DC Digital Marketing Pros are in Demand

by Gaby Gramont

TorchLight, one of the DC area’s leading marketing search firms, highlights the three skills you need to stand out

As one of the Washington, D.C. region’s top marketing and communications search firms, TorchLight keeps up on the pulse of the marketing and communications industry to make sure we deliver the right candidates with the right skills.

The trend is clear: digital is in demand.

Digital marketing expertise is no longer the exclusive domain of a company’s web team; it’s a fundamental skill that every marketing and communications professional needs. Increasingly, we receive requests from clients seeking talented candidates well-versed in digital marketing practices ranging from data analytics and research to content optimization, email marketing, PPC and SEM. And if our advice doesn’t compel you, according to a recent study by Gartner, by 2017 a company’s marketing team will outspend its IT team on technology. How can you get ready? The numerous platforms and tools can be overwhelming, but to get you started, here are three key areas of digital marketing every marketing and communications professional should master:

Data Analytics
In the digital age, all great marketing starts with good data. Good data, derived from platforms like Google Analytics, Marketo, Eloqua and the like, helps marketers identify audiences, target their message and measure the ROI of campaigns. To get you started, Google Analytics offers free training and resources on this subject: www.google.com/analytics/learn/

Social Media
Facebook, Twitter and LinkedIn are the most commonly used social media sites that organizations are using to connect with customers and the community. While many people have personal social media accounts, the clients we work with seek candidates who understand how to customize and differentiate content for each of these platforms and who have experience building and sustaining cross-platform campaigns, measuring outcomes through analytics and developing strategy. A great book on the rising relevance of social media in marketing and communications is The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly.

E-mail (Direct) Marketing
While social media seems to get all of the attention in recent years, e-mail marketing remains a common and highly effective way for organizations to connect with their target audiences. Our clients seek professionals experienced at identifying and segmenting audiences, creating customized and compelling content, testing messages and formulating strategies for increasing conversion rates. Constant Contact, one of the most common e-mail marketing software programs, offers free training and tutorials on this subject: www.constantcontact.com/resource-center/education.jsp

While these are just a few of the areas of digital marketing in which our candidates specialize, commanding a basic understanding of these three disciplines will improve your chances to succeed in today’s marketplace. The good news is that digital is creating unprecedented opportunity for marketing and communications professionals to make a measurable impact. Are you ready? &

Posted in Digital marketing