Unlike many industries, digital marketing is constantly evolving to adapt to new technologies and changes in behavior. Earning a Certificate in Digital Marketing lays down the perfect foundation on which you can build a career. Are you ready to explore the job market? Here are a few digital marketing job trends you should know about.
1. Hiring managers are looking for specialists, not generalists.
Once upon a time, being a jack-of-all trades was highly coveted by hiring managers. Nowadays, companies are looking for specialists in a particular area of marketing rather than generalist experience. There’s no doubt that having a strong foundation in a handful of key tactics is useful, but after a few years in the field you should consider specializing in a particular area of marketing. Some areas to consider:
- Search engine optimization (SEO)
- Paid search
- Data analytics
- Digital marketing project management
2. Candidates need strong analytical skills.
Modern digital marketing is data-driven. Right now Big Data may sound like a terrifying buzzword, but it will become part of your daily routine as a digital marketer. Do you remember when you had to read novels in English and the teacher would ask you to explain the deeper meaning of a character’s actions? Digital marketing in 2017 is all about storytelling and marketers want to see what works and what doesn’t. Companies don’t want to just hire people who are good at creating stories. They want them to analyze the success of various tactics and adjust accordingly. Using programs like Google Analytics, you will be able to measure a marketing campaign’s performance.
3. Search engine optimization is the most popular skill required in job listings.
Did you know that 93% of a user’s online experience begins on a search engine? The fact that people are using the Internet to solve their problems isn’t something new, but the way they’re doing so is different. Think of personal assistants like Apple’s Siri and Amazon’s Alexa. Search engine algorithms are getting smarter and companies are looking for candidates who can keep up with the trends.
Search engine optimization (SEO) skills are required in about 14% of digital marketing job listings. Why? SEO is involved in every task a digital marketer does, whether it’s writing a blog or planning out the pages of a website. It’s used to improve content marketing, making it easily accessible to those using a search engine, but also improves the website’s user experience.
Bonus: Knowing basic HTML and CSS makes you a highly valuable candidate.
Not to worry, you won’t have to know how to build a website from scratch, but you should know some coding basics. Digital marketing is a fast-paced industry and sometimes you don’t have the luxury of shuffling off a task to a designer or web developer. HTML and CSS basics allow you to update the look and feel of the page, making for a better user experience.