Why pursue a career in digital advertising and marketing? For one thing, the profession allows you to indulge your creative side while also enjoying a salary that comfortably exceeds the national average and can significantly exceed it if you’re great at it.

Historically, marketing and advertising have been breeding grounds for young, raw talent the likes of Dr Seuss, F Scott Fitzgerald and Alex Guinness, aka Obi-Wan Kenobi, all began their careers in advertising.

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If you’re a recent graduate, you’re right in the middle of their sweet spot. Where your prospective boss might struggle to grasp the potential of Vine, Instagram or Snapchat, you grew up using these kinds of channels and platforms, and can relate more directly to the needs and desires of their core users.

What’s more, with skills shortages anticipated, demand for young digital marketing and advertising professionals will only increase. It’s a better time than ever to break into the industry, but that doesn’t necessarily make it easy.

If you’re looking to make a good impression on potential employers, you’ll want to have the right knowledge and skills in these six key areas.

• Data: In the age of big data we’ve never been able to collect more information on our customers, and the performance of our campaigns. The success of any marketing department depends on how they collect and use that data. Roles across the industry are becoming increasingly data-driven and graduates need to have a good cross-sector understanding. Even if you’re not looking to assume a technical role, you should familiarise with concepts like segmentation and predictive analytics.
• Creativity with commercial awareness: This may not typically be seen as going hand in hand, but marketers need a good dose of both to drive successful campaigns. Everything marketers do has to be measurable and commercially viable. You will need to possess a solid understanding of the market your clients or company operate in, as well as their business needs. Within the role you’ll have to manage a budget and be able to demonstrate on your campaigns. Cultivate a strong commercial focus as well as a creative streak and you'll go far.
• Communication: It goes without saying that aspiring marketers need to have excellent communication and networking skills. You’ll need to be able to engage with agencies, clients and numerous internal stakeholders. It helps to be a people’s person as good communication skills are a big part of the role. You will likely attend awards ceremonies, conferences and industry events big and small. If you’re looking for a 9-5 role, it may not be the job for you as these roles often see many late nights.
• Digital presence: Prospective employers will google you in advance of an interview. It’s more or less unavoidable. It’s important to have a professional online presence. It is also important to realise that this represents an opportunity to demonstrate your interest in digital marketing. Whatever’s happening in the industry, be aware of it, and talk about it. Don’t just talk about your passion for marketing in the interview – demonstrate it.
• Passion: Whether you’re planning on going into advertising, digital or marketing you will require a genuine enthusiasm for the industry to succeed in and enjoy the role. Marketing disciplines increasingly overlap so it’s also important that you have an idea of the bigger picture. Cultivate opinions – where do you see the industry going? You might be most interested in the latest innovative technologies and platforms, or you might enjoy critiquing adverts or marketing campaigns and picking apart the messaging and design. Employers like to see curious minds capable of leading great campaigns of their own. 
•  Adaptability: Finally, marketing and advertising are professions that are subject to constant fluctuation and change. Technology and trends evolve rapidly, and today's fool-proof tactic may well be tomorrow’s cliché. When you’re developing your skillset, do so in a forward-thinking fashion: graduates that learn how to code, for example, or even how to build an app, are doing well in a world that’s currently moving away from the desktop and towards mobile devices. Above all, demonstrate curiosity, and a willingness to keep up with a fast-paced, ever-changing industry. In your interview, you want to demonstrate the willingness and the capability to progress: that you’re not only an excellent entry-level hire, but a potential future department leader.

The independent