Prediction: marketing will be mostly digital by 2015.
There’s a new craft to learn. Could you imagine trying create a print ad without being literate? This is effectively what occurs when an HTML-illiterate marketer attempts to make sense of an email marketing campaign. I’m not sure if it’s a lack of emphasis by agencies or business schools, but basic programming knowledge should be ubiquitous.
Time to begin getting “intellectually restless” and teach yourself some online marketing basics. Mark Cuban, “digital billionaire,” started his career mopping floors at a software retailer, knowing zero about computers. When he started to sell to clients, he began to teach himself everything he could about software.
As fired up as I was about the job, I was scared. Why? Because I have never worked with an IBM PC in my life. Not a single time, and I’m going to be selling software for it. So what do I do? I do what everyone does: I rationalize. I tell myself that the people walking in the door know as little as I do, so if I just started doing what I told my boss I would do, read the manuals, I would be ahead of the curve. That’s what I did. Every night I would take home a different software manual, and I would read them. Of course the reading was captivating. Peachtree, PFS, DBase, Lotus, Accpac… I couldn’t put them down. Every night I would read some after getting home, no matter how late. via blogmaverick
This is nothing new. Every successful person has taken the initiative to teach themselves their craft. Here’s a list of the essentials in my opinion, though I would love to add to the list if anyone has ideas:
- Programming Language – Required= HTML, CSS, PHP, SQL; Optional=Java, Ajax, Ruby
- Web Standards
- Adobe CS – Required=Photoshop; Optional=Illustrator
- Content Management – Required= WordPress, Movable Type; Optional=Drupal, Joomla
- Search Engine Optimization
- Basic Design Principles
- Email Marketing Software
- Web server, hosting
- Basic Video Editing Skills
- Basic Quantitative Analysis – Know Excel like the back of your hand (pivot tables, Vlookup should be second-nature)