Digital Communication: What every organisation need to know

Digital
communication involves an organization’s online communication efforts. Most
organizations today use a wide range of online channels from their website to
mobile chat to blogs to connect with current and prospective customers,
employees, and other stakeholders. They need digital marketing professionals
who have a keen understanding of how to leverage this convergence of technology
and messaging to their advantage. Digital communications professionals are
responsible for everything from creating online brand assets to building an
engaged social media audience.

Top Skills for Success in Digital Communication

Employers
across industries are looking for digital communication professionals with a
variety of specific skill sets. The chart below highlights the top skills
hiring managers were looking for in 2017.

Along
with the above areas of expertise, there are also many “soft skills” that will
serve you well in a digital communication career, including:

• Flexibility—Those who
  thrive in digital communication tend to be people who are highly
  adaptable, as priorities in this discipline often shift quickly.
  “Flexibility is highly valued in these roles,” explains Dr Powers. “Hiring
  managers want employees who can easily acclimate to changes.”
•  
• A commitment to lifelong
  learning—Ongoing
  education is important for staying marketable and at the forefront of the
  field, Dr Powers says. “It’s impossible to predict future changes but the
  most successful digital communication professionals are committed to
  lifelong learning to stay ahead of the rapid pace of change.”
•  
• A passion for
  storytelling—Digital communications are often rooted in the
  art of persuasion, and one of the best ways to persuade your audience is
  by crafting a strong narrative.
•  
• Empathy—Being a
  strong communicator involves gaining a strong appreciation for your
  audience and what drives them. Once you’re able to put yourself in the
  shoes of other people you’re trying to influence, you can establish more
  meaningful—and more effective —connections with them. 

• Curiosity—“Being
  inquisitive will carry you a long way,” says Dr Powers. “The best digital
  communication practitioners are those who crave a deeper understanding of
  the people, processes, and channels of communication.”

Common Digital Communication Career Paths

The Association of
Data-Driven Marketing and Advertising recently
identified key growth opportunities for digital communications professionals in
areas such as:

Content Marketing

These
roles involve the planning, creating, and sharing of compelling content to
engage key audiences. Unlike traditional marketing, content marketing isn’t
about promoting a product or service but about being a credible source of
information that matters to potential customers.

Digital Advertising

Digital
advertising professionals develop and execute strategies to reach highly
targeted audiences through an array of online channels, from Google AdWords to
Instagram.

Data-driven Marketing

These
roles involve testing various marketing approaches, analyzing and interpreting
data, and measuring the results of marketing campaigns.

Search Engine Optimization (SEO)

Professionals
in these roles implement, analyze, and continuously update website content and
technical features to increase an organization’s search engine ranking.

Social Media

Social
media professionals are responsible for developing and executing social media
marketing campaigns to influence a target audience, which includes the creation
and curation of visual and written content. They also may act as community
managers, listening and responding to social media users in a way that is in
line with the organization’s brand identity.