2014年数字营销人员亟需掌握的8种能力

2014 年数字营销人员亟需掌握的 8 种能力 1.适应能力 适应能力是数字营销人员需要具备的位列第一的技能。企业从来没有像现在一 样，面对如此多的不确定性和风险，而有时候可能短短几个月，就能让企业在营销 上从领导者降为跟进者。 而数字营销人员的工作毫无避免的需要面临各种变化以完成各种项目，如没有 指导方向，承受压力，同时处理多个优先任务能力等等，这些都是雇主最希望候选 人具备的能力。 如果让你在一天之内构思一个非常棒的想法，然后第二天就马上去试验，你会 怎么办？企业希望对想法进行测试，然后进行使用，以得到即时的效果反馈。所有 的企业都希望他们的市场营销人员具备适应能力，对于数字营销尤为如此，因此 2014 年要求数字营销人员具备高度的适应性继续成为常态。 2.收集和分析数据，并把它转换成可操作的知识 大数据变得越来越大。数字营销人员通过从堆积如山的数据中，了解消费者的 行为和发现机会。通过把这些消费者视野转变为具有明确和可衡量目标的跨渠道整 合营销策略。然后他们利用先进的分析来确定媒体和受众，以最好的达到这些目标， 并量化它们的价值。之后他们分析结果并优化，以为以后的行动提供参考。正如从 事邮件营销与多渠道营销服务的 webpower 一直倡导企业对多渠道数据进行共享、 整理、分析，以建立用户完整的 eID 数字身份档案，洞察用户全貌，以实现个性化 精准营销。如果这一切听起来很熟悉，那么在 2014 年可能需要做得更多更深入。 3.创造性思维 有些人把创造性思维形容是“跳出框框思考”。BusinessD 把 创造性思维定义为“从一个全新的视角看问题的方法或非传统的解决办法。”在新 的科技和技术快速不断涌现的数字营销领域，数字营销毫无疑问是个需要创造性思 维的职业。虽然很多时候在职位描述中并没有详细要求，但是请相信我，在 2014 年这是雇主要求的优先能力之一。 4.对技术运用自如 雇主对于精通数字营销技术的候选人有一种非常强烈的偏好。但这并不意味着 你需要向程序员那样精通编写代码。技术对于数字营销的意义类似于顺风对于飞行 员的作用，它总是推你向前，而最好的数字营销人员（就像好的飞行员）知道它是 如何运用的并发挥其优势。了解技术从而促进与 IT 的合作，在 2014 年可能具有更 多的价值。 5.好奇心 在 2014 年，数字营销将继续成为开拓者，它通常走在营销的前沿。研究此课 题的作家 MarkGoldblatt 表明你已经知道什么并不总是如你想要知道什么重要。更 多的重视“为什么”，而不只是“做什么”和“怎么样”。了解为什么一些战术有 效，为什么别人不这样做，并从中学习经验，以在下次更好的运用它。 6.求知欲 数字营销是一项终身学习的工作，在 2014 年会有更多东西要学。技术和解决 方案每天都在更新换代，而且正是这些创新，使得学习者尽管有如博客、视频、 RSS 源和社交网络媒体等众多媒体信息的帮助，也并不容易掌握目前最新的进展。 所以，具有强烈的求知欲望是数字营销人员必须具备的本能。 7.弥合业务和技术鸿沟 数字营销人员被称为“技术营销的混合体。”你可以从容舒适的把脚放在“营 销”和“技术”两个不同的桶中吗？技术使得你在数字营销上所做的一切成为可能， 在 2014 年它仍是一个你会经常听到的主题。这种弥合业务与 IT 之间的差距，并把 技术思路与非技术的人进行清晰有效地沟通联系起来的能力。在未来一年，拥有这 种能力的人将比那些不具备这些能力的人具有明显的优势。 8.商业头脑 通常谈到商业头脑，你可能想到那些日常决定和行为对企业运营和表现具有直 接影响的高级管理人员或其他管理人员。但它现在变得不仅仅是一个领导者的关键 能力。 企业想要所有员工都了解到他们所做的一切在某种程度上都对企业有一定影响。 即使是较低级别的职位，雇主希望候选人能够找到日常工作责任和部门目标之间的 连结点。 1. The ability to adapt Ability to adapt is a digital marketing personnel need to be at the top of the first skills. Enterprise has never, as now, in the face of so much uncertainty and risk, and sometimes may be just a few months, can let the enterprise from the leader to follow up on marketing. And digital marketing personnels job is to avoid facing all kinds of changes are needed to complete a variety of projects, such as no direction, under pressure, ability to handle multiple priorities at the same time, and so on, these are all employers want most candidates have the ability. If let you in a day conceived a great idea, and then the next day to test immediately, what would you do? Companies want to testing ideas, then, to get the effect of the instant feedback. All companies want their marketing personnel have the ability to adapt, especially for digital marketing, therefore requires digital marketing researchers have a high degree of adaptability in 2014 to become the norm. 2. Collect and analyze data, and converts it into actionable knowledge Big data is becoming more and more big. Digital marketing personnel from mountains of data, understanding of consumer behavior and find opportunities. Through the consumer perspective into has clear and measurable goals across channels integrated marketing strategy. Then they use advanced analysis to determine the media and audience, to the best to achieve these goals, and quantify their value. After the results of the analysis and optimization, they thought that action to provide the reference in the future. As engaged in email marketing and multi-channel marketing services webpower has been advocating enterprise multi-channel data sharing, sorting, analysis, to establish the user complete eID digital identity file, insight into the user, in order to realize the personalized precision marketing. If all this sounds familiar, so may need to do more further in 2014. 3. Creative thinking Some people described the creative thinking is to “think outside the box“. BusinessD is defined as a creative thinking “from a new perspective of the problem or unconventional solutions.“ In the new science and technology and technology rapidly emerging field of digital marketing, digital marketing there is no doubt that is profession which needs creative thinking. Although a lot of time in the job description and there is no detailed requirements, but please believe me, in 2014, this is one of the preferred ability to employer demands. 4. The techniques are used Employers to mastering digital marketing technology candidate has a very strong preference. But this does not mean that you need so proficient in writing code to the programmer. Technology similar to the wind over the meaning of digital marketing for the pilots role, it always push you forward, and the best digital marketing personnel (like good pilots) know how it is used and its advantages. Understand the technology to promote the cooperation with IT, may have more value in 2014. 5. Curiosity In 2014, digital marketing will continue to be pioneers, it usually walk at the forefront of marketing. Research writer MarkGoldblatt suggests that you already know what the subject is not always as you want to know whats important. More and more attention to the “why“, not just “do“ and “how“. To understand why some tactics effectively, why other people dont do it, and learn from this experience, to better apply it at the next. 6. Intellectual curiosity Digital marketing is a lifelong learning work, in 2014 there were more things to learn. Technologies and solutions are updated on a daily basis, and it is these innovations, make learners though as blogs, video, RSS feeds, and social network media, and many other media information help, also is not easy to master the latest progress at present. So, have strong desire for knowledge is digital marketing personnel must have the instinct. 7. To close the business and technology gap Digital marketer is referred to as “technical marketing mix.“ You can leisurely and comfortable put the foot on the “marketing“ and “technique“ in the two different barrel? Technology makes you have done in the digital marketing, in 2014, it is still a theme you will often hear. This bridge the gap between the business and IT, and the technical and non-technical people relate to communicate clearly and effectively. In the next year, who will have this ability than those who do not have the ability to have a clear advantage. 8. Business mind Often talk about business acumen, you may think of the daily