By Amanda Peterson, Enlightened Digital
The marketing landscape is nothing near what it was 10 years ago, or even 5. As technology continues to evolve and expand its capabilities, marketing has transformed into an industry that requires constant learning and adaptability. It demands an increased aptitude for technical skills, so it’s vital that marketing professionals hone their technical skill set. TEKsystems Digital reports however, that 95 percent of surveyed marketing leaders have been negatively impacted by the lack of qualified talent.
With technology advancing at rapid speeds, it might seem like there’s a lot to master— but there are also some great ways to get your technical expertise up to speed quickly. Here are four of the top technical skills that marketers need to learn.
1.  DATABASE QUERYING 
Learning how to run database queries is one of the most important technical skills a marketer today can have, as it enables them to understand how customers and prospects are behaving. Most companies use SQL-based databases, which are used to query, insert, update and modify data. For example, if a marketer wants to know the average transaction value within a certain time frame for a user within a certain demographic, having the ability to perform database queries means they can answer these questions on their own.
Learning to query a database independently means that marketers can consistently understand how their customers are changing and reacting to a product. It allows marketers to make data-driven decisions, make decisions faster and unpack key insights that lead to more efficient and effective marketing.
2. HTML
As digital marketing tactics become more prominent, marketers can benefit from learning some coding basics. HTML provides the structure of a web page and outlines the elements each page will contain. For example, HTML might specify that a web page contains a site title, navigation bar, sidebar and content in the form of page copy or a blogroll.
Whether it be writing blog posts or designing a new product page, many marketing roles involve a great deal of online content creation. Learning HTML will expedite the process of getting that content set up correctly, and looking good. You no longer need to wait for a developer to tweak an email template, format your landing page or make an important update on your website. Even if your role never requires you to write code, being familiar with HTML, at the very least, can make cross-team communication much easier.
3. MOBILE VIDEO PRODUCTION
Online video marketing has grown significantly in 2018, as it’s been popular for both consumers and brands alike. As social media platforms like Instagram, Facebook and YouTube expand their features for livestream and short-form video, many brands have recognized and capitalized on its potential to boost consumer engagement. As Amber van Moessner, Director of Content at Livestream, states, “Audiences spend more time with live video, and are willing to show up, participate, and join the conversation on social media more so than with VOD (video on demand) or blog content.”
Marketers that master video production for mobile platforms can ensure that these videos are as polished and compelling as possible. Learning how to produce this style of content can put brands ahead of their competitors and capture the attention of today’s mobile-focused consumer.
4. SEO
While you don’t have to be an SEO (search engine optimization) profesional, it’s important to have a general knowledge about how SEO operates and how it relates to marketing. Organic search results have the potential to be much more powerful than paid ads, especially if they make it to the first page. This is vital for marketers to improve their brand recognition or generate leads. In fact, 57 percent of B2B marketers stated that SEO generates more leads than any other marketing initiative.
Best practices for SEO are constantly evolving, so this is one skill that might require consistent refining. Marketers who do understand SEO best practices however, can create content that increase engagement, site traffic and sales conversions.