In today’s fast-evolving business landscape, digital marketing has become the driving force behind successful brand strategies. Yet, many traditional marketers still lag in adopting these essential skills. As someone who’s worked with several marketers from traditional backgrounds, I’ve observed that the gap between the old and new marketing worlds is widening.
To stay relevant, it’s crucial that traditional marketers continually learn and adapt to the digital marketing ecosystem. Here are three vital skills every traditional marketer must master:
Master Google Analytics 4 (GA4)
Data-driven decisions are the backbone of digital marketing, and GA4 is the latest tool you must master. Unlike its predecessor, GA4 offers more advanced features, including cross-platform tracking and predictive insights. It helps marketers get a clearer picture of user journeys across websites, apps, and beyond.
If you’re still relying on basic metrics like impressions and page views, you’re missing out on valuable information that can boost your campaigns. By understanding how GA4 works, you can refine strategies based on real user behaviour, optimising everything from traffic sources to conversions.
Understand media buying and advertising costs
One common issue I’ve seen with traditional marketers transitioning into digital is the lack of understanding of media buying. In the digital realm, advertising isn’t just about placing ads on TV or billboards—it’s about real-time bidding, cost-per-click (CPC), and return on ad spend (ROAS).
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Traditional marketers need to get familiar with these key metrics and platforms like Google Ads or Meta Ads. Understanding how much you’re spending, what your potential return is, and how to adjust bids in real-time are crucial for running efficient campaigns. Being well-versed in media buying will help you stretch your advertising budget further and optimise for higher profitability.
The impact of creative ad formats on performance
In the past, marketers could rely on a catchy tagline or a well-designed print ad. Now, the digital marketing world demands much more flexibility and creativity. Different ad formats—whether it’s video ads, carousel ads, or static banners—can yield dramatically different results depending on the platform and audience.
Creative assets have a direct impact on how well your campaign performs. A static image might work wonders for one audience, while an interactive video might be better suited for another. The challenge is understanding which formats work best in each scenario. Traditional marketers need to grasp the nuances of digital ad creatives and optimise for engagement and conversions.
Conclusion: Keep learning with free resources
The good news is that traditional marketers can acquire these digital skills through accessible, free online courses. Here are some top resources to kick-start your learning:
- Google: Get certified in GA4 with their free Google Analytics Academy.
- HubSpot: Offers a range of free digital marketing certifications, including media buying and creative strategy.
- LinkedIn learning: A great platform to explore digital marketing topics, including creative ad formats and performance optimisation.
In today’s fast-paced marketing world, continual learning is no longer optional—it’s essential. By mastering these skills, traditional marketers can confidently navigate the digital landscape and stay ahead of the competition.
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