Among other factors, the rise of AI is set to transform their work. Additionally, it’s crucial to invest primarily in highly skilled and senior digital marketers. These experts can help you make a much greater impact. That’s why at Draft, we mainly work with senior digital marketers. In this blog, we highlight why having a top digital marketer is essential and how to keep challenges engaging for this top talent.

3 Reasons

Technical Skills Are Crucial for a Digital Marketer

One reason why a skilled digital marketer is becoming increasingly important is that tracking and analysis in digital marketing are getting more complex. Privacy regulations like the GDPR and changes in browser functionalities, such as restrictions on third-party cookies, have made measuring results more difficult. Because of this, digital marketers need technical knowledge to maintain and measure campaign effectiveness. They must understand how data is collected, processed, and interpreted to gain valuable insights. Without this expertise, campaigns may be inadequately reported and assessed. Soon, Apple will launch a new iOS version that blocks parts of URLs, such as UTM parameters, which will also impact tracking. TurnTwo wrote an interesting article .

In the past, digital marketers found it easy to gather extensive insights about campaigns, but in the future, this will become increasingly challenging. Therefore, a digital marketer must also have experience with various measurement models, such as Media Mix Modeling, Incrementality, brand research, or Data-Driven Attribution, to accurately evaluate digital performance.

Creativity is becoming more important

Due to further automation within digital marketing platforms like Google and Meta, it’s becoming increasingly difficult to excel as a digital marketer. With more channels emerging and audiences using these channels extensively, ‘banner blindness’ occurs, reducing the effectiveness of ads. That’s why it’s essential to stay creative as a digital marketer. It’s no longer possible to simply translate standard (offline) concepts into digital channels. Instead, creativity is key to reaching consumers with the right message at the right time. Will you follow the advice of the big international players, or explore other ways to still perform?

Media Fragmentation

Media fragmentation is a prominent feature of the modern marketing landscape. In an era where online and offline channels increasingly reach the same audience, it is crucial for digital marketers to have a basic understanding of offline media. While the focus may primarily be on digital marketing, insights into traditional media remain valuable for developing holistic marketing strategies. A solid grasp of both online and offline channels enables marketers to create targeted and effective campaigns that reach their desired audience across all platforms. At Draft, we also observe that digital marketers adapt more quickly to the offline media landscape, as it is more straightforward and mainly consists of TV, radio, and print.

Draft Digital: Commitment to Empowering the Digital Marketer

At Draft, we understand the importance of well-trained digital marketers and strive to set the industry standard. Our team mainly consists of senior professionals, ensuring a high level of expertise and knowledge. We believe it’s crucial to first become a strong senior specialist, focusing deeply on one or two channels. This allows you to master the tools and also learn a lot about complementary areas such as creativity, data, and synergy with offline channels. These intersections differ for each channel.

In today’s market, digital marketers are often trained to have broad knowledge, which seems to lower the overall level of expertise. What the market truly needs now are highly skilled specialists who can make a difference in complex situations. Without specialized knowledge, this is not possible. That’s why people are the biggest part of our success. We believe that by working with the smartest professionals in the industry, we can truly make an impact. For this reason, we also focus on fast and effective training.

Training & Development

To maintain success in a digitally transforming landscape, it is essential to keep sufficient challenges. Therefore, we see innovation as one of the key drivers for top specialists. When innovation is a core KPI for specialists, the drive to learn new things continues. This way, we believe even senior specialists can keep growing. Additionally, we encourage our partners to focus on this as well, because without innovation, growth is impossible.

Would you like to learn more about how we work and think? Then feel free get in touch with us .