Digital Marketing Skill Map

"Sitting on the Dock of the Bay" by Armando G Alonso'

Skill Map for Digital Marketing Talent

If you’re looking for digital marketing talent you’ll soon find out that there are a lot of qualified professionals in the market. Since “digital” is really a part of just about every marketing role anyway, it’s important to be specific in your search. This guide will help you get one step closer to crafting the right job description for your next digital marketing hire.

How to use this guide: Find the Technology or Metric you need help with at your organization and use appropriate list to help you build out your next digital marketing talent search.

Marketing Technology

Below is a list of common digital marketing technologies listed with the specific software and skills you should be looking for in your next digital marketing hire.

Marketing Automation
Eloqua, Hubspot, Marketo, Pardot, Adobe Campaign, InfusionSoft
E-mail Marketing
Eloqua, Hubspot, Marketo, Pardot, Adobe Campaign, MailChimp, Constant Contact Emma
CRM
Salesforce, Contactually, Microsoft Dynamics, SugarCRM
Content Management
WordPress, Drupal, Sitecore, AdobeCQ

 

Analytics
Google Analytics, Omniture/SiteCatalyst, Webtrends, Facebook Insights, ChartBeat, Good Data, Domo
Advertising
Google AdWords, DoubleClick, DART, AppNexus, Marin, Kenshoo, Linkshare, Facebook, ExactTarget
Website Development
(back-end)
jQuery, JavaScript, PHP, ASP, Ruby, HTML, CSS
Website Design
(front-end)
Graphic Design, HTML, CSS, Photoshop

 

Social Media
Facebook, Twitter, Snapchat, LinkedIn, Instagram, Pinterest, Hootsuite

 

 

Marketing Metrics (KPIs)

Below is a list of common digital marketing metrics along with relevant relevant skills required for successfully improving them. Use this guide when building your next digital marketing talent search.

Web – Organic Traffic
Search Engine Optimization, Social Media, Content Strategy
Web – Views
Search Engine Optimization, Social Media, Content Strategy, Online Advertising, E-mail Marketing
Website – Time on site
Content Strategy, User Experience, Web Design, Copywriting
Web – Conversion Rate
User Experience, Marketing Automation, Lead Nurturing, Conversion Rate Optimization, Online Advertising

 

Customer Lifetime Value (LTV)
Lead Nurturing, Marketing Automation, Customer Experience, Customer Success
Customer Acquisition Cost (CAC)
Online Advertising, Marketing Automation, Data Mining
Database Growth
E-mail Marketing, Social Media, Content Strategy, Online Advertising, Search Engine Optimization
Churn Rate
Marketing Automation

 

E-mail –
Open, Click, Conversion
E-mail Marketing, Content Strategy, Marketing Automation, Lead Nurturing, Copywriting
Social –
Mentions, Follows, Shares
Social Media, Content Strategy, Content Management
Advertising (CPC, CPM, CPC, CPA)
Online Advertising, Copywriting
 

 

About the Author

Hello, I’m Lateef Mauricio, a marketing strategist with a focus on digital platforms, customer experience, and growth strategy. If you have any questions, or just want to chat, I’m happy to talk. Please get in touch using my Contact Form, or connect with me on LinkedIn or Twitter.

I am also available for hire and currently booking consulting engagements for 2016.