5 Digital Marketing Skills to Master for 2020 & Beyond

5 Digital Marketing Skills to Master for 2020 & Beyond


Technology has rapidly transformed
the marketing industry. Reuters reports that digital marketing spends
in the US and UK alone is it 52 billion. That’s a 44% increase on the previous year.
And the 2018 marketing trends report by McKinley found that while all other marketing
functions are saturated there is still a big gap between the demand for digital
marketing at 59% with active supply at 19%. So what does this all mean?
Digital marketing is still a really smart career choice and if you combine
the right set of skills you can become one of the most in-demand business
professionals in the world. But remember, as technology
is transforming the industry, the jobs to be done and skills
required is constantly changing. Especially to stay in the top 1% and really
t-shape your digital marketing skill set. So, in 2020 what skills do
you really need to master to stay at the top of your game?
Let’s find out! Hey guys, my name is Luke and I work in
the marketing team here at Growth Tribe. Just as a heads up, there is a ton
of skills relevant to digital marketers, But this video is just going to focus on the ones where we see a real growing demand. And as always you can access the
resource list in the description below. And one final thing. The skills I mention in this video
assume that you’re taking a best practice approach to data-driven
full funnel marketing. As the skills I’ve outlined are really going
to empower your growth strategies. Now, we cover the principles of growth
hacking and rapid experimentation in a ton of other videos on our channel
so you can go and check them out. However, I’ll include a bonus
section in the resource list around growth hacking and
rapid experimentation. Here’s five skills that are
really going to help you up your digital marketing game
into 2020 and beyond! Skill to master number one:
Digital Psychology. Humans are complicated in emotional
creatures. In fact, according to Harvard professor Gerald Zaltman 95% of our
purchase decisions and made subconsciously. So being able to compel and
persuade the subconscious mind through online touch points is super
powerful for digital marketers. And this is what having a firm grasp
of digital psychology can really do. This relatively new field combines
psychology and behavioural economics to better examine our
online behaviours. As marketers, we generally have a habit
of focusing on what our customers are doing, and sometimes overlook
why they’re doing it. That’s what digital psychology
is all about. Even if you haven’t actively
studied this discipline, you probably would have been exposed
to some of its principles. For example, Amazon uses price anchoring
against the recommended retail price to make their prices seem relatively
cheap and appealing. Despite the fact that actually, most of the
competition will sell lower than the RRP. Booking.com, who I see as a master
of digital psychology, use the principles of loss aversion,
social proof and urgency to increase bookings. You’ll also find the principle of
need to complete used on most checkout pages
and multi-step forms. According to DigitalPsychology.io, we, as
humans, don’t like to leave things incomplete. We’re motivated to finish a set of tasks
even with no further reward other than the satisfaction of completing them. Looking to know more about digital
psychology and its principles? And need some resources to help? As a start I would 100% check
out DigitalPsychology.io. Curated by Daniel Stefanovic,
it’s a free library covering digital psychology principles
with examples that help you enhance the customer experience.
I would also check out the book How Customers Think: Essential Insights
into the Mind of the Market by Gerald Zaltman. This promises to help you unlock the
hidden 95% of your customer’s mind. Finally, I would recommend diving
into Dan Ariely’s book Predictably Irrational: The Hidden
Forces that Shape Our Decisions. Digital psychology can help you
enhance the customer experience and this is a term that’s being used
more frequently by business and marketing professionals,
and brings me nicely onto skill number 2: Customer
Experience or CX for short. This has been referred to as the only
channel a business truly owns. As markets become more and more
saturated and consumer choice becomes more abundant,
it really is a way to differentiate yourself from
the competition. As this Oracle report found, 86% of
consumers will pay more for a better customer experience and 89% of consumers
began doing business with a competitor following a poor customer experience.
Marketers in the digital age need to shift their focus from selling
products to selling experiences, and ensuring that those experiences
are great every touchpoint. Now, just to clarify, I know CX
sounds a lot like UX, right? There is overlap, but whereas UX focuses
on the experience a user has with a specific product, service or tool,
CX takes a holistic view of all the interactions that
a user has with a brand. This means that every area of your
business will impact the customer experience. from online adverts, to sales representatives,
to suppliers, to delivery, to customer service and more. But recently customer
experience is being more frequently owned and championed by the marketing
department as it’s so crucial to brand equity. In fact, according to Accenture
86% of B2/B CMOS reported that they consider customer experience to
be a very important parameter. So gaining a solid grasp of customer
experience marketing is crucial to staying at the top of your
digital marketing game. Your customer’s experience must be
as consistent, as delightful and as frictionless as possible, at
every stage of the buyer journey, and it should also be hyper-personalised.
Hyper-personalisation is a technique that combines behavioural and real-time
data extracted from multiple channels and touch points to deliver a highly relevant
experience to your end user. I’ve included some resources around hyper-
personalisation in the resource list below. Great customer experience is going to fuel
your growth engine as it helps increase customer loyalty, repeat purchase,
word-of-mouth and positive social proof. Any growth strategies you put in
place could be doomed to fail if CX is not a major part of it.
Want to learn more? Hotjar actually has a really nice guide
on customer experience, as well as a trends and stats report for 2019.
To empower your digital customer experience, I would also encourage you to check
out Google’s research into micro moments. As they found, today’s battle for
hearts, minds and dollars is won or lost in micro moments. These are intent-driven
moments of decision-making and preference-shaping that occur throughout
the entire customer journey. Described as an intent-rich moment when a person
turns to a device to act on a need-to-know, go, do, or buy. You can also check out
these books: Hug Your Haters: How to Embrace Complaints and
Keep Your Customers by Jay Baer, and The Effortless Experience: Conquering
the New Battleground for Customer Loyalty by Matthew Dixon, Nick
Toman and Rick Delisi. Time to get a bit more technical
with Skill number 3: Front-End Code. The DIY t-shaped marketer should really
understand some of the languages that run our digital world and a great place
to start is by learning front-end code. For sure, we can get away without knowing
to code with the abundance of code-free tooling options, but it definitely helps.
I look at it a bit like this: you can use Google Translate to get by in different countries
with a language, but it’s going to be much more effective if you actually know
the language. I know in my own experience, and I’m sure some of you would have
faced the same challenges, a big blocker to some digital projects can be when
requests have to be made with the development team. They’re often super
busy and you’re small alignment changes or changes to form design will probably
be way down on the priority list. It’s a highly attractive skill to have
on a digital marketing resume because it means you can be more agile and
work faster on digital projects. It’s great for things like making bespoke changes
to landing pages built with builders, gaining a better understanding of how
things like tracking codes and pixels work, not becoming a slave to templates,
by that I mean you can make custom changes to things like email campaigns,
and it’s also going to allow you to start testing faster and explore more
tools-based marketing options. Take our recent T-Shaped Quiz for instance.
Here, I was able to embed the Typeform tool onto the page for better UX without
losing any of the tracking data. How? By manipulating the code snippet provided
by Typeform to ensure that the right URL parameters get passed through the
form on completion. You can even do a bit of competitive intelligence with the
Inspect tool on Google Chrome. You can have a look at how your competitors’ websites
are set up and even do a bit of keyword snooping by running a meta data inspection. Coding schools are abundant,
but some of my favourites are W3Schools, Code Academy and Treehouse,
which is actually where I learnt front-end code, myself. Okay, moving on to digital marketing
skill number 4: Video Marketing. Video marketing is fast becoming the
most powerful content marketing format. According to HubSpot, 87% of businesses
are now using video for marketing. And Social Media Today found that 90%
of consumers claim that a video will help them make
a purchasing decision. To stay at the top of your digital marketing
game you really should gain a solid understanding of how to utilise video and
implement a solid video marketing strategy. Video marketing is great for things
like increasing social engagement, reach and shares, building authority
and thought leadership, improving SEO and converting and increasing sales. At Growth Tribe, we use video throughout
the funnel. Like this one for awareness and value creation at the top of the funnel.
We also use product videos on our website to help us acquire new leads, we use
testimonial videos that often get shared by our sales team to provide social proof
and help convert. And video also forms part of our product, part of the blended
learning experience that we offer in our courses. Video marketing tools are becoming increasingly
abundant accessible and powerful. Tools like Vidyard, Vimeo and 23 help
add powerful features to videos and improve your tracking and analysis. Think things like embedded forms for
direct lead-gen, Personalisation of video content and interactive videos.
So, to get a head start I’d recommend definitely following our
own head of video Paolo he’s an experienced video strategy and
production specialist with a deep understanding of growth marketing
principles. You could also check out his numerous videos on video marketing by
following the Growth Tribe channel. HubSpot and Vidyard also have some nice
video marketing guides and I’d also highly recommend you follow 23 and check
out their blog and video marketing resources. Ok, rounding off with digital marketing
skill number 5: Digital Analytics. In an age of data-driven marketing,
digital marketers without experience of digital analytics will soon become
irrelevant. Avinash Kaushik, author and digital marketing evangelist
for Google defines digital analytics as the analysis of qualitative and
quantitative data from your business and the competition to drive a continual
improvement of the online experience that your customers and potential
customers have which translates to your desired outcomes. We talked about the “why”
of customer behaviour earlier and the importance of digital psychology, but
digital analytics is about the “what”, and you really need to understand both. It
helps you make more effective and data-driven decisions and make
predictions on when and where your customers might appear in
the buying journey. It drives continuous improvement. Digital
analytics can help you identify things like which digital touchpoints are
effective and which can be improved, the customer acquisition cost achieved for
different online channels and the effectiveness of marketing campaigns and
content. Now, the most common, popular and powerful tool for digital analytics is
Google Analytics so I’d start by ensuring you master that. Now there’s a
million and one courses on Google Analytics out there, all promising
different things, but I’d maybe encourage you to actually do
the ones by Google themselves. The Google Analytics Academy offers courses on
Google Analytics, Tag Manager, Data Studio, and 360 for all experience levels. And
through Coursera, the University of Illinois is also offering courses in digital
analytics for marketing professionals both in theory and in practice. So there you have it, five digital
skills you should learn in order to stay at the top of
your digital marketing game in 2020 and beyond. We’d love to hear your thoughts
in the comments below and remember you can access all of the
resources we talked about in this video and some bonus resources on hyper-
personalisation, growth marketing and rapid experimentation by following the
link in the description below. Happy learning!

37 comments

  1. So glad to see CX, Front-End, and Digital Analytics in there, crucial skills for any marketing/growth teams now!

  2. You guys practice what you preach. Video marketing helps you to acquire authority status, you're doing it. And there are always usefull tools or book recommendations. Great to be learning from the Tribe.

  3. What are your thoughts about funnels? You mentioned them but I believe it is one of the most cutting edge ways to manage growth and all of your business actually.

  4. Thank you very much for another great valuable video.

    Would love to have an entire video on digital psychology like customer personas and user behaviour.

  5. Digital marketing differs from vertical to vertical. Brands need different skill sets than gaming companies. Your list is probably based on e-commerce or B2C brands

  6. Love this ! Amazing content ! However I may never get the time to learn more about front end code, there are way too many things to do and get around, plus WordPress and Squarespace defo make coding the least of my worries

  7. I need the complete set of course on all of the skills that you mentioned here. Would you help me out? Thanks in advance.

  8. This is a really great collection of tips and resources. Thanks. I think it leaves out any mention of how digital marketing is the source of and integrates with offline and physical experiences. Essentially, how can we not master just web/app (traditional digital) but do everything you're saying with an omnichannel strategy. If you have some thoughts on this maybe you would like to contribute to our call for speakers for the OmnichannelX Conference in Amsterdam? Check out bit(dot)my/omnixcfs

  9. Thank you so much this video is very beneficial for me, I wanna grow my career in digital marketing and I am the beginner 🙂 so it's really helped me towards learning right skill set.

  10. 100% useful info, no fillings 🙂
    Im looking forward if an online course comes up which teaching online marketing in details.

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