5 timely and powerful skills you need to succeed in Digital Marketing

Everybody is plugged into the Internet these days. They are either chatting with their friends on WhatsApp, sharing a photo on Facebook, searching for information on Google, updating their Instagram Stories, or buying a new bag on Zalora.sg.

With the proliferation of smartphones, tablets, smart watches and other Internet of Things (IoT) devices, consumers are spending more time online than ever before.

Both B2C and B2B customers have increasingly turned to online reviews and peer recommendations to guide their purchase decisions.

With this shift, marketing has gone digital in a huge way. Companies and brands are now relying on their websites, social media accounts, online ads, and influencers to build brand awareness, drive engagement, and forge direct and meaningful relationships with their customers.

It is not surprising then that companies are scrambling to acquire a range of digital marketing skills, from Search Engine Optimisation (SEO), Search Engine Marketing (SEM), and marketing automation, to data analytics, social media,
and content marketing.

A marketer today needs to know how to make sense of big (and almost instantaneous) data, as well as strategise how to improve user experience, and acquire and engage customers. As a report by The Economist Intelligence Unit and Marketo puts it, “The new marketer combines operational and data skills with a grasp of the big picture.”

If you are looking to make your mark in digital marketing, make sure you hone these 5 essential qualities.

1. Know how to interpret and analyse data
   We all know the saying, “Knowledge is power.” Today, it seems that “(Understanding) data is power.”With the vast amount of data available today, what Singaporean companies need most today is the knowledge and skill to transform these inputs into meaningful and actionable customer insights. A survey by Econsultancy in 2017 found that three in five organisations listed data analytics as their top marketing skills gap.To up your game, you will need to learn how to collect and analyse customer data and translate that into better business decisions, whether it is deciding on which social media channel to invest big in, or how to improve the returns of your digital marketing campaigns. A background in statistics, experience with excel, and an understanding of analytical tools will come in handy, as is a willingness to dive into online tools in the brave new world of digital.
2. Create extraordinary customer experiences
   If you understand who your best customers are, and can discern their needs, wants, and buying habits, you can better tailor your products and services to meet their needs. Beyond this, however, you need to leave a positive impression – one that sticks to the hearts and minds of your prospects.A great way to do so is to tell a great story that resonates with your customers. If you are able to tug on their heart-strings, you will likely also gain access to their purse strings.In today’s attention-starved age, you need to produce content and launch campaigns that are not only on-brand, but personable, searchable, likeable, and shareable.
3. Become a wizard of technologies and tools
   Marketing and technology are inseparable bedfellows today. The advent of ‘growth hacking’ – the process of rapid experimentation across marketing funnel, product development, sales segments, and other areas to identify the most efficient ways to grow a business – has made it almost mandatory for marketers to know more than a few lines of HTML code.To succeed, you will need to gain proficiency in the latest digital marketing applications, platforms, and tools out there.You don’t have to become an engineer overnight, but you do need to get knee-deep into basic technologies such as CRM, marketing automation, SEO, email marketing, and marketing analytics, amongst others.
4. Master the art of mobile marketing
   According to Zenith, mobile devices (both smartphones and tablets) are now the primary means of accessing the internet for most users, and will account for 73% of time spent using the internet in 2018, up from 70% in 2017 and 65% in 2016.With mobile internet now the new norm, mobile marketing is fast becoming the space to watch. To gain a foothold (or finger-hold rather) in this new space, you need to appreciate concepts like responsive web design, mobile user experiences (UX), and mobile user behaviours, amongst others.
5. Stay agile and on top of the latest trends
   The field of digital marketing is changing even as we speak. Both Google and Facebook are constantly changing their algorithms, with new developments arising virtually every month or so. This means that marketers like you have to
   learn and innovate faster than ever before.Fortunately, you can keep yourself in-the-know by plugging online and following some of the world’s best marketing gurus. You can also stay connected and informed with relevant LinkedIn groups, which offers another powerful avenue for acquiring up-to-date marketing knowledge.

Enhance your marketability with a Degree in Web Communication at Murdoch University
Murdoch University offers a part-time Bachelor of Arts in Web Communication, which will impart to you the art and science of digital strategy and online communication.

With core modules such as Web Communication Project, you will learn how to strategise and plan digital campaigns for various sectors, and acquire tactical skills in social media management and data analytics. You will also learn how to track and measure the results of your digital marketing campaigns.

To find out more about the programme, register for a preview session or request for a prospectus here.