What Are the Most Important Digital Skills and Trends In 2022

Most Important Digital Skills and Trends In 2022

Customers have come to trust internet channels and technology for browsing, gathering information, and making purchases. As a result, brands are in need of marketers with in-demand and transferable digital abilities.

As a result, firms around the world are looking for digital expertise to help them stand out from the competition and adopt strategies for the new customer journey to generate leads and revenue. 

So, what does this mean for you as a marketer in 2022, and how is the job market changing because of the growing need for digital expertise? This year let’s look at the most crucial digital marketing skills and job trends.   

1. Remote, hybrid, and nomad marketers expect nothing less from employers 

The COVID-19 pandemic, as we all know, changed the way people worked. Working from home became a way of life since employees were no longer able to travel or work in offices. 

Many people’s perspectives on work evolved because of this transformation, emphasizing the need for a better work/life balance. Others were forced to reconsider what they wanted from their careers, leading to a complete career change or a shift to a more flexible position. 

The year 2022 will be fascinating for the marketing industry as many marketers find a work style that suits them. Finally, rising demand for talents has moved authority to the employee, giving them more options for how and where they work. 

Candidates will be in the driver’s seat. “How candidates and employees understand the job market, as well as how employers view it, has altered as a result of the changing world of work. It’s about providing a picture of what it’s like to operate in a remote environment, and what resources are accessible to employees, as well as the resources available if you have a hybrid environment.” 

Plus, it’s no longer simply about the money or the advantages. “When individuals are seeking jobs, they’re looking for more than just a wage and benefits package. They want to be able to work from home and have more employment options. Employers will face significant challenges this year. However, candidates or anyone looking for a change have such a choice,” Stack explains. 

What does this imply for marketing executives? Consider what you want to get out of your job and how you want to work. Do you wish to work as a digital marketing professional in search or social media marketing, or as a digital marketing manager? Consider your career path and what kind of jobs would best suit your professional and personal needs. 

2. There is intense competition for global digital talent 

For years, demand for digital skills has increased, and 2022 will be no exception. However, there are some abilities that firms are searching for this year in order to achieve digital transformation and engage customers through digital channels.  

According to DMI’s latest whitepaper, ‘Perpetual Evolution – The Interplay Of Talent And Technology In The Future Of Marketing’, there are key skills that brands and businesses are going to be looking for in employees. Over the next five years, the most important hard and soft talents for digital marketers to possess are technology, creativity, analytical thinking, marketing, and openness to change.  

What’s remarkable about this conclusion is that these aren’t talents you’d connect with a marketer. As a result, by 2022, the function of a marketer will have become more nuanced, requiring a broader and more comprehensive skill set. 

Companies, on the other hand, are looking for marketing talents like sponsored search, social media, analytics, website optimization, and content marketing. The rapid growth of internet browsing and shopping has demonstrated that an organization’s competencies must match audience behavior and needs. 

It is these skills, as well as the future skills, that are hard to come by. As a result, professional marketers with digital skills are in high demand in businesses of all kinds. Candidates, on the other hand, must contend with the fact that the most coveted positions are also the most sought after. 

“It’s a candidate’s market,” Orla Stack, DMI’s HR Director, says, “but securing the most wanted jobs will always be competitive.” So, what can people do to increase their chances of securing the job of their dreams? 

“Sit back and think about where they see their career heading and look at where the opportunities are in the market,” Stack says. Look at where their present skillset sits because the digital arena is big and will continue to expand. Is a change in their plans, and if yes, how can they improve their skills?” 

3. Marketers are thriving in the gig economy. 

The gig economy has sprung up because of this new method of working (a labor market for short-term contracts and freelancers). In 2022, it is more than conceivable to work as a freelance digital marketer and make a decent income. 

Indeed, according to Upwork’s 2021 Freelance Forward survey, freelancers contributed $1.3 trillion to the US economy in 2021, an increase of $100 million from the previous year. 

According to an Upwork survey of US professionals, 10 million people (about half the population of New York) are considering leaving their full-time jobs to freelance. Remote working and flexibility are cited as the primary reasons for this decision by 73 percent of those surveyed. 

Other advantages of becoming a freelancer, according to the same survey, include not having to commute, having a more flexible schedule, and having more personal time. This backs up what we said before about employees prioritizing flexibility and a work-life balance over pay and other benefits.  

Along with the increase in freelance positions, there has been an increase in the number of businesses that support those roles. “You can see firms like Patreon, Substack, and Lili, which is a freelancer bank, popping up. They assess their credit risk differently than banks do,” says Mischa McInerney, DMI’s Marketing Director. “They look at income and average it out using a different credit risk methodology.”  

A digital nomad is another option for competent marketers. This gives you the flexibility of a freelance career with the added benefit of being able to travel from city to city or country to country while working. Many digital nomads claim to make more money than they would if they worked a typical 9-5 job. If you have in-demand digital abilities and want to transform your lifestyle this year, consider this.   

4. Marketers must continue to learn new skills in order to remain relevant.   

As you can see, there are plenty of opportunities for marketers with current and relevant digital abilities. The issue for many marketers is that they lack the abilities that businesses require to grow and flourish in the digital world. 

“Digital abilities are required for all of the top in-demand marketing jobs. As a result, it’s critical to upskill and keep on top of not only new things, but also all areas of digital marketing. As a discipline, it’s only going to grow in importance, and staying current is critical,” says Ken Fitzpatrick, CEO of DMI. 

Here are five crucial ways to keep your digital marketing abilities up to date, whether you’re just starting out or an experienced digital marketer: 

  • Find digital marketing influencers in a field that interests you, such as social media or search marketing. 
  • Keep up with trends and changes by subscribing to specialist blogs or podcasts, such as the DMI blog and podcast. 
  • Enroll in a short or intensive digital marketing course, depending on the skills you require. 
  • Whether you’re currently employed, inquire about in-house training or if there is a training fund that you may utilize to outsource training. 
  • Connect with professionals on social media sites like LinkedIn and update your LinkedIn profile to increase your chances of being discovered and linked.


Learning new skills and staying current can take time and work, but it will be worthwhile when you snag that ideal job (remote or otherwise) or get that promotion you’ve been hoping for. 

Alison Battisby, Social Media Consultant at Avocado Social, gives some suggestions if you’re not sure where to begin. “Many professionals want to learn more about topics like social media ROI, social media advertising, and content development. That’s where the need in digital marketing is, and those are the three areas where a lot of people feel they need to upskill.” 

Flexibility Is Here To Stay And Digital Skills Are Essential  

The speed with which the marketing landscape is changing is linked to evolving digital technology, shifting consumer behavior, and the digital marketing needs of both large and small businesses. For more insights on how to succeed in the digital marketing industry, check out SwaysEast’s blog here.