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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.
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.
with the above areas of expertise, there are also many “soft skills” that will
serve you well in a digital communication career, including:
The Association of
Data-Driven Marketing and Advertising recently
identified key growth opportunities for digital communications professionals in
areas such as:
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.
advertising professionals develop and execute strategies to reach highly
targeted audiences through an array of online channels, from Google AdWords to
roles involve testing various marketing approaches, analyzing and interpreting
data, and measuring the results of marketing campaigns.
in these roles implement, analyze, and continuously update website content and
technical features to increase an organization’s search engine ranking.
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.
This article was written by one of the consultants at IPC
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