Article

Annette Staglieno
Annette Staglieno 16 May 2017

Demand For Digital Marketing Skills Outstrips Supply

A new report into hiring trends reveals a growing demand for digital advertising and marketing skills. The report, 2017 Marketing Hiring Trends, says 44% of companies are planning to hire more marketers in 2017.

The most in-demand skills were digital advertising (27%), content creation and curation (23%) and content strategy (20%).

This upsurge reflects the growing importance of marketing to a company’s bottom line. It is especially true in this age of quantifiable marketing, the report says. It shows that between 2015 and last year, digital marketing hires grew by 19%. Furthermore, 42% of those hires were permanent positions.

Mark Ashbridge, General Manager of The Left Bank, says the figures show digital marketing is maturing. “Five years ago, some companies saw there were wins to be had by being good at digital,” he says. “But now every business must have digital marketing capability. They need digital skill-sets, and an ongoing digital marketing strategy that is constantly being optimised.”

The report found 56% of companies hiring this year want digital marketing expertise. In-demand skills are: content creation and curation; mobile; social; SEO/SEM; and lead generation. Advertising and content marketing are fuelling this expansion. It’s happening across all marketing functions—including more traditional marketing roles.

“My interpretation of what’s happening now is companies are aligning the mix between on-line and off-line in a far more effective manner,” says Mark Ashbridge. “As digital marketing matures, companies are starting to integrate off-line and on-line strategies. That’s probably driving a flattening-off of demand for traditional marketing roles.”

“The skills are in demand and businesses are wanting to power their marketing efforts by strengthening their digital marketing offering.” – Mark Ashbridge, General Manager of The Left Bank talking about the current market for digital marketers

The report highlights a significant gap between demand and supply for marketing roles. Demand for digital marketing talent sits at 56%, with active supply at 24%. Similarly, creative services demand is at 35% while supply is at 27%.

In all other marketing functions, the report says, the markets are mostly saturated. These include communications, traditional marketing, product marketing, research & analysis, relationship management and marketing operations.

While 2017 is clearly a great year to be a digital marketer, companies looking to hire one face a very competitive landscape. Not surprisingly, 45% of marketing professionals surveyed said a salary increase is what would tempt them into a new job.

“The skills are in demand and businesses are wanting to power their marketing efforts by strengthening their digital marketing offering,” says Ashbridge. “Right now, there are medium-level to senior roles available. It’s likely that with the right qualifications those people are going to be the chief marketing officer of the future—we just haven’t seen them progress through yet.”

The data for the McKinley Marketing Partners report came from a survey of 314 U.S.-based marketing professionals across a mix of company types and sizes. They were surveyed between November 21-December 23 2016. A copy of the report can be downloaded here.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
The IoT-Connected Car of Today—Case Studies

The IoT-Connected Car of Today—Case Studies

Imagine a world where your car not only drives itself, but also says intelligent things. This would look like an impossibility about five years ago, but today the IoT is already breaking fresh ground for tech...

Ronald van Loon
Ronald van Loon 10 March 2017
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

Travel and hospitality marketing is on the verge of dramatic transformation. Personalisation of marketing communications is moving from dream to necessity, and the change is putting marketers in the driving seat.

Michael Nutley
Michael Nutley 3 December 2024
Read more