The digital marketing landscape is going through an incredible transformation at the moment which presents not only a number of opportunities, but also several challenges. Everyone is talking about ‘digital’ and it’s now integral to our lives both personally and professionally. However, it’s almost impossible to predict how it will evolve and what impact it will have on business communications in the future. That’s not to mention the difficult task many are already facing when it comes to managing communications across such a vast number of different channels.
As a result, the requirements – and indeed the definition - of truly great digital marcomms managers have evolved. They now need to inspire vision, conversation, engagement and action - internally and externally - and drive both the use of new channels and a refined approach to communicating. In essence, professionals now need to be more of an evangelist of new marketing communications practices, than a manager in the traditional sense.
So, in this new context, what are the top skills required from the best digital marcomms managers of today?
1. An understanding of the full digital marketing mix – In the first instance, these professionals need to demonstrate they understand all channels and how they complement each other in order to develop an integrated approach to platform management. This will range from PPC (pay-per-click) to SEO (search engine optimisation) and everything in between.
2. Content Creation - There is high demand for content creation experts who can demonstrate strong copywriting and storytelling skills in addition to an eye for design and supporting visuals. Good copy is the key to successful communications today, particularly with Google now rewarding well written articles in its search rankings. The best professionals will need to demonstrate they can create imaginative, engaging, ‘sticky’ content that is tailored to each channel.
3. Analytics – Rather than just being able to use software and online platforms, professionals now need to understand the analytics behind the technology used to support marketing activity. This includes being able to gain actionable insight from big data and demonstrate ROI to the board.
4. Social skills – As there are so many channels available now, an individual can't be expected to know the ins and outs of each one. However, the highly sought after managers are those able to use their knowledge and network to identify and prioritise the best platforms. This includes the ability to develop a channel strategy that moves away from brand ‘spam’ and encourages more engagement.
5. Resource management capabilities – Digital marcomms managers now need to be more strategic in their approach and able to manage all resources at their disposal - from internal teams to external agencies. In essence, the successful practitioner of today must demonstrate a high level of business acumen.
As I’m sure you’ll all be thinking, the above requirements will be no easy task for one individual to achieve. However, in my view, the professionals able to really play on these abilities will be those that lead the digital marketing communications revolution in the future.
By Michelle Morgan, Lead Consultant at VMA Group.
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