The Most In-Demand Marketing Skills of 2018

Marketing is one of the most lucrative fields that utilizes creative skills. The internet has provided a dynamic platform for marketers, and requires a whole slew of skills that are different from traditional advertising and marketing as reflected in TV shows like “Madmen.” Copywriting has evolved from writing catchy slogans to appear on newspapers, billboards or television. Now marketing includes more nuanced communication techniques like generating social media buzz and creating sharable memes. As the internet has become saturated with annoying pop-ups and cloying targeted advertisements, consumers have become increasingly wary of traditional advertisements, and are more likely to engage with interactive and innovative marketing campaigns that they perceive as adding value to their lives. Tech-savvy individuals are now the most coveted employees for major marketing firms, since they innovate to take advantage of the new digital avenues that have been opened to reach consumers. There are many colleges and universities that teach these skills, but self motivated learners can acquire many of these in-demand skills on the internet. For reference, here’s a list of the 30 most lucrative skills you can learn online. Let’s take a closer look at some of the most in-demand marketing skills that can land you a freelance or salaried position:

Marketing Operations

Chief Marketing Officers (CMOs) have traditionally come from public relations or branding backgrounds, but they increasingly have become navigators of the world of ecommerce. Instead of schmoozing their clients to convince them of their marketing vision, they now have to back up their strategies with advanced statistical evidence. Successful advertising campaigns have to show budget management that efficiently reaches desired demographics. An effective CMO will have to process the data from their research analysts, and identify trends in the marketplace to suggest possible improvements to their design teams. Someone who combines organizational leadership skills with nuanced knowledge of the digital landscape would be a good candidate for some of the highest paying jobs in advertising. If you’re looking to bolster your marketing credentials, consider the programs on this list of online marketing degree programs.

Graphic Design

Every company and institution needs an attractive website as their primary marketing platform. Older websites that look and feel like relics from the 1990’s dissuade potential clientele from purchasing services. On the flip side, a website that has sleek layout and attractive images will generate buzz and encourage people to explore the site and research what is being offered. Adobe software provide most of the tools that graphic designers require, so adept users of InDesign, Photoshop, and Illustrator will find ample employment opportunities. If graphic designers want to take their skills to the next level, they will have to learn how to code to fully create websites that have seamless interfaces without glitches that provides a clean platform for the presentation of their visuals. Combining aesthetic sensibilities with complementary coding ability will allow graphic designers to maximize their earning potential. Graphic design is a huge part of digital marketing, and if you want to gain tangible skills in it, check out our ranking of digital marketing certification programs.

Communications

The internet has overhauled traditional forms of communication as social media has become the most dynamic platform for reaching large audiences. People with knowledge of how to create a message that will be shared and possibly go viral are highly valued by marketing firms. The most direct way to send messages that will trend and proliferate in the culture is by creating a platform with high visibility. Many charismatic online personalities that create their own content build large groups of subscribers that will watch their videos and read their posts. In turn, these personalities often cash in by releasing sponsored content that features product placement or offering direct advertisements on their platform. If you don’t have a large online following however, companies with large advertising budgets have their own social media accounts that you can utilize. Creating tasteful posts that promote interesting content as opposed to straightforward advertisement, can engage users in ways that will retain their attention and encourage them to share with their constituents. Creating the engaging content that social media will link to is another important skill. Being able to communicate in an engaging and clear manner is important for every business and institution, not just advertising firms. If you want a Bachelor’s in Communications to prepare you for these roles, make sure to read our ranking of the best online Bachelor’s in communication.

Research and Analysis

Figuring out the most effective advertisement campaign has increasingly become a numbers game. Research and analysis are statistics driven skills that reward people with strong backgrounds in math and data processing. The most common research and analysis technique is A/B testing, which is used to identify the most efficient means for a website to achieve an outcome of interest. This allows companies to figure out if changing the placement of an advertisement, or changing the look of a website, will lead to desired web traffic flow, or increased revenue. More advanced analysts will have to be comfortable running multivariate testing, and will be able to read trends to postulate improvements to their tests. Advertisers no longer have to use their instinct to choose which marketing strategy they feel will be most effective, as data analysis provides concrete numbers that removes the guesswork from the equation. If you’re interested in working in research, consider the programs in our ranking of the The 10 Best Online Masters in Marketing Research.