Today’s digital marketing experts must have a diverse skill set, including a sophisticated grasp of available media channels, the ability to identify up-and-coming opportunities, on top of having the basic skills of a brilliant marketer. What’s more, they have to possess a balance of critical and creative thinking skills in order to drive measurable success for their company.
The high velocity of digital change
One big challenge is keeping up with the high velocity of change.
One fast moving target is Facebook. How much budget should I apply to Facebook advertising since free organic Facebook reach plummeted? The options within Facebook advertising are also in constant flux and just getting your head and mind space around that ecosystem requires a Facebook specialist on the team or an external partner.
Mobile marketing has gone from an afterthought to a must do, as people use their phones to interact with brands and publishers in the aftermath of mass media dominance. Mobile advertising, social and real time global engagement tactics need to be included.
Ability to do result driven Data Analysis
In the ‘Big Data’ age, it is must for a Digital Media Marketing Manager to use data analytics to complement the marketing goals. It is not about enormous data but rather what you “do” with the data decides the success of your campaign.
Lack of Data Analytics knowledge makes many advertisers dumbfounded that demands another type of colleague, a data man (the Analytics Expert).
Booming prevalence of Big Data and great velocity of digital change have happened so quick that Data Expert are quite rate to find. In any case, that is the thing that the new age digital media marketing manager should have.
In data analysis, data from various sources is collected, reviewed, and analyzed to form a particular kind of quantifiable conclusions.
Different data analysis methods that a Digital Marketing Manager should pay heed upon are data mining, business intelligence, text analytics, and data visualizations.
Ability to Analyze and Execute Drip Marketing Campaigns
Inbound marketing is a key skill in driving lead generation. While many marketers can come up with an initial innovative engagement strategy or CPC campaign, what intrigues me more is how they examine the incoming data and create a robust drip marketing campaign. Great automation on these campaigns is not about sending the same email to the entire flock that the campaign gathers. It’s about personal, well-written communication that varies depending on the actions performed seven emails deep into the campaign. That’s a lot of variation, and requires an analytical mindset and strategic thinking.
Most marketers know that you can get increased engagement and sharing if you use visuals. This is well understood on Facebook and a range of studies shows that up to 100% more engagement is driven by a visual post over text.
But this is not just a tactic that works on Facebook. With Twitter allowing visual in the stream the use of images is very effective. I did a little test on my Twitter stream and these were the results when I used visuals.
Impressions: The percentage increase in “impressions” of a tweet with an image over a tweet without is a substantial 197%.
Engagement: The increased percentage for “engagement” of a tweet with an image over a tweet without one is a staggering 581%
Engagement rate: Increased percentage for “engagement rate” of a tweet with image over a tweet without one is a significant 111%.
The visual marketing skill is worth mastering.