"I've been working in IT mostly in support roles for almost 15 years now and it's time for a possible change of direction to become more involved in marketing. Which areas of digital marketing would you recommend as most appropriate?"

I personally made this move during the mid 1990s, since pre-web I used to work as a project manager/business analyst on IT projects to build marketing intelligence systems.
 
I think successful digital marketers develop campaigns and experiences based on a combined understanding of customer needs within the complexities of the online marketplace and how this integrates with traditional communications. Success also requires a structured, analytical approach and attention to detail which is often also required in IT.
 
I would recommend targeting a career using skills such as search engine marketing or web analytics may be appropriate.
 
Employers will want evidence of knowledge and experience, so the ideal scenario is if you can grow into the new role within your company. But if not, a qualification could be essential to gain a new role. There are now several courses and qualifications from different providers including the IDM, which combine established marketing principles with good practice in online marketing.
 

Dr Dave Chaffey is director and lead consultant at Market Insights Limited, an independent digital marketing consultancy, and author of internet marketing books including eMarketing eXcellence: Planning and Optimising Your Digital Marketing, co-written with PR Smith.

You can read more of Dave's Insights on digital marketing on his Right Touching Digital Marketing blog

E-mail your digital marketing questions and problems to Dave at digital@themarketer.co.uk 

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