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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.
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:
The Association of Data-Driven Marketing and Advertising recently identified key growth opportunities for digital communications professionals in areas such as:
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 professionals develop and execute strategies to reach highly targeted audiences through an array of online channels, from Google AdWords to Instagram.
These roles involve testing various marketing approaches, analyzing and interpreting data, and measuring the results of marketing campaigns.
Professionals in these roles implement, analyze, and continuously update website content and technical features to increase an organization’s search engine ranking.
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.
This article was written by one of the consultants at IPC
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