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Finding it hard to keep up with the rapidly evolving digital marketing world? You’re not alone!

Our research from the 2024 Global Digital Skills & Training Report: Insights from Corporate Leaders shows that the skills marketers need are constantly shifting. In fact, 54% of leaders we surveyed said “AI strategy development and AI in digital marketing” is the top skill gap in their teams, followed by search engine optimization (SEO) at 44% and data analytics at 42%.

The growing importance of SEO is likely tied to the rise of AI-powered search and Google’s AI Overviews, which provide users with more detailed search results. SEO professionals are closely monitoring these changes to prevent declines in organic search and rankings.

Yet, successful marketers recognize that while branding, features, and formats change over time, the core principles of how to effectively use digital tools and platforms to reach your goals evolve more gradually.

Staying ahead is about equipping yourself with the skills to adapt while staying informed about ongoing changes and seizing opportunities as they emerge.

• Develop a marketing strategy
• Newsletters
• Online publications and blogs
• Social media
• Google Alerts and Trends
• News aggregators
• Conferences
• Podcasts and webinars
• Monitor the competition
• Share and network

Before diving into the best ways to stay updated and keep your skills relevant—especially when it comes to AI skills—you first need a solid digital marketing strategy to guide and support all your marketing efforts.

A strong strategy provides direction for your marketing team, helping you understand your customers, identify which digital channels drive leads and revenue, and empower your team to make data-driven decisions that lead to a positive impact on the business.

With the widespread use of social media and other digital channels, some companies may question the relevance of newsletters.

However, as consumers become more cautious about cookie tracking and platforms like Substack gain popularity, email marketing remains a crucial tool for directly communicating with and influencing your customer base.

There are numerous excellent online publications and blogs that offer a variety of content, from articles and podcasts to helpful toolkits and guides.

It’s a good idea to bookmark a few of them so you can check for updates regularly or get insights as they come. You can also set up an RSS feed or subscribe to receive updates directly in your inbox.

Many of these resources are specialized, so if you work in social media or search marketing, you’ll find information tailored to your daily tasks and needs.

Here are some to check out:

Econsultancy: It includes digital marketing and eCommerce.

Adweek: Encompasses brand marketing.

Social media provides marketers with powerful tools to communicate, engage, and influence consumers. It’s also an excellent way to participate in conversations, track trends, and monitor competitors.

However, it’s important to remember that social media platforms are constantly evolving. This could mean changes to their names—just think of “X”—their appearance, or the removal of certain features (like IGTV).

In many cases, these changes have minimal impact on how you use the platforms and don’t affect the daily tasks of a social media marketer. So, don’t stress if something looks different.

When using social media, keep hashtags in mind. They help people find your content and connect it to a specific category or topic. For instance, #digitalmarketing is a popular hashtag, along with many others as shown in the graphic below.

LinkedIn, the professional networking platform, is perfect for connecting with industry experts and influencers. You can join online communities and forums to engage with fellow marketers, stay updated, and ask questions.

Additionally, there are blogs and newsletters available in specialized areas that you can subscribe to. You can also create a community by writing articles or launching a newsletter through the Creator Hub.

LinkedIn Live lets you watch live events and videos from industry leaders and competitors, and it also offers audio events.

On X, you can create a stream by using well-chosen hashtags. Steer clear of broad ones like #marketing or #technology, as they can flood you with unrelated tweets.

Instead, research hashtags that align with your message or campaign to help you go viral or trend. Tools like Ritetag, Hashtagify, and Keyhole can assist with this.

X’s real-time format makes it perfect for staying on top of breaking news and new developments. You can also follow brands and industry leaders to gain insights on current trends or get advice on utilizing new platforms—such as learning how to create a custom report on GA4.

Instagram users can explore content by searching specific terms or hashtags through the platform’s ‘Explore’ feature.

It also provides related search suggestions to expand your results. This makes it a valuable tool for staying updated on trends and discovering useful data, infographics, and videos.

As a key influencer platform, Instagram allows you to follow creators—both large and small—to stay on top of trends and join relevant hashtags or conversations. It’s also great for spotting emerging influencers who may align with your brand, offering opportunities for collaboration in campaigns or activities.

For optimal use, check out this guide to Instagram video formats.

Since its launch, TikTok has rapidly gained a dedicated user base. The platform is filled with talented content creators and influencers, offering plenty of inspiration and valuable insights to explore.

Industry-specific conferences and trade shows offer valuable opportunities to stay updated on the latest marketing and technology trends.

These events are often where brands and tech developers unveil new features or solutions. Even if they don’t, seminar topics are typically designed to cover areas that can enhance your knowledge.

Conferences that allow you to connect with others in the digital marketing field and exchange ideas can be incredibly valuable. Expanding your professional network provides a broader range of resources to draw from when facing challenges or problems.

If attending conferences in person isn’t feasible, many offer recordings or provide coverage on social media, keeping you informed about the topics discussed.

Some popular marketing conferences include:

• SXSW: Described as a place for the global community of digital creatives to explore innovative ideas, discover new interests, and network with like-minded professionals.

• Content Marketing World: Covers a range of marketing topics and features notable keynote speakers like Elizabeth Banks and Tina Fey.

• Search Marketing Expo: A conference “designed for search marketers by search marketers.”

• Social Media Marketing World: Promoted as a unique event featuring carefully selected experts who live and breathe social media marketing.

• Web Summit: A leading technology conference that gathers industry leaders and focuses on the future.

Podcasts focused on digital marketing and technology are excellent sources of news and insights.

The podcast landscape has seen tremendous growth in recent years. In fact, weekly podcast consumption has more than tripled since 2013, with 34% of U.S. adults now tuning in weekly, according to Statista.

Many podcasts feature industry experts who explore all aspects of digital marketing, offering valuable learning opportunities and helping you stay updated. Some popular marketing podcasts include:

Let’s be clear: We’re not advocating for corporate espionage!

That said, it’s important to stay aware of what others in your industry are doing in terms of marketing and technology.

One way to do this is by conducting a digital competitive analysis. The insights you gain can help you understand your competitors’ digital strategies, allowing you to leverage your strengths, address your weaknesses, and drive growth.

To conduct a thorough analysis, you can:

• Identify the types of competitors you’re up against

• Profile your competitors’ target customers

• Apply the 4 P’s of marketing

• Use analysis frameworks like SWOT, Porter’s Competitive Forces, etc.

There are several great tools for competitive analysis, including Semrush, Brandwatch, Ahrefs, and BuzzSumo.

Understanding your competitors will help you set benchmarks, measure your performance, and uncover new opportunities.

Top tip: There are several powerful AI tools for competitor research, including TikTok Creative Center, Meta Ads Library, Milled, and Tokbackup. Take a look at this walkthrough to understand how they function.

As the digital marketing industry evolves rapidly, building a strong peer network is essential for staying informed and engaging in meaningful discussions. Connecting with or following industry leaders can also provide valuable insights and advice across various areas.

When you come across an interesting or insightful article or news piece, share it with your team or colleagues and encourage them to do the same. Use social media platforms like LinkedIn or X to share research or articles that may be valuable to your network or groups.

At DMI, you can spark a conversation in the community forum or even submit your own work for publication in our knowledge library.

Consider making knowledge sharing a regular agenda item in your internal meetings to foster a culture of collaboration and content ideation.