All sorts of people can follow a career that touches on marketing; it depends on what your interests are. Having an extremely technical background isn’t usually necessary, though if you do know a thing or two about web design or coding, you’re probably going to be ahead of the competition.
Because this is such a dynamic field that requires ongoing learning, you pretty much need to be a self-starter—that is, willing to teach yourself new skills and technology on an ongoing basis. To this end, you’ll need to be a creative problem-solver. If you are curious, innovative, proactive, a natural leader, adaptable, creative, and have a good business sense; you’ll probably do well in most areas in this field.
If you already have a background in marketing management, copywriting, web development or even design, you’ve already got plenty of transferable skills to go into digital marketing. You’ll probably want to get started on your own personal branding and build a portfolio in order to build your own unique digital presence.
It’s tough to stay on top of all of the latest trends, but getting a solid understanding of the basics of up and coming trends like AI and virtual reality in the context of how they’re being used for marketing is an excellent place to put your focus as well.
You should certainly make sure that your social media streams are consistent with your skills and aptitude–in other words, talk about what you are interested in and learning about publicly and as often as you can. Start a blog over at Medium and join some Facebook groups in your field of interest.
You’ll want to also look for a comprehensive, reputable training program to get official certification in one or more core areas. Once you’re officially certified, you’ll then have a leg-up amongst your peers when it comes to searching for fulfilling opportunities.