The world is fast becoming digital. Organizations have already taken notice of this and are adapting themselves to this new circumstance. They are focusing on the digital aspects of marketing and on hiring the right skills to handle it. Digital Marketing has become extremely important and is considered to be the future of marketing.
Why learn Digital Marketing – A Career Perspective
- Digital Marketing is undergoing exceptional growth globally.
- Digital media has now become the focus of every organization’s marketing plans.
- As a marketing professional, you need to know how to leverage the digital media to your advantage.
- Staying ahead of the competition.
- Digital Marketing domain is one of the top jobs in Online Marketing.
- Social Media Marketing (SMM) and Search Engine Optimization (SEO) are two of the top Skills across the world.
- You are passionate about marketing and acutely interested in the future of the digital industry.
- Technical SEO is one of the most lucrative marketing career.
- Digital marketing is now mainstream and considered a top priority for marketers according to Gartner.
- Digital commerce is surging, accounting for 11 %of the digital marketing budget.
Here are some more information validating the fact that digital marketing is a lucrative career, in terms of growth and salary.
Digital Marketing Job trends
As the marketing industry continues to evolve with emerging technology and marketing platforms, it has witnessed phenomenal growth. Marketing skills are one of the most in-demand skill. In spite of this, the right talent is still scarce and hard to find. It is believed that the rapid growth of this industry has to lead to this skill gap.
On Glassdoor’s recent report on the best jobs for work-life balance, marketing positions occupied six of the 25 positions in this list. This clearly indicates that the Digital Marketing careers are not only in-demand but also professionals in this field can have a healthy work-life balance.
Demand and Supply of Marketing Skills
In a study conducted by Bullhorn, 64% of the recruiters stated that there is a shortage of skilled candidates for existing marketing roles. Similarly, Wanted Analytics also found out that one of the biggest national talent shortages is for marketing manager roles, where only two candidates are available per job opening.
Expected Skillset in Marketing Professionals
Popular job listings show a need for marketers to diversify their skill set. The data gathered from LinkedIn by Moz, an SEO consulting company, confirm this. They have observed that 20 of the most common digital marketing-related job titles being listed, requires a broad mix of skills. According to an article in The Guardian, “Companies will increasingly look for rounded individuals who can combine analytical rigor with the ability to apply this knowledge in a practical and creative context.”
The success of a marketing department depends on its ability and knowledge to understand their customers. Consequently, when recruiting for marketing job roles, they are looking for professionals who can combine their analytical capabilities with the ability to apply this knowledge creatively.
Moz and Fractly have reported that out of 75,315 job listings posted on Indeed.com during June 2015, the job ads contained the following terms:
- content marketing or content strategy
- SEO or search engine marketing
- social media marketing or social media management
- inbound marketing or digital marketing
- PPC (pay-per-click)
- Google Analytics
Career Options in Digital Marketing & Their Roles
Digital marketing has proven itself to be are faster and versatile in the real world, resulting in rapid growth. Digital marketing is a massive field and the career opportunities are abundant within its diverse segments.
Some of the emerging segments within digital marketing with promising career options are as follows:
- Mobile Marketing
- Social Media Marketing
- Content Writing
- Email Marketing
- SEO (Search Engine Optimization)
- Digital Analytics
- Web Analytics
According to a research by Fractl (a content marketing agency) and Moz, the above skills are considered to be important when it comes to digital marketing.
Marketing-related Job Titles& Their Job Responsibilities
As the industry diversifies, so do the job titles. More often a single job title might require numerous digital marketing skills. The image below shows the common job title shared across various skills. One might expect specialist roles to appear here, but there is a high occurrence of generalist positions, such as Digital Marketing Manager and Marketing Manager.
Source: Research by Moz and Fractl
Here are some of the job titles and a brief description of what the role entitles:
Digital Marketing Manager
Digital marketing managers are in charge of developing online marketing strategies for companies ranging from small businesses to Fortune 500. They develop plans containing SEO, online advertising, social media, email marketing, mobile marketing, and much more.
Social Media Manager
Social media managers are responsible for developing strategies for a brand’s presence on social media channels, like Facebook, Twitter, Snapchat, etc. Their core responsibilities is to develop marketing campaigns, interact with customers, analyze results, and fine-tune their strategy.
Digital marketing analysts utilize analytics tools to track the accomplishments of all the digital marketing efforts. They also conduct market research and partake in data-driven digital strategy development.
A content manager manages the content on a company’s online channels, like websites, blogs, YouTube, etc. Their responsibilities includes managing teams which comprise writers, graphic designers, photographers, videographers, and video editors and develop strategies to amplify their organization’s content.
Social Media Manager
Social media managers are responsible for smoothening out social media tasks like managing social media pages, profiles, and sites. They also write company statements and respond to questions, concerns, and inquiries.
Search Engine Optimization (SEO) specialists help to develop and/or implement an SEO strategy for their organization. Their job is to ensure that their company appears early in the search results for relevant keywords. They need to join forces with other professionals within their company related to the design and content of their company’s website to ensure SEO strategies are used effectively.
Salaries for Digital Marketing Professionals
According to a recent salary trend on Indeed, a popular job portal, the average salary for a digital marketing professional is said to be 82,000 USD p.a. At the same time, the average salary for professionals with SEO and analytics (not combined) skills is estimated to be 102,000 USD p.a, making them the highest paying skills in digital marketing.
Everything is getting digitized, so why should marketing be an exception? The rise in digital marketing has created an immense career opportunity.Therefore, getting into Digital Marketing is a very lucrative career options today. Whether you are passionate about mobile marketing, SEO, social media, content marketing, or analytics– there’s a good chance there’s a digital marketing career that’s a good fit for you.
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