6 Essential Skills for a Digital Marketer in 2024


As we hurtle towards 2024, the digital marketing skills required to be a successful marketer are growing and changing. The marketing profession is changing a lot due to tech and how consumers behave so we believe to have a successful marketing career, you need to keep learning and stay updated on industry trends.

Founder / Head of Growth
October 10, 2023
  (NZDT - GMT +12)

Here are the 6 top skills needed in marketing that every marketer or marketing team should possess in 2024 to thrive in this dynamic industry:

Data Analysis and Interpretation

Successful digital marketers need to be competent in data analytics and analytics tools to make informed decisions and recommendations. The ability to interpret and analyse data from various sources, like social media, web analytics, and customer surveys, is a must have. Data visualisation and analysis skills using tools like Google Analytics, are highly valuable and should be at the top of the skills list of any digital marketer.

AI, Machine Learning and Automation

Artificial intelligence and machine learning are changing marketing rapidly so it’s really important to develop your technical skills and have a decent understanding of how to use AI-powered tools available to you. 

Understanding AI-driven chatbots, recommendation engines, and automation platforms is really important as AI-driven tools and automation are designed to automate routine tasks, personalise content, and make data-driven decisions more efficiently. By understanding how these work, you can grow your skills in using different platforms to help complement, and streamline, the awesome marketing you’re doing.

Let’s face it, whose manager or colleague hasn’t commented about ‘Chat GPT’ being the future of marketing? It’ll help for sure – BUT nothing will change the soft skills and experience a good content marketer can bring to a business. Great segway…

Content Creation and Storytelling

Effective storytelling remains at the heart of marketing and it’s essential you grow your skills in creating engaging content that resonates with your target audience. Storytelling skills, both in written (blog posts) and visual forms (videos or graphic design) will continue to capture your ideal audience's attention which in time will continue to help build brand loyalty.

In today's content-saturated social media platforms, the ability to create compelling content and tell engaging stories is a key competitive advantage for marketers. It allows brands to connect with their audience on a personal and emotional level, driving engagement, loyalty, and ultimately, business success. 

Stories can also evoke emotions, and emotional marketing is often more effective in influencing consumer behaviour. Marketers can use storytelling to tap into emotions that align with their brand message and desired consumer actions. I mean, who didn’t get misty when they watch this ad?

In a crowded marketplace, storytelling can set your brand apart from its competitors. A unique and compelling story can help your brand define its identity and communicate its values and mission to consumers. 


Search engine optimisation (SEO) and search engine marketing (SEM) continue to be vital for online visibility. A digital marketing manager should know the fundamentals of optimising websites & landing pages, track conversion rates, conduct keyword research, and manage paid ad campaigns. There are multiple website platforms available to organisations with editable and usable backend CMS’ you should be able to access in-house and update as you wish.

As a marketer keen to future proof their career, take a course on some of the learning platforms including Wordpress, Webflow, Hubspot or any other platform highly used. Gone are the days of having budgets for big hefty implementations of websites, you shouldn’t have to spend oodles to change pages or add content anymore, this should all be able to be done in-house.

Understanding the ins and outs of checking your meta descriptions, website performance in terms of SEO are as crucial as understanding the basics of SEM.

Search engine marketing is hosted on Google Ads and is a relatively user friendly platform. Even if you’re not the person setting up the ads there, you should know how to jump in and analyse results, ad performance and costs. This is all online so real-time information about results should be expected when running campaigns.

Customer/User Experience & Journeys

Understanding customer journeys is crucial for digital marketers. Creating comprehensive journey maps allows for personalised marketing campaigns that address different stages and touchpoints in the buyer's journey. Prioritising user journeys leads to more effective, customer-centric campaigns that drive growth and sustainability.

Personalisation is key, using data to deliver tailored content and recommendations boosts engagement and conversions. A positive user experience gives a competitive edge; brands delivering exceptional experiences outperform competitors and build customer loyalty.

Data Privacy and Compliance

Data privacy and compliance can feel a little ‘boring’ but they are essential skills for marketers because they ensure legal adherence, protect the brand's reputation, build trust with consumers, and enable us to navigate the complex landscape of data regulations. 

By incorporating these skills into your marketing practices, businesses can demonstrate ethical responsibility, reduce risks, and create more effective and trusted marketing campaigns.

As we stride forward into the digital marketing landscape of 2024, remember that you are not alone in your journey. That’s right, assemble marketers, we’re in this together! Collaborate, innovate, and push the limits. Embrace change, harness the tools at your disposal, and craft stories that people actually want to read. By doing so, you'll be poised to have a pretty incredible year, in marketing… and beyond.

Small Biz Subscriptions