The new year is right around the corner, which means marketing staffing agencies are going to be revisiting qualification rubrics to determine which candidates have the right skills and experiences for in-demand positions. Unlike so many career options, where going to school and getting a degree allows a person to use those same skills year-after-year, digital marketing evolves so fast that constant learning is required. What was a strong marketing strategy last year could now show a decreased return on investment. As a result, it's crucial for a digital marketing professional to stay up to date about the latest key skills and qualities sought after by potential employers. Here are some of the things companies are going to be most looking for in 2014 when reviewing a digital marketer's modern resume:
1) Analytics knowledge. Whether a digital marketer will have to know how to gather and analyze numbers will depend on the size of a business and the role he or she has taken on. In larger firms it is not unheard of for an individual to specialize in using the numbers driven from analytics tools to create reports for the marketing department. The group will interpret the figures to determine whether the current strategy being used is showing a return on investment or if it needs adjustments made. Regardless of whether a team has a designated individual who focuses on the numbers, a marketer should always be aware of what certain figures are and what they indicate. This allows conversations about how to improve lead generation or engagement to flow easily between marketing professionals on a team.
2) Flexible thinking. It's common for dedicated professionals to believe that they understand the best path and have a strong opinion. However, that doesn't mean that a team will always agree about the right path. A marketer needs to understand that they may have to work on projects and strategies they may not necessarily agree with and support this idea as if it were their own. Flexible thinking is necessary in the marketing world – after all, every new strategy or tool offers a new skill and opportunity to measure how effective something is at accomplishing a goal.
3) Search engine optimization strategies. By now everyone in the marketing world has heard of SEO, at least we hope so. In the world of digital marketing, SEO is the bread and butter to creating an effective campaign. Every piece of content that is produced by a business or agency, whether it is an image, video or text, needs to be optimized so that it achieves a higher ranking in search engines. In comparison to other digital marketing strategies, like Adwords and PPC, organic listings are essentially free, which means the return on investment for this tool is great. When a blog article, infographic or website achieves a top ranking, a company doesn't have to pay per click or allocate a portion of its budget for advertising. SEO is the gift that keeps on giving, and once a website achieves a first page ranking a marketer can see traffic continue to get a boost. SEO helps maximize business efforts using traffic to improve lead generation efforts.
4) Long-term strategic thinking. The marketing strategies deployed in January are not necessarily going to be the same as the ones used in June, but some of them certainly should stick around. Digital marketing is a mix of fast-paced, burst tools and long-term strategies. Only through the development of overlapping planning that takes into account the long-term strategies can a business can use to increase lead generation, improve sales and boost reputation management. An employer is looking for a digital marketer who is able to react to changes quickly while still maintaining standby strategies with long-term success. It's only through the combination of these two methods that a business can have a thriving presence online.
5) Understands traditional marketing. Not every situation calls for only a digital solution. As a result, it's crucial for a marketer to understand the pros and cons associated with more traditional strategies and mediums. Some companies find that the best results they receive from campaigns is a combination of both digital and traditional marketing avenues. Paper fliers are especially helpful for larger business-to-consumer retailers because they allow potential customers to hold onto fliers for discounts and encourage a trip to the store. However, that doesn't mean a business should forgo digital strategies because customers on social media can be equally encouraged to drop by a store or even purchase things online if he or she sees a desirable item.