In this article, we explore what the top digital marketing skills in demand are. We’ll also reveal how pursuing an MBA can be a strategic move for both current and aspiring marketers wanting to stay up to date with new technology and trends.
Jess Gleeson, strategic and compliance manager at Now Actually, says the world of marketing has changed, and the demand for skills in digital marketing is stronger than ever before. “In today’s modern society, digital marketing skills are essential because people now have the ability to work anywhere at any time. Technology has also enabled people to connect in real-time without the need to be physically present.”
Let’s take a closer look at the top 7 digital marketing skills in demand that you need to succeed.
1. Technology
New technology streamlines processes, improves efficiency and provides valuable insights into consumer behaviour. The ability to understand and work with marketing automation tools, as well as being able to work with AI and other new technologies, is essential.
“I think technology has made us more efficient in the way we work,” says Jess. “The use of AI still requires input from individuals to drive the technology, so it will be about marketers better understanding the desired outcomes and how to best work towards those with what they have.”
2. Social media
Proficiency in digital marketing channels, including social media and email marketing, is essential. Employers need people with more than basic social media skills. They need marketers who can create and execute effective strategies tailored to these platforms to reach their target audiences.
“There is a plethora of platforms that consumers use for content,” says Jess. “Understanding where your audience sits is a key element of any marketing campaign; if you do not know how to find your target audience, how can you market to them? If you cannot market to them, how will you progress the items that you’re marketing?”
3. Data analysis
Data-driven decision-making is the cornerstone of successful marketing campaigns. Marketers must be able to collect, analyse and interpret data to gain valuable insights into consumer behaviours and campaign performance.
“Data drives decision-making,” says Jess. “Understanding the performance of your ads, the copy, the impressions and the spend are essential in determining the campaign’s success. With a number of key metrics that drive an effective campaign, marketers need to understand the correlation between all the variables.”
4. Crafting content
Content remains king in the marketing world. Marketers need the skills to craft engaging and relevant content across various formats, from blog posts and videos to infographics and podcasts.
Jess talks about the importance of using data analysis to understand how your content is performing. Repurposing content “might encourage a consumer to download a free resource and allow you to add to your marketing database,” she says, so creating high-performing, engaging content is key.
5. SEO
In the dynamic world of digital marketing, SEO (search engine optimisation) is more than just a tool. SEO helps websites appear in search engine results, ensuring they catch the eye of potential customers.
Developing SEO skills is more important than ever in today’s digital-driven marketing world. This means not just grasping the current ranking factors but also staying in the loop with the latest trends, adopting common optimisation techniques and understanding how this aligns with your business.
6. Conversion rate optimisation (CRO)
Conversion rate optimisation is a crucial skill for digital marketers. Marketers with CRO expertise focus on optimising websites and digital assets to improve the conversion of visitors into leads or customers.
This skill involves knowing how to perform A/B testing, conducting user experience analyses and using data to drive decision-making to enhance the effectiveness of landing pages, forms and calls to action. The ability to pinpoint and address barriers that hinder conversion of customers is integral for boosting the performance of digital marketing campaigns and maximising return on investment.
7. Digital strategy
Digital strategy involves the development and execution of a comprehensive plan that aligns a brand’s online presence with its business objectives. Digital marketers must understand the dynamics of various digital channels, including social media, content marketing, email and paid advertising, and how they interact to create a cohesive and effective online presence.
Creating a robust digital strategy includes defining target audiences, setting key performance indicators (KPIs) and using data to inform campaign optimisation to improve performance.
Beyond digital marketing, there are other skills that marketers need to succeed. Jess identifies transparent communication, critical thinking, strategic decision-making and empathy as a marketer’s most highly valued skills.
Effective communication fosters collaboration, critical thinking helps in problem-solving, strategic decision-making guides campaigns and empathy enables you to connect with your audience on a deeper level.
Pursuing an MBA can offer distinct advantages. An MBA equips you with a more diversified skill set extending beyond marketing, covering aspects of business, including finance, operations, management and leadership – making you versatile and adaptable in the corporate world.
As Jess shares, “My MBA has given me exposure and a deeper understanding of other areas of business that I would not have been exposed to had I not completed an MBA. It’s given me the confidence to work in areas beyond my core skills and encouraged me to think differently. It has enabled me to be an effective leader and engage with a variety of professionals.”
Online universities provide flexible learning and support for students wanting to complete an MBA. “Completing my MBA online ensured that it didn’t impinge on my work-life balance. I had access to world-class educators from the comfort of my home.”
For students hoping to advance their marketing careers, Southern Cross University offers a flexible MBA program with a Digital Marketing core unit where students will learn how to use digital marketing channels and tools to better reach online audiences.
Victoria University’s Marketing Management unit analyses the critical decisions marketing professionals make. Students will learn to evaluate modern marketing practices and develop strategies to thrive in today’s dynamic business landscape.
Students could also look to James Cook University’s MBA, which includes a Marketing Strategy, Analytics and Development unit. This unit gives students a comprehensive understanding of marketing roles and functions in an organisation and the market.
Alternatively, students looking to master marketing theory, develop strategic planning skills, learn how to present data and analyse information to assess risk may prefer looking at RMIT’s MBA program, which offers a Marketing for Managers unit.
As a marketer, an MBA can help you stay ahead of the pack – providing you with a roadmap to thrive in this ever-changing landscape. Still have questions? Speak to one of our Student Enrolment Advisors today.
Whether you’re ready to enrol, or just have a quick question, simply fill out the enquiry form below to speak directly to the university’s enrolment team. They will be able to guide you through:
