Marketers need to keep their skills sharp and relevant in the ever-evolving digital age.

1. FOUR MODERN SKILLS EVERY
MARKETER SHOULD TRAIN IN

2. If you work in marketing, chances are you’ve heard this before:
Marketing has changed more in the past 10 years than in the
previous 100 years combined. While that type of claim is
difficult to quantify, it certainly seems true, doesn’t it?
Marketing, thanks to the digital age, has undergone a massive
transformation. Many of the skills that were relevant and
even coveted in 2000 will be completely obsolete in 2020.
Future success will be incumbent on marketers continuing
to update their skillset to keep up with evolving tools and tactics.
If you’re a marketer aware that you need to refine and enhance
your skillset, this presentation covers four potential areas
you can focus on for training. Read on to see what they are!

3. 3© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
1//DATAANALYSIS

4. 4© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
This one should be obvious. The importance of data in making marketing
decisions is only going to grow as big data becomes ubiquitous. At the
bare minimum, marketers need to have a functional knowledge of Google
Analytics (GA). But if you really want to shine in this area, you should also
learn another data analysis platform. Whether it be Domo, Tableau, SAP,
or something else, you’ll want to have a second outlet to both verify and
clarify what GA is showing you.

5. 5© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
2//VIDEOPRODUCTION

6. 6© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
If you thought the demand for marketing content was going to go away,
we’ve got some bad news for you: it’s not. Content is here to stay and the
uses for it stand to only grow as we move into the future. This is especially
true for video content. Today, video streaming represents 70 percent of all
consumer web traffic. Experts expect that number to grow. An understanding
of how to create and edit videos is a crucial skill for marketers right now.
It’s only going to become more important in the years to come.

7. 7© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
3 //21STCENTURYSEO

8. 8© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
SEO is nothing new in marketing. In fact, the practice has been around for
the past 20 or so years. However, as we move further into the 21st century,
SEO, like the rest of marketing, is poised to undergo a transformation.
There are two driving factors here. One is voice search, which will completely
upend marketing’s idea of search terms, creating an environment where
terms become much more long-tail as people use voice command to search.
The second factor is SEO and visual content. AI is making it possible for
search engines to now determine what a video is about. Soon, marketers
will be tasked with optimizing for both of these SEO realities. Those who
start learning now will be ahead of the competition.

9. 9© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
4 //UNDERSTANDING
HOWTOUSETECH

10. 10© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
There are a lot of options for marketers here. Whether it be an understanding
of how to operate programmatic ad buying platforms, how to implement and
operate AI technology, or simply a better-than-average understanding of HTML,
marketers have a lot of paths to take to get better at their jobs. Which path
is interesting and worthwhile is not the important part here. What matters
is that you learn how to use some 21st century digital marketing tools.
Pick a skill and start learning it.

11. Ready to start enhancing your marketing skills?
The ANA Marketing Training & Development Center
has plenty of resources to get ANA members started.
Not an ANA member? It might be time to change that.
Learn more here.