Analyst and Data Scientist
skill set in Digital Marketing
Accompanying the rapid development of technology and the data the
past few years have brought, marketing is no longer like what it was in the
past, and has become more digitized. Now, more and more companies are using
data science to do the marketing or solve the marketing problems. And, more
companies have different requirements for marketers from the past. They expect
marketers not only familiar with digital tools, but also able to deal with Big
Data. For examples, companies would expect marketers who understand websites,
search engines, social media, and even better to know Google Analytics, or some
analytics tools such as Tableau, or Data Miner. The tech-based economy is
turning marketing industry into more analytical and more data science.
According to Forbes, there are 4 important digital skills all
marketers should master in 2017:
1.
Analytics
Consumer segmentation is an essential part of marketing,
which help companies find out their target audience for different products or
services. The very cornerstone of
marketing as an industry is understanding the target audience in order to reach
out to them effectively. In the modern world, that is best accomplished through
collecting and analyzing data--often in large amounts. There are many data
mining tools out there for digital marketers. For examples, SAS Data Miner is
one of the data mining tools for digital marketers to have consumer
segmentation.
Marketing
analyst should have the knowledge of the analytics platforms they use. It
should not only be dragging data to the software and have some graphs shown.
They should be able to analyze the graphs they get and to get some answers they
want to address by the tools. In addition, for e-commerce clients who may also
request to get the result from digital marketers on their business key
performance indexes. For instances, they may want to see how the digital
marketers increase the unique visitors or how they increase the number of
sign-up for newsletter.
2.
SEO
Nowadays,
Search Engines Optimization has become a very basic and popular skills for
digital marketers. As you may notice that, a trend in the requirement listings
of Digital Marketers SEO is always be included. That means many companies are
now looking for people who know SEO when they hire marketers.
We all know
that companies, especially big companies could pay for advertisements like
Google AdWords, or pay for Google search result ranking. However, SEO is a
desired skill because organic search results have the potential to
be much more powerful than paid ads, especially if they make it to the first
page, and it’s been estimated that nearly 40% of customers find the company
through search. Also, algorithms and best practices are constantly evolving and
so SEO is one skill that requires consistent updating and refining. Because of
this, many companies prefer to have a dedicated SEO expert (or a team of them)
rather than more general marketing professionals who know some SEO.
3.
HTML/CSS
Many
marketing roles involve writing--whether it’s sales pages or blog posts. Being
familiar with HTML at the very least will expedite the process of getting that
content on the site and looking good. For examples, having the basics of HTML
marketers can change a link color when needed or to resize a photo or video to
fit within a blog frame. In addition,
it makes cross-team communication much smoother: Marketers could be make
conversations with IT teams so much easier if they understand more on coding.
4. WordPress (or related CMS)
Tying in
with the above, blogging and publishing content is key for marketing.
Therefore, as a marketer in 2017, knowing how to get around a content
management system (CMS) is crucial.
WordPress is
one of the largest--to the point where it actually runs 27% of entire internet (nearly 16 million sites)--so
starting there is the best bet. The good news is once you understand how to get
around one CMS, it’s not tricky to get around another.
References:
I completely agree with you; these are necessary skills for digital marketing.
ReplyDelete" SEO is a desired skill because organic search results have the potential to be much more powerful than paid ads, especially if they make it to the first page, and it’s been estimated that nearly 40% of customers find the company through search." I like it.
ReplyDeleteThank you for sharing this article with us. before I have some doubt on why do companies are hiring people who have knowledge of WordPress. However, after reading your articles I understand that WordPress as one of the most important skills that a digital marketing must acquire.
ReplyDeleteReal important skill sets in digital marketing. Good read and thanks for sharing.
ReplyDelete