4 Technical Skills All Marketing Professionals Must Possess
Technology and marketing are now inextricably linked. The days of Mad Men when marketing professionals could get by using creativity alone are gone, and it’s now more important than ever for every marketing professional to have a broad and well-developed technical skill set. These four skills in particular are essential:
Search engine optimization (SEO) is important for every marketing initiative. And while the process is part creative and part strategic, success in SEO has to do in large part with understanding how search algorithms work and how they can work to your advantage. It can take years to master this set of skills, and they are in an almost constant state of change, but any marketer who downplays the importance of SEO expertise will find that all their efforts online prove disappointing.
Even if you are not involved with the production or design part of marketing, it’s important that you have at least basic skills with the Adobe Creative Suite. This is the go-to software for developing marketing materials, and when you need to make a minor tweak or get a close look at how something is put together, you don’t want to have to seek out someone to help you with the software. Basic skills are mandatory, but expertise is of course helpful.
Every aspect of marketing is now informed by analytics, and for good reason – you can only deliver the results that you and your client want by taking an empirical approach. And while the embrace of data has introduced exciting levels of certainty to the marketing process, it has also made the process overall much more complicated. Data analytics is about a lot more than comparing numbers. When done effectively, it involves sophisticated statistical and predictive analysis and the integration of myriad and disparate data sources. It’s complicated stuff, but you will need to understand it pretty well to succeed in today’s marketing landscape.
Like SEO, every marketing initiative involves a website at some level. Having at least a basic understanding of Web design makes your job a lot easier when an element is not working, you need to make a quick update, or the client has questions. You can probably leave the heavy lifting up to your Web developer, but understanding core concepts like HTML and building WordPress sites is helpful.
The skills you pick up and the efforts you take to develop yourself professionally really do translate to better pay, more exciting jobs, and faster advancement. Find resources to help you at every point in your career journey by working with Artemis Consultants.