Digital Marketing Skills

Understand the career pathways a Digital Marketer can progress towards.

Essential Digital Marketing Skills

Complete Digital Marketing Skills and Job Roles Map

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In today’s context, the demands of a digital marketing professional are high. They must have a diverse skill set, a comprehensive grasp of available media channels, and the ability to identify potential opportunities. Also, they need to have a balance of critical and creative thinking skills to bring success to the company.

One of the indispensable skill sets a digital marketer needs is a broad insight into the latest digital marketing strategies and methodologies practised by digital marketing industry experts.

Below are some essential technical and generic skills to keep a digital marketing professional relevant in the ever-changing digital industry.

Technical Skills Required of a Digital Marketer

Account Management

Manage, maintain and grow sales and relationships with specific customers or accounts. This includes intensive customer engagement, relationship-building and provision of quality solutions and services to address customers’ needs successfully and generate revenue.

Affiliate Marketing

A process by which affiliates earn a commission for marketing another person’s or company’s products. As this is done by spreading the responsibilities of product marketing across different parties, it manages to leverage the abilities of a variety of individuals for a more effective marketing strategy whilst still providing contributors with a share of the revenue.

Article Writing

The ability to articulate the intended message with clarity and simplicity of reading is a necessary skill set. Good grammar and spelling are integral components to writing comprehensible articles. Also, the flexibility of switching styles and tonality of writing is crucial to cater to different audiences in mind.

Brand Management

Brand management is a component of marketing that uses different procedures to improve the perceived value of a product line or brand over time. Effective brand management builds loyal customers and stronger brand recall through positive brand associations and images or a strong brand awareness.

Business Writing

The ability to articulate content in the form of purposeful, economical and reader-oriented writing. It can focus on expressing ideas rather than impressing the intended audience. The main goal of this form of writing is to get the message across clearly and simply. It is common to involve collaborators and work in teams to exchange ideas or revise documents. Examples of business writing applications include writing emails, reports, and user manuals.

Community Management

The ability to strategise growth and engagement with the audience within the brand’s owned social spaces. After social media publishing, the expertise to deal with the customers through providing good customer service, listening to the internet and managing the brand by participating in active discussions is a part of honing this skill set.

Competitive Analysis

This is a statement of the business strategy and how it relates to the competition. The goal is to determine the strengths and weaknesses of the competition in the market and pinpoint advantageous strategies that can be applied to the company. Tactics include deterring competition from entering your market and discovering weaknesses that can be exploited within the product development cycle.

Content Curation

The skill of researching, collating, and delivering digital content surrounding a specific subject matter. Having this skill helps to amass content from various sources and deliver it in an organised fashion. The ability to recognise more substantial content and filter out irrelevant information is a crucial component of this skill set.

Content Development

To develop a company’s content goals and the strategies to reach those goals. It also includes synthesising ideas from a large team to subject matter experts and decision-makers. The functional aspects of this skill are to develop strategies, craft the content and create its final deliverables.

Content Marketing

This is a strategic marketing skill set focused on the creation of content that provides immense value to the intended audience, the crafting of content that is relevant to both the business objectives and the target customers’ pain points and goals, and developing content that is delivered to the target audience in a timely and consistent manner.

Content Management

This is a skill set that requires the responsibility for creating, improving and maintaining content to achieve the business goals of an organisation. It also entails sharing content to raise brand awareness and monitoring web traffic and metrics to identify best practices.

Content Management Systems

It is a skill set that effectively manages content by allowing some level of automation, usually in the form of a software package. It is the ability to make the content available to others and ensure that they effectively consume it by performing editorial processes like creating and editing content. Examples of content management systems include WordPress, Joomla, Drupal, Magento, WIX, Shopify, and Squarespace.

Content Strategy

Develop a content strategy to include the conceptualisation and mapping of digital storyboards as well as the optimisation of content delivery parameters to market the organisation’s products and services.

Conversion Rate Optimisation

The ability to improve the percentage of visitors who complete a desired action on a given website. This process involves understanding how users navigate through a website, what actions they take, and what stops them from completing the goals.


It is the ability to write text for the main purposes of advertising or other forms of marketing. It is a skill set where you can string sentences that flow together naturally. The ability to write with a touch of empathy will enhance the effectiveness of copywriting.

Copy Editing

It is the ability to evaluate and edit written materials to improve precision, readability, and relevancy. It is to ensure that it is free of error, omission, inconsistency, and repetition. A keen eye is very much necessary in looking out for potential legal problems and checking for facts in the articles.

Creative Writing

This is a captivating skill that enables individuals to convey their ideas and thoughts through imaginative and artistic writing. It thrives on the freedom of expression and resists the constraints of personal bias. Creative writing serves the dual purpose of entertaining and connecting people through shared human experiences. It is an art form that crafts written content in a uniquely expressive manner, enlightening readers about its subject matter with a touch of ingenuity.

Customer Relationship Management (CRM) Software

This is a specialised skill set for managing a company’s relations and communications with clients using technology. With this capability, it helps to improve connectivity among customers, streamline processes, and improve profitability. It promotes a more reliable way to manage the external interactions and relationships that drive success. Examples of popular CRM software include Salesforce, Infusionsoft, and Zoho.

Data Management

It is a process that encompasses collecting, verifying, storing, preserving, and processing the required data to ensure accessibility, dependability, and timeliness of the data for its users. Many organisations leverage Big Data to execute business decisions and gain deep insights into customer behaviour, trends, and opportunities, resulting in producing extraordinary customer experiences.

Digital Advertising

It is an ability to utilise the technologies of the internet to deliver advertisements to users. It usually includes promotional advertisements and messages delivered through digital platforms such as Facebook and Instagram ads, LinkedIn Ads, Google Ads and more. The ability to plan, manage, analyse and optimise online advertising campaigns is also an important component.

Digital Marketing Analytics

It is the translation of customer behaviour into actionable business data. With the help of digital analytics tools, it examines the various online channels that buyers interact with and helps to establish new revenue possibilities from existing campaigns. It provides a data-driven foundation for businesses to build a profitable, scalable marketing strategy.

Digital Marketing Strategy

The ability to develop a set of planned activities to achieve a company’s goals through chosen digital channels. Digital marketing strategies include utilising digital channels across paid, earned, owned and shared media to reach, engage, and convert clearly defined audiences.

Display Advertising

This skill requires an understanding of using Display Advertising platforms such as Google Ads, DoubleClick, and Criteo to reach audiences across different mediums or display networks (e.g. websites, mobile apps, video streaming websites). It also includes knowing how to communicate a marketing message visually using images, logos, text, animations, videos and other forms of media. Within this skill set is understanding various key metrics to measure ad campaign performance.

Email Marketing Software

It is an ability to utilise email as a form of direct marketing and functions to communicate marketing messages, advertisements, sales solicitation or a call for business to an audience through software. The person with this skill set has a talent for developing relationships with potential customers and clients. One of the components of this talent is also the ability to measure the success of the email campaigns once it is delivered to the respective audiences. Examples of email marketing software include MailChimp, GetResponse, and Aweber.

Email Newsletter Design

It is an ability to design the layout of emails and to have an appropriate visual composition catering to different audiences. Apart from the knack of choosing the right tones of colours and imagery, it also entails prioritising the importance of specific messaging for better consumption.

Email Strategy

It is the ability to plan a series of marketing campaigns to reach desired marketing goals through lead generation and lead nurturing. It usually contains a plan of action that gives businesses a direct channel of communication with prospects and customers for brand promotion, engagement, conversions, and loyalty.

Facebook Marketing

This is the ability to market a brand through social media marketing activities such as Facebook Advertising and creating Pages and Groups as a platform to attract new customers and maintain communication with existing followers.

Google Ads

It is the capability to set up and run digital advertising campaigns within Google Search, Display, Shopping, App, and Video networks. A person with this skill set must understand how Google’s advertising system works, such as how to bid on certain keywords for clickable text ads to appear in Google’s search results, track conversions and evaluate campaign performance.

Google Analytics

This is a specialised skill set that utilises web analytics services offered by Google to track and evaluate marketing campaign data. With the capability of capturing website activity-related data such as session duration, bounce rate and even offline data, an analyst is required to have extensive knowledge of the platform in order to extract actionable insights.

Google Tag Manager

The ability to manage and deploy marketing tags (snippets of code or tracking pixels) on a given website (or mobile app) for reporting and analytics purposes. The tags allow event tracking, such as monitoring form submissions, scroll tracking, conducting surveys, generating heat maps, remarketing, or even tracking how people arrive at a website without the hassle of implementing numerous JavaScript tracking codes across the entire asset.

Graphic Design

It is the ability to communicate through visuals and solve problems using typography, photography, and illustration. The skillset also involves applying visual hierarchy and page layout techniques to meet users’ specific needs and focus on display elements in interactive designs to optimise the user experience.

Integrated Marketing

It is the ability to develop and execute a marketing plan on and across various online and offline channels and platforms, in addition to tracking customers’ responses and effectiveness to marketing communications across these channels. This skill set includes the integration of traditional and digital marketing channels and techniques where applicable.

Instagram Marketing

It is a skill set that leverages the Instagram social media platform to connect with a brand’s target audience and market its brand. The marketing is done through regular posting of photos, videos, Instagram Stories and advertising in a bid to create a strong visual presence and build relationships with the audience.

Keyword Research

It is an ability that marketers, especially search marketing professionals, use to find and research alternative search terms that people enter into search engines while looking for a particular subject. The purpose is to discover what customers are searching for online and then lead them from search results to the relevant landing pages.

LinkedIn Marketing

It is a skill set utilising LinkedIn as a social media platform dedicated to professionals to create connections, find leads, and build brand awareness and authority. LinkedIn marketing helps engage a community of professionals to drive important actions to a business.

Market Research

The ability to conduct research and analysis through uncovering market, customer and competitor trends to extract useful business insights. This also includes the evaluation of marketing activity effectiveness and the development of ways to optimise marketing efforts.

Marketing Analytics

It is the practice of quantifying, managing and interpreting marketing metrics to maximise its performance in terms of return on investment (ROI). It allows marketers to be more efficient at their jobs and minimise wasted resources. The data that is harvested gives marketers profound insights into customer preferences and trends.

Marketing Automation

It is the ability to use applications to enable automation sequences and facilitate communications to manage repeated and arduous tasks. Arduous tasks include manual email campaign creation, propagation of social media posts, data management, data analysis and more. These can be simplified by automation, resulting in increased output of transaction volume and revenue.

Marketing Budget Management

It is the practice of planning where the money is spent on a business’s marketing-related projects over time. The budget administration includes expenditures such as sponsored web content, paid advertisement, registration of domain, and other related marketing expenses. It is the ability to make the most of a strict budget and to distribute funds across various marketing campaigns as efficiently as possible.

Marketing Campaign Management

It is the ability to plan, produce, track and interpret data of a direct marketing campaign. All these responsibilities cover the entire marketing campaign development, from the beginning to the evaluation of results. It addresses specific issues of segmentation of audiences, development of content, email automation, and personalisation of messages.

Marketing Strategy

The skill sets required to consider critical industry trends, customer segments, and market developments in order to develop and implement effective marketing communication strategies.

Paid Media Advertising

It is the practice of promoting a brand’s content, message, products and services through various ad formats and mediums ranging from display ads to sponsored social media posts, video ads, paid search results, and other promoted media forms. It is a great opportunity to expand the brand reach, acquire more clicks, and garner more traffic volume. It usually refers to external marketing tactics that involve a paid placement.

Paid Media Strategy

The ability to develop and implement paid media strategies that align with the overall marketing strategy, helping to cover all the different levels of the purchase funnel from the awareness to the purchase stage through paid means.

Partnership Management

Build cooperative partnerships with inter-organisational and external stakeholders and leverage relations to meet organisational objectives. This includes coordinating and strategising with internal and external stakeholders through close cooperation and exchange of information to achieve productive solutions.

Pay Per Click (PPC)

Knowledgeable in popular metrics of digital marketing in which advertisers get charged each time an ad is clicked. It’s a method of paying for visits to a website on a per-click charging model, also called Pay Per Click Marketing. This model is usually applied to paid advertising platforms like Google Ads and social media networks like Facebook, Twitter, and LinkedIn.

Performance Management

Evaluate and optimise network, system and software performance against user and business requirements. This involves the introduction and utilisation of new tools and mechanisms to gather, analyse and fully optimise performance data. This also includes the initiation of controls, modifications and new investments to enhance the end-to-end performance of ICT components, systems and services.

Performance Measurement

It is a skill set of analysing and improving the performance and effectiveness of marketing. It is usually achieved by concentrating on aligning marketing activities, digital marketing strategies, and marketing metrics that come with business goals. It involves the creation of a metrics framework to monitor marketing performance and then develop and utilise marketing dashboards to manage marketing performance.

Programmatic Advertising

It is the computerisation of buying and selling of online advertising in real-time, leading to an increase in efficiency in terms of transactions, simplifying the necessary processes and combining digital advertising efforts in one technology platform. Targeting tactics are also used to segment audiences using data so that advertisers only pay for ads delivered to the right people at the right time.

Project Management

Identify and scope requirements and priorities through meticulous information gathering and analysis. Also, clarification of solutions, initiatives, and programmes are necessary to enable efficient and effective delivery. Also, the identification, coordination, and management of project interdependencies are necessary to ensure alignment with and achievement of business objectives.

Proposal Writing

This is a writing technique that effectively puts forward an idea and initiates an action to be taken on that idea. Upon writing a proposal, the consideration and decision-making lies on the reader of the proposal, so it needs to be clear and persuasive. Proposal writing’s format usually starts with the intent of writing to provide context to the situation. Then, it progresses to stating the solution to the problem and laying out any costs involved.

Relationship Marketing

It is a process of forming long–term relationships and focusing on customer loyalty. It emphasises customer satisfaction and customer loyalty rather than sales activities. It extends communication beyond intrusive advertising and sales promotional messages. With technology, this skillset has evolved to more collaborative and social communication channels such as tools for managing customer relationships that go beyond demographics and customer service data collection.

Report Writing

It is a writing technique that requires the writer to write in a short, sharp and concise manner for a particular purpose and audience. It is designed to lead people through the information in a structured way and enable them to find the information they want quickly and easily. It generally sets out and analyses a situation or problem, often making recommendations for future actions.

Search Engine Marketing

It is a technique that involves website promotion by increasing their visibility in search engine results pages (SERPs), essentially using paid mediums like Google Ads.

Search Engine Optimisation

It is a skill set of optimising a website and its content with the objective of increasing its listing position on the organic or natural (non-paid) search engine results pages. It usually involves adding fresh and unique content, modifying both content and any HTML coding structure to improve its relevance to specific keywords, enhancing ranking signals and eliminating any barriers to the listing activities of search engines like Google.

Search Engine Optimisation Copywriting

This form of copywriting bridges the gap between search engines and human readers by strategically incorporating relevant keywords into web content. While aiming to achieve high search engine rankings and being algorithm-friendly, this approach prioritises creating reader-focused content that aligns with user intent. It also includes ensuring that online content is not only discoverable but also genuinely valuable to individuals seeking information, products, or services.

Social Listening

It is a process of analysing conversations and observing across different social media platforms to gauge brand sentiment. It also measures the success rate of social campaigns and acts as an indicator for appropriate content to be created for the various target audiences. It is essentially scouring the web and social spaces to monitor what is being said about the brand, competitors and other topics of interest.

Social Media Advertising

The ability to target audiences across social media networks through the creation of ad campaigns. Due to the enhancements of big data and machine learning, advertisers are able to set up ad campaign parameters and target a comprehensive selection of audience profiles with ease.

Social Media Analytics

This involves the systematic gathering and interpretation of data from diverse social networks, including Facebook, Instagram, and LinkedIn. Marketers frequently employ this practice to monitor brand engagement, measure conversions, and gauge online discussions related to products and organisations. Before delving into analysis, it’s crucial to identify the key metrics worthy of attention. Ultimately, the skill lies in not only extracting meaningful information from the data but also in harnessing it to inform sound decision-making processes, making social media analytics an indispensable asset in the digital marketer’s toolkit.

Social Media Content Creation

The ability to plan and create content on social media that enhances user interactions with the brand across social media platforms in real-time.

Social Media Marketing

A skill set that uses social media platforms to engage and connect with an audience to build a particular brand, drive website traffic, and increase sales. Some tasks usually involve publishing exceptional content, monitoring, engaging followers, advertising and interpreting ad results to track ROI and managing social media advertisements. It helps sustain a presence on various social media platforms, which also extends to creating shareable content.

Social Media Optimisation

It is an ability to enhance the perception of a product, brand or event by using various social media platforms to create virality of content. It usually includes using RSS feeds, social news, blogging sites and social media sites such as Facebook and Twitter. Generally, it optimises a website and its content to encourage more users to use and share links to it across social media and networking sites.

Stakeholder Engagement and Management

It is the process by which key personnel of a firm engage in dialogue to improve decision-making and accountability. It is a key part of corporate social responsibility and usually involves stakeholders finding out the various issues that concern them and including them in the decision-making process.

Technical Writing

It is a form of technical communication that is mainly used in technical and professional fields. Though the information is often complex, it is the ability to analyse the information and present it in a clear and accurate format. The information that is conveyed is not just limited to text but sometimes through illustrations in the form of infographics.

User Experience Design

The ability to conceptualise, project and improve a user’s interaction and engagement with an IT product or service, such as a website or mobile app. This is based on a robust analysis and understanding of the product or service’s performance vis-a-vis the user’s desired experience and outcomes. It usually involves creating wireframes to adequately guide and inform subsequent planning and development processes and making enhancements to optimise the user’s experience of the product or service.

User Interface Design

The ability to craft user interfaces for machines and software, consolidating various functional elements that facilitate the ease of access and usage of a website or an app. This would involve adding, removing, modifying or enhancing features to make the user’s interaction with the product as seamless as possible.

Video Marketing

It is a process of using videos to market a brand and promote its products and services to achieve specific objectives such as increasing engagement, inspiring an audience, or driving profitable action. This is a forward-facing marketing strategy that integrates engaging video into marketing campaigns and can be used for everything from building customer rapport to promoting the brand’s services or products.

Visual Communication

It is a mode of information delivery utilising both symbols and imagery. It predominantly uses visuals like charts, graphs, and diagrams to represent information. As a result, viewer memory retention will be better as it’s easier to compare and correlate with familiar concepts. Also, it aids in the aesthetics of a presentation and makes it easier to read and interpret the data given.

Visual Design

It is an ability to mould and enhance the user experience through the usage of photography, designs, typography, layouts, and colour. All of these will collectively improve the user-friendliness of products and also their aesthetic appeal. To achieve this, it implements various design principles, including balance, contrast, similarity, unity, space, and many others.

Web Analytics

It is a skill set that consists of measurement, compilation, interpretation, and reporting of relevant data for the optimisation of web usage. The focus is on understanding the users of a website, their behaviour, and activities. With that, it generates valuable marketing intelligence that provides performance measures of the website against targets.

Website Design

It is an ability that requires planning and producing a collection of files that helps to define a website’s colours, graphics, images, design and layout. Usually, this is enhanced with the usage of interactive features to make it more interesting for the site visitors.

Web Development

It is an ability to design and manage websites encompassing web design, programming, and database management. It usually involves more than just designing a website; it also includes coding in Javascript or PHP. Additionally, the work may sometimes entail maintaining and updating a database used by a dynamic website.

Website Optimisation

The ability to implement website modifications that enhance user experience, improve conversions, and promote the search engine results higher within the search engine results pages (SERPS).

Youtube Advertising

It is a process of creating videos, uploading them to Google Ads, and, thereafter, choosing the ad targeting and placement for the ads. Its ad inventory has the potential reach of over a billion monthly active users. Also, it has several unmatched targeting options for video ads, as it can target both individual channels and creators as well as people based on their search history.

Youtube Marketing

It is the practice of promoting businesses and products on YouTube’s platform by uploading valuable videos on a company’s YouTube channel or using YouTube Ads. Businesses stand to benefit from the massive shift of the web towards video for both internet marketers and online business owners. YouTube videos can also be embedded on blog posts and social media platforms like Facebook and LinkedIn, thus boosting shareability and awareness.

Generic Skills Required of a Digital Marketer


The ability to modify the thoughts or course of action in executing tasks to accommodate a new situation. It usually involves a smooth transition to effect the changes. This is a necessary skill set to possess, especially in today’s ever-evolving and changing working landscape. The main objective is to transform quickly and easily without too many difficulties.

Analytical Thinking

It refers to the ability to analyse, visualise, integrate and apply information to find a viable solution. Simply put, it is the reasoning that goes beyond the surface to make a precise decision that might not otherwise be obvious. It is based solely on determining facts and not on assumptions.

Communication (Verbal)

The skill of effectively transmitting information among individuals using the power of spoken language. This mode of communication plays a vital role in the business world, encompassing a broad spectrum of scenarios, from formal settings such as conducting office meetings and presentations to informal exchanges like private discussions. Whether articulating ideas eloquently or facilitating clear and concise dialogue, mastering verbal communication is indispensable for effective interpersonal interactions in professional and personal contexts.

Communication (Written)

The skill for sharing information among individuals through the art of writing. This skill empowers individuals to convey various information, ideas, and messages through the written word. What distinguishes written communication is its capacity to provide structure for organising thoughts and facilitating clarity in conveying complex ideas. Whether through a carefully crafted report, a persuasive email, or a captivating article, mastering written communication is an invaluable tool for effective expression and influence.

Computational Thinking

It is the ability to process the problem systematically and then conceive a solution such that it can be carried out by a computer. It usually involves designing computational models to interpret and understand data to solve quantitative and data-centric problems and guide decision-making.

Creative Thinking

Adopts a fresh perspective to combine ideas or information in radically different ways. This can be stimulated by brainstorming or a more structured process, such as lateral thinking.

Customer Experience Management

It is the ability to manage customers’ experience via feedback, analysis and customer participation in a bid to improve overall performance. Usually, this results in greater customer satisfaction, loyalty, and advocacy.

Decision Making

It is the ability to process the thoughts of choosing a logical choice from the various alternatives given to achieve the intended goals. Having the ability to decide on the best course of action, given the resources available, is extremely vital.

Design Thinking

This skill revolves around a deep understanding of the audience and consumers. It’s achieved through the creative gathering of data and the generation of diverse solutions to tackle challenges. At its core, design thinking embraces empathy, compelling individuals to grasp the needs of those they are designing for earnestly. One key trait of this approach involves the dynamic process of ideation and brainstorming, sparking innovative ideas. Ultimately, it requires experimentation with these ideas, allowing for a practical exploration of their effectiveness.

Developing People

It is an ability to help others learn and develop their personal capabilities to enhance performances and achieve personal or professional goals. This skill also helps to develop a person’s emotional intelligence and to resolve conflict positively.

Digital Literacy

It is an ability to work and learn in an environment where information to be accessed is through social media and internet platforms. It utilises ICT tools, equipment, and software to create, evaluate and share information digitally with others.

Interpersonal Skills

It is an ability to manage relationships and to communicate with others effectively to achieve mutual consensus and outcomes. Having this skill encompasses communication with active listening.


It is an ability to lead others to achieve objectives in the most effective way. It helps by staying focused and ensuring the team works towards achieving those objectives. It also provides a sense of direction and decisiveness in making decisions that benefit corporately. Good leadership capabilities also help cultivate positive workplace relationships and teamwork and assist in fostering the development of others.

Lifelong Learning

It is a personal initiative to have an education that is focused on individual growth. It seeks out opportunities to enhance one’s knowledge and skills and has a concept of continual learning. It usually refers to training from a formalised institute such as a school.

Logical Thinking

The ability of an individual to think in a systematic method that is built upon the foundation of facts and figures. It involves logic whenever there is a problem that needs to be analysed and to come up with a solution.

Managing Diversity

The ability to work well with others from various ethnic, social, cultural and educational backgrounds that may differ widely. It has the opportunity to engage workers in a manner that produces a good working environment, generating positive business results for the company.


It is an ability where a person who has more knowledge leads a person with less experience. This is usually in the form of sharing knowledge, skills, and experiences to assist and guide others to progress forward. Mentors are supposed to be readily available if help is needed.


It is the ability to perform more than one task at any given point in time. The drawback of multitasking is that it might lead to defocusing on the activity, causing more errors due to lack of concentration.

Organisational Skills

It is an ability to concentrate on a myriad of tasks by effectively utilising a person’s mental capacity, time and energy to achieve the desired outcome. The advantage of this skill is that it is transferable and will put an employee in good stead whatever tasks they have been assigned. The ultimate result of having this skill is that it will enhance an employee’s effectiveness in the job undertaking.


It is an ability to prepare and conduct activities to accomplish specific goals with the aid of available resources. Simply put, it is a skill set in managing yourself and others with the present conditions given to reach an objective.

Problem Solving

This is the skill of determining the root cause of challenges and devising feasible and effective solutions while also harnessing newfound opportunities. This invaluable skill set transcends career levels, offering essential tools for individuals at every stage of their professional journey. It empowers individuals not only to navigate and overcome obstacles, but also to seize and capitalise on emerging prospects, making it an indispensable asset for personal and career growth.

Public Relations

It is an ability, through planned publicity campaigns and Public Relations activity, to utilise the full spectrum of media to bring about a positive image for a company. There are several types of PR ranging from media relations, community relations, public affairs, crisis management, and many others.


It is the ability to discover, gather, examine, understand and assess the information that is related to the subject being studied. It helps us to learn and explore new things and sustains our growth and evolution.

Resource Management

This is a crucial skill involving effectively allocating, utilising, and optimising available resources, such as finances, personnel, time, and materials, to achieve maximum efficiency and desired outcomes. It requires careful planning, monitoring, and adaptability to ensure that resources are aligned with organisational goals, minimising waste and enhancing productivity. Mastery of resource management is vital to streamline operations, maintain cost-effectiveness, and achieve sustainable success.

Service Orientation

It is an ability to surpass both internal and external customers’ expectations. It seeks to proactively identify customers’ needs and sustain a culture of service excellence within the organisation. Some of the attributes a service-oriented person displays include patience, attentiveness, ability to communicate clearly, knowledge of the product, time management skills, ability to respond with positive language and persuasion skills.

Team Coordination

It is an ability to work successfully with teams that could be culturally different or have different knowledge levels and drive individuals in a team to excel. Some approaches to successful team coordination include having a strong vision of your team’s overall goal. Also, ensuring team members understand their roles will help a team perform better. There must also be a clear channel of communication to keep the team motivated and coordinated.


It is an ability that allows an individual to work well with others so as to contribute to group efforts and accomplish identified objectives. This skill is reliant on the capability of an individual to communicate properly, and it involves active listening. By doing this consciously, it will help an individual to achieve professional goals and result in contributing positively to an organisation.

Time Management

Being able to stay organised and efficiently prioritise tasks is a valuable ability that leads to increased productivity in the workplace. Achieving this requires a delicate balancing act between one’s responsibilities at work, family life, social life, and personal interests.

Transdisciplinary Thinking

It is an ability to understand concepts across multiple disciplines and make connections between different disciplines. It synthesises the knowledge and insights to guide decisions and foster cooperation.

Virtual Collaboration

It is an ability to use online collaborative communication tools to work as a team to accomplish tasks or projects. In essence, the parties do not physically interact but communicate exclusively through technological channels. Virtual collaboration enhances the ability to work more productively as it offers flexible working arrangements.

Visual Thinking

It is an ability to think critically through discussions of visual images. Usually, it is a group problem-solving activity using visuals to facilitate communication and articulate every individual thought process.

WPLN Level 6 English

It is a grading system that helps an individual to enhance and develop English literacy like listening, reading, writing and speaking skills. These skills are important to employees of any organisation and are necessary for the operational efficiency of the workplace.


A competent digital marketing professional possesses the ability to adapt quickly and be an independent learner. They are ready to focus on different digital careers should skills become antiquated and be in less demand.

They are also great communicators who are constantly required to articulate their thoughts well and build strong teams.

Most certainly, a digital marketing career is competitive but rewarding. However, it’s important to bear in mind that it’s all about leveraging and improving your technical and soft skills as you progress into exciting new positions in digital marketing.

If you’re looking to embark on a digital marketing career and want to find out what it entails and how you can get started, you’ll get a clearer picture reading this article


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