Digital Marketing Skills Employers Want

The digital revolution has dramatically changed the role of a marketer. Employers now want digital marketers who are skilled in multiple areas so that they can collaborate efficiently on different types of projects.

However, a 2015 report from Moz revealed that employers are finding it challenging to source candidates with the creative, technical and business competencies needed to thrive in today's digital marketing world. This blog looks at the top skills in-demand for digital marketers and how you can acquire them.


Content marketing

When it comes to online marketing, content is king. In recent years, the demand for content creators has rapidly increased. To learn more about the current state of the content marketing industry, please read this informative post here.

Not only are skills needed to generate and share engaging content across an array of online platforms, the content itself must be carefully designed to appeal to specific audiences and drive them to take a measurable action (for example, purchasing the product or service).

Content marketers have to utilise text, images and videos in order to appeal to their audience in such a crowded market place. Being able to use content tools such as BuzzSumo and HubSpot effectively is also paramount for successful content marketers. Online content can include blog posts, infographics, podcasts, ebooks, social media updates, customer stories, webinars, educational resources and surveys. Quality content brings the customer on a journey, increasing brand awareness and creating brand loyalty. 

Search engine optimisation

The power of search engines has never been more evident, with 92% of all consumers starting their online experience on these sites. Mastering search engine optimisation (SEO) will allow you to increase traffic to your website which will improve the conversion both online and off. As a result of this, SEO skills are vital for digital marketers.

Creating unique and interesting online content is a central element of SEO. This content then has to be optimised so that it is visible in search engines in accordance with up-to-date best practices. Shareable content from a site can also help with link building which is another element of SEO.

For optimal SEO knowledge, you will have to advance your understanding of keyword analysis and implementation. Keyword analysis is one of the most crucial, beneficial and high-return activities in search marketing. Researching your market's keyword demand using tools such as Google Keyword Planner allows you to learn which phrases to target with SEO and gives the company a stronger overall understanding of their customer. Additionally, having technical SEO skills, including sitemaps, server-side settings and server response codes are beneficial for digital marketers looking to make an impact in any firm.

Data analysis

Data analysis is the backbone of every digital campaign and is needed to measure the success of all marketing activities. Therefore, being skilled in analysis is essential for digital marketers. A recent report outlined that 72% of marketers believe that data analysis is the most important marketing skill to possess. CSS, Google Analytics, HTML and programming are the most common technical skills that digital marketers need to master.

Data analysis help businesses determine the channels visitors use to reach their website and predict customer behaviour on individual pages. Data analysis allows businesses to understand the specific areas which need to be monitored (e.g. keywords or content) in order to attract more website traffic. Digital metrics can track data from numerous online channels, such as an organisation’s website, social media profiles, mobile ads or email marketing.

The results of data analysis allow for more direct and focused marketing campaigns, reduced bounce rates, augmented customer personas, enhanced customisation capacities and boosted customer retention.


Digital advertising

Digital advertising is the fastest growing marketing channel. Statista predicts that businesses will spend US$229.25 billion on digital advertising globally, highlighting the importance of this area for digital marketers. Digital advertising programs are agile and data driven, making them easy to quantify and refine. They allow businesses to get their message, campaign or promotion in front of their target audience. There are different streams to online advertising including:

  • Video ads
  • Email marketing
  • Native advertising
  • Remarketing / retargeting
  • Search engine marketing (SEM)
  • Social media ads: Facebook, Instagram, YouTube, Twitter, etc.
  • Display ads: static, video, flash pop-up, mobile, etc.

For more information on these check out this post


Investing in your digital marketing career

By developing the skills discussed in this blog, you will build a solid foundation for a career in digital marketing, allowing you to stand out from the crowd. Let us know which of these skills you think is the most important.


The links included here are provided as a convenience and for informational purposes only. We bear no responsibility for the accuracy, legality or content of any external site or for any content on subsequent websites, nor does the inclusion of these links constitute our endorsement or an approval of any products, services or opinions stated. 

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Written by: Robert Farrell

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