Skills you need to work in digital marketing

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Digital marketing is a desirable industry to get into, with a wide range of roles, an interesting and rewarding career path and plenty of jobs on offer.

Having the right skill set can make all the difference in how quickly you can find a role and how well you perform once in it. For both aspiring digital marketers and those seeking to enhance their employability, here are 12 essential digital marketing skills that will help you thrive in this inspiring field.

Digital Literacy

You’ll certainly need a strong grasp of digital technology and be comfortable navigating various online platforms. Proficiency in social media, web analytics tools, content management systems (CMS) and email marketing software are essential digital marketing skills.

Analytical Skills

Digital marketing relies heavily on the tracking and analysis of data. Analytical skills enable marketers to measure the performance of marketing campaigns, find areas for improvement and make data-driven decisions to ever improve marketing strategy.

SEO and Content Marketing

Search Engine Optimization (SEO) is the art of driving organic traffic to websites. Understanding how search engines work, conducting keyword research, and implementing on-page and off-page SEO techniques are fundamental to much of the digital marketing space. Content marketing skills help create valuable and engaging videos, articles and images that resonate with the target audience.

Social Media Marketing

Knowing how to develop effective social media strategies, create engaging content and use social media advertising is essential for a digital marketer, as is familiarity with a range of different social media platforms.

Email Marketing

Email marketing is still one of the most effective ways to drive sales and engage with customers. Skills in crafting compelling email campaigns, understanding email analytics, and employing segmentation strategies are highly valued digital marketing skills.

Paid Advertising

Experience and knowledge of paid advertising platforms like Google Ads, Facebook Ads, and other pay-per-click (PPC) channels helps drive targeted traffic and achieve marketing objectives. Knowledge of ad copywriting, budget management and audience targeting is desirable in most digital roles.

Web Design and User Experience

A well-designed and user-friendly website is vital for converting visitors into customers. Basic web design skills, understanding of user experience (UX) principles, and knowledge of website optimization for different devices are important aspects of digital marketing. Often the digital marketer won’t do the development work themselves, but they will have to have project management skills to manage a team of designers and developers, and understanding of all these aspects in order to get the best results.

Content Management

Being able to manage and update web content keeps the digital presence of a brand fresh and relevant – and supports SEO strategy. Familiarity with different content management systems and basic coding can be helpful. Also some familiarity with keyword research tools to help develop a content strategy can be important.

Creative Thinking

In the competitive digital landscape, creativity plays a pivotal role in capturing people’s attention and standing out from the crowd. Digital marketers are generally expected to brainstorm innovative ideas, design engaging visuals and develop captivating content.


The digital marketing landscape evolves rapidly as new technologies emerge and consumer behaviour changes. Being adaptable and open to learning new tools and techniques will help you maintain your competitive edge.

Project Management

Digital marketing campaigns often involve multiple tasks and team members. Effective project management skills help ensure that campaigns are executed seamlessly, deadlines are met, and resources are applied effectively. It is also important to be able to manage time and budgets in order to deliver projects as expected.


Strong communication skills, both written and verbal, help digital marketing experts convey ideas clearly, collaborate with colleagues and engage with target audiences.

Digital marketing draws on a diverse skill set, spanning the technical, the analytical and the creative. Continually updating your knowledge and honing these skills will help you be a valuable asset in any digital marketing team.

It’s a good idea to look at current digital marketing vacancies to get an idea of the skills that are in demand. Take a look too at our guide to marketing roles and responsibilities [add link].

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