As the marketing and communications industry continues to change and to adapt to digital environments, these are the key skills/specialties that I see as key to those marketers and communicators who are building their careers. While you can pay attention to more than one, I think you'll be appreciated for being a specialist with deep knowledge rather than a generalist with only superficial knowledge.
Analytics
The ability and necessity to measure results in a digital environment is stronger than ever. By understanding how to think about, measure, and interpret data, communicators need to be able to draw inferences and understand trends by analyzing the data.
Visuals
Traditionally, communicators have been trained in writing. Interviews, profiles, employee updates, press releases - all are based on writing. The digital age requires that the communicator be a better storyteller in a variety of media, and that includes visuals. Video, photos, infographics and the like are necessary in a mobile and digital world.
Coding
A strong understanding of the technical side of the profession is helpful. While the communicator doesn't necessarily need to know how to code (although some basic HTML is certainly helpful), they should understand the basic elements of coding and building sites and apps so that they can make recommendations and u
Social / Digital
Without a doubt, social is a key element in anything digital today. But more than understanding how to use the platforms, it is helpful to understand the offerings to brands, how paid promotions fit in, and how to build an effective program that includes social from the beginning, rather than adding it on after the plan is fully developed.
Strategy
It's a rather vague term, but strategy is a key element to being successful. You should have a keen knowledge of market forces, competition, the parts of a business other than communications or marketing, and how they all come together. Doing so will make you valuable as an adviser, rather than just as a tactician.
The market will continue to evolve and we'll likely see better definition of others fields (such as A.I.) and their application to marketing and communication. But it stands to reason that good marketers and communicators should be eternally curious and lifelong learners.
Is there anything else that you'd add?
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