The biggest challenge - and opportunity - is the need for speed and transparency. Social media has made everything real time, all the time. The days of timed and themed static campaigns are over.  You decide only the starting points of your marketing campaign andyou seed it, but then you adapt and react to what comes back at you. The nuance and depth are added by your tribe and/or detractors. The highest impact online marketing is when you capture opportunities as they happen and then curate the organic reactions that are invoked. You don’t drive marketing campaigns these days, you can only steer. 

Understanding of technology is a must. Innovation and creativity are no longer good enough, as you must also have skills to implement. The bar for marketing teams is much higher now.

The basic skill of marketing will always be the ability to tell a story – to paint a picture with words and engage the audience. This has always been, and will always be, irrespective of the medium of distribution of the story.

Writing. Writing. And Writing.  You have to be able to tell a story. In marketing and communications, storytelling will always be the key. Unfortunately sometimes, marketers rely on gimmicks and forget the power of words. 

I did many, many things. Seized opportunities to move forward even when inconvenient. Took on projects beyond my expertise, grew into the role, and got the job done. 

Get mentors. Work and volunteer for organizations and projects that can give you the skills you need. In careers, zig-zag is often faster than a straight line. Curate skills, contacts, and experiences for the job you eventually want. Get reputation as a doer and an achiever.