As marketing technologies, channels, and platforms evolve, the skill sets of digital marketing professionals must evolve as well if businesses are to be able to successfully execute digital marketing strategies in 2017.
Does your marketing team have the most important skills it needs for continued success and enhanced efforts?
To identify potential talent gaps you'll need to hire for, check out the following top 5 digital marketing skills.
Arguably the most important skill in digital marketing in 2017 and beyond is data analysis.
Thanks to the growing importance and the abundance of customer data (which will only grow more abundant as a result of the Internet of Things), digital marketing professionals must feel at home with measurement, metrics, and the analysis of data.
Data-analysis skills allow marketers to answer the most important question: "Is this working?" Which results in more effective and targeted marketing campaigns, enhanced customer personas, improved customization capabilities, reduced bounce rates, and higher customer retention, among numerous other benefits.
Simply put, if businesses want their digital marketing teams to be effective and successful and to generate more leads in 2017, they must hire digital marketing professionals highly proficient in data analysis.
Basic experience with HTML and CSS (Cascading Style Sheets) is another top digital marketing skill for 2017. Of course, you don't need your marketing team to be able to create a website from scratch, but having marketers on your team with basic coding skills will help your business present messages more clearly through visual design—an important part of digital marketing.
Marketers with HTML/CSS skills will be able to update and improve the design and look of everything from your landing pages to your email marketing campaigns, making them more effective lead generation channels that lead to more sales.
With the emergence of advanced marketing automation solutions, businesses need professionals with experience navigating these numerous platforms.
Businesses are starting to rely more heavily on automation because it allows their digital marketing teams to do better work in much less time, all while making the company money.