What skills do digital marketers commonly lack?

Data Science and Search

Note, I didn’t say SEO and I didn’t say web analytics. What most marketers lack are the two most foundational and fundamental skills in marketing today – knowing what to do with data and appreciating that everything is impacted by search behaviors and technologies.

Lacking those skillsets is a massive gap in any marketing organization, agency, or individual; so much so that I go so far as to say one is NOT a marketing professional if they don’t have those skills. Say you do Adwords, run email campaigns, build websites, or run Facebook promotions but you aren’t (you can’t be) doing “Marketing” if you can’t work the market at scale – and you can’t work today’s “information age” markets without the fundamentals of that information age.