Digital Marketing Skills: Definition and Examples

By Indeed Editorial Team

Updated 23 January 2023

Published 25 June 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Marketing professionals use a variety of techniques to promote brand awareness, generate interest in a product or service and maintain customer relations. In today's digital world, marketing has quickly adapted to online platforms and virtual communication. Understanding the skills needed to succeed in digital marketing may help you advance your career as a marketing professional. In this article, we define digital marketing skills, offer a list of examples, provide steps to help you develop your digital marketing skills and suggest ways to highlight your digital marketing skills when seeking employment.

Related: 10 Valuable Soft Skills That You Need To Succeed in Your Career

What are digital marketing skills?

Digital marketing skills are the talents and competencies needed to successfully promote a brand, product or service online and through digital communication. Marketing professionals use a combination of hard and soft skills to increase brand awareness, generate interest in a product or service, maintain a positive brand image and communicate directly with their target audience.

Related: What are marketing consultant skills? Examples and advice

Examples of digital marketing skills

Below are some examples of digital marketing skills that can help you succeed as a digital marketer:

Copywriting

Copywriting involves creating online content that aims to fulfil your marketing objectives by speaking directly to your target audience. Effective copy often gains the attention of a target audience, communicates the value of a brand's offerings and prompts a call to action, such as a purchase or subscription. Copy is an important part of several digital marketing channels, including:

  • Web pages

  • Blogs

  • Emails or newsletters

  • Product descriptions

  • Social media posts

  • Chatbots

  • Event invitations

  • Paid ads

Search engine optimisation

Search engine optimisation (SEO) is a series of methods that marketing and sales professionals use to ensure their online content reaches the largest and most targeted audience possible. SEO involves analysing data and integrating keywords or phrases into your copy that is most likely to result in higher rankings on major search engine sites. Developing an understanding of SEO best practices can help you reach your desired audience and increase brand visibility, awareness or recognition.

Email campaigns

Email campaigns or newsletters are a great way for marketing professionals to directly connect with their target audience. Understanding how to plan, write and monitor an email campaign is an important skill to develop during your marketing career. These campaigns can help you promote products or services, announce product launches, send invitations to promotional events or communicate seasonal sales to your customer base. Email campaigns are also a great way to develop and maintain long-term, valuable relationships with your customers.

Related: What it takes to be a digital transformation manager

Conversion rate optimisation

Conversion rate optimisation (CRO) refers to the specific action you want your audience to complete. There are several factors that contribute to whether or not a customer will complete your desired action and CRO seeks to maximise the likelihood that your customers will complete a purchase, sign up for a newsletter, start a free trial or any other call to action. Understanding CRO best practices and how to analyse relevant data is an important skill for marketing professionals to develop. It can help them increase revenue and expand their customer base.

Time management

It's important that marketing professionals develop an advanced ability to manage their time and prioritise their tasks. As a digital marketing professional, you might need to create and monitor several campaigns and efforts at once. Being able to remain organised in your marketing efforts can allow you to increase efficiency and maximise the results of your campaign. Time management is important during direct digital outreach campaigns, such as newsletters, so that you can ensure each of your recipients receives your correspondence and an appropriate amount of outreach during each phase of the buying cycle.

Pay-per-click advertising

Pay-per-click advertising (PPC) is a great way for marketing professionals to develop a brand's online visibility. With PPC, businesses partner with an advertisement placement agency to target audiences on web pages and digital platforms. During this partnership, you pay the placement agency each time a customer clicks on your ad. Many factors contribute to successfully implementing PPC into your campaigns, such as negotiating deals and understanding which web pages are most likely to target your desired audience. Developing these skills can help you maximise the benefits of PPC advertising in your digital marketing efforts.

Social media

Social media has quickly become a powerful online marketing tool for brands and businesses to interact with their target audiences. It's important that you understand a variety of social media platforms, their functions and how to use them to optimise your customer outreach. You can develop your social media marketing skills to quickly target a large audience, promote customer interaction and communicate directly with your customer base.

Related: What Are Hard Skills and How Do They Differ From Soft Skills?

Customer knowledge

To successfully target an audience, it's important that you develop skills that help you understand your ideal customer. This often includes performing market research and analysing data to better understand the motivations for your target audience. You can also use data gathered from surveys or webpage analysis to determine your customers' wants, needs, buying habits and demographics. Understanding this information may help you more accurately tailor your marketing efforts to best suit their needs.

Related: How to become a digital marketing analyst (with skills)

How to develop digital marketing skills

Understanding how to develop your digital marketing skills can help you more successfully advance your marketing career. Consider following these steps to develop your digital marketing skills:

1. Enrol in full-time education

If you're considering a career in digital marketing, you can enrol full time in a university's marketing program to gain relevant training and knowledge of marketing basics. These programs often cover digital and online marketing techniques and are a great way to develop your skills, advance your digital marketing knowledge, gain relevant working experience and connect with other industry professionals.

2. Supplement with part-time training

As an aspiring or current marketing professional, you may consider part-time training to develop your industry skills. This can include taking classes at a local university or technical school, completing online training, taking part in industry events (such as seminars and conferences) or pursuing relevant certifications. There are several free online courses in SEO, PPC and CRO that may help you advance your skills in these areas. Consider researching your options and choosing a course of program best suited to your needs.

Related: How to become a digital marketing assistant (with skills)

How to highlight digital marketing skills

When seeking employment as a digital marketer, it's important to highlight your skills to improve your chances of impressing recruiters. Consider following these steps to highlight your digital marketing skills while seeking employment:

1. Include digital marketing skills on your CV

You can highlight your digital marketing skills on your CV by using a designated skills section to describe your talents. To do this, list your relevant skills in six to eight bullet points. Do your best to keep each bullet point under one sentence. You can also write a summary or highlights section to briefly describe your notable accomplishments and impressive skills as a digital marketing professional.

Related: CV Format Guide: Examples and Tips

2. Mention your digital marketing skills in your application letter

Your application letter is a great place to provide further detail of one or two of the skills mentioned on your CV. This can further emphasise your talents and offer hiring recruiters a better understanding of your competencies as a digital marketing professional. You can also mention your application letter to describe any training, certifications or education you have that contribute to your success in this field.

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How to write a digital marketing cover letter

3. Discuss your digital marketing skills in your interview

When discussing your digital marketing skills, do your best to provide specific examples of moments during your career or studies where your skills assisted in your success. This is a great way to provide context to your talents and could help recruiters more accurately visualise the value you can bring to a future position.

4. Tailor your skills to the position

A great way to improve your chances of receiving an offer of employment is by tailoring the skills listed on your CV, application letter and interview to the position for which you're applying. Consider studying the job requirements of the position and describing your existing skills in a way that best applies to the criteria. This will help recruiters more easily understand the relevance of your skills to the position and helps you match with a position best suited to your unique competencies and talents.

Related:

  • 10 digital marketing certifications to expand your skills

  • Digital marketing manager job description (including skills)


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