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Marketing is always evolving. When it is not a Google algorithm, it is something new on Facebook or Instagram.
Sometimes we get the feeling that the marketing world is made for superheroes. Content Marketing, Social Media … It is impossible to be up to date and be an expert in all these areas. But the profiles are increasingly multidisciplinary and it is advisable to work in all of them.
The 5 essential skills in Digital Marketing
Web design
In an era where everything happens through the Internet, the website is the showcase of a brand. Today more than ever it is essential to have a presence in the digital world.
Those of us who are dedicated to Digital Marketing live in constant change. But in the end, we know that the goal is always the same: to offer the highest quality and the best possible experience. Knowing the profile of our users and what they expect from us will be essential to increase their experience and optimize the conversion rate.
On the other hand, it is undeniable that the mobile is consolidating itself as the main device for users. And it is a trend that will increase, as these devices offer greater benefits. So we must take this into account when designing the web and adapting our mobile marketing strategies.
Lastly, we cannot forget that every strategy requires continuous monitoring of results. In this way, we will know if we are doing well. And if not, make the necessary adjustments to get back on the right track. Web analytics will continue to be a key skill for any Online Marketing expert.
- User experience (UX)
- Conversion rate optimization (CRO)
- Web development and mobile applications
- Web Analytics
Content creation
Users are now more critical and are not fooled by empty promises or promotions. Offering value and differentiating yourself from the competition will be increasingly necessary to attract and retain our customers.
A well-developed Content Marketing strategy will be our best ally for this, and can help to enhance advertising campaigns considerably. It is about creating valuable content for our users and offering it to them for free.
But we can’t stay here. The contents must reach our audience and for this, we must have all the available channels. Combine SEO with online advertising means, mailing campaigns, and promotion on social networks.
In addition, with the help of audiovisual content, an expert must know not only to write to attract the audience but also edit images and video. And all this without forgetting SEO.
- Creative skills (copywriting, graphic design, video editing)
- Content strategies
- SEO
- Email Marketing
Social Media Marketing
Social Networks have come to stay, but it is no longer worth publishing our content and waiting for the fruits to fall. We must choose well which social networks suit us and carry out careful planning to achieve our goals.
On the one hand, many social networks have prioritized advertising. What has caused a loss of visibility of our publications? But on the other hand, users are more reluctant to receive depending on what type of advertising on the networks.
Companies will need to find a balance between organic and pay-per-click positioning strategies. In addition, the peculiar characteristics of each social network will make it necessary for us to adapt the strategies to the maximum.
- Community Management
- Content curation
- Social media advertising
Online advertising
A Marketing strategy should consider all channels. Although at first glance it may seem that online advertising has less weight in digital marketing, the reality is that the media have evolved a lot and provide us with great advantages.
Google AdWords, YouTube, Facebook Ads… The list seems endless. Among so many types of advertising, it is necessary to know how to distinguish which platforms are the most appropriate to get our message to the right audience.
But to decide which one suits us best, we must master the different concepts and know how to interpret the advertising metrics. Again, knowing the profile of our audience is essential to take advantage of the segmentation offered by advertising platforms.
- Graphic design and video editing
- Social media advertising
- Pay per click (PPC) platforms
- Advertising metrics
E-commerce
E-commerce in Spain grew more than 50% between 2013 and 2015. For most professionals in the sector, it is a trend that will continue in the future. This does not imply that we stop buying in a physical store. But we will combine more online and offline channels in a unique shopping experience.
- Mobile optimization
- Product management
- SEO applied to e-commerce
Consumers prefer the physical store because they can see and touch the product, but they value the purchase through the internet for the convenience and the offers. Improving the consumer experience and integrating the physical store with digital channels will be the challenges of the retail sector.
In addition, 96% of online shoppers use their smartphones at some point in the purchase process. Therefore, directing the strategy towards these devices is going to be increasingly important if we want our online sales to continue increasing.