7 critical skills to stay relevant in digital marketing

Marketing is moving fast. If you’re not developing your skills, it likely means you’re falling behind. 

Digital marketing is ranked as one of the most important areas marketers need to develop now and in the future. Given digital strategy, data and search are topping the digital trends for 2022, what are the most important skills you should focus on this year?

Here are our seven suggestions to help you stay ahead of the curve.

1.    Digital strategy

Marketing effectively in the digital economy starts with a solid strategy. With changing consumer habits and an ever-growing option of messaging and channels, a digital strategy has become a critical part of the marketing mix. 

From understanding your audience and their journey through digital channels to leveraging insights and aligning your marketing activity with business goals – getting strategic with your digital marketing should be top priority. 

2.    Data and analytics

Data will become essential in driving business value by 2023, according to Gartner. For marketers, this means understanding how to collect, use and manage data effectively will be critical. 

You will need to understand what data provides the most value to your brand and how to unleash its power and insights to meet your objectives – and connect with your customers.

3.    Search marketing

With Google’s ever-evolving algorithms and the growing popularity of voice, it’s time to get familiar with search marketing. 

Developing a solid understanding of search gives you insights into how consumers are searching for information about the products and services you offer. Having the skills to develop and implement an effective search marketing strategy, you’ll attract more of the right traffic to your site and increase conversions. 

4.    Email marketing

The humble email has remained as one the most effective ways to connect with and engage your customers. In fact, in 2020 over 80% of marketers reported an increase in email engagement. It’s no surprise, as with the right skills and technology in place, email can be a highly targeted and personalised communication tool.

Learning how to develop a strategy, grow your lists and optimising email will make it your most powerful marketing weapon.

5.    MarTech 

The benefits of marketing technology are (almost) endless. It helps you understand your customers and prospects, allows you to do more, faster and to be more data-driven in your approach to marketing.

With over 8,000 martech solutions available today, making the right decision isn’t as straight-forward as it might have once been. Plus, tech on its own is useless. You need to understand which solution offers the most value to your brand, how it works with existing systems and learn how to use it to get the best results. 

6.    Optimisation

Customer expectations around speed, clarity and choice have never been higher, with many customers willing to switch for better, faster, smoother experiences. 

This is where skills in optimisation become critical. Knowing how to test, measure and optimise your messages across your channels helps you understand your clients better, improves performance, helps get the most out of your marketing budget and can increase profit. 

7.    Privacy and compliance

With QR codes and case alerts, the pandemic has certainly raised people’s awareness of privacy and personal data. Deloitte’s 2021 Digital Consumer Trends Report found that 73% of people who believe companies use their personal data are concerned about the way it is used.

As a marketer in the digital economy, you need to be across the latest privacy and compliance requirements to make sure you’re protecting your customers – and your brand’s reputation. 

With a comprehensive review of Australia’s privacy regime underway, the way you collect, store and manage data is set to change. So don’t take your finger off the pulse.

 
If this all sounds like a lot – it is. But you don’t have to go it alone. Master the foundations of digital marketing with our NEW Digital Marketing Certificate. It’s been refreshed for 2022, with 10 instructor-led weeks and interactive guest lectures from some of Australia’s top CMOs and marketing experts. Feel prepared and confident to navigate marketing and future-proof your skills.