Digital Marketing

Modern Digital Marketing and 5 Important Skills4 min read

We are all aware of how important great modern digital marketing is because ultimately, great marketing can work wonders. The right marketing is helpful, it is pertinent and it keeps readers or viewers engaged.

What underpins great digital marketing is an understanding of the needs of the customer while enhancing the value of the brand.

This kind of thinking carries more weight than ever before because it really does matter in our digital era.

Many believe that a mindset that focuses on the customer underpins all successful marketing strategies but getting this absolutely right is actually a slight mystery.

Studies have found that only 20% of businesses have actually adopted a customer experience management strategy.

When you consider every area of competency for marketers living in a modern era, is it imperative that they possess the skill necessary to become an expert in every single area?

Not really. It is common for the majority of marketers to be experts in a couple of these areas but not all of them.

However, despite them not being experts in other areas, it is important that they have the required knowledge in the other areas.

Don’t want to read the whole article? Jump to the stuff you’re interested in:

  1. Modern digital marketers and the skills they require
  2. Mapping the journey of the customer
  3. Incorporating experience
  4. Attribution modelling to allocate spending
  5. Optimising the search experience
  6. Setting goals

Modern digital marketers and the skills they require

Modern marketers are expected to have a number of skills that range from marketing strategy right through to customer visions and communications.

The majority of digital marketers will possess a high level of skill in their specific areas such as social, analytics or UX.

However, the five skills listed below are the essential skills that a modern marketer has to possess.

If they possess these vital skills then they will be able to work in a way that ensures the marketing strategy is focused on the customer.

1. Mapping the journey of the customer

In order to create a captivating experience, each marketer has to have a deep understanding of their customers.

Customer journey mapping, analyzing customer decisions or analysis the voice of the customer can all deliver the same kind of information:

  • What buying journey is the customer experiencing that puts buyers in touch with your products?
  • In order to enhance business outcomes, what elements of that journey do you need to actively influence?
  • Identify those elements of the journey and determine which marketing channels bring them to your audience.

2. Incorporating experience

The journey of buyers can take place both offline and as a digital experience and so, modern digital marketers can deliver experiences that talk to the customer as a whole.

Therefore, modern markets must have an understanding of how the channels interact and impact each other as well as identifying how individuals move between channels, devices, and branded experiences.

This could involve integrated marketing or omnichannel marketing.

3. Attribution modelling to allocate spending

The world of modern marketing always revolves around multi-channels. This highlights the importance of attribution modelling and understanding what works in these situations.

It is, therefore, important to understand how digital marketing spends should be allocated in order to enhance and optimize the experience for the customer and increase conversions.

So, digital marketing activity can improve customer value through the use of attribution to help allocate spending.

4. Optimising the search experience (SEO)

Content and campaign activity on SEO can have a huge impact and every marketer that operates in our modern world must fully understand this.

Understanding the intent of the customer is all about the way in which they search on site and through search engines.

All campaigns must be structured by digital marketers in a way so that they are based on the influence they have on a website and search engine optimisation.

This is the most powerful way of forming a connection with clients and understanding what they need as opposed to thinking that we know what they need.

5. Setting goals

This skill is not formed around a strategy because it is different. Not all digital marketers are good at setting an effective strategy and they don’t even need to be good, but what they do need to be good at is goal setting.

The goals that they set are linked to the outcomes of the business using metrics that work in a smart way.

There are no channel-specific goals in modern digital marketing but channel goals such as click-through rates and cost per click are crucial steps that form smaller goals that lead to the business outcomes.

Through the correct alignment and measurement of marketing activity, it is possible for everyone to pull in the right direction.

When this is achieved, the marketing goals will be met and strategies will become effective in every possible way.


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