Learn or leave the market

126
DIGITAL MARKETING: A MUST-HAVE 
IN ALL PROFESSIONS
Digital skills are your ability to use digital technologies and resources 
to achieve company goals, such as in marketing. However, these skills 
include not only purely technical expertise. Digital skills are also the 
ability to use ready-made technological solutions such as promoting 
your products or content through social media.
Any specialist needs to have basic digital skills, some of which include 
the ability to use:
▶
data exchange and cloud storage services. The latter makes 
it much easier to provide access to the same data for all employees;
▶
mobile apps and instant messengers;
▶
virtual communication tools (e. g. Zoom for online conferences).
The most important universal digital skills that you definitely need 
to master include:
▶
Knowledge of the basics of Customer Development, understanding 
of specifics of different social networks and social media.
▶
SMO, the ability to analyze the effectiveness of a website 
or a marketing strategy.
▶
The ability to quickly find free and for a fee promotion channels and 
use them.
▶
Good knowledge of software to increase the efficiency of sales, 
employees or the entire company. For example, WordPress utility 
software for websites or the classic Google Analytics for gathering 
statistical information.

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 Chapter 7. Skills of Businessmen and Leaders of the Future.
127
Being a specialist just in your own field, occasionally taking courses and 
building up your reputation and experience is no longer enough. Things 
work differently now. Business processes are becoming progressively 
more complicated, and the amount of information is increasing every-
where. There are even new types, ways and means of communication. 
All that can be automated must be automated. Digital technologies are 
the key to success, and you should keep mastering them.
Work no longer has strict standards that you could follow for years. 
Creativity is encouraged: if you are able to notice new trends earlier 
than others, as well as to acquire and adapt new technology that will 
facilitate the work of your company, consider yourself a genius!
Modern employers particularly appreciate people who can easily adapt 
to quickly and changing conditions. The way you perform your work 
today will not stay the same tomorrow. Indeed, you need to be able 
to change like this, as well.
The demand for digital specialists is extremely high. Additional educa-
tion in the field of digital marketing, e-commerce, advertising and 
PR is becoming increasingly popular. Keep in mind that half of univer-
sity graduates have studied these areas and subjects, so they can 
outmaneuver you in the labor market.