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The recent popularity of growth marketing - a type of marketing - is characterised mainly by prioritising data over opinions. The source of that data is often experimentation. Performing experiments involves devising hypotheses and designing experiments to validate them.
A useful framework to perform marketing experiments:
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Work on these skills:
Marketing technology, or martech, makes digital marketing possible. Better tools can make you more effective. Many essential marketing tools have free trials or free versions. In addition, they often have certification programs.
Even if you don't specialise in a particular marketing channel, you need to understand how they work.
Metrics, graphs, trends, statistics, and predictive analytics depend on data. Therefore, marketers should be able to do the following very well:
In marketing, there is always pressure to get results.
To get better at coping with pressure, pay attention to:
There’s always something new to learn. You'll need to stay up to date with new technologies, new tactics, new philosophies, Google’s algorithm updates, industry regulations, etc.
Optimise information gathering by following content curations, e.g., newsletters curated by industry pros.
Design can show the user where to click or convey what your brand is about.
To get better at it, you should:
Sooner or later, your job may require something basic like inserting a tracking tag or editing some lines in your WordPress template. Other times, you may be required to do data analysis for customer databases with SQL or Python.
It’s best to acquire knowledge by completing courses.
Critical thinking can be seen as healthy skepticism. It's about not accepting things at face value when they lead to important decisions.
To develop an objective and independent opinion, you need to be able to question ideas to uncover
Ethics is an area where a person should make conscious decisions. It is a marathon.
No one will want to work with you if you're not reliable, honest and respectful.
Assertiveness is the ability to express your opinions and know how to stand up for your beliefs. It’s the art of saying “no” in the workplace without being hostile or aggressive.
Start practising assertiveness in some typical, everyday life situations.
Digital marketing has a long list of marketing specialisations: social media marketing, search engine optimisation, email marketing, marketing automation and more.
There are specific skills that are fundamental to all of them. The sooner you learn these universal skills, th...
Only video marketing and podcast marketing don’t utilize text as the main medium but even videos and podcasts start as text.
Everyone can learn to write well. This job isn’t about creating the next blockbuster novel. It’s about writing clearly and convincingly. To get you s...
The market and your goals may frequently change in marketing. You may work on a blog post one day and be doing conversion optimisation experiments on the next.
Acknowledge that things can change quite fast in this type of work. Reacting to change is part of the game.
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