There’s no getting around the fact that almost all businesses, sooner or later, must include digital in their marketing activities. And with the demand for digital marketers outweighing the supply, there are plenty of opportunities out there for those looking to get into the field.
In some ways, digital marketing is not that different from traditional marketing: you’ve got a product that you need to sell, and you’re looking to ways to engage with customers to build brand awareness and eventually “close” a sale.
Digital marketing encompasses, even more, roles and skills than marketing ever before, and it’s this flexible, versatile nature of the business that makes it so fascinating. Here are some general areas that a digital marketing professional will likely touch on during their training or career:
- Video/audio production
- Interactive technology (such as AI)
- Mobile marketing
- Search engine optimization (SEO)
- Search engine marketing (SEM)
- Social media
- Email marketing
- Marketing automation
- Content management and curation
- Web development
- Web design
- Copywriting and editing
- Business/marketing strategy
It’s a good idea to think about getting training in at least one or two specialty areas, unless you’re in management, in which case you’ll probably need to know quite a bit about them all.
What skills are in demand?
The digital economy is embedded in every corner of our lives, and it’s definitely not going anywhere.
There’s a solid budget going into digital marketing now as opposed to the traditional marketing. 93% of online activity starts with a search engine, and ensures the continued effectiveness of SEO as a superior marketing strategy while about 80% of Americans make an online purchase at least once a month. Anyone thinking about starting or leading a business needs to have a basic understanding of digital marketing in order to convert customers.
There is plenty of room for people looking to enter the world of digital marketing and related careers. According to Smart Insights, some of the most in-demand skills for 2017 were digital advertising, content creation, content strategy, and social media, which is great news for those who veer towards the creative, social and business end of the spectrum.
For those who are more technically minded, there’s still plenty of demand and quite a high earning potential for those who specialize in technology like SEO and SEM since this is what can be at the base of what drives profits in any business.
Content marketing relies on traffic and anyone with the technical expertise to analyze these patterns is going to be a valuable asset, especially as these types of jobs become more complex with the advent of AI.