Digital marketing specializations include social media marketing, search engine optimization, email marketing, marketing automation, and many more. Of course, they vary from one another. But when you perform them frequently enough during your career, as I have over the past 14 years, you begin to recognize specific abilities that are essential to each of those specializations.
It is best to begin learning those “universal” talents as soon as possible because they serve as investments. They will pay off well when you progress toward becoming an authority in a particular area or when you transition to another trending marketing niche.
So, let me briefly describe these universal abilities:
1. Data literacy
As the ubiquity of digital devices and online platforms has increased, so too has the importance of data literacy.
Data literacy is the ability to read, understand and act on data. It is a key skill for anyone who wants to be successful in today’s digital world.
While data literacy is often associated with technical roles like data analyst or scientist, it is becoming increasingly important for all types of workers. As more and more businesses collect and rely on data to make decisions, those who can interpret and use data effectively will have a major advantage.
Fortunately, data literacy is a skill that can be learned by anyone. With the right resources and guidance, everyone can develop the ability to read, understand and act on data.
2. Understanding different marketing channels
As a business owner, it’s important to understand the different marketing channels available to you. By understanding Universal Digital Marketing Skills, you’ll be able to create a marketing mix that’s right for your business.
There are four main marketing channels: paid, owned, shared, and earned. Each channel has its own strengths and weaknesses, so it’s important to understand all of them before deciding which ones to use for your business.
Paid media is any kind of advertising, whether it’s online or offline. Paid media can be a great way to reach new customers, but it can also be expensive.
Owned media is any kind of asset that you control, like your website or blog. Owned media is a great way to build trust and credibility with your audience.
3. Copywriting
In the internet age, good copywriting is a universal digital marketing skill. Whether you’re crafting emails, creating web pages, or developing social media posts, your words matter.
Copywriting is the art of persuasion—using words to convince your reader to take action. It’s about more than just grammar and proper punctuation; it’s about understanding how people think and what they want.
Good copywriters know how to tap into their readers’ emotions and desires, using language that speaks to them on a personal level. If you can learn to do this, you’ll be able to create content that gets results.
4. Getting around essential digital marketing tools
In a rapidly developing world, it is important to be able to keep up with the changing landscape. For businesses, this means keeping up with the latest digital marketing tools. While some skills are universal and essential for all businesses, others may be more specific to certain industries. Either way, it is important to have a basic understanding of the most essential digital marketing tools.
Email Marketing: Email marketing is still one of the most effective ways to reach customers. It allows businesses to target specific audiences and track results.
SEO: Search engine optimization is key for any business that wants to be visible online. optimizing your website can help you rank higher in search results and get more traffic to your site.
Social Media: Social media platforms like Facebook, Twitter, and Instagram are great for promoting your business and engaging with customers.
5. Basic design skills
In the past, the design was a skill that was only needed by those in the field. However, in today’s digital world, basic design skills are universal digital marketing skills. With so much competition online, businesses need to stand out and good design is one way to do that.
Good design can help a business convey its brand message and values. It can also help a business connect with its customers emotionally. Good design is visually appealing and eye-catching, which can help a business attract attention in a crowded marketplace.
While not everyone needs to be a designer, everyone in a business should have basic design skills. Having these skills can help businesses create better online content, craft more effective marketing materials, and overall improve their online presence.
6. Assertiveness
In a fast-moving, constantly-connected world, the ability to be assertive is a digital marketing skill that is more important than ever before.
Being assertive means being confident and clear in your communication, and it is a skill that can be applied in a variety of situations. Whether you are crafting an email campaign, negotiating with a vendor, or leading a team meeting, being assertive will help you get the results you want.
While it may not always be easy to be assertive, remember that it is a key digital marketing skill that will help you succeed in today’s business world. Practice being assertive and see how it can help you reach your goals.
7. Social intelligence
In the current digital age, social intelligence has become a universal skill for marketing success. By understanding and utilizing social media platforms, businesses can more easily connect with consumers and create long-lasting relationships.
As the world continues to digitize, social intelligence will only become more important for marketing success. Businesses that don’t adapt will likely be left behind by those who do.
For businesses looking to improve their social intelligence, there are a few key things to keep in mind. First, it’s important to understand the different types of social media platforms and how each can be used effectively. Second, businesses need to create content that is interesting and engaging for consumers. And finally, it’s essential to listen to feedback from consumers and make adjustments accordingly.
8. Critical thinking
In the ever-changing landscape of the internet, one thing remains constant: the importance of critical thinking in digital marketing. As technology evolves and new platforms emerge, marketers must be able to adapt their strategies to stay ahead of the curve.
Critical thinking is a universal skill that all marketers need to be successful. It involves taking a step back to analyze a situation and come up with creative solutions. With so much data and information available, it can be easy to get lost in the noise. But by thinking critically, marketers can cut through the clutter and find the most effective way to reach their target audience.
As we move into a new era of digital marketing, critical thinking will become even more important. With so much change happening, marketers who can think creatively and adapt quickly will be the ones who succeed.
9. Curiosity (constant learning)
In a rapidly developing world, it is more important than ever to be curious and constantly learn new things. Whether you are trying to keep up with the latest trends in your industry or simply want to learn more about a topic that interests you, being curious and constantly learning is a universal digital marketing skill that will serve you well.
Here are some benefits of being curious and constantly learning:
- You will always have something to talk about.
- You will never be bored because you can always find something new to learn about.
- You will be better able to relate to others and build relationships because you can share your knowledge with them.
- You will be better able to solve problems because you will have a wider range of knowledge to draw from.
10. Adaptability
In a rapidly changing world, the ability to adapt is more important than ever. And when it comes to digital marketing, adaptability is a universal skill that all marketers need.
In today’s ever-changing digital landscape, the ability to adapt is essential for all marketers. As the world of marketing evolves at a breakneck pace, those who can’t keep up will be left behind.
The good news is, adaptability is a skill that can be learned. By being open to new ideas and technologies, and by constantly learning and evolving, marketers can stay ahead of the curve and keep their skills sharp.
11. Strong work ethic
As the digital marketing landscape continues to evolve, one skill remains universal: a strong work ethic.
No matter what position you hold in a digital marketing organization, or what specific skills you bring to the table, a strong work ethic is essential for success. And while some people are naturally inclined to work hard, it’s a skill that can be learned and cultivated.
Here are a few tips for building a strong work ethic:
- Set realistic goals and expectations for yourself. If you set your sights too high, you’ll likely become frustrated and discouraged. But if you set achievable goals, you’ll be more motivated to keep pushing forward.
- Make a plan and stick to it. Having a clear plan of action will help keep you focused on your goals.
12. Performing experiments
As the world of marketing changes and becomes more digital, the skills needed to be a successful marketer are also changing. One skill that is becoming increasingly important is the ability to perform experiments.
Experimentation is a key part of marketing, as it allows marketers to test different hypotheses and see what works best for their audience. With the right approach, experimentation can help marketers improve their campaigns and better understand their customers.
While experimentation may not be the most exciting part of marketing, it is essential for those who want to stay ahead of the curve and be successful in today’s digital world.
13. Coping with pressure
In the business world, the ability to handle pressure is a highly sought-after quality. Many people crumble under the pressure of meeting deadlines, working long hours, or dealing with difficult customers. However, those who have mastered the art of coping with pressure tend to be more successful in their careers.
Here are some tips for coping with pressure:
- Understand your triggers: Identity what causes you to feel stressed and try to avoid those situations if possible. If you know a project is going to be particularly challenging, plan ahead and give yourself extra time to complete it.
- Take breaks: Don’t try to work through your stress without taking breaks. Get up and walk around, take a few deep breaths or grab a quick snack.
14. Understanding code
In the business world, understanding code is becoming a universal digital marketing skill. Those who don’t understand code will be at a disadvantage when trying to reach customers online.
While some argue that everyone doesn’t need to know how to code, those in the digital marketing field disagree. To be successful in digital marketing, one must have at least a basic understanding of HTML and CSS.
Understandably, not everyone is interested in learning code. However, those who want to stay ahead of the curve and be successful in digital marketing need to make the effort to learn at least the basics.
