As businesses increasingly rely on digital channels to reach their target audiences, the demand for specialized digital marketing skills is growing.
These skills enable professionals to strategize, execute and optimize digital campaigns that drive business growth and deliver measurable results.
Digital marketing skills are vast, but in this article we will explore the top 21 digital marketing skills that are in high demand these days.
Whether you’re an experienced marketer looking to expand your skills or a newcomer eager to enter the industry, understanding and honing these highly sought-after digital marketing skills will give you a competitive edge.
Top digital marketing skills in high demand
1. Search Engine Optimization (SEO)
Search Engine Optimization (SEO)SEO (Search Engine Optimization) is the process of organically improving a website’s visibility and ranking on search engine results pages (SERPs).
It involves optimizing various aspects of a website such as content, meta tags, URL structure and backlinks to make it more search engine friendly and increase its chances of appearing higher in search results.
2. Pay-per-click (PPC) advertising.
PPC (Pay-Per-Click) advertising is a form of online advertising where advertisers pay a fee for each click on their ad.
It involves creating and running ads on search engines or social media platforms, and advertisers bid on specific keywords or target specific demographics to show their ads to relevant audiences.
The price of an advertising campaign depends on the number of clicks it receives.
3. Content marketing
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience.
The goal is to provide useful information, educate, entertain, or solve problems to a target audience, rather than explicitly promoting a product or service.
Content marketing aims to build brand awareness, create credibility and ultimately drive profitable customer action.
4. Marketing on social networks
Social media marketing involves promoting products, services or brands on social media platforms.
It includes creating and sharing content, serving ads, reaching out to followers, and building a community of loyal customers.
A social media marketer leverages user popularity and engagement on platforms such as Facebook, Instagram, Twitter, LinkedIn, and more to reach a wider audience, increase website traffic, generate leads, and increase brand visibility and customer engagement.
5. Data analysis
Data analytics refers to the process of collecting, analyzing and interpreting data to gain insight and make informed decisions.
It involves examining large data sets to identify patterns, trends, correlations and other valuable information.
Data analysis can be used to understand customer behavior, optimize business operations, improve marketing strategies, identify opportunities and solve problems.
It often involves the use of specialized tools and techniques to process and analyze data, such as statistical analysis, data mining, machine learning, and predictive modeling.
6. Email Marketing
Email marketing is a digital marketing strategy that involves sending targeted emails to a group of individuals or subscribers.
It is used to build relationships, promote products or services, increase website traffic, and generate leads or conversions.
Email marketing campaigns can be personalized and segmented based on factors such as recipient preferences, behavior or demographics.
It often includes newsletters, promotional offers, invitations to events, product updates, and more.
Effective email marketing involves creating compelling content, optimizing email deliverability, tracking open and click-through rates, and analyzing campaign performance.
7. Conversion Rate Optimization (CRO)
Conversion rate optimization is the process of increasing the percentage of website visitors who take a desired action or convert into customers.
The desired action may vary depending on business goals, such as making a purchase, filling out a form, signing up for a newsletter, or downloading an e-book.
CRO involves analyzing user behavior, performing A/B testing, improving design and content, streamlining the conversion funnel, and removing barriers or frictions that prevent visitors from converting.
The goal is to maximize the effectiveness of the website or landing page in increasing conversions and achieving business goals.
8. Mobile marketing
Mobile marketing refers to marketing efforts that specifically target users of mobile devices such as smartphones and tablets.
With the widespread adoption of mobile technology, mobile marketing has become essential for businesses to effectively reach and engage their audience.
It includes strategies such as mobile advertising, app-based marketing, SMS marketing (text messaging), location-based marketing, and mobile-optimized website or landing page design.
Mobile marketing focuses on delivering personalized, geographically relevant and contextually relevant content to users on their mobile devices.
9. Marketing Automation
Marketing automation refers to the use of software and technology to automate repetitive marketing tasks and workflows.
It enables businesses to streamline their marketing processes, nurture leads and reach customers at scale.
Marketing automation tools enable tasks such as email marketing, lead generation and scoring, social media planning, customer segmentation, campaign tracking, and more.
By automating these processes, businesses can save time, increase efficiency and deliver personalized and targeted marketing messages to the right audience at the right time.
10. Video marketing
Video marketing involves using videos to promote a brand, product or service.
It is an effective marketing strategy that uses the power of visual storytelling to engage and connect with your target audience.
Video content can take many forms, such as promotional videos, product demos, tutorials, customer testimonials, live videos, and more.
Video marketing can be distributed through a variety of channels, including websites, social media platforms, email campaigns, and video sharing platforms such as YouTube.
It is a highly engaging medium that can effectively convey messages, evoke emotions and increase brand awareness. Video marketing includes visual content creation, video editing, etc.
11. Influencer Marketing
Influencer marketing is a strategy that involves partnering with influential individuals or “influencers” who have a significant following and influence on a specific target audience.
Influencers can be social media personalities, bloggers, industry experts or celebrities.
The goal of influencer marketing is to use an influencer’s credibility and reach to promote a brand, product or service to their audience.
Influencers can create brand content, share reviews or recommendations, or participate in collaborations or sponsored posts.
It can help businesses expand their reach, build brand awareness, and increase engagement and conversions.
Web analytics refers to the collection, measurement, analysis and reporting of data related to website usage and performance.
It involves tracking various metrics and dimensions to understand how visitors interact with the site and gain actionable insights.
Web analytics tools provide information such as number of visitors, page views, bounce rate, conversion rate, traffic sources, user behavior and more.
By analyzing this data, businesses can evaluate the effectiveness of their website, identify areas for improvement, optimize marketing campaigns, and make data-driven decisions to improve user experience and achieve business goals.
Copywriting is the art and skill of writing persuasive and persuasive content, known as ‘copy’, to promote a product, service or idea.
Copywriters use words and language strategically to capture the attention of their target audience, communicate key messages, and persuade them to take the desired action.
Copy can be found in a variety of marketing materials such as advertisements, websites, landing pages, sales brochures, email campaigns and more.
Effective copywriting focuses on understanding your audience, emphasizing benefits, creating a unique selling proposition, and using persuasive language to drive engagement and conversions.
14. Advertising on social networks
Social media advertising involves running paid promotional campaigns on various social media platforms such as Facebook, Instagram, Twitter, LinkedIn and more.
It leverages the large user bases and sophisticated targeting capabilities these platforms provide to reach and engage specific target audiences.
Social media ads can come in a variety of formats, including display ads, video ads, carousel ads, sponsored posts, and more.
Advertisers can define their target audience based on demographics, interests, behaviors and other factors.
Social media advertising helps businesses increase brand visibility, increase website traffic, generate leads and achieve marketing goals.
15. Branding and Identity
Branding refers to the process of creating a distinct and memorable identity for a business, product or service in the minds of consumers.
It includes various elements such as brand name, logo, visual identity, tagline, brand voice and overall brand personality.
Branding aims to differentiate a company from its competitors, create a strong brand image, evoke specific emotions and build trust and loyalty among customers.
It involves defining brand values, positioning and messaging to create a consistent and cohesive brand identity across all touchpoints and communication channels.
16. User Experience (UX) Design.
UX (User Experience) design focuses on creating products, websites or applications that are user-friendly, intuitive and provide a positive user experience.
UX designers strive to understand user behavior, needs, and goals in order to design interfaces and interactions that are easy to use and control. They consider factors such as information architecture, visual design, interaction design, usability, accessibility, and more.
UX design aims to optimize the overall user experience by ensuring that a product or website is effective, efficient and user-friendly.
You may also want to learn more about how to become a UI/UX designer with no experience.
17. Search Engine Marketing (SEM)
Search Engine Marketing, also known as SEM, is a digital marketing strategy that involves promoting a website by increasing its visibility on search engine results pages (SERPs) through paid advertising.
SEM primarily involves running Pay-Per-Click (PPC) campaigns, where advertisers bid on keywords relevant to their business and pay to have their ads appear at the top of search engine results for those keywords.
The most common platform for SEM is Google Ads, where advertisers can create and optimize ads, set budgets, and target specific geographies or demographics.
SEM helps businesses increase their online visibility, drive targeted traffic to their websites, and achieve specific marketing goals.
Online Reputation Management (ORM)
Online Reputation Management (ORM) refers to the practice of monitoring and managing a brand’s reputation and online presence.
This includes monitoring and responding to online reviews, customer feedback, social media mentions, and other forms of online content that can affect a brand’s reputation.
The goal of ORM is to build a positive online image, effectively address negative feedback or criticism, and maintain a favorable brand perception.
It may include strategies such as solving customer problems, engaging with audiences, managing online reviews, and implementing measures to protect brand reputation.
19. Marketing strategy and planning
Marketing strategy and planning involves creating a comprehensive plan to achieve marketing goals and objectives.
It is a process that outlines the overall approach and direction of marketing activities.
A marketing strategy considers factors such as target audience, market analysis, competitive position, value proposition and marketing channels.
It helps businesses define their target market, understand customer needs, determine the best marketing tactics, allocate resources efficiently and set measurable goals.
Marketing planning involves creating a detailed plan that outlines specific actions, timelines, budgets, and responsibilities for the successful execution of a marketing strategy.
20. Customer Relationship Management (CRM)
Customer relationship management refers to the practices, strategies and technologies that businesses use to manage and maintain relationships with their customers.
CRM focuses on building strong, long-term customer relationships and improving customer satisfaction and loyalty. It involves capturing and analyzing customer data to understand their preferences, needs and behaviour.
CRM systems help businesses track interactions, manage customer information, automate marketing campaigns, and deliver personalized customer experiences.
The goal of CRM is to increase customer engagement, retention, and profitability by providing customized experiences and maintaining effective communication throughout the customer lifecycle.
21. Growth hacking
Growth hacking describes marketing techniques and strategies that favor rapid and scalable growth, often associated with startups or businesses with limited resources.
Growth hackers use creative and unconventional methods to acquire and retain customers, increase user engagement, and achieve rapid business growth.
This can include leveraging social media, viral marketing, referral programs, A/B testing, data analytics, and other innovative tactics to quickly identify the most effective growth channels and optimize marketing efforts.
Growth hacking emphasizes experimentation, agility and a data-driven approach that supports accelerated business growth.
How to get top digital marketing skills
It is not enough to know about some digital marketing skills that are highly relevant, it is important to acquire and use these skills to drive brand growth and relevance.
Acquiring digital skills is more than just understanding what the skill is about. The hacks below are essential for acquiring digital skills.
Set clear goals
Digital marketing is a broad field. It is therefore important to identify which specific digital marketing skills you want to acquire and prioritize them based on your interests and career aspirations.
This will further serve as a guide to the specialization aspect.
Educate your self Invest time in learning through various resources such as online courses, tutorials, blogs and industry publications. Acquiring a digital marketing certification is essential in the technology space.
Some reputable platforms for digital marketing education include Coursera, Udemy, HubSpot Academy, and Google Digital Garage.
Get hands-on experience
Get hands-on experienceAfter gaining knowledge of a skill, deepen your knowledge by working on real-world projects. Look for opportunities to work on digital marketing campaigns, internships or freelance gigs.
Stay informed: Digital marketing is an ever-evolving field. It’s a good idea to stay up-to-date with the latest trends, algorithm changes, and industry best practices regarding various skills and their applications.
If you intend to sell your skill;
- build a reputable brand through a good online reputation
- Get certificates that, in addition to a good portfolio, will serve as tangible proof of your expertise
- Be open to experimentation and adapt to change
- Collaborate and network; be open to continuous learning.
Frequently asked questions about digital marketing skills in high demand
What are the best digital marketing skills that are in high demand?
Some of the best digital marketing skills are search engine optimization (SEO), pay-per-click (PPC) advertising, social media content marketing, data analytics, email marketing, conversion rate optimization (CRO), mobile marketing, marketing automation, Video Marketing, Search Engine Marketing (SEM), etc.
Why are these digital marketing skills in high demand?
Here are a few factors that have influenced the relevance of these high-level skills:
Evolving consumer behavior: Consumers are increasingly dependent on digital channels, creating a need for marketers skilled in reaching and engaging them effectively.
Growing Digital Competition: Businesses are investing more in digital marketing to stand out in competitive online markets, increasing the demand for professionals with specialized skills.
Data-driven decision-making: The availability of vast amounts of data requires professionals who can analyze and derive useful insights to optimize marketing strategies.
The Growing Importance of User Experience: With user experience being a critical factor in online success, CRO and UX optimization professionals are in high demand.
Rapid technological advancements: New tools, platforms and techniques are constantly emerging, requiring professionals who can adapt and stay ahead of the digital marketing landscape.
How can these digital marketing skills be acquired?
Acquiring digital marketing skills can be achieved through online courses and certifications, hands-on experience attending industry events and webinars, self-study and research, mentoring and networking.
Are these digital marketing skills relevant across industries?
Virtually any business, regardless of its sector, can benefit from a strong digital presence and effective marketing strategies.
From e-commerce to healthcare, education to finance, digital marketing skills play a key role in driving growth, expanding reach and connecting with target audiences.
The relevance of these skills is across industries.
How important will these skills be in the future?
As the digital landscape continues to evolve and businesses increasingly rely on digital channels, the need for professionals skilled in these areas will continue.
Continued advances in technology, changes in consumer behavior and the constant search for competitive advantage ensure that these skills will continue to be sought after for the foreseeable future.
Digital marketing skills have a significant advantage in today’s competitive job market.
Skills such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, conversion rate optimization (CRO) are sought after by companies looking to improve their digital presence and achieve their marketing goals. .
With the increasing availability of data and the need for data-driven decision making, data analytics skills are in high demand.
Similarly, the importance of creating valuable and engaging content, optimizing websites for search engines, leveraging social media platforms and personalizing marketing efforts has increased the demand for professionals skilled in these areas.
As mobile usage continues to grow and video consumption continues to be prevalent, professionals with expertise in mobile and video marketing are in high demand.
In addition, automating marketing processes and optimizing conversion rates are critical for businesses to achieve efficiency and maximize results, leading to a demand for marketing automation and CRO skills.
With the ongoing trends in the digital marketing world, people equipped with these highly sought-after digital marketing skills have the opportunity to thrive and contribute to the success of businesses in various industries.
You can constantly learn, keep up with industry trends, and improve your hands-on experience to help your digital marketing career thrive.