With the surge in popularity of online retail adoption, and online software-as-a-service, the buzz of digital marketing has peaked considerably in the last couple of years. And as with anything that gains popularity every man and his dog are claiming to be digital marketing experts and digital strategist. In this article I will outline why there is an influx of so called online marketing experts and how to differentiate between a real digital strategist from a wannabe online marketer.
It’s a known fact that information about digital marketing is all over the internet, and if someone were to read everything they would surely go insane from the sheer mass of information overload.
But because of this everybody from your high school drop out, to the 30 year marketing veteran are claiming to be experts in the field of digital marketing. They are using an arsenal of buzz words including seo, social media, mocial and BIG data without have any experience in them except for having read an article about it on mashable (no offence to mashable, they have an awesome blog).
To be a real digital strategist in this day and age, you have to have done more than just read a couple of articles online. Digital marketing is an evolving beast, and the best way to progress up the digital marketing ladder is through trial and error.
Experience and accomplishments are key to being a real digital strategist that has applied a digital strategy, got their hands dirty, and produced a result. Whether good or bad it is still an experience that can be learnt from. This is where you separate the boys from the men.
From my experience a good digital strategist would have:
- Used data from analytics to understand user behaviour, and used insights from this data to make informed decisions about optimisation.
- Optimised revenue channels by testing, measuring and scaling strategies that have worked positively.
- Built business process around the experiences and insights from executing different digital strategies.
- Have experience with many different tools and technology and have integrated solutions together for overall performance enhancement.
- Be entrenched in the data and be able to report of all the important metrics that are important for business growth.
The problem with finding good talent these days, is that its hard to differentiate between the real digital strategist and the wannabe online marketers. When searching for your next digital marketing hire, ask about their experience and accomplishments, rather than how much they know about digital marketing.
No matter how much someone has read about digital marketing, or how many years of traditional marketing experience they have, nothing in any article will ever prepare an individual to be a great digital strategist.
True digital strategist are produced from a variety of experiences and accomplishments, whether it being from experimenting with digital channels or analysing trends in data.
But is saying this everyone needs some place to start, and my advice is to selectively read good articles from accomplish digital strategist and get your hands dirty by experimenting with different strategies with the aim of accomplishing something.