The demand for digital marketing skills continues to skyrocket, and platforms like LinkedIn are revealing crucial insights into the evolving job market. Big data analysis, powered by LinkedIn’s massive user base of over 900 million professionals worldwide, gives us a unique glimpse into the most sought-after skills in the digital marketing space. As businesses shift more of their marketing efforts online, certain capabilities like Search Engine Optimisation (SEO), Search Engine Marketing (SEM), and Real-Time Bidding (RTB) have emerged as essential skills for professionals looking to thrive in the digital economy.

The Evolution of LinkedIn’s Top Skills: What Data Tells Us

Back in 2014, LinkedIn released its annual list of the top 10 skills that were getting professionals hired, with SEO/SEM marketing ranking 5th on the list. Fast forward to the present, and the demand for these skills has only grown exponentially. In 2023, LinkedIn’s most recent skills data highlights that SEO, SEM, and other digital marketing skills remain crucial to the hiring process. The rise of programmatic advertising, which includes SEM and real-time bidding (RTB), has added further layers of complexity to digital marketing strategies.

But why have these skills become so critical in today’s job market? To understand this, we need to look closely at how SEO, SEM, and RTB fit into the broader context of modern digital marketing.

1. SEO: The Foundation of Online Visibility

Search Engine Optimisation (SEO) is no longer just a technical skill—it has become a core strategy for businesses of all sizes. With 68% of online experiences beginning with a search engine, SEO is pivotal in ensuring that a brand’s website appears prominently in search results. Whether it’s for e-commerce, B2B services, or local businesses, SEO is a primary driver of organic traffic and plays a direct role in revenue generation.

SEO is no longer a secondary component of marketing. It’s a core function that shapes brand strategy from the ground up. From mobile optimisation to voice search and even AI-driven search engines like ChatGPT, the scope of SEO continues to expand. Businesses understand that without strong SEO, their online presence is effectively invisible to a large portion of their target audience.

In fact, companies that prioritise SEO are 13 times more likely to see a positive return on investment (ROI) compared to those that don’t. This statistic underscores why SEO expertise is such a valuable commodity in the job market today

2. The Power of SEM: A Direct Path to Conversions

While SEO focuses on organic traffic, SEM takes a more direct approach by leveraging paid advertising to drive results. With Google Ads accounting for 29% of all digital ad spend in 2023, SEM is a crucial tool for businesses that need to see immediate outcomes from their marketing efforts. Paid search campaigns allow brands to appear at the top of search results, ensuring visibility even in highly competitive industries.

Search Engine Marketing (SEM) requires a deep understanding of keyword bidding strategies, ad copywriting, and audience targeting. Moreover, the rise of automation in SEM has shifted the role of marketers from manual bidding to more strategic tasks like campaign optimisation and creative development. Professionals with expertise in SEM are highly valued because they can directly impact a business’s bottom line by driving conversions through paid search campaigns.

3. The Rise of RTB: Automating the Ad Buying Process

Real-Time Bidding (RTB) has revolutionised the way advertisers buy digital ad space. Unlike traditional methods, RTB allows advertisers to bid on ad impressions in real-time, using data to target specific audiences. This has led to more efficient ad spending and better campaign performance, making RTB an indispensable part of programmatic advertising.

According to report on programmatic advertising, RTB is expected to make up 63% of all US digital display ad spending by 2024, a significant jump from previous years. This growth reflects the increasing reliance on automation in digital marketing, as brands seek to optimise their ad spend and maximise their return on investment.

Why Upskilling in SEO, SEM, and RTB Is Critical for Career Growth

The convergence of big data, AI, and digital marketing has created a new landscape where skills like SEO, SEM, and RTB are in high demand. Professionals who can harness the power of data to create targeted, personalised marketing strategies are poised for success in this new era. This is why upskilling in these areas is not just beneficial—it’s necessary for those looking to future-proof their careers.

• Big data and AI impact: big data and AI are driving demand for SEO, SEM, and RTB skills, with the big data market expected to hit $103 billion by 2027.

• SEO, SEM, and RTB demand: SEO drives 93% of online experiences, while RTB will account for 91% of us digital ad spend by 2024.

The rise of SEO, SEM, and RTB as some of the most in-demand skills on LinkedIn is no coincidence. These capabilities are essential for brands looking to succeed in today’s digital-first world.

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