketing is built upon the principles of traditional marketing, involving communication with individual consumers and understanding their preferences. To have a successful career in digital marketing, it is important to stay updated with the ever-changing skills required. Basic knowledge of email marketing, SEO, and social media is not enough. It is crucial to develop a combination of hard and soft skills that will make a positive impact in the future.
Recruiters are particularly interested in four digital marketing skills this year:
1. Data Analytics
Understanding data analytics is essential for digital marketers to make effective decisions. Analyzing data patterns helps determine the target audience, while demographic details guide the selection of appropriate channels for effective audience outreach. Knowledge of query languages, such as SQL, further enhances digital marketing skills.
2. AI and Machine Learning
AI and Machine Learning are transforming every industry, including digital marketing. Digital marketers already utilize these technologies to identify trends on social media and conduct advanced customer research. For example, companies like GlaxoSmithKline have used machine learning to study online conversations and understand parental fears about vaccinations. It is crucial for digital marketers to understand and leverage AI and Machine Learning for more effective outreach.
3. Video-Making Skills
Visual content is becoming increasingly important in digital marketing. Stylish and compelling videos capture the attention of audiences and play a significant role in marketing strategies. Platforms like TikTok and Instagram Reels have created a new ecosystem for video content, which companies can leverage according to their needs. Many organizations hire agencies or create in-house teams for video content creation. Digital marketing professionals who can also create videos are highly sought after. Mastering video creation involves understanding social media platforms, conducting content research, and operating video editing software like Premier Pro.
4. Empathy
Empathy, though often overlooked, is a crucial skill for digital marketers. In order to establish strong connections with consumers, empathy is essential. Understanding what motivates a target customer and gaining insight into their feelings, concerns, and desires allows marketers to create campaigns that resonate with them. By putting themselves in the consumers’ shoes, digital marketers can forge meaningful connections between brands and their target audiences.
The COVID-19 pandemic has accelerated the shift to virtual platforms, making the role of digital marketers even more important. Companies are increasingly relying on digital marketing professionals to help their products stand out in the crowded online world. Recruiters are now seeking candidates who not only meet the baseline requirements but also bring additional skills to the table.
Times Professional Learning (TPL) offers digital marketing programs taught by experts in the field. These programs are designed to provide learners with hands-on experience and equip them with the skills needed to excel in the competitive job market. TPL recognizes the evolving industry requirements and aims to improve employability for candidates in the field of digital marketing.
In conclusion, empathy plays a crucial role in digital marketing. Understanding the emotions and needs of consumers helps create engaging content and establish strong connections. Adapting to the changing landscape of digital marketing and acquiring the necessary skills will ensure success in this dynamic field.
