In any industry, the standards for success are a moving target — customer and stakeholder expectations are always changing, and best practices are always evolving accordingly. This is especially true in digital marketing, a field uniquely impacted by the 24/7 nature of the internet.
From navigating a fragmented media landscape to reckoning with the rapid rise of generative AI, digital marketers have their hands full. And as new challenges arise, so do new certification programs designed to prepare professionals for what lies ahead.
Considering the breakneck pace of change, rifts are beginning to grow between employer expectations and employee competencies. How can digital marketing professionals strategically develop their skills and certifications to meet current (and future) demands? Enhancing career prospects starts with understanding what today’s employers are searching for.
Understanding the Skills Gap in Digital Marketing
The “skills gap” refers to the disconnect between the challenges companies are facing and the skills employees are bringing to the table. Many factors have contributed to the widening of the gap, but it’s been exacerbated by technological changes, inadequate training, and in some cases, a lack of communication from leadership.
Since ChatGPT’s breakthrough just a few short years ago, AI has ascended beyond buzzword status, becoming an in-demand skill for workers across sectors. Whether unlocking new opportunities in data analytics or time and cost savings through automation, AI has already changed the game. But contrary to concerns of job displacement, AI success still relies on human touch, making it critical for marketers to learn the latest tools and tips.
Education has become the “elephant in the room” when it comes to the skills gap. In many cases, much of what marketers learn in their original education or training becomes moot after new developments — even for recent grads. The outdated curricula in college and other training programs underscores why continuous learning is such a competitive advantage for ambitious marketers.
However, self-taught skills likely aren’t enough alone. While the best digital marketers are inherently curious and resourceful, independent research and studying can only take them so far. And when digital marketing leaders don’t communicate clearly or proactively about up-skilling, a misalignment between self-taught skills and formal expectations can emerge.
What Employers Value Today
Although expectations are certainly changing overall, many of the skills for marketing success remain the same as in years past; they just take on a deeper context now. There’s also a greater emphasis on balancing “hard skills,” technical know-how and tactical expertise, with “soft skills,” traits that underpin every professional interaction.
Hard skills in high demand:
- SEO and SEM strategy: Marketers who keep up with keyword research and search engine rankings can set themselves apart — especially as AI-generated results reshape the search experience.
- Content creation and copywriting: Content is still king; workers with persuasive writing chops and multimedia skills (such as video and audio editing) are well-positioned for success in the social media era.
- Paid media: In addition to high-quality organic content, modern marketers must also manage paid campaigns across platforms, understanding the best practices for bidding, budget optimization, audience segmentation, and retargeting.
- Data analytics and reporting: With increased pressure on marketing teams to prove ROI, digital marketers must be able to interpret campaign data, identify unique trends, and provide actionable insights.
- CRM and marketing automation tools: As in any craft, digital marketers need to know the tools of the trade — from CRM platforms like HubSpot and Salesforce to content resources like WordPress and Google Analytics.
- UX/UI collaboration and conversion optimization: Beyond attracting eyeballs, marketing is about converting viewers into buyers; workers who grasp the best practices for usability, A/B testing, behavior analysis, and funnel optimization can rise above the rest.
Soft skills in high demand:
- Adaptability: In modern marketing, few things are ever set in stone; the best marketers stay agile and open-minded.
- Creativity: With more saturation than ever, generic content doesn’t cut it anymore; conversely, creative work with a human touch can go a long way.
- Proactivity: The pace of digital marketing makes it difficult (and dangerous) to be reactive; the sharpest marketers are always thinking two steps ahead.
- Strategic thinking: As consumers become savvier and more averse to traditional marketing tactics, it takes intentionality to move the needle.
- Cross-team communication: Marketing operations today are truly a team effort; workers must be able to break down silos and keep all stakeholders on the same page.
Certifications That Meet Market Demands
Once marketers know which skills to invest in, the next step is finding the right certifications. Not all certifications are created equal; employers are most likely to value ones that are current and designed to solve real problems. In addition, industry-standardized certifications are also more marketable than niche platform-based certifications.
While certifications can provide job candidates with a leg-up in a competitive market, it’s important to remember what matters most to employers: hands-on experience and a proven track record. It’s possible for candidates to be “over-certified” and lack practical application — a red flag to an employer or staffing agency.
Closing the Gap, For Good
If the past few years have taught us anything about marketing, it’s that change is the only constant.
While this has always been true, the speed of change today is unprecedented. There’s no time to waste — marketers who want to meet evolving employer expectations and future-proof their careers must start adding new skills to their toolbelts today.
AUTHOR BIO: Joseph Matalone is Executive Vice President of Swoon, where he is responsible for the execution of sales strategies with a particular emphasis on Swoon’s enterprise-level global clientele. He has 18 years of experience in the staffing industry. Matalone has a unique perspective on the business, having been Swoon’s first employee. He has helped shape the company’s strategies, culture and growth in the U.S., Canada and Australia.