The Top Digital Marketing Skill Set: What Does it Include and Why

The Top Digital Marketing Skill Set: What Does it Include and Why | Digital Marketing | Emeritus

If you aren’t already convinced, then here’s another reason to invest in adding a digital marketing skill to your repertoire. Consider that spending on digital advertising is expected to reach $602.25 billion in 2023. As companies worldwide continue to invest billions in digital marketing, developing your digital marketing skills is essential to succeed in this competitive landscape. Let’s explore the different kinds of digital marketing skills that can help you secure a fulfilling and rewarding career.

Digital Marketing Skill

Digital Marketing Hard Skills

Digital marketing requires a diverse set of hard skills. Here are 10 must-have digital marketing hard skills to acquire to advance your career:

Search Engine Optimization (SEO)

The primary focus of this digital marketing skill is to understand how search engines work and optimize your website to rank higher in Search Engine Results pages (SERPs). It entails keyword research, on-page optimization, link building, and other related activities.

content marketing managerPay-Per-Click (PPC) Advertising

Advertisers pay each time someone clicks on one of their ads in this type of advertising. To be successful in PPC, you must understand how to conduct keyword research. It also involves creating compelling advertisements and optimizing campaigns for maximum ROI.

Social Media Marketing

Social media marketing is an excellent way to connect with your target audience and promote your brand. This digital marketing skill entails creating engaging content, growing your following, and measuring your results for further success.

Email Marketing

Email marketing is still one of the most effective ways to reach your target audience. To master this digital marketing skill, you must have first-hand knowledge of how to create effective email campaigns, segment your audience, and track your results.

Content Marketing

This is an ability to create valuable and relevant content to attract and retain a clearly defined audience. You must also know how to measure the effectiveness of the content and optimize it for search engines.

Data Analytics

The skill to use analytics tools like Google Analytics and the ability to do data analysis are handy when tracking the performance of your website. They can analyze user behavior and make data-driven decisions.

Marketing Automation

Automation software adds efficiency to repetitive marketing tasks such as email campaigns, social media posts, and lead nurturing. To excel at this, you should be adept at effectively setting up and using marketing automation tools.

Conversion Rate Optimization (CRO)

CRO is improving the conversion rate of your website or landing pages. Conducting A/B testing, analyzing user behavior, and making data-driven decisions are all integral to this skill.

Mobile Marketing

Since mobile devices are now the primary mode for people to access the internet, mobile marketing is an essential digital marketing skill. This entails understanding how to create mobile-friendly websites. It also requires you to be dexterous at mobile advertising and optimize your content for mobile devices.

Video Marketing

Video marketing is a powerful tool for engaging your audience and promoting your brand. You must understand how to create compelling video content, optimize it for search engines, and promote it on social media and other platforms.ALSO READ: How to Optimize Landing Pages: The Best Practices for More Conversions

Digital Marketing Soft Skills

Apart from hard skills, digital marketing professionals must also have various soft skills that allow them to communicate effectively, collaborate with others, and think creatively. As a digital marketer, here are 10 essential soft skills you should be familiar with:


From writing email campaigns to managing social media, digital marketing requires effective communication skills. They allow you to convey your message to your audience clearly and persuasively.


This skill allows you to stand out from the crowd and capture your audience’s attention. It includes thinking outside the box, developing unique ideas, and discovering new and innovative ways to promote your brand.


The digital marketing landscape constantly changes, and staying current on trends and technologies necessitates adaptability. Adaptability helps you to modify your strategies and tactics in response to changing market conditions and consumer behaviors.


It is quite common for graphic designers and content writers to work together in digital marketing. Being a team player allows you to collaborate effectively and achieve your goals as a group.

Time Management

With so many moving parts in digital marketing, effective time management is critical for keeping everything on track. Moreover, this skill requires you to prioritize tasks, set deadlines, and effectively manage your time.

Analytical Thinking

Digital Marketing Skill

Digital marketing requires the analysis of data, tracking of metrics, and making data-driven decisions. Analytical thinking skills allow you to make sense of large amounts of data and identify key insights that can inform your strategies.

Customer Focus

The goal of digital marketing is to connect with your audience and meet their needs. Customer-focused is critical in this field; it allows you to create campaigns and content that resonate with your target audience and drive engagement.


Solving complex problems is one of the hallmarks of digital marketing. This skill entails identifying problems, developing solutions, and effectively implementing them to achieve your objectives.

Emotional Intelligence

Why is emotional intelligence a necessary skill? Because it allows you to connect with others, understand their needs and motivations, and build strong work relationships.


Practical leadership skills are useful, especially when leading a digital marketing team or project. To achieve your goals, you must be able to inspire and motivate others. This entails setting priorities and managing resources effectively.

ALSO READ: What Makes a Good Digital Marketing Campaign? Here are Some Top Campaigns

How to Upskill as a Digital Marketer with Emeritus?

Emeritus offers some world-class courses on digital marketing. These include:

Digital Marketing: Creating Successful Marketing Strategies by Rotman School of Management

This is a 6-month online course that runs for 4-6 hours per week. It is intended to provide professionals with the ideas, know-how, resources, and methods required to begin or improve digitized marketing initiatives. They will be able to achieve improved marketing ROI and optimized performance for their companies. 

Digital Marketing Intensive (Online) by Columbia Business School–

Another 6-month online course, runs for 15-20 hours per week. It is intended to provide a thorough overview of digital marketing and its tools. It covers a whole gamut—from the effects of marketing analytics, Artificial Intelligence (AI), and automation to display advertising, search engine marketing, social media marketing, and influencer marketing.

Digital Marketing Strategies: Data, Automation, AI & Analytics by Kellogg School of Management

Kellogg’s online course runs up to 4-6 hours per week and stretches for 2 months accordingly. Business executives, managers, and marketers can learn how data-driven, automated, and analytic-driven modern marketing works courtesy of this program. In conclusion, digital marketing is a rapidly growing field that offers many opportunities for professionals to advance their careers. Whether you’re looking to upskill or switch careers, various online digital marketing courses on the Emeritus platform can help you achieve your goals. Our courses are taught by industry experts who have years of experience in the field. We recommend taking advantage of these courses to enhance your digital marketing skills and get ahead of the curve. 

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About the Author

Content Writer, Emeritus Blog
Sneha is a content marketing professional with over four years of experience in helping brands achieve their marketing goals. She crafts research-based, engaging content, making sure to showcase a bit of her creative side in every piece she writes. Sneha spends most of her time writing, reading, or drinking coffee. You will often find her practicing headstands or inversions to clear her mind.
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Courses on Digital Marketing Category

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Last Date to Apply: May 23, 2024

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Last Date to Apply: May 23, 2024

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Columbia Business School Executive Education

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Starts on: May 30, 2024

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US +1-606-268-4575