It is around this time of year that LinkedIn reminds me that I am getting far too long in the tooth…
Browser Media reached a grand old age of 19 in September but it is normally October that I start to get ‘congratulations on your work anniversary’ type messages on LinkedIn, normally with a witty comment about being a fossil. It is a time of year where I find myself being more reflective than normal.
My ponderings this year have been focused on what it really means to be a ‘marketer’ in 2024.
Everyone keeps telling me how AI / ‘the machines’ are taking over our lives and that our very existence is facing an existential threat. I have always maintained that AI is a tool rather than a genuine threat and that brilliant marketing still requires the grey cells at the helm if you want to navigate your way towards success. We simply are not at a point where the machines do it better than a good marketer.
There is no doubt, however, that a truly excellent marketer’s skillset is a fairly rare commodity. In today’s fast-paced, digitally-driven world, marketing has evolved from silos of traditional methods like print and television ads into a sophisticated, multi-channel discipline. Marketers must now be well-versed in a blend of creative, analytical and technical skills to stay relevant and competitive. No easy task!
In no particular order, here are my latest ruminations about the skills you require to excel in a marketing role:
Digital literacy
It is stating the (very!) obvious, but the digital age means that marketers must be proficient in a variety of digital platforms and tools. Digital is no longer a speciality – it is impossible to be a marketer without a strong foundation in all things digital.
Being digitally literate means more than just using the new digital tools that are part of our every day existence. It is about understanding how they work, their algorithms and how to optimise campaigns to reach the right audience at the right time.
Data analysis and interpretation
Marketing has become increasingly data-driven. While creativity is still essential, decisions must now be backed by data.
Modern marketers need to be comfortable analysing and interpreting data to understand audience behaviour, optimise campaigns and measure return on investment (ROI). You have to be extremely comfortable using tools such Google Analytics to provide insights into how well marketing efforts are performing.
Understanding metrics like conversion rates, customer lifetime value (CLV), and customer acquisition costs (CAC) is key. Data analysis allows marketers to pinpoint what’s working and what’s not, enabling them to adjust strategies in real-time for better results.
Content creation
Content is still at the heart of successful marketing campaigns, but today’s marketers must be versatile content creators. They need to know how to create a range of content types, from blog posts and social media updates to video scripts, podcasts and infographics. The ability to craft compelling, valuable, and relevant content is essential for engaging audiences and driving conversions.
Marketers also need to understand how to tailor content to different platforms. A blog post might need to be condensed into a social media post or reimagined as a video for YouTube. Knowing how to repurpose content for multiple channels maximises its impact.
SEO and PPC skills
Yes, I know that I am biased, but search engine optimisation (SEO) and pay per click (PPC) skills are critical components of digital marketing. Search engines, and Google in particular, remain the most significant source of web traffic and it is vital that the modern marketer is familiar with the principles of how to increase visibility on search engines.
You don’t need to be an expert, with certain aspects such as advanced technical knowledge best left to specialists, but you need to have a working knowledge of how search engines work and key activities such as keyword research, on-page optimisation and digital PR.
Social media management
Social media isn’t just about posting photos of cats / dogs. It should also be about building relationships and creating communities.
Modern marketers need to know how to manage social media accounts across multiple platforms, develop content that resonates with each platform’s audience and engage with followers in a meaningful way.
It also requires an understanding of social media algorithms, advertising options, and the nuances of different platforms. A successful Instagram campaign looks very different from a successful LinkedIn strategy. A skilled marketer knows how to adjust their approach to each channel.
Customer-centric mindset
At the core of successful marketing is a deep understanding of the customer.
Today’s marketers must adopt a customer-centric mindset, which means not just focusing on selling products or services, but delivering real value and solving problems for their audience.
This involves researching and empathising with the target audience, creating buyer personas and developing tailored strategies that meet their (potential) customer needs. Modern marketing is more personalised than ever before and you have to understand how to deliver the right message to the right person at the right time.
Creativity and storytelling
Marketing, at its heart, is about storytelling.
To cut through the noise in a crowded digital landscape, marketers must be creative and able to tell compelling stories that resonate with the target audience. Whether it’s through a clever social media campaign, a captivating video or an engaging blog post, creativity is what will earn the attention that you seek and makes marketing memorable.
Marketers should have strong storytelling skills, knowing how to convey a brand’s message in a way that’s authentic, emotional, and impactful. The ability to think outside the box and create unique campaigns is ultimately what sets brands apart.
Project management
As I hope you are starting to appreciate, modern marketing is complex with a lot of plates spinning. To be successful, marketing campaigns need to manage multiple moving parts and not drop any of the plates. Strong project management skills are therefore crucial. Modern marketers need to be organised, detail-oriented, and able to manage timelines, resources and budgets effectively.
There are plenty of tools out there which will help the marketer juggle so many different work streams, but you really do need to be able to step back and appreciate the big picture, whilst managing a wide range of different activities.
Collaboration and communication
Marketing rarely happens in isolation. It often requires collaboration with other departments such as sales, product development and customer service.
Strong communication and collaboration skills are essential for working effectively with these teams and ensuring that everyone is aligned on the overall business goals.
Marketers must be able to clearly communicate their vision and strategy, both internally and externally. Excellent interpersonal skills help build strong relationships and create a positive work environment, which in turn supports successful campaigns.
A growth mindset
Marketing trends, tools, and technologies evolve rapidly. What worked last year—or even last month—might not work today.
Modern marketers must therefore be adaptable, embrace change and be willing to pivot strategies when necessary. Ultimately, I think that you need to be committed to continuous learning. This involves staying updated on the latest industry trends, attending webinars, reading about marketing and experimenting with new tools and tactics.
An impossible blend?
There is no doubt that having all these skills is a tall order.
That is why I believe that excellent marketers will always be a rare commodity and why I am not yet in total panic mode about the rise of the machines. Despite the hype, AI cannot deliver on all these fronts and we will require a human to steer the ship for the foreseeable future. I absolutely agree that AI is an essential tool in modern marketing, but I remain of the opinion that only a human brain can offer the broad set of skills that I have suggested that you need and be able to adapt, think strategically and maintain a determined focus on your customer needs.
Marketing is a demanding discipline and, when done properly, is far removed from the cliché of sitting around on bean bags being fluffy. It is also an incredibly rewarding role :-)