10 Technical Skills You Need to Stay Ahead of the Curve
In this day and age there are no excuses for not knowing what your customers want. Although the digital age has brought about a widened reach, we’ve long said goodbye to mass, untargeted broadcasting that ran on gut feelings in the Mad Men era. With Data Scientists in short supply, today’s modern marketers are expected to do all the quantitative heavy lifting themselves. To stay ahead of the curve, marketers need well rounded skills in Data, Analytics and Insights. We’ve rounded up our top 10 technical skills you need to stay at the top of your game.
Thinking analytically to solve problems has always been an important skill for marketers, but today it is a fundamental skill. With mountains of data available to us, the ability to analyze efficiently and effectively helps to avoid information overload. We know generating insights is easier with more data, but using analytical thinking to narrow down the vital actionable items is more important than ever before.
We know how easy it can be to get lost in vast amounts of data, particularly when interpreting results for reporting. It can be especially difficult if the data is not easy to comprehend. This is where data visualization comes into play. Data visualization allows us to easily consume digestible bites of information. Data visualization is a means of effective communication that allows us to derive a deeper understanding of the insight, the implications and the path we need to take going forward.
Remarkable marketing depends on the convergence of many individuals, departments, tools and more. An increasingly important component is MarTech (Marketing Technology). The term ‘MarTech’ refers to initiatives, efforts and tools that leverage technology to achieve marketing objectives. As the digital marketing landscape continues to evolve, so does the technology to manage it. MarTech is driven by data collection, data analysis, data presentation and data management. They are the tools that can help you automate processes, aggregate data, and reach your customers more efficiently and effectively online.
Coding / Understanding Code
It’s no surprise today that the most exciting marketing experiences have been created with creative use of technology. With technology growing rapidly and opening up doors for marketers to create amazing, unparallelled personalized experiences, understanding basic coding can increase your creativity, raise your SEO profile and enhance your experience with tech partners.
A great user experience plays a crucial role to ensure customer satisfaction and boost business conversion. In its simplest form, UX is the process of striking the right balance between the look, feel and usability of a product. UX plays a very important role in the marketing mix and helps your brand to stay in the limelight and beat off your competition.
Marketing automation is the process of streamlining, automating and measuring marketing tasks and workflows. It helps to bridge the metaphorical gaps between sales and marketing. Marketing automation allows you to create email marketing, cross channel marketing campaigns, lead generation, lead nurturing, segmentation and retention more effectively.
Analytics is foundational to the success of a modern marketer’s campaigns. Data in itself is merely facts and figures but it turns out what you don’t know can hurt you. Data analytics is an essential skill for helping humans make informed decisions.
Machine Learning for Marketing
Machine learning and Artificial Intelligence are often used interchangeably but the two are not the same. AI has a much broader scope and machine learning is a branch of AI. Machine learning refers to the concept that a computer can learn from the data it analyzes by identifying patterns. You might be surprised to discover that you’re already using machine learning without even knowing it. A/B Testing, Sentiment Analysis and Chatbots are all applications of machine learning.
Digital Project Management
As more and more companies embrace digital transformation, the marketing department often gets more investment allocated to it, hence more digital projects will need to be planned, launched and executed. Modern marketers are required nowadays to act as digital marketing project managers, which requires them to be proficient in the modern project management tools, as well as have an understanding of software development methodologies such as Agile, Scrum, and Waterfall.
VoiceTech in SEO
Experts predict that internet searches that are activated through voice technologies will go up by 30% in 2020. This shift to voice search will greatly impact SEO strategies. It’s important for modern marketers to stay ahead of the curve and understand how search algorithms are being updated every year.
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