Digital marketing skills are of immense value for you – whether you are already working in an agency or waiting to land your dream job in one. However, most people think that these digital marketing skills can be acquired on the job, or through watching YouTube videos.
While we can’t deny the fact that videos can give you a lot of information, you need to actually immerse yourself in the digital marketing world to learn the requisite digital marketing skills to succeed. This means hands-on learning, opting for a comprehensive digital marketing course, and a willingness to even fail at a few campaigns before you get one right!
Before we peruse into the list of digital marketing skills, we thought whom better to guide our readers about the industry’s in-demand skills than the expert himself.
We bring to you, Mr Karan Shah, the CEO & Founder of India’s leading digital skill training institute – IIDE. After successfully placing over thousands of students at the top agencies and companies in the country, in this video, he shares his insights on the top digital marketing skills to possess today.
In addition to the digital marketing skills mentioned by Karan Shah in the video above, we’ve also elaborated on a few other digital marketing skills below for the knowledge and welfare of our readers.
1. Paid Media Specialist
A paid media specialist is responsible for bringing in traffic to your web portals via online advertising on platforms like Facebook, Instagram, Google, etc. As a paid media specialist, you need to have the best of both worlds – a mix of a creative and an analytical mind.
They need to be quick in identifying which platforms would be best for reaching their audience and creative with their media buying skills to get the best optimization of input for greater output.
Digital advertising has been growing at whopping rates across the world. This means that paid media specialists are in the sweet spot. The digital ad spending market was around $190 billion in 2016. This market has almost doubled in size to $330 billion in just 4 years and is expected to only grow as 2021 projections push for a global market of $390 billion. These figures are pandemic affected, so you can imagine what would happen in an ideal scenario.
60% of the marketing budgets will be allocated to digital spends, which just adds to the fact that every digital team needs a specialist in paid media.
A paid media specialist earns around 4-5 Lakhs INR on an average (PayScale)
SEO or search engine optimization is said to be an evergreen skill in digital marketing. Ranking your website on the top of your search results increases the incoming traffic and its credibility.
Search Engine Optimization is a technical and analytical field that requires someone with the know-how of the algorithms search engine runs and a creative understanding of how a piece of content would link to a search result.
Search Engine Optimisation itself is an 80 billion dollar industry. Just to shine a light on why it is such a big industry, here’s a statistic – 93% of all activity on the internet is initiated via a search engine. 75% of people do not even bother looking at the second page of search results.
The reason search engine optimisation is a relevant skill as trends in the SEO market are the fastest-changing as there are constant algorithm updates which change the optimisation tactics of the website and they need to be re-optimized.
A Search Engine Optimisation Specialist can earn in the rage of 2-3 Lakh INR (PayScale)
3. Website Development
Every business today wants to be online because that is where their users are. 51% of the world’s population has access to the internet. The pandemic has only added to the increased importance of a website. It’s not only as a goodwill representation of the company but also as a medium for conducting the business.
As a web developer, you guessed it, you need to be updated with the various coding languages used, and have a flair to create a functional yet attractive website for the business. It is one of the most in-demand digital marketing skills to have in today’s excessively digital world.
Your job as a web developer would include creation and maintenance of a website. Almost 50-60% of small businesses do not have a website even in the global digital scenario today. One in three people today look up a company online before buying any products. Thus, if coding appeals to you and you’re proficient in it, the market is looking for candidates just like you.
A beginner in web development can easily rake in 3-4 Lakh INR per annum which goes up to 10 Lakh INR for senior developers. (PayScale)
4. Content Marketing Specialist
Search Engine Optimisation is not enough for driving traffic to your website today. Yesteryear tactics have now been replaced by a strong need for top quality content.
The customer today does not take any action unless they are impressed by the content a business has put out. Content marketers optimize the content the business puts out to be top quality and drive traffic to the various web pages of an organization. This is an unpaid form of promotion, unlike social media ads.
A company has to stay relevant and edgy with their content on social media as the audience has become increasingly aware and wants to see quality content on social media or well-written blogs that promote content for the business.
This is a very creative job and is also the driving force behind all content marketing plans and strategies made. A content marketing specialist should be a peoples person as they deal with multiple team members to execute a strategy.
A content marketing specialist makes about 4-5.5 Lakh INR on an average. (PayScale)
If you love numbers, analytics is the field for you to be in.
Analytics is one of the main parts of a digital marketing team and one of the most technical digital marketing skills. We have tons of data available today and it is of no use if it is not analyzed and used to benefit your brand. Consumer data today shows the entire buying journey of a consumer.
Analytics let us know whether the campaign was a success or a failure, what tweaks to make to your plan and how to gain a larger audience for your business. Analytics help you to optimise your sales funnel and spot any problems they face by streamlining it and helping them create solutions for it.
Digital marketing would be nowhere today if analytics were not so integral to its development. The ability to analyze data and spot trends using various tools and turning it into an actionable step is very rare and an in-demand skill without which a modern business can not survive.
A data analyst can cash in 4-5 Lakh INR on average. (PayScale)
6. Marketing Automation
Marketing automation lies on the technical and software heavy side of the digital marketing spectrum.
A marketing automation specialist uses and optimises software to automate marketing activities. It identifies potential customers and leads and automates the process of converting them into sales. This is done via e-mail marketing, SMS marketing, website notifications, push notifications and pop-ups.
Marketing automation essentially boosts the entire sales funnel as it creates a large user base and also creates awareness about your brand. The more people know about your brand, the more they trust it and eventually buy from it. The consumer will not buy the first time they come to the website, marketing automation makes sure it keeps you relevant in the consumers head leading to sales eventually.
The median salary for a marketing automation specialist is about 6-6.5 Lakh INR (PayScale)
7. Video Production and Marketing
Video production and marketing has quickly become the central focus of every marketing strategy. Every business pushes video content as they grab the attention of the users quickly.
With the audience quickly moving to smartphones in today’s world, the youth of today engages with video content more than ever. It is not only a medium of entertainment anymore but a powerful tool for promotion and lead generation, especially on social media platforms.
The introduction of applications like TikTok and features like Instagram reels has changed the way video content is perceived. A recent study from Hubspot shows that 50% of consumers want video content from their brands rather than any other content. Thus, video production and marketing have become one of the top digital marketing skills of the decade.
A video producer can earn 5-6 Lakh INR on average in India.
This digital marketing skill seems so easy when you’re not doing it. After all, it’s just writing a few words for a brand, right?
Wrong. Copywriting is so much more than that – it is the ability to fully capture brand sentiment, the brand objective and the brand USP in just a few sentences or sometimes even words. You become the voice of the brand, and you have to work closely with the designer to make sure the copy and design integrate seamlessly.
If you wish to get better at copywriting? Dive deep into the digital marketing strategies of your favourite brands and analyse their copy. Also analyse how they could have done better!
An entry-level copywriter can earn upto 3-5 Lakh INR on an average in India.
9. Design Fundamentals
Even if you are not a designer, it always helps to know the basics of design. All the digital marketing skills you have will be rather futile if you have to constantly be dependent on a designer.
To truly learn design, we recommend learning the basics of Adobe Photoshop and Illustrator. To go even further and equip yourself with the design skills needed to create and execute result-oriented digital campaigns, why not join us at IIDE and earn an MBA equivalent digital design certification? You will learn graphic design, UI/UX and even web design skills, all through a practical and hands-on approach.
However, if you are in a time crunch and want to design something fast, Canva is a good place to start.
An entry-level graphic designer can earn upto 2-3 Lakh INR on an average in India.
10. Real-life Experiences
If you’ve mastered all the digital marketing skills we just discussed, it might be time to put them into action and gain some real-life experiences. With a digital marketing course at IIDE, you will be able to do just that.
You’ll learn by working on real-life brands, with experts who are in it and doing it, and through case studies that will help you apply all your knowledge. It is intensive, practical and could lead to an internship or job that is the perfect fit for you.
Tip: Find a mentor in the digital marketing industry through the various people you will meet at IIDE. Someone with experience will be able to further educate you on the digital marketing skills you need to succeed.
Digital marketing is one of the hottest career streams right now and cashing in on this digital wave will be very beneficial. The COVID-19 Pandemic has made it even more important for businesses and organisations to shift online and opt for digital marketing.
It is estimated that 2.5 Lakh digital marketing jobs will be created in the field by 2022, which means that digital marketing is here to stay.
We hope this blog could help you and educate you about the top digital marketing skills we think you should possess. A career in the field of digital marketing is a very lucrative prospect and we hope this list of digital marketing skills helped you take the first step into your specialisation.