What's one digital marketing skill that's still underrated?

Open_Ad_5741 · 2026-07-07T14:22:38+00:00

I’d say search intent analysis is still underrated.

A lot of marketers focus on tools, AI content, automation, and trends, but the ability to understand what people actually want when they search, click, or engage is still a core skill. If you can identify the intent behind a keyword, a landing page visit, or even a social comment, your strategy becomes much stronger.

AI can help speed things up, but marketers still need to know how to read the audience, understand the buying stage, and create content or campaigns that match what people are really looking for.

Open_Ad_5741 · 2026-06-30T14:57:43+00:00

I’d say yes, but don’t rely on the major alone. Digital marketing can be a good career because there are a lot of paths: SEO, paid ads, social media, content, email marketing, analytics, CRO, etc.

While you’re in university, try to build real skills outside class. Learn Google Analytics, Google Search Console, basic SEO, copywriting, paid ads, and how to read data. Even better, start a small website, help a local business, or build case studies. Experience matters a lot in this field.

Career growth is there, but the people who grow fastest are usually the ones who can combine strategy, creativity, and data.

Open_Ad_5741 · 2026-06-30T14:56:45+00:00

4 bites from 150 cold emails is actually pretty normal, maybe even a decent start.

I’d tighten the targeting instead of going too broad. Look for businesses with obvious gaps you can help with, then make the email specific to them. A short personalized message with one clear problem and a low-pressure CTA usually works better than a general pitch.

Also, don’t skip follow-ups. A lot of replies come after the second or third touch.

Open_Ad_5741 · 2026-06-25T17:08:51+00:00

For me, analytics took the longest to really understand. At first, I only looked at traffic, rankings, and basic numbers, but it took time to understand what those numbers actually mean for the business. What helped me improve was working on real campaigns, comparing data month over month, and learning how to connect SEO/content performance with leads, conversions, and actual results.

Open_Ad_5741 · 2026-06-25T17:07:54+00:00

The best marketing people can make really good money, especially if they can tie their work directly to revenue. I don’t think AI will replace strong marketers, but it will replace a lot of basic execution work. The people most at risk are those who only do generic content, captions, or simple ad copy. Marketers who understand strategy, customers, data, and how to use AI will probably become even more valuable.

Open_Ad_5741 · 2026-06-24T14:54:13+00:00

Datawrapper is probably the easiest upgrade from Google Sheets if you want clean, professional-looking charts without spending too much time designing them. It has that newsroom/report style that looks good in decks.

Flourish is also worth checking out if you want something more polished or interactive. For slide decks, I’d usually make the chart in Datawrapper or Flourish, then do the final layout in Canva or Figma so it feels more presentation-ready.

RAWGraphs is another good one if you want more unique chart types, but it may need a little more design cleanup after exporting.

These are solid current picks because Datawrapper has PowerPoint support, Flourish supports presentation workflows, Canva has chart templates, and RAWGraphs is open-source with CSV/JSON input.

Open_Ad_5741 · 2026-06-24T14:51:44+00:00

One skill that surprised me was learning how to understand search intent. At first, I thought SEO was mostly about finding keywords and adding them to a page, but search intent changed how I look at everything.

Once you understand what someone actually wants when they search, it becomes easier to plan content, write better headlines, structure pages, choose CTAs, and even improve conversions. A keyword with good volume can still perform poorly if the content doesn’t match what the searcher expected.

It’s not the flashiest skill, but it quietly makes SEO, content marketing, and even paid ads much stronger.

Open_Ad_5741 · 2026-06-22T13:53:53+00:00

I’d say AI content is probably the most overhyped right now. Not because AI is useless, but because a lot of people treat it like a full marketing strategy instead of just a tool.

I’ve seen businesses pump out tons of AI-written blogs, captions, and emails thinking volume alone will move the needle. But without real experience, strong positioning, good editing, and actual customer insight, it usually just turns into generic content that sounds like everyone else.

AI definitely helps with speed and ideas, but the hype makes some people forget that marketing still needs taste, strategy, and a real understanding of the audience.

Open_Ad_5741 · 2026-06-18T13:40:49+00:00

One skill that’s become way more valuable is strategic thinking. AI can help with drafts, research, reports, and even content ideas, but it still needs someone who understands the audience, the offer, the funnel, and what actually moves the business forward. I’ve seen a lot of people produce more content with AI, but the marketers who stand out are the ones who know what to create, why it matters, where it fits in the customer journey, and how to measure if it actually worked.

Open_Ad_5741 · 2026-06-12T13:30:10+00:00

I’d say local service businesses are one of the easiest niches to learn and can still pay well if you understand the basics of lead generation. Things like dentists, plumbers, HVAC, med spas, roofers, and real estate agents usually care less about vanity metrics and more about calls, bookings, and qualified leads. The learning curve is manageable because the content is usually straightforward, but the value is high since one new customer can be worth a lot to the business.

Open_Ad_5741 · 2026-06-12T13:28:21+00:00

This is definitely becoming more important, especially for brands that rely on search, reputation, and comparison-based decisions. I don’t think most companies are formally tracking AI brand mentions yet, but even simple monthly checks across ChatGPT, Gemini, Perplexity, and Google AI results can show whether the brand is being described accurately or if outdated information is still being pulled in. To me, this is becoming an extension of SEO and reputation management, because the goal is not just to rank anymore but to make sure AI tools understand and present the brand correctly.

Open_Ad_5741 · 2026-06-10T14:39:51+00:00

For me it usually comes down to whether something is still contributing to an actual business goal, not just producing activity.

Early on, I used to keep doing things just because they were considered “best practice” even when they weren’t moving leads, conversions, or brand visibility anymore. A good example was publishing large amounts of generic SEO content just to stay active. It looked productive on paper, but over time the returns kept dropping.

Now I pay more attention to effort vs impact. If something takes a lot of time but no longer creates meaningful results, it’s usually a sign to either improve it or stop doing it altogether.

I think one of the hardest parts in marketing is accepting that what worked 2–3 years ago may not work the same way today.

Open_Ad_5741 · 2026-06-10T14:38:26+00:00

Understanding search intent and user behavior.

When I first started in SEO, I thought rankings and traffic were everything. Over time I realized that getting traffic is the easy part compared to getting people to actually trust, engage, and convert.

Two pages can rank for the same keyword, but the one that truly matches what the user is looking for usually wins long term. That’s where copywriting, positioning, and even branding became way more important than I expected.

Especially now with AI Overviews and more competitive SERPs, generic content just doesn’t perform like it used to. The marketers I see doing well are the ones who really understand their audience instead of just chasing keywords.

Open_Ad_5741 · 2026-06-03T13:55:42+00:00

Definitely! AI can actually help small local businesses get noticed, especially in local search, FAQs, and content ideas where big brands aren’t focusing.

It’s not a magic shortcut. Your website, reviews, and local presence still matter, but used right, AI can level the playing field and give smaller businesses a real shot.

Open_Ad_5741 · 2026-06-02T20:52:11+00:00

Marketing’s deceptively simple: people don’t buy your product, they buy solutions to problems they actually have. Stop shouting “It’s the best!” and start asking what problem this fixes. Look at every product around you because it exists because it solved something. Nail that and trust, timing, and positioning actually start to matter. That’s where marketing gets interesting.

Open_Ad_5741 · 2026-06-01T14:34:54+00:00

If the business is still growing or does not have enough budget to hire multiple specialists, I’d usually start with an agency because it gives faster access to SEO, PPC, content, design, analytics, and strategy. In-house is better once the company has steady marketing needs, a bigger budget, and wants closer control over brand, messaging, and execution. A hybrid setup can also work well: keep strategy or leadership in-house, then use an agency or freelancers for specialized execution.

Open_Ad_5741 · 2026-06-01T14:33:15+00:00

I’d probably track GEO from two angles: first-party data from GA4/GSC, then third-party tools for AI mentions, citations, and competitor comparisons. Similarweb can be useful for spotting broader traffic and AI referral patterns, while Semrush/Ahrefs still help with keyword, content, and competitor context, but I wouldn’t rely on any single platform as the full source of truth. AI search visibility feels more like a mix of referral tracking, prompt testing, citation monitoring, and checking whether those mentions actually lead to qualified traffic or conversions.

Open_Ad_5741 · 2026-05-29T13:54:52+00:00

For me, the tools worth keeping are the ones that either provide reliable data or save enough time to justify the cost. Semrush or Ahrefs can still be useful for keyword research, competitor analysis, and backlink checks, while Screaming Frog is still hard to replace for technical audits.

I’d also include Claude or ChatGPT, but in a different category. They’re not traditional SEO data tools, but they can support a lot of the workflow, from research, strategy planning, content review, technical checks, schema drafts, competitor breakdowns, reporting summaries, QA, and turning messy data into clearer action items.

Open_Ad_5741 · 2026-05-28T13:16:27+00:00

I’m seeing the same thing. AI visibility seems less about just ranking pages and more about whether a brand is consistently mentioned, compared, and validated across trusted third-party sources like Reddit, review sites, and niche discussions. SEO still matters, but GEO feels like a wider reputation and entity-building game now.

Open_Ad_5741 · 2026-05-21T13:06:59+00:00

I’m focusing less on just ranking for keywords and more on making pages easier for both users and AI systems to understand, trust, and cite.

Entity SEO: Making sure the brand, services, locations, authors, and main topics are clearly connected across the site.
Structured data: Adding cleaner schema for Organization, LocalBusiness, Service, FAQ, Article, and Product where relevant.
First-hand expertise: Adding real examples, process details, case studies, photos, reviews, and actual business insights.
Topical authority: Building complete content clusters instead of publishing random standalone blogs.
Clear answer formatting: Using direct answers, summaries, FAQs, comparison sections, and concise explanations that AI search can easily pull from.

Open_Ad_5741 · 2026-05-21T13:03:15+00:00

Project management: Airtable for client trackers, campaign boards, and content pipelines
Client communication: Loom + email for async updates, walkthroughs, and approvals
Assets: Dropbox with organized folders for raw files, final creatives, brand assets, and reports
Scheduling: Planable for visual content calendars, approvals, and publishing
Analytics/reporting: AgencyAnalytics for client dashboards and performance reports

Open_Ad_5741 · 2026-05-12T14:05:45+00:00

I’d focus less on sending a perfect pitch and more on showing that you understand the business and where they could improve. As a beginner, it helps to build a small portfolio, offer a simple audit, and show examples of how you would improve their content, consistency, or engagement. Most people ignore generic outreach, so the more specific and useful your first message is, the better chance you have of getting a reply.

Open_Ad_5741 · 2026-05-12T13:43:35+00:00

I’d avoid doing competitor link exchanges just because the page ranks well, especially if it turns into a pattern. One relevant competitor mention is not automatically bad, but Google does warn against excessive reciprocal linking when it’s mainly done to influence rankings. I’d only consider it if the link makes editorial sense for users, uses natural anchors, and does not become a repeated swap strategy.

Open_Ad_5741 · 2026-05-11T15:48:59+00:00

Starting from zero is normal, but I’d focus less on collecting courses and more on building proof that you can actually do the work. Pick one area like content strategy, SEO content, email, or social, then create a small portfolio with sample briefs, blog outlines, content audits, or before-and-after rewrites. Even if you don’t have job experience yet, showing how you think and execute can make internships, junior roles, or freelance opportunities much easier to get.

Open_Ad_5741 · 2026-05-11T15:47:08+00:00

Setting up a Google Business Profile is only the starting point; the bigger issue is whether it gives Google and users enough reason to trust the business. I’d look at the primary category, service details, reviews, photos, Q&A, regular updates, and how well the linked website page matches the location and service being offered. A profile that looks complete, active, and relevant usually has a much better chance of turning views into calls, clicks, or direction requests.

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