KOLKATA: We all talk about how the digital marketing world has changed in the last few years. But did we map those changes accurately? How far have those changes affected upskilling patterns? We do hear about the struggles of professionals coping with the renewed expectations of marketing agencies. But what is the way out to reduce those struggles without compromising on advancements?
Previously, just learning about how search engines and Facebook dashboards operate, writing blogs on interesting topics, designing visuals on creative tools, and analysing campaign performance on Google were enough to be a digital marketing expert.
Today, even students and interns have such knowledge. With the help of advanced learning applications and AI-driven technologies, they are constantly upskilling to perform in a diversified marketing landscape, which includes data-based content creation, relationship management, analytical reporting and many other variables. Apart from these, they are also learning how to scale at the same pace as the industry.
At Comval our managers take upskilling into account always. We emphasise unlearning and relearning to stay up-to-date and also expand our services to cater to changing scenarios.
But it’s not only me or my company. Upskilling has become a key factor across different sectors today.
Advanced Tech Skills Are No Longer Optional
According to a survey by NASSCOM 2025, about 60% of job descriptions mention ‘AI Marketing tools’ as a key eligibility requirement. Some even state the knowledge of Google Analytics 4 and research tools as an added advantage. Content writers now need to be ‘content developers’ with prompt-engineering skills. AI-driven graphics and visual illustrations have become a common expectation from designers.
Let’s say you’re a digital marketing executive with knowledge of WordPress and GA4. Is it enough today when everyone is trying to appear in AI overviews besides SERPs (Search Engine Results Pages)?
You’ll need a solid knowledge base on how modern search engines now prioritise voice queries and AI overviews and expertise in ranking on AIOs, GEOs, etc. to provide an improved user experience.
Content writers now require optimum knowledge of prompt engineering to streamline research and content drafting. As a graphics designer, you need to move beyond Canva and embrace AI-driven creative tools, multimodal workflows, and adaptive formats.
Being the Director of a digital marketing company, I would like to share how marketing and design professionals can secure their respective careers in the coming days.
Relearning By Unlearning Outdated Practices
The trick to upskilling in today’s smart marketing world is developing the willingness to unlearn and relearn.
Unlearn: You need to let go of things that no longer add value to your work without ignoring the basics. Let me explain.
A few years back, we needed to adjust ad placements manually, choosing categories carefully by considering every minute targeting details. It gave us both control and precision. With Meta AI’s Advantage+ suite, placements, audience targeting and even budget spends can be automated now. But still, a lot of marketers are unwilling to let go of the control. They need to unlearn those practices and adapt to the new game, which will only make their work faster.
Relearn: Adopting new habits without letting go of the core principles is what I call relearning.
For example, content writers used to write intriguing blog posts on different topics, take care of keyword placement and it was done. Now, a content developer needs to know about the specific audience they are targeting, their habits and preferences and develop pieces based on such real-time data. Also, they need to gain knowledge of prompt- engineering, AI search optimization and multichannel content development. Writing blog posts have extended to developing content for posts, reels, carousels, videos and tagged images.
The Core Principle: While unlearning and relearning are essential strategies in upskilling, the core marketing principle remains the same. It’s the user intent that you need to fulfil, whether it’s an AdWords campaign, Meta Ad, or targeted blog post. That’s the reason we are all here and that’s the goal every marketer should aim for.
Creating A Culture Of Constant Upskilling
As business leaders, we shouldn’t forget our primary responsibility - To lead.
Our workforce will follow the principles that we uphold and strategize accordingly. At Comval, I keep an open and approachable mindset to listen to my employees and the struggles they are facing. Sometimes, I give them suggestions on how to overcome their roadblocks through upskilling and in others, I unlearn and relearn to improve the work culture, make it suitable for emerging professionals.
We should all do the same. If we guide our workforce the right way, teams will become more responsive and willing to learn. And jobs will get securer even when the marketing world evolves at a lightning speed.
As I often say to my employees, “It’s not what you knew yesterday. Upskilling is what you are prepared to do today and tomorrow for your audience.”