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.

Alan Johnston
Alan Johnston

Great post, I learned not long ago that learning new skills is one of the most uncomfortable things to try for most business people, the excuse of no time, too busy is always prevalent. As Thailand's leading social media marketing consultant I have fund over the years its 30-70 in favour of 'Do social media for me please' rather than learn it which is the other option I offer. So I donlt think the attitude is going to change and we will see a massive shift of power between those who embrace Digital Marketing and those who continue to denounce its benefits.

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
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
What Marketing Content Do Different Age Groups like to Consume?

What Marketing Content Do Different Age Groups like to Consume?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

Lisa Curry
Lisa Curry 21 October 2016
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in...

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more