Digital marketing skills ranks among the top trending job skills in the US, per analysis of Google Trends search data by Preply. Other top-trending skills in America are data science and visualization and data management.
Trending digital marketing skills
There’s been a 35% increase in interest for those who have knowledge of digital marketing, including search engine optimization and Google Ads.
The increase represents the second biggest rise after data science’s 76% surge.
Interest in specialty tech skills, such as customer relationship management systems and content management systems, rose by 23%.
Design skills experienced a 12% rise while interest in writing and editing skills dropped by 20%.
Skills demand by location
Interest in digital marketing knowledge surged by 123% in Arkansas. The city of Chicago ranked second in terms of interest by location at 32%.
The states where design skills are most sought are Illinois and North Carolina.
Most sought-after skill sets
The four most sought-after skill sets, based on current search volumes, are coding, data management, design and accounting.
10 of the top 25 skills are relevant for marketers:
- Graphic design
- Adobe Photoshop
- Adobe Illustrator
- Web design
- Customer relationship management software
- Search engine optimization
- Video design and editing
- Blockchain technology
- UX design
Demand for digital marketing skills will only increase
The most recent CMO survey revealed digital marketing is a key investment for marketers, with data analytics, website optimization, digital media and search, martech and direct digital marketing, such as email, receiving the most spend.
Brands, universities and tech platforms are among those providing training in digital marketing skills, writes Tomoko Yokoi in Forbes. For example, Unilever’s Flex Experience program aims to diversify marketing skills sets among its employees, while Google and Meta both provide certification in various digital marketing skills.
According to Yokoi, the demand for the skills of digital marketers will only increase with time, due to the necessity for continual learning.
“The marketing skill set that is in demand is a combination of qualitative, quantitative and technical skills,” Yokoi writes, noting, “Unlike traditional marketing techniques, digital marketing is driven by data and analytics, focused on personalization, interactive and iterative. It requires developing new and oftentimes tech product dependent-skills which requires constant updating.”
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