In just a few decades, we’ve settled in nicely into the digital age, where the ongoing evolution of marketing jobs are owed to. Gone are the days where marketing is just limited to traditional advertising in print mediums, radio, and television – the floodgates have now opened to both new and relatively established roles that require marketers to be growth-oriented, data-informed, product-savvy, with the ability to create multimedia content pieces as well.
While expectations for marketers to have more varied skills in their arsenal are higher than ever, the process to get into a marketing role has also become a lot more democratic.
Today, almost anyone can learn the skills necessary to become a good marketer, as online certifications, e-learning courses, and freelance opportunities are easily accessible to all. And while some roles do require a formal education, others simply look for a dynamic portfolio and wealth of real world experience – whether directly related or transferable. Often times, all it takes is a fair amount of determination and a passion for learning.
As we move into the later part of 2018, where there’s more conversation swirling around growth hacking and automation, what are some of the digital marketing jobs that are most in demand?
There’s the misconception that marketing people are always putting on their creative hats. Which they are often times, but there are many cases in today’s marketing landscape where it’s about having a deeper understanding of statistics and trends that affect the space that the marketer is operating in.
Which is where the marketing data analyst comes in. They are statisticians who are data-savvy enough to crunch these numbers, report them, build dashboards for all the analytics, and use it to drive marketing efforts. They tend to be good at trend analysis, data visualization, and are unafraid of large data sets.
This role is important because it helps marketing teams understand the impact of their campaigns, and also help marketing managers back their strategies with well-researched decision making. Like the marketing data analyst, the growth hacker is also a role that makes all data-informed decisions. The difference here is that this role is meant to be lightweight, agile and fast-moving and very imaginative. The growth hacker uses a hypothesis-driven approach to marketing in order to scale the business on all levels of the funnel.
He or she is always running experiments with the product and thinks lean as they seek to market the product on a reasonable budget.
They are always looking for creative ways to win over customers for the long haul, and develop their strategies with retention in mind. One key skill of the growth hacker is to have a deep understanding of the way potential customers behave online, and use it to their advantage.
Marketing teams these days are constantly preparing for one launch to another, whether it’s a new product to unveil, the rollout of a new feature, or the start of a new campaign. The sheer number of these initiatives is enough to make any marketing manager’s head spin, which is where a marketing project manager can step in.
Depending on the size of the organization, the marketing PM can either just be in charge of one product, or the initiatives of the entire company.
The role requires organization, experience with working with a budget and resources, status tracking, with the ability to work on multiple projects simultaneously. The role is a meeting-heavy one, straddling marketing, product, and engineering teams – requiring for regular progress reports as well as the analysis of projects that have wrapped. The product marketer is, as you can probably guess, a role that straddles the product and marketing teams. The crux of the role is to strategize on the best way to present the message, brand, and features of a product to the customer.
The product marketer should be fine-tuned enough with the product in and out, and also have a deep understanding of digital marketing.
He or she should be poised to lead his or her marketing team through all work related to outbound marketing, collateral development, coming up with a strategy for pricing, and doing some market analysis as well. In smaller organizations, this role may also involve working with the UX team to do user research, in order to have an understanding of the customer life cycle. Digital marketers today are expected to be savvy on numerous digital platforms, and in the same way, so is the content creator. It isn’t enough to just be able to write words, but today’s writers working in marketing should also be well versed in multimedia content creation.
The role of a multimedia content creator is likely to be split between video production, whether it’s making product videos or tutorials on how to use the product, producing podcasts, or even building microsites as pieces of interactive content.
As on-demand video will continue to increase in popularity, as well as content consumption on mobile, our future is likely to be filled with interconnected devices (think self-driving cars and virtual assistants). Which certainly increases the importance of audio content creation as well.
Some Skills Are Transferable
For those that are still getting their start in marketing, but would like to grow their career in the industry – you might already be working in a role in a related field – with skills that are both transferable and coveted. Print media has been in decline for quite some time now, and the media landscape in general is evolving due to many outlets going digital. So continuously adding to a large pool of journalists that are looking to take the leap into marketing.
Journalists make excellent PR people because of their established network in the media world and understanding of the story pitching process.
And PR people naturally can step into the shoes of marketing and communications roles, because they understand the inherent concept of how to brand and sell.
Also, journalists are well-trained writers and can easily move into content marketing and copywriting – although it will require some effort in changing the mindset from reporting to selling.
Whether they are journalists turned PR people, or someone who studied public relations, the publicist is a branding-savvy individual with an exceptional gift at cultivating and managing a network.
They are generally gifted in creating positive brand images for people and products, and are charismatic and social individuals that are a good fit for any visible roles.
Which is why they would do very well in community outreach and partnership roles – where the ability to schmooze, to be likeable, and to be persuasive can be used to the fullest potential.
Although the social media strategist is already a marketer by nature, the scope of the role can easily be expanded into community management and evangelism. This is because the social media person is skilled at microblogging, has an eye for creating visuals ready for specific platforms, and is most important of all – understands how to engage.
Engagement is perhaps one of the most important skills a social media person can have, and this strong digital conversationalist is likely to be quite charismatic as well.
Embodying an air of charisma translates well into product evangelism, which is a public role that merges online and offline, requiring some public appearances, meeting with users, and speaking engagements.
As mentioned before, data is a key part to growth hacking and marketing data analyst roles. Which is why it should come as no surprise that data analysts could be a shoo-in to move into marketing. The data analyst is no doubt a strong number cruncher, with no fear of spreadsheets. They are gifted at navigating and making sense of large data sets, and being able to find patterns and insights amongst the numbers.
The data analyst will make an excellent marketing data person, but they’ll have to do a little mindset shifting to think more like a marketer and also keep more of the customer’s needs in mind.
They’ll also have to be strong communicators, as it won’t be enough for them just to crunch numbers and develop dashboards, they’ll also have to be able to educate his or her marketing teammates on becoming more data-informed.
He or she will also need to report his or her findings in a succinct and appealing way – which will require them to think visually or have some data visualization skill.
Over the past decade, there has been a trend for people in product and IT roles to make a career shift into growth marketing. While the growth hacker can range from being more product-focused, dialed into UX, or zeroing in on coding and data science – some may actually fit more comfortably into the digital marketing box.
Whatever the needs of the company are, the growth marketing role could be a natural fit for product and IT people, as they have technical acumen and are skilled at problem solving and cross-team collaboration.
While someone from a product background may shift naturally into product marketing (UX researchers or onboarding specialists), another well-versed in IT may do well in a technical growth role (marketing automation expert, data scientist).
What future skills are necessary?
Despite the aforementioned future marketing job market being more democratic than in the past, it will also in the same vein, become that much more competitive. And in order to stay on top of their game, established marketers that want to upgrade themselves should consider brushing up on some of the below skills.
If we haven’t hammered it in enough, it’s worth mentioning one more time that getting data-savvy is perhaps one of the most important skill sets in your marketer’s arsenal. So if you know how to gather, crunch, store, and develop insights and stories from data, then you’ll be considered a marketing gem. Bonus points if you know how to use SQL, R, or Python.
Most important of all, is understanding the difference between actionable and vanity metrics – and being able to act on it quickly and effectively.
Being a strong writer is an important skill for all marketers, as at any point in any role, it will involve some form of written communication. Whether it’s creating blog posts, thought leadership articles, white papers, video scripts, or press releases – writing should be an essential must-have background for all marketers.
Working With Automation Software
We are upon the age of automation, and the fear of computers replacing humans has relatively been replaced with an understanding that software will enable us to be more productive.
As a marketer, it’ll be important to understand how to work with automation software, to take certain tasks off your plate so you can focus on more creative and high-level work.
Creating Customer Journeys That Are Personal and Human
There is no one size that fits all, especially now that we have access to a lot of data – the marketer’s job is to take a deeper dive to understanding users and crafting a customer journey that is both personalized and humanized.
There is an element of psychology that needs to be embraced in the marketing roles of tomorrow. To become more user-focused, marketers have to have a deeper understanding of human behavior and how to apply it effectively to their brand messaging.
Being Visually Fluent
Producing just text-based content is no longer enough, and marketers have to wear their visual thinking hats when crafting campaigns. Visually-driven content naturally outperforms text-based ones, so brushing up on some graphic design skill, pairing content with high-quality visual assets, and acquiring some data visualization ability will make an average marketer a great one.
Influencer Strategy And Engagement
Engaging influencers is probably one of the best ways to amplify your marketing efforts. And marketers that understand how to do this, while focusing on measurability and ROI – will be in high demand.
Brands are now seeking to build relationships with influencers, so the community outreach aspect – as well as the ability to ink partnerships will become an important skill for tomorrow’s marketer.
Being Entrepreneurial And Experimental
Soft skills are also important to add into the mix, and it is essential for the modern marketer to have an entrepreneurial mind while constantly running experiments. Achieving this mindset requires the marketer to be mindful of what initiatives have and don’t have business impact, be agile, be comfortable in ideating and executing quickly, and being completely unafraid to experiment, fail fast, and pivot.
In the same vein, the marketer should also be data-informed enough to know which experiments are yielding results and which ones should be left by the wayside, and to act on them as quickly as possible.
TLDR? A little summary graphic for you below.
CV Templates For Marketing Jobs
Now that you’re well-versed on the skill sets needed to be successful in today’s (and tomorrow’s) marketing jobs, it’s time to put together a beautiful visual resume to capture the attention of recruiters and employers.
Below are just some of our highly customizable marketing CV templates.