Digital marketing is not a monolith.
On the contrary, the industry consists of a wide array of roles that require different skill sets to accomplish the tasks involved.
Becoming a T-Shaped Marketer
The skill sets required for a digital marketer can be broken down into 2 main categories: the analytical and the creative. To succeed in the field of digital marketing, one should strive to be a T-shaped Marketer.
A T-shaped Marketer is equipped with a wide breadth of basic knowledge across many overlapping disciplines while possessing deep knowledge, experience, and capability in one or a few fields.
For marketers who are starting out, having a combination of skills from each category will greatly increase one’s employability.
10 Most Important Digital Marketing Skills
A close examination of the top digital marketing roles on LinkedIn, can reveal the key skills needed to secure a role in the industry:
Hard Skills (Top 3 + 2 Hard Skills)
Excel, PowerPoint, Keynote, Google Sheets, Google Slides
Numerical Competency > Ability to calculate: ROI, CPA, CAC, CVR, CTR, CPC etc
Web know how > Understand how URLs and tracking work
Familiarity with Google Ads and Facebook Ads (plus)
Familiarity with Email Marketing such as MailChimp and Hubspot (plus)
Soft Skills (Top 3 + 2 Soft Skills)
Strong organization skills
Inherit Creativity (plus)
A natural curiosity for everything digital (plus)
Types of Digital Marketers
Here is a breakdown of job scope and responsibilities for each type of digital marketers that are currently in demand.
The performance Marketing Geek
PPC Advertising, Analytics and Excel, Media Planning and buying, Coding.
Content Marketing Guru
Creative with social media, Copywriting, Content Writing, Project Management, Content and social media calendar. SEO and Photoshop and graphic, and UX.
The Social Media Expert
Social media content development, create visual very quickly, fundamentals of copywriting, social media promotion, understand social analytics.
Master project managers, basics of Media Planning and buying, basics of performance marketing and email marketing. Know how Google analytics and Google Ads work.
Tailor your CV to include specific keywords the industries of your interest tend to look out for.
If you would like to fast track your growth as a marketer, check out our very own The Digital Marketer Next Door Podcast, where we invite industry experts to discuss the hottest topics that are setting the digital marketing world on fire!