In a Converging Industry, I am a Digital Marketing Girl!

The digital marketing industry is rapidly expanding, which excites some marketers but makes others nervous about what the future holds for them and their current skill set. Every day, a new skill or responsibility is added to that dream job description, changing the definition of a digital marketer. The current convergence of related industries, particularly graphic design, begs the question: what does a digital marketer 'have' to do?

I have firsthand experience with converging job roles because I work in digital marketing and my role is constantly changing. Working in the public sector, where everyone is under pressure, the designated design team has less time to manage reactive projects. This is where I've had to brush up on my skills, stand up, and get on with it... well, Adobe Spark it.

For one simple reason, digital marketing and graphic design are now inseparable... Every good message requires an enticing graphic to draw in the intended audience and create that critical call to action.

In this ever-changing industry, squeezing by with rudimentary design knowledge will not suffice. If you want to be successful in digital marketing, you must have a solid understanding and application of design. According to the numerous job descriptions I've read, the most desirable hybrid skill that employers seek in this field is experience and knowledge of Adobe Creative Cloud.

Despite not particularly enjoying this aspect of the role, I have made an effort to learn more about graphic design and set aside time to educate myself on the various Adobe software (probably because of my lack of experience). I know that my future in digital marketing will include not only graphic design, but also many other changing responsibilities that the ever-changing digital landscape provides. To thrive in this industry, you must learn to adapt and change.