He marketing Digital has become an ubiquitous career in Spain in recent years. In both public and private institutions, you can find a huge educational offering of degrees, masters, diplomas and other specialized programs. This is because it is a profession that is increasingly sought after in companies. According to data from the Telefónica Foundation, the demand for qualified profiles in marketing Digital grew almost 50% in 2023, reflecting “the rapid expansion and evolution of the sector.”
The experts consulted by EL PAÍS agree that the marketing Digital is a rapidly evolving career and the skills employers are looking for are increasingly varied. Now the skills in email marketing, Google Ads, search engine optimization (SEO), social media management, digital advertising, among many others. These skills are crucial for companies to strengthen their presence in the digital environment and adapt to market needs.
Channel adoption
Santiago Hernández, CEO of the news portal PuroMarketing and head of Marketing Studies at the CEF-Udima group, explains that the main change in the sector has been the widespread adoption of digital channels. “Today you cannot understand marketing without understanding the digital world. What we do is be where our audience is,” says Hernández by phone call.
Likewise, the data science revolution has also reached the marketing digital. Borja López, director of Social Media at the Ernest agency, considers that this aspect is the new key in the world of digital commerce: “The data intelligence It allows us to measure and optimize our actions in real time, creating attribution models to know which strategies are working and which are not.” This capacity for real-time analysis and optimization based on data, according to López, is essential to generate profitable and effective results for companies.
Hernández also affirms that the data allows “identifying and correcting” the strategies of marketing in ways that were impossible before. “It used to be said that in marketing you wasted half your budget, but you didn’t know which half. Thanks to the data, today we can know which of those halves we are squandering and not do it anymore, because we can optimize our work in real time,” explains the CEO of PuroMarketing.
Key knowledge
Ernest Social Media Director points out that access to data has led to personalization in digital advertising. “We now know that the way content is consumed varies greatly depending on the platform and target audience. This allows us to create highly personalized advertising, adjusted to the context and preferences of the user, which was not so easy to achieve in the past,” says López.
Fernanda Arnaiz, a 27-year-old young professional who works at the Aglaia Consulting agency in Barcelona, underlines the importance of staying up to date in a rapidly changing field and developing the skills that companies are paying more attention to. “Companies evaluate factors such as experience in SEO and SEM (marketing of search engines, for its acronym in English), having worked on Google Ads campaigns and copywriting”, explains Arnaiz by phone.
The artificial intelligence revolution has had a significant impact on the marketing digital, according to Arnaiz. “It has impacted my way of working for the better. I can do my tasks in half the time than before, I can research much faster,” he says. This sentiment is shared by many in the industry, who see AI as a powerful tool to improve the efficiency and effectiveness of advertising campaigns. marketing.
The CEO of PuroMarketing also believes that artificial intelligence is beginning to play an important role, especially in content creation, but emphasizes that this technology should not “replace human creativity.”
Updated training
Fernanda Arnaiz, from Aglaia Consulting, considers that her university education did not provide her with all the skills to perform in marketing digital. “My career in Mexico was more focused on traditional advertising, and the master’s degree in Barcelona was quite basic and above. It was the work that really gave me the necessary tools,” she points out.
The CEO of PuroMarketing, Santiago Hernández, points out that there is a “gap” in universities with respect to the needs of the market. “When students face the world of work, they notice a gap between the training received and the demands of the market,” he comments. Hernández also highlights that many profiles coming from professional training have more advanced practical knowledge in current tools and platforms such as Power Bi (data analysis platform), although they may lack “a broader strategic understanding.”
However, for Ernest’s Social Media Director, Borja López, training in marketing Digital “is evolving to meet these new market demands.” “Universities and business centers are making an effort to update their programs and include topics such as artificial intelligence, although there is still a shortage of experts in this area capable of teaching truly transformative classes,” explains López, who is also a teacher at EUDE. Business School (Madrid).
Arnaiz recommends those contemplating studying Digital Marketing to research current market trends, develop data analysis skills, and be willing to continually learn. “It is a field that evolves very quickly. Staying up to date with the news is crucial,” she stresses.
The combination of technical and strategic knowledge is vital to face the current and future challenges of the marketing digital. Thus, the sector continues to evolve and adapt, driven by the growing demand for experts capable of managing the complexities of the digital environment and new technologies that are redefining the way in which companies communicate with their customers.
