What they can and cannot do: Marketing is such a broad field right now that it is impossible to know and do everything well. It’s important to specialize, even if one only specializes in being a generalist.
How to do visual content: This as opposed to verbal content. People scan, they take things in visually, they do not read – especially on social media. A marketer must learn to communicate in visual terms.
How to work in global networked virtual teams: We have reached the point where technology has almost completely eliminated the need for face-to-face interaction. A marketer must be fluent in terms of their ability to connect with others virtually, whether they’re colleagues or not; working with others virtually; and crowdsourcing solutions to problems quickly.
How to pitch themselves quickly and effectively. Opportunities are always cropping up out of the blue. It could be a blind job ad placed on LinkedIn, or an expression of interest from a recruiter, or a colleague with whom collaboration seems likely. A marketer must always be ready to explain themselves briefly; describe their value in a nutshell; sell the concept they’re working on in high-level terms. Remember, one often has to create opportunity where none seems to exist.
When branding matters: The answer to this is always. Even if one isn’t working on a campaign, even if one isn’t working altogether – there is always the need to brand oneself, and every expression of one’s brand is relevant. One never knows where someone will pick it up.