Technology has rapidly transformed
the marketing industry. Reuters reports that digital marketing spends
in the US and UK alone is it 52 billion. That’s a 44% increase on the previous year.
And the 2018 marketing trends report by McKinley found that while all other marketing
functions are saturated there is still a big gap between the demand for digital
marketing at 59% with active supply at 19%. So what does this all mean?
Digital marketing is still a really smart career choice and if you combine
the right set of skills you can become one of the most in-demand business
professionals in the world. But remember, as technology
is transforming the industry, the jobs to be done and skills
required is constantly changing. Especially to stay in the top 1% and really
t-shape your digital marketing skill set. So, in 2020 what skills do
you really need to master to stay at the top of your game?
Let’s find out! Hey guys, my name is Luke and I work in
the marketing team here at Growth Tribe. Just as a heads up, there is a ton
of skills relevant to digital marketers, But this video is just going to focus on the ones where we see a real growing demand. And as always you can access the
resource list in the description below. And one final thing. The skills I mention in this video
assume that you’re taking a best practice approach to data-driven
full funnel marketing. As the skills I’ve outlined are really going
to empower your growth strategies. Now, we cover the principles of growth
hacking and rapid experimentation in a ton of other videos on our channel
so you can go and check them out. However, I’ll include a bonus
section in the resource list around growth hacking and
rapid experimentation. Here’s five skills that are
really going to help you up your digital marketing game
into 2020 and beyond! Skill to master number one:
Digital Psychology. Humans are complicated in emotional
creatures. In fact, according to Harvard professor Gerald Zaltman 95% of our
purchase decisions and made subconsciously. So being able to compel and
persuade the subconscious mind through online touch points is super
powerful for digital marketers. And this is what having a firm grasp
of digital psychology can really do. This relatively new field combines
psychology and behavioural economics to better examine our
online behaviours. As marketers, we generally have a habit
of focusing on what our customers are doing, and sometimes overlook
why they’re doing it. That’s what digital psychology
is all about. Even if you haven’t actively
studied this discipline, you probably would have been exposed
to some of its principles. For example, Amazon uses price anchoring
against the recommended retail price to make their prices seem relatively
cheap and appealing. Despite the fact that actually, most of the
competition will sell lower than the RRP. Booking.com, who I see as a master
of digital psychology, use the principles of loss aversion,
social proof and urgency to increase bookings. You’ll also find the principle of
need to complete used on most checkout pages
and multi-step forms. According to DigitalPsychology.io, we, as
humans, don’t like to leave things incomplete. We’re motivated to finish a set of tasks
even with no further reward other than the satisfaction of completing them. Looking to know more about digital
psychology and its principles? And need some resources to help? As a start I would 100% check
out DigitalPsychology.io. Curated by Daniel Stefanovic,
it’s a free library covering digital psychology principles
with examples that help you enhance the customer experience.
I would also check out the book How Customers Think: Essential Insights
into the Mind of the Market by Gerald Zaltman. This promises to help you unlock the
hidden 95% of your customer’s mind. Finally, I would recommend diving
into Dan Ariely’s book Predictably Irrational: The Hidden
Forces that Shape Our Decisions. Digital psychology can help you
enhance the customer experience and this is a term that’s being used
more frequently by business and marketing professionals,
and brings me nicely onto skill number 2: Customer
Experience or CX for short. This has been referred to as the only
channel a business truly owns. As markets become more and more
saturated and consumer choice becomes more abundant,
it really is a way to differentiate yourself from
the competition. As this Oracle report found, 86% of
consumers will pay more for a better customer experience and 89% of consumers
began doing business with a competitor following a poor customer experience.
Marketers in the digital age need to shift their focus from selling
products to selling experiences, and ensuring that those experiences
are great every touchpoint. Now, just to clarify, I know CX
sounds a lot like UX, right? There is overlap, but whereas UX focuses
on the experience a user has with a specific product, service or tool,
CX takes a holistic view of all the interactions that
a user has with a brand. This means that every area of your
business will impact the customer experience. from online adverts, to sales representatives,
to suppliers, to delivery, to customer service and more. But recently customer
experience is being more frequently owned and championed by the marketing
department as it’s so crucial to brand equity. In fact, according to Accenture
86% of B2/B CMOS reported that they consider customer experience to
be a very important parameter. So gaining a solid grasp of customer
experience marketing is crucial to staying at the top of your
digital marketing game. Your customer’s experience must be
as consistent, as delightful and as frictionless as possible, at
every stage of the buyer journey, and it should also be hyper-personalised.
Hyper-personalisation is a technique that combines behavioural and real-time
data extracted from multiple channels and touch points to deliver a highly relevant
experience to your end user. I’ve included some resources around hyper-
personalisation in the resource list below. Great customer experience is going to fuel
your growth engine as it helps increase customer loyalty, repeat purchase,
word-of-mouth and positive social proof. Any growth strategies you put in
place could be doomed to fail if CX is not a major part of it.
Want to learn more? Hotjar actually has a really nice guide
on customer experience, as well as a trends and stats report for 2019.
To empower your digital customer experience, I would also encourage you to check
out Google’s research into micro moments. As they found, today’s battle for
hearts, minds and dollars is won or lost in micro moments. These are intent-driven
moments of decision-making and preference-shaping that occur throughout
the entire customer journey. Described as an intent-rich moment when a person
turns to a device to act on a need-to-know, go, do, or buy. You can also check out
these books: Hug Your Haters: How to Embrace Complaints and
Keep Your Customers by Jay Baer, and The Effortless Experience: Conquering
the New Battleground for Customer Loyalty by Matthew Dixon, Nick
Toman and Rick Delisi. Time to get a bit more technical
with Skill number 3: Front-End Code. The DIY t-shaped marketer should really
understand some of the languages that run our digital world and a great place
to start is by learning front-end code. For sure, we can get away without knowing
to code with the abundance of code-free tooling options, but it definitely helps.
I look at it a bit like this: you can use Google Translate to get by in different countries
with a language, but it’s going to be much more effective if you actually know
the language. I know in my own experience, and I’m sure some of you would have
faced the same challenges, a big blocker to some digital projects can be when
requests have to be made with the development team. They’re often super
busy and you’re small alignment changes or changes to form design will probably
be way down on the priority list. It’s a highly attractive skill to have
on a digital marketing resume because it means you can be more agile and
work faster on digital projects. It’s great for things like making bespoke changes
to landing pages built with builders, gaining a better understanding of how
things like tracking codes and pixels work, not becoming a slave to templates,
by that I mean you can make custom changes to things like email campaigns,
and it’s also going to allow you to start testing faster and explore more
tools-based marketing options. Take our recent T-Shaped Quiz for instance.
Here, I was able to embed the Typeform tool onto the page for better UX without
losing any of the tracking data. How? By manipulating the code snippet provided
by Typeform to ensure that the right URL parameters get passed through the
form on completion. You can even do a bit of competitive intelligence with the
Inspect tool on Google Chrome. You can have a look at how your competitors’ websites
are set up and even do a bit of keyword snooping by running a meta data inspection. Coding schools are abundant,
but some of my favourites are W3Schools, Code Academy and Treehouse,
which is actually where I learnt front-end code, myself. Okay, moving on to digital marketing
skill number 4: Video Marketing. Video marketing is fast becoming the
most powerful content marketing format. According to HubSpot, 87% of businesses
are now using video for marketing. And Social Media Today found that 90%
of consumers claim that a video will help them make
a purchasing decision. To stay at the top of your digital marketing
game you really should gain a solid understanding of how to utilise video and
implement a solid video marketing strategy. Video marketing is great for things
like increasing social engagement, reach and shares, building authority
and thought leadership, improving SEO and converting and increasing sales. At Growth Tribe, we use video throughout
the funnel. Like this one for awareness and value creation at the top of the funnel.
We also use product videos on our website to help us acquire new leads, we use
testimonial videos that often get shared by our sales team to provide social proof
and help convert. And video also forms part of our product, part of the blended
learning experience that we offer in our courses. Video marketing tools are becoming increasingly
abundant accessible and powerful. Tools like Vidyard, Vimeo and 23 help
add powerful features to videos and improve your tracking and analysis. Think things like embedded forms for
direct lead-gen, Personalisation of video content and interactive videos.
So, to get a head start I’d recommend definitely following our
own head of video Paolo he’s an experienced video strategy and
production specialist with a deep understanding of growth marketing
principles. You could also check out his numerous videos on video marketing by
following the Growth Tribe channel. HubSpot and Vidyard also have some nice
video marketing guides and I’d also highly recommend you follow 23 and check
out their blog and video marketing resources. Ok, rounding off with digital marketing
skill number 5: Digital Analytics. In an age of data-driven marketing,
digital marketers without experience of digital analytics will soon become
irrelevant. Avinash Kaushik, author and digital marketing evangelist
for Google defines digital analytics as the analysis of qualitative and
quantitative data from your business and the competition to drive a continual
improvement of the online experience that your customers and potential
customers have which translates to your desired outcomes. We talked about the “why”
of customer behaviour earlier and the importance of digital psychology, but
digital analytics is about the “what”, and you really need to understand both. It
helps you make more effective and data-driven decisions and make
predictions on when and where your customers might appear in
the buying journey. It drives continuous improvement. Digital
analytics can help you identify things like which digital touchpoints are
effective and which can be improved, the customer acquisition cost achieved for
different online channels and the effectiveness of marketing campaigns and
content. Now, the most common, popular and powerful tool for digital analytics is
Google Analytics so I’d start by ensuring you master that. Now there’s a
million and one courses on Google Analytics out there, all promising
different things, but I’d maybe encourage you to actually do
the ones by Google themselves. The Google Analytics Academy offers courses on
Google Analytics, Tag Manager, Data Studio, and 360 for all experience levels. And
through Coursera, the University of Illinois is also offering courses in digital
analytics for marketing professionals both in theory and in practice. So there you have it, five digital
skills you should learn in order to stay at the top of
your digital marketing game in 2020 and beyond. We’d love to hear your thoughts
in the comments below and remember you can access all of the
resources we talked about in this video and some bonus resources on hyper-
personalisation, growth marketing and rapid experimentation by following the
link in the description below. Happy learning!

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100 thoughts on “5 Digital Marketing Skills to Master for 2020 & Beyond”

  1. 100% useful info, no fillings 🙂
    Im looking forward if an online course comes up which teaching online marketing in details.

  2. I can definitely say that your video isn't filled with some obvious fluff. It does complete justice to the title. Amazing points!

    Especially, i really liked how you implemented the typeform into the landing page section. Would you mind shedding some light as to how you did that (maybe in a video or a blog post).

  3. Hey FREE marketing coaching here, I'm the owner of a digital marketing agency and I'm offering this coaching totally free to practice my comunicacion skills. +543876137291 for WhatsApp. Thanks!

  4. Such in-depth and useful content. I like how you gave practical, specific examples of each skill and recommended various resources to learn more. You've gained a new fan 🙂

  5. I am extremely picky when it comes to content related to digital marketing since the internet is too noisy. But I found this video content very very informative. I would like to add my opinion and disagree with your skill #3 which according to you is Front-End developing. It would be more appropriate if you would replace it with SEO which I think from now on will also include the Front-End as a core part of it. Thanks for sharing all this information with us. You got a new sub to your channel 🙂

  6. We mainly need knowledge of java script, CSS and HTML. Right? I never felt need of any other programming language. Do you recommend any other language?

  7. The vid was filled with content/suggested material throughout; but the way it was delivered made it so easy to grasp 🙂🙏. Great video content 👏

  8. Thought it's gonna be a video with shocking title but no insightful content like most of recommended videos on YT then this blows me away

  9. Hi Growth Tribe Team,

    Indeed a very useful video. Lot of new concepts i came to know in this video. Might want to add one suggestion, i feel that the presenter in the video talks too fast so its really hard to understand at first time.

    In future It would be really helpful if you talk slower than this.

    Thats it. Keep posting useful videos like this.

  10. Hey Luke, thanks a lot! I'm training corporate executives tomorrow and this video is a great resource! 👏🏼👏🏼👏🏼

  11. I liked this video, in particular, CUSTOMER EXPERIENCE.
    The only observation is about FRONT-END CODE. God, it is a whole universe and it should have been pointed out. It is true that you can get some basic knowledge to complete trivial tasks, but being a real experienced Front-End Developer takes a lot and requires dedication.

  12. This is perfect for me right now as a recent graduate. Is there a class I can take online that covers these in a practical real-life manner?

  13. Quick summary.
    1. Digital Psychology
    2. Customer Experience
    3. Front End Code
    4. Video Marketing
    5. Digital Analytics

    Thanks so much. Amazing content

  14. I agree with knowing front-end. Even a well put together Shopify theme will often require some changes made when a client requests it. Knowing this will make you more valuable in the long run.

  15. I'm half way through the video and the hands gesture is just too much. If you knew about talking ethiquette you wouldn't keep repeating it to look natural. It's just more insulting to the fact that you just talked about marketing psychology which should've made you aware that you look quite stupid when you do that

  16. Wow. Very very informative. I feel very intimidated listening to you but again motivated to learn more and more. I want to grow and be in the improve in my skills. I am glad i bumped into this channel. Thank you for the resources that you shared. This is definitely an awesome time to plan my 2020 growth track

  17. Digital psychology is also related to communication theory. So if you're interested in learning more about it Google that as well. It's still theory based (strategic) so learning the application of that knowledge is where value is added (the tactical).

  18. Moral question for Digital Psychology part.
    I've read "Thinking. Fast and Slow" by Daniel Kahneman which is the original research that have set the precedent for the idea that we're not really in control of most of our decisions.
    This channel just casually drops using those kinds of exploits of human cognition like "best practices" and that feels disturbing. Isn't this is the kind of marketing people actually hate? And aren't those kinds of practices will play not in your favor when how they work inevitably becomes common knowledge within next 5-15 years?

    I think we should expose and condemn companies who play that low, and promote authenticity and practices that help customers make informed decisions instead of playing on cognitive shortcomings of our brains.

    Idk, may be I'm too idealistic.

  19. Growth Tribe videos haven't let me down yet. Packed full of new information and tools that are hard to find on your own. I love this channel so much!

  20. Thank you for sharing this video and sharing the source information! As a beginner in digital marketing this was very useful. Definetly subscribed! 👍🏻

  21. I'm not so sure there is any real jobs on the internet. Other then what jobs people creat for them selves. Maybe if you have or learn a new skill that you can use to create your own job that's my 2 cents but if your tired of being scammed or miss lead click here. www learnhowtointernetmarketing.com

  22. Tons of information in just 11min video. Excellent Awesome.i really appreciate ur efferts. Thanks for the video.new subscriber dp…

  23. Great content! I'm new in the marketing world, so this is exactly what I need it to know to continue my learning journey 🙂 THANK YOU!!!

  24. No I got to go back to the drawing board because I am I’ve mastered two of the five skills and in the other three I got to go and find out and work hard on it thanks I appreciate it time to get going for 2020 thanks for the video it was so much information I really appreciate it and you add the links to get me started

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