Digital marketers must create a roadmap to achieve a specific business goal, taking into account the budget, staff and tools at their disposal. Disruptive technologies require merchants to be agile and adaptable, while the wealth of data and growing understanding of our customers and their journeys means that we must focus on both the consumer and the number. Industry and consumer habits can change all at once in the digital environment, and marketers often have to adapt their plans in the blink of an eye. Marketers also need to assign jobs and strategies to team members, allocate budgets, and make sure employees have the tools they need. From Google Analytics to offline surveys, marketers need to know what consumers want, where they are, what messages they’re responding to, what they’re spending their money on, and more. Today’s marketers have access to more data than ever before and need to know what is reliable and useful to them. They also need to consider time considerations – when do people have to work, when will the target be reached? The target audience needs to be identified and understood, and we also need to know what the competition is up to. Marketers need to tell producers what kind of content they need. Apart from that, I think that certain skills that existed long before the digital era are still essential for modern marketers. Communication skills must be honed through practice. Many skills are required to succeed in the digital age, but a good researcher, a good planner and a good communicator are essential.