Know five of the most essential characteristics that a digital marketing specialist must have, which allows them to create and successfully manage digital marketing campaigns:
1. Willingness to constantly acquire digital knowledge
Someone who wants to work in marketing must be prepared for constant learning. People who are eager to acquire knowledge are at the forefront of this industry. Digital marketers use constantly evolving technologies in their work. New techniques and tools also appear periodically to facilitate the achievement of marketing goals. It is often possible to gain knowledge through industry training, participating in events, reading the press, or industry books.
Many years ago no one would think of being illiterate, we had to become literate. Did anyone think of surviving by being illiterate? No, it was mandatory to learn to read. Today, what is necessary is digital literacy, no matter how old you are.
Knowledge about the possibilities of the mobile channel and the tools for the implementation of mobile campaigns allows expanding the strategy with one of the most important communication channels. Users use the Internet on a daily basis via mobile devices. In addition, most of the information is verified in real-time. Therefore, knowing the strategy of marketing personalization based on mobile devices is an asset for a marketer who seeks to reach consumers where they are in real-time.
Knowledge and good use of marketing automation tools allow digital marketer to easily personalize their content. This, in turn, leads to a significant improvement in sales results. Something that is particularly useful is the knowledge of:
- Agency CRM (Customer Relationship Management) tools.
- Email marketing.
- Channel management on social platforms.
- Coding basics, and interest in new solutions and technologies.
- Willingness to learn and test new tools.
Of course, this doesn’t stop with getting acquainted with the tools. Being digitally literate also means learning how to properly analyze data. The job of a digital marketer is not only about creating online campaigns but also about evaluating them. Drawing practical conclusions from the analysis, visualization, analytical study of data, and reporting based on impact tracking are the main tasks of an effective marketer. The key to success in this industry is the ability to create data-driven campaigns and establish metrics and criteria for the effectiveness of the actions taken.
2. Vision and commitment
In a volatile, uncertain, complex, and ambiguous environment, the only thing that does not change is the vision.
A digital marketing leader must be innovative, with an entrepreneurial vision who knows how to put it in favor of the organization to which they belong.
On the other hand, processes must be increasingly humanizable. Transformational leadership in the marketing sector must have the capacity and sensitivity to connect with others. The leader, in turn, must be very visionary and focused on the people around them, so that they can understand that through the experience, that person can find value in a given product; in that order of ideas, design marketing strategies aimed at that differential aspect.
A good marketer is a creative person focused on finding new solutions. The marketplace is changing dynamically, as our customer needs. As a result, the strategy followed so far may no longer produce adequate results. Because of this, a digital marketing specialist must be prepared to deal with all these changes. One of the most important characteristics of marketing specialists is the attitude towards testing and the readiness to adapt to changing circumstances.
Creativity is another important aptitude: they must have the ability to go beyond the conventional, experiment with different topics and make use of all the information they have on the market, and generate strategies around it.
The content must be interesting for the recipients, both text and visual. It is the key element of any advertising campaign. A marketing specialist must have the ability to describe products and services. Also, using the right writing style and the right vocabulary plays an important role. Knowledge of CMS (Content Management System) content management tools, as well as the principles of content optimization and promotion, are also very useful and desirable characteristics in a specialist.
Finally, they must have the ability to lead a team around very broad creativity, that is, with the ability to reinvent themselves and be able to generate ideas that probably would not have occurred to them before.
5. Emotional intelligence
A fundamental pillar has to do with emotional intelligence, since it must be a person who has the ability to go beyond, understanding that there are quite high levels of ambiguity and volatility: consumer trends are constantly changing.
The main task of marketing specialists is to establish contact and build relationships with customers and partners. Here, in addition to the ability to communicate, the ability to listen and empathize with interlocutors and imagine their needs and emotions is also useful. The marketer must compare his instincts with behavioral analysis and analysis of audience behavior on various channels. Thanks to the understanding of the customer, it is possible to prepare appropriate and interesting offers for the target audience.
The leader must have the ability to understand where the strengths of each of his team members lie and put them to work intelligently. He must acquire the ability to listen and connect with his people to let ideas flow. He must allow experimentation and lead it so that the team can effectively condense all those components that lead to a winning strategy.
Lastly, a digital marketing leader must also be a resilient person, understanding that things will probably not always go as they should. This implies that the leader must have the ability to be constantly experimenting, and be attentive and connected with technological tools that allow him to extract valuable information to understand consumer trends.
Resilience is very important in marketing because it involves always seeing opportunities in unexpected events; so being very observant and always paying attention to the information coming from my team or from the environment is very important to be able to extract variables that can be important. So, resilience, openness and curiosity, and experimentation are the fundamental pillars for innovation.