Original OP-ED Authored by Kyle Wong from Forbes.com
In a previous article I wrote on being a digital marketer I said, in order to be a successful digital marketer you have to be incredibly entrepreneurial in your thinking.
The modern digital marketer has many different responsibilities and works cross-functionally with all aspects of the business. In-house digital teams are typically understaffed, despite increasing pressure to perform in a fast-changing environment. So what’s a digital marketer to do? Here are three things to keep in mind in order to succeed in the role.
1. Map Digital Tools to Business Objectives
Digital marketers control many of the touch points where consumers interact with the brand and therefore need to align their digital activity with larger business goals. Digital marketers tentacles are far and vast in reach—and it is easy to fall into a black hole of new tools and trends. Ben Shields, Lecturer in Managerial Communication at the MIT Sloan School of Management who teaches a course on social media management, stresses,
“Successful digital marketers effectively communicate how social media tools help an organization accomplish its overall business goals,” Shields says. “Having the awareness and understanding of the role digital and social plays within the context of the larger organization is critical.”
It is not enough for digital marketers to be proficient users of a digital and social media tool—it is about them understanding how to best help the company to meet its business objectives in the digital space and measuring results against these goals
A “Mad Men” street sign is temporally placed at the corner of 50th street and 6th avenue on Monday, March 23, 2015 in New York. (Photo by Charles Sykes/Invision/AP)
2. Balance Creativity and Analytical Thinking
The best digital marketers act and think independently, balance strategy, creativity, and analytical thinking . In addition to developing a digital strategy that is aligned with larger business objectives, digital marketers need to engage their audiences with creative campaigns. David Fudge; a digital brand strategist who has done work with Amazon, East Dane, Hearst Magazines, Bonobos, and Armani Exchange; says it’s the balance of the art and science that makes someone a great marketer.
“Of course, it helps to be tech-savvy and to have an analytical mind, as there are a lot of ad technologies and analytics tools that you have to utilize to do your job well,” says Fudge. “But it also takes a deep understanding of the customer and the ability to tap into the emotional triggers that make us all human.”
Tailored creativity is essential for succeeding in the fast-changing landscape of digital marketing. Digital marketers need to incessantly churn out creative new ideas that achieve a singular set of goals.
3. Develop Technical Experience
“A digital marketer who can make quick design edits without depending on the development team will be a huge asset for any company.”
Building internal trust between business and engineering is crucial to succeeding in a multi-functional role. By developing technical skills, a digital marketer can be more self-sufficient and have a larger impact on the company.
Today, digital media encompasses managing and excelling at a myriad of different touch points, platforms, and advertising trends. As a digital marketer you are at the intersection of the brand and the customer. In order to succeed in the role, a digital marketer must be entrepreneurial across the board—not only in strategic thinking but in developing a unique skill set.