I often receive questions about the best way marketers can develop their digital marketing skills and experience to help get digital jobs, or just to keep yourself employable.
Here is my answer to a question I received recently, whick I think is worth sharing (with her permission). Which approaches do you think will work best for employers and job seekers?
I, and possibly many other of your readers would appreciate your guidance/advice on transitioning from a career in traditional marketing to one that has an online / eMarketing focus.
There appear to be many jobs advertised for online marketers of various flavours, however, they all require 2-3 years online experience. While I am an experienced marketer (10 years), an avid Internet user and am developing my theoretical knowledge through the CIM course and online resources, I am finding it difficult to gain the requisite practical experience demanded by employers.
Any suggestions/advice? Are you aware of any organisations that are open to recruiting career-transitioning digital marketers?
As with most professions, your challenge is that employers are looking first for relevant experience as one of the criteria, so as you know you won't get your foot in the virtual door until you have this. Here are my suggestions
OK you're doing this - a good first step since this is often an interview selection filter all other things being equal.
For others who aren't aware, in the UK, digital qualifications are available from the IDM, CIM and Econsultancy/Manchester Metropolitan University. To help show what's available, I have complied a list of Digital Marketing Qualifications.
The IDM courses for which I'm an examiner and a tutor can be completed online and we have people studying throughout Europe and as far away as South Africa and Australia.
Everyone has the potential to stretch their current job to gain digital experience although it does depend on your position of course. Approaches to consider
(Obviously these activities should benefit also your company...)
Expertise in analysis is critical in digital so get up to speed on web analytics through your current provider or setting up Google Analytics.
Then baseline how your company is performing now and show the improvements you have made. Do smart things - advanced analysis and become an "Excel Jockey". All the best digital marketers are proficient in Excel.
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3. Make sure you are checking all the openings
Get a feel for the types of jobs available through the back of Marketing Week or specialist trade papers like New Media Age or Revolution.
See my posts which include some of the less well known digital marketing jobs listings:
Not sure about the merits of this but it should make you stand out from those who say "I'm on Facebook" when asked how they are involved with Web 2.0.
It's a while since I personally interviewed for roles, but I still remember that the biggest difference between those who got the interviews/jobs and those that didn't was passion for the job and the sector.
Check out these New Skills for the Future of Marketing.
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I hope these ideas are helpful, does anyone who is also following / has successfully completed this path have any other ideas? Please comment.
Dave
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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