“Do you consider yourself a marketing profile?” was my question at the end of the presentation to the person who presented us with the results of our social media activities over the past three months. I asked this question to understand how constructive he could be with my criticism.
“I’ll be harsh but I think I’ll help you if you let me” was my comment when I received a “yes” answer. It’s clear that it’s impossible to be so advanced (although it’s true that there are always exceptions) in your early twenties. At that time I was also very green and didn’t have the experience and confidence that I have today.
1 Data visualization
2 Analytics
3 A/B tests
4 Channel knowledge
Data visualization
In digital marketing there are many things that can be measured so it’s very important to shape the data. If you develop the ability to create tables, graphs and other types of illustrations to support your arguments you will go far.
Analytics
If you have the challenge of visualizing data, for email data me this also implies first knowing how to interpret it. This goes a little further than understanding two or three pieces of data in Google or Adobe Analytics, but going a little further. It also requires understanding the reliability of the data because it is not always what you see. In a recent case of a consulting project, depending on the preconfigured report you were looking at, you found one trend or the opposite. I found the error and it is now being fixed so that you can reach the appropriate conclusions once everything is correct.
A/B tests
It is essential that you have managed either Google Ads, Meta Ads or whatever to understand the dynamics of optimization and continuous this app will allow us to keep threats improvement. It also implies that you know how to set up A/B tests. We recently changed the image of a cover on Amazon because we achieved a 50% improvement in conversion ratio. This figure is not normal, but if you don’t do it, you will surely not have any improvement.
Knowledge of channels
SEO, SEM, display campaigns, social networks and tg data apps to name the main ones. The ideal is to have been inside all of them in detail. That is to say, for a time you have been responsible for SEO for a website, another time you have managed SEO campaigns, etc. This will help you enormously to understand how each one works but also how the change of one thing in one channel could have a positive or negative effect on another.
I may have left out some more fields like UX/UI or understanding conversion funnels perfectly. Many times the topics overlap but one thing is clear. If you want to orchestrate things at a given time you need to know everything. If you “only” want to be a specialist, then you can convince yourself with less.