Few years back, when digital marketing was still a mere concept in Mauritius, everything you had to do if you were a marketer, was to make sure your brand is visible online.
At that time, digital marketing was the big elephant in the room. Everyone knew it was important, but no one really understood how to integrate it within the organisation.
The digital marketing team was considered as some geeks doing some trial and showing results no one would understand (most of the time, you’d get a node in meetings)
As you are reading this today, digital is now fully integrated within the modern organisation eco-system. The word is integrated as it is now sitting on the C-Suite level.
With the rise of buzzwords such as artificial intelligence, robotics, automation, virtual reality, among others, digital marketers are now viewed as brand ambassadors.
Now brands are asked to re-invent themselves and in this journey, marketers are expected to do more.
The modern marketer
Recently, I’ve been working closely with the Digital Marketing Mauritius team on the Digital Marketing Salary index survey 2019 for Mauritius.
The pre-results show several functional skills that most modern marketers possess regardless of their industries.
However, the new business environment requires marketers to have more than just functional skills.
Marketers are able to influence decisions taken at the C-Suite level, improve product development and optimise customer experience; all this through an integrated approach.
Digital marketing does not work in silos. Rather, it supports existing business units while growing the ventures through marketing intelligence.
The skills modern marketers should have
Above and beyond functional knowledge, modern marketers are expected to become a business driven person.
Below I am going to share 5 non-digital skills that you need to master if you want to demarcate yourself from others.
Think business, think profit
Many time we get so obsessed by the number of likes, comments, shares, Google ranking that we forget about something essential; The main purpose of digital marketing is to make money. Brands are continuously looking for new ways to make money online.
Your engagement rate, open rates or social media interactions are all micro successes. While these are important, your main focus as a digital marketer is how many of these will lead to a purchase.
How do you translate micro-conversions to actual purchase should be on top of your mind. Above all, you need to be able to quantify them and show how they are helping the business to progress.
This is important if you want to be in the good faith of your direct investors as digital marketing is far from being cheap.
Customers are becoming more complex than ever before and this requires more investment to identify trends, habits and behaviours.
While you invest in your digital marketing campaigns, it is important to optimise their delivery and increase your ROI.
At the end of the day, all that matters is how much profit you made.
Become a public speaker
One of the most common fear is public speaking; you facing an audience and feeling vulnerable. So much so, that you lose confidence and ultimately you forget about how good you are in what you do.
If you are willing to be a great marketer, you’ll need to go beyond your computer and show your best strategies, results or even ideas.
Marketers are no more in a remote area within organisations. They are on the C-level and as such should be able to stand strong.
Most of the time, you will have to present your digital marketing plan or results of your recent campaign. These are crucial if you want to convince your direct “supporters” to invest in what you do.
If you are not convincing enough, you might be going through a tough time meeting your KPIs and goals.
So, how marketers should evolve in public speakers? Here’s how I do it:
- Learn as much as you can about your topic. Become knowledgeable about it;
- Know the trends. Sometimes C-suite only see the present, show them the future;
- Speak your audience’s language;
- Be clear about what you want to get out of your presentation;
- Be practical. Talk about how tech can help a business and not what is tech; and last but most important;
- Celebrate minor successes. They will fuel your motivation to do more.
Of course, becoming comfortable at public speaking takes hours of practice. Here are some more tips that you can practice today. 8 Actionable public speaking tips from Ted Talk.
Trust your gut feelings, but be data-driven
In a world where information travels faster than ever before, your most powerful asset as a digital marketer is definitely data.
Consider it as your oil; the precious element that dictates your every move online. Data will feed your marketing intelligence efforts and hence increase your efficiency and accuracy.
The term data-driven marketing gained popularity over the recent years due to its ability to yield good results and hence higher ROI.
But, not only that. It also helps marketers to decrease unnecessary efforts and money on campaigns or projects which are bound to fail.
Here are some examples of how to use your data if you are:
Social media specialists: Get insights from your channels to increase engagement and find which content works best and at what time. You can as well explore other elements such as gender, geo-location, length of captions, and content type.
UX/UI Designers: Use your website analytics (for eg. Google Analytics) to optimise your conversion rates and increase the number of interactions with your content.
Ad Specialists: If you are running PPC or social media ad campaigns, use your data to optimise your marketing funnel and increase conversion, whether it is micro or macro. Most importantly, use your data to monitor your ad budget.
Email marketers: Use insights such as the open rate, click rates and even engagement rate to build up a mailing list with your top registrants. This will considerably help you convert more and most importantly be inline with GDPR parameters.
A constant evolution of the digital marketer
If you are a digital marketer in Mauritius, you are living an interesting phase. In fact, while we are slightly behind from other countries, a lot of digital adoption is happening.
As the demand for marketers is increasing, there’s a skills gap between functional knowledge and practical application.
The role of the digital marketer is changing to become more data and business-driven one.