Leela Gill is a thought leader and VP of Marketing for Intelligence Node, with 15+ years of experience in Retail, FinTech and HR Tech.
We are all familiar with traditional marketing tactics, whether we are the influencers or the influenced. But the rapid advancement of technology, combined with the continued social and cultural waves of the last decade, has transformed marketing forever. The transition from traditional marketing to digital marketing tactics has been especially prominent. According to 2020 research from McKinsey, businesses were three times more likely than before Covid-19 to say that at least 80% of their customer interactions are digital, a milestone we’ve achieved years before many predicted. In fact, according to 2018 research from IDG, 44% of companies had already started prioritizing a digital-first approach to customer engagement, business processes and operations at the time of the survey.
In addition, between 2020–2030, the Bureau of Labor Statistics expects advertising, promotion and marketing manager roles to increase by 10%, and the median pay for these roles in 2020 was in the six figures.
So, because many businesses are focusing on the digital transformation of marketing and the likelihood that the industry will continue expanding, I’ve found that digital marketing is becoming a highly coveted industry to work in. Therefore, it is important for people looking to break into the digital marketing field to understand digital marketing trends and how to convey the proper skills on their resumes.
Trend No. 1: AI-Powered Optimization
Artificial intelligence is embedded in many different aspects of business, including marketing. While many people believe that artificial intelligence will replace many digital marketing jobs, it is also important to remember that artificial intelligence can’t do the work on its own. Competent people have to be on the other end to analyze and take the information to the next step.
In fact, the number of AI jobs posted in selected countries increased considerably between 2015 and 2019, according to Gartner. There are likely plenty of opportunities to break into digital marketing if you have an artificial intelligence background, but you should know how AI is transforming marketing and what skills candidates need to be successful.
AI’s purpose in digital marketing is to provide information that gives businesses insights into strategies concerning customer profiling, behavioral analytics, content recommendations and much more. So when you’re adding technical skills to your resume, don’t just put “artificial intelligence.” Be more specific by mentioning skills such as:
• Conducting and interpreting qualitative research.
• Math, analytics and coding.
• Data analysis.
• Content creation.
• Knowledge of AI-related privacy practices.
• Plan development/project management.
Trend No. 2: Conversational Marketing
Conversational marketing happens when a person visits a website and receives a greeting from another person or a chatbot that engages the visitor in real time. One report (via Globe Newswire) estimated that the global conversational AI market could grow from $4.8 billion in 2020 to $13.9 billion by 2025.
Conversational marketing is a branch of artificial intelligence and can be very important for companies that have complex products. The response times and perceived human interaction that conversational marketing provides can help businesses foster high engagement with potential customers and present opportunities to immediately convert leads.
Breaking into digital marketing through conversational marketing requires a wide range of skills, depending on which level you are entering at. For example, if you are applying for a conversational marketing manager position, you will have more responsibility, which will likely require you to have a more specialized set of technical skills. These skills could include:
• Hands-on experience with chat and communication tools such as Klaviyo, MailChimp, Attentive Mobile and Octane AI.
• Experience with APIs, CRMs and marketing automation.
• Technical expertise in building and optimizing conversational bots and AI platforms.
• Ability to analyze information and provide content updates.
• Experience with customer onboarding.
Trend No. 3: Interactive Content Marketing
If you have experienced video tours, augmented reality or website polls, then you have engaged with interactive content. Many businesses are shifting from text-based information to finding ways to offer potential customers an immersive experience. By using these techniques, companies can show the customer a snippet of what life would be like if they used their products.
Interactive marketing can be beneficial, so skills in this area could help you break into the digital marketing field. Technical skills and experiences to display on your resume include:
• Designing and implementing A/B testing and analyzing the results.
• Understanding of digital content tools and solutions.
• Creating and managing the user experience (UX).
• Developing data-driven UX road maps.
• High proficiency in digital marketing platforms, social media platforms, SEO and analytics.
As you consider major digital marketing trends and the technical skills associated with new norms, it is important to note that you don’t have to have all of these skills to be successful. Hiring managers typically break down emerging trends like these into different job titles and positions, which in turn require different skills.
To help navigate these trends and translate your relevant skills into a tailored resume, job board sites that enable a person to search by skills, tasks and job titles can be very helpful for exploring the digital marketing industry.