6 must-have marketing skills for 2016

For marketers everywhere, 2016 means new skills and staying ahead of the competition. Are you diversifying your skill set? If you intend to succeed this new year, focus your efforts on the creative expertise your work demands most. 

1. Analytics

Analytical marketers make use of web behaviour, such as purchase history and device engagement – to facilitate traffic and leads. Researchers predict that by 2018 there will be a deficit of up to 1.5 million analytical marketers. So if you're data-savvy, you'll be a hot commodity this coming year.

2. Social media

The ever-expanding world of social media will require social media managers to add new networks to their marketing strategies. According to Formstack, an online form builder, marketers plan to include Google+, SlideShare and Pinterest in their new social media strategies. Stay on the cutting edge and create the trend, not follow it.

3. Data visualisation       

It's been well-established by now that websites that utilise infographics see an increase in traffic. But mini visual media is gaining popularity as well due to ease of sharing. In 2016, work on creating visual media that are people and that people will be excited to share.

4. Technical skills

Being a jack of all trades is definitely going to pay off in 2016. While bosses might not expect you to take up coding or video production, marketers who are knowledgeable in these areas can work better with tech teams and developers to create products and services that customers want. Technical skills will be particularly important for new marketing hires.

5. Newsjacking

No matter which industry you're in, being aware of pop culture and breaking news is a must in the digital age. Advantages are not bound to just limited-time marketing opportunities. Staying current also helps your team react to PR messes quicker.

6. Soft skills

In an interview with Forbes, Mark Murphy, the founder and CEO of Leadership IQ, a top-rated provider of cutting-edge research, stated that nine out of ten times individuals reported job failure due to poor attitude or behaviour. So this new year, pay extra attention to your workplace relationships. Being a marketer isn't just about what you know – communication, teamwork, friendliness, and flexibility make the man.

The writer is Sub-Editor of the career publication of The Daily Star. She is also a junior at the Institute of Business Administration, University of Dhaka.