Guide: Essential skills of digital marketing

Guide: Essential Skills of Digital Marketing

Digital marketing is constantly evolving. This field, both technical and creative, requires constant adaptation to new technologies and consumer behaviors. In a recent engaging discussion, several experts shared their insights on the essential skills needed to succeed in this rapidly changing sector. This article explores these insights, contextualizing them for businesses and individuals in French-speaking Switzerland, while providing additional perspectives tailored to the needs of the local market.

Why Digital Marketing Is Essential?

Whether you are an SME, a growing startup, or an international organization based in Geneva, digital marketing is at the core of your growth strategy. By integrating technical, creative, and behavioral skills, it allows you to create impactful campaigns, develop recognized brands, and effectively engage with global audiences.

In this context, the skills presented in this discussion are particularly relevant for companies looking to maximize their impact in the digital world.

Key Skills to Start in Digital Marketing

1. The Art of Communication

One of the key points emphasized by the speakers is the importance of communication skills. Whether it's writing a convincing email, creating engaging content, or collaborating with teams, clear and effective communication is the key to success.

Why it matters: Careful communication not only conveys clear messages but also builds strong relationships, both with colleagues and clients.
How to improve: Focus on training in writing, interpersonal communication, and public speaking.

2. Mastering "Getting Things Done"

This productivity philosophy, which can be translated as "knowing how to complete tasks," is essential. Experts emphasized the ability to organize work, prioritize effectively, and deliver results.

Local tip: In Switzerland, where rigor and efficiency are valued, this skill is particularly expected, especially in demanding sectors like finance and luxury.

3. Understanding the Science of Behavior

A knowledge of psychology and behavioral sciences is often an underestimated asset. Understanding why people act in certain ways can transform how you create marketing campaigns.

Concrete example: Tailoring an advertising message based on the deep motivations of a target audience, whether for a local campaign in Geneva or a global audience.

Should You Develop Technical or Creative Skills?

One of the dilemmas discussed is whether beginners should focus on technical skills (SEO, data analysis, paid advertising) or on creative abilities (content creation, storytelling, branding).

1. Technical Skills: Essential but Supported by AI

Technological tools and artificial intelligence (AI) are increasingly facilitating data collection and technical task execution. However, understanding the basics of SEO, paid advertising, and analytics remains crucial for interpreting results and making strategic decisions.

Key point: "Data wins arguments," as one speaker pointed out. Mastery of analytical tools like Google Analytics or HubSpot can provide a significant competitive advantage.

2. Creative Skills: The Human Factor

With the widespread adoption of AI, creative skills such as writing, graphic design, and creating engaging campaigns are gaining importance. These skills enable giving "meaning" to data and creating memorable experiences.

Practical tip: Adapt your campaigns to local and cultural specificities. For example, align your tone and visual style with Swiss values: precision, quality, and authenticity.

Learning in the Current World: Traditional Training or Real Experience?

The relevance of marketing degrees sparked a lively debate. Here are some points to consider for those looking to advance in this field:

Traditional degrees: While they may provide a theoretical foundation, they are often criticized for their lack of relevance to market realities. Many marketing graduates admit to not using the knowledge learned at university in their daily work.
Practical experience: Doing an internship or working on concrete projects helps acquire directly applicable skills. Testing a variety of activities (SEO, social media, advertising campaigns) can reveal your preferred domain.
Short and certified courses: Recognized certifications (HubSpot, Google Ads, Facebook Blueprint) are often more practical and specific to current trends.

The Evolution of Marketing: The Role of AI

Speakers emphasized the impact of AI in modern marketing. AI automates many technical tasks, but it highlights the importance of creativity and human experience.

1. AI Tools to Enhance Productivity

Marketers can now use AI to optimize their campaigns, generate ideas, or refine their messages. For example, asking an AI tool for suggestions to improve content can not only save time but also enrich your knowledge.

2. Differentiating in a Saturated World

While AI produces mass content, brands must focus on the customer experience and messages that emotionally resonate with their audience. AI can streamline processes, but it is humans who provide meaning and depth.

Education: A Necessary Reform

An interesting point of reflection was raised: traditional education is often too rigid and outdated in the face of current needs. Schools should integrate practical skills like communication, financial management, and advanced AI usage from an early age.

For Swiss parents and educators: Consider extracurricular programs or local workshops in digital marketing, highly accessible in Geneva and French-speaking Switzerland.

Key Points to Remember

Communication above all: Develop your verbal and written skills, essential for success in marketing.
Be proactive: Seek internships or concrete projects to learn in the field.
Diversify your knowledge: Explore different specialties (SEO, paid advertising, social media) to discover your passion.
Use AI intelligently: Take advantage of AI tools to increase efficiency, but focus on creative and strategic aspects.
Stay curious: In marketing, understanding human behaviors and social trends is essential.
Encourage continuous learning: Take online courses or obtain certifications that reflect current market needs.
Localize your campaigns: Adapt your messages and visuals to Swiss cultural sensitivities.
Focus on customer experiences: In an increasingly connected and saturated world, memorable experiences make a difference.

In conclusion, digital marketing is an exciting and ever-evolving field, requiring a balance of technical skills and creativity. Whether you are a beginner or an experienced professional, the advice shared in this discussion offers a valuable roadmap to navigate this dynamic landscape. In French-speaking Switzerland, where the demand for quality and innovation is high, these skills are not only useful but essential for standing out.

Source: "Essential Skills Every Digital Marketer Needs" - Resting Pitch Face, YouTube, Feb 13, 2025 - https://www.youtube.com/watch?v=6yfxC5NUOvE

Guide: Essential skills of digital marketing