Every industry has been affected by digital disruption, and marketing is no different. Although the discipline still requires distinctly human traits, the tech revolution demands different skillsets of marketing experts. Today’s creatives must also stay attuned to digital developments to ensure their best chances of success.

So, what are the top skills in demand for the marketers of today?


Industries are becoming increasingly technologically advanced and therefore so are the people that work within it. This means that junior marketers are now required to have an element of understanding in how to use technology to produce, analyse and promote on each device and platform. While the younger generation may be more accustomed to using technology regularly, they will likely require the experience of their senior counterparts to understand all of tech’s business applications.


Creating marketing materials is one skill but another is making sure they are properly utilised online. Being well-versed in Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) is fast becoming an essential factor to have within the marketing industry. While you don’t necessarily need to know about these elements in-depth, knowing the best practices and being able to optimise your digital content and campaigns will help to increase the quality of work you produce – as well as its searchability.

Data & Analytics

The amount of digital campaigns and content being produced will of course need to be analysed to ensure that content is targeting the right audience and drawing them to the company’s website. Using tools such as Google Analytics is just one of the many ways you can explore data to see what is working best and what needs improvement. Therefore, knowing exactly how to correctly analyse the data available to you is essential to being able to improve it. Analysing data may be a job in itself, but it’s a skill that every level of marketing professional can utilise effectively to curate strong and engaging content.

Content Marketing

Across the multitude of platforms available, there are many different ways to get your message across and a key skill is knowing what type of content will reach your target audience. You could have the best campaign idea in the world, but if it fails to reach your audience it will never be effective.

In recent years there has been a rise in the use of video content, podcasting, email marketing and multi-platform marketing. Strategies which will only continue to develop as it goes hand-in-hand with the modernisation of various industries. Having the ability to know which to use in order to effectively communicate the planning and designing of these campaigns is such an important skill within today’s industry – and it will only become more essential.

There are many skills that are important to the marketing industry and if you’re a looking to make a name for yourself within the industry, these are the skills you should be working to improve. While automation will never replace the human elements which make marketing successful, it’s important to keep up to date with the skills that will futureproof your career.

Looking for a company with all the skills to place you in the perfect marketing role? Contact one of our experts at Faulkner Scott.