Looks like you have some misunderstandings about Digital Marketing. It's not just SEO or Content or Email.
Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. - Wikipedia
In the last 10 years, we've all seen digital marketing evolve into different channels. Every year, we see a medium perform exceptionally well and every Marketing Expert starts "selling" that as a solution to businesses. Not in any specific order but we've all dabbled with Emails, Newsletters, SEO, Infographics, Articles, Videos, etc. Digital Marketing is growing horizontally.
Nothing is dead and Nothing is the new king.
During 2014-15, Marketers were churning out heavy content, articles to infographics to ebooks. In 2016-17, all I've heard my fraternity talk about is "Video". Tomorrow, they could possibly be saying "Voice" is the future of Marketing.
You will always see Articles like this one by Forbes-
Video Marketing: The Future Of Content Marketing - http://o.sid.pw/video-future-marketing
Here are some learnings and ideas for the coming years.
Digital Marketing is heavily dependent on platforms - LinkedIn, Facebook, Twitter, Snapchat, Instagram and everything else in the ecosystem.
Trust me, whatever makes them more money, is the "new king" or "the future of digital marketing".
Stay updated with the latest platforms people are flocking to. Snapchat, remember?
Each platform has a different TG and a it's own "king" medium. > Don't pursue every digital medium under the sun.
You can easily match type of content with the platform where it would work -
Facebook - Graphics, Short Videos (Stop sharing "good" links (outbound) because Facebook doesn't want people to go out and People don't easily leave Facebook.)
LinkedIn - Informative Content (Text/Graphic)
Snapchat/Insta - Easy to consume, "Sticky", shortest video content
Don't spread your plans too thin, choose platforms wisely. Ensure that your TG is actually engaged on the platforms you choose.
Why does a company need you? Gone are the days when companies said "We need a Digital Marketing Guy", they now look for specific talent - Performance, Paid Acquisition, Content & Communications, Growth Hacking, etc.
Don't pitch yourself as an Expert in every Digital Marketing Channel, you can't be one. Rather, be a Content Expert, Community Expert or a New Media Evangelist.
I'm not saying that they aren't looking for Full-Stack Marketers, it's about having your personal expertise that doesn't go out of demand.
I pitch myself as a "Launch and Growth Marketing Specialist for Startups" because I've done that and I understand the specific needs of these stages.
Define your niche
You wouldn't need to survive, Marketing in general isn't going anywhere.The only survival skill you need is evolution. Your audience is not loyal, they will switch to new platforms. You just need to ensure that you "upgrade" yourself frequently.
In 2017 and the near future, here's what I'd recommend learning:
- Marketing Analytics - Data Driven Marketing - Very Important
- Digital Communities
- Product Marketing
- Retention Marketing
- Conversion Optimisation
- Digital Consumer Behaviour
- Marketing Automation - Some might disagree but I really think this is kind of a fad. SaaS companies charge you a bomb for simple processes you could build yourself. (Something to talk about in detail, later.)
Traditional Marketing - Don't underestimate offline channels, it's really important for you to understand non-digital media.
Thanks for the invite @ashishsinha