The marketing industry is constantly evolving. New trends and technology regularly emerge, resulting in changes in how professionals in marketing interact with prospects and customers. Whether one is a marketing manager or recruiter, utilizing marketing skills that keep up with the current business landscape is essential.
The modern economy is influenced by the dominance of customers, the spread of marketing research, and the rise of data-processing equipment. The dominance of the customer has resulted in the employment of marketers with the potential of understanding the sales approach per the customer's needs ( Kingsnorth, 2019) . The spread of marketing research requires that employers seek services from workers with measurement of advertising effectiveness and sales analysis skills. The rise of data-processing equipment in marketing as a tool for scientific advertisement will contribute to the employment of workers with the ability to plan, control, and report data.
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The changes in technology that are likely to impact marketing types include voice search, data analytics, and Search Engines Optimization (SEO). Voice search is one of the areas that marketers need to utilize in product promotion. According to Google's statistics, mobile searches are over 50% ( Girchenko & Ovsiannikova, 2016) . The marketers need to adapt voice since it forms 20% of all mobile searches. The marketers need to adjust their content strategy into conversational. It provides a platform for questions and answer about the marketer’s website. Data analytics is also growing fast in the marketing field. According to R ogers (2016), 64% of the marketing is data-driven in the digital era. To succeed in product promotion, marketers need to master data analysis. The skills will allow them to measure and analyze data and specific metrics important in product promotion. Search engine optimization (SEO) is a digital practice that facilitates an increase in quantity and quality of website traffic ( Liu & Burns, 2018) . The marketers should understand the basics of SEO. Most businesses are working towards scaling up their business growth through the online channel. The SEO skills will enable the marketers to be more valuable and attractive to employers.
The success of the changes above in technology requires applying distinct strategies from the marketers. In voice search technology, the marketers should include prompts that are action-based and informational ( Kingsnorth, 2019) . The technique allows the product promoter to respond to customers' queries effectively. In data analytics, marketers should focus on getting quality leads. The mechanism leads to content that attracts a specific consumer base and predicts demography with loyal customers. In SEO technology, the product promoters should focus on quality. The content creators should provide practical advice about their products by crafting information that answers the industry and product questions.
The types of job skills that will always be in demand in marketing are marketing analytics and website design and development. Marketing analytics skills are powerful that allows for accurate judgments and predictions. Basic automation skills such as Adobe Analytics and Google Analytics are T metrics in marketing. It contributes to nearly 60% of revenue in most companies ( Girchenko & Ovsiannikova, 2016) . Web design and development professional skills help in understanding technical sides of websites and the importance of user experience. The mechanism facilitates the creation of websites that fosters impressive customer judgment.
In the development of marketing analytics skills, one utilizes skilled data analysis to grow. Professionals in the field offer concrete information about how to use the marketing strategy. In web design and development, one pays attention to trends in the field ( Liu & Burns, 2018) . Following up on web blogs provides information on how to improve one’s skills in web design and development to remain influential in marketing.
References
Girchenko, T., & Ovsiannikova, Y. (2016). Digital Marketing and Its Role in the Modern Business Processes. European Cooperation , 11 (18), 24-33. http://we.clmconsulting.pl/index.php/we/article/view/244/0
Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing . Kogan Page Publishers. https://books.google.co.ke/books
Liu, X., & Burns, A. C. (2018). Designing a marketing analytics course for the digital age. Marketing Education Review , 28 (1), 28-40. https://doi.org/10.1080/10528008.2017.1421049
Rogers, D. L. (2016). The digital transformation playbook: Rethink your business for the digital age . Columbia University Press. https://books.google.co.ke/books
