There are academics who believe that traditional marketing will vanish someday. All advertising will be digitized in the form of pop-up digital ads, for example. Due to increasingly sophisticated algorithms and machine learning systems, there will be less work available for humans. With less work, there will be fewer businesses, and the ones that remain will need to be quick at adapting to these new technologies and applications.
Digital technologies provide massive opportunities for more accurately measuring key metrics and seeing how marketing is affecting sales. Companies want a rapid return on investment (ROI) through their digital marketing efforts. By incorporating interactive visual content like VR (virtual reality) and AR (augmented reality) in marketing efforts is in its infancy. Global heavyweight Coca-Cola has used augmented reality, as have Starbucks, Nivea, and Volkswagen.
Global AR advertising spending jumped by almost 100% jump from $6.6 billion in 2016 to $12.8 billion in 2017.
What does this mean for the digital marketing professional? Job opportunities for individuals with a degree in digital advertising or related field. The digital publication site, Conductor, reported on digital marketing jobs in April 2018. They projected the trend for both content marketing and SEO careers to continue toward more diversified skills in content and paid search/PPC (pay-per-click).
As organizations continue to recognize and embrace the need for a strong digital marketing strategy, opportunities for SEO (search engine optimization) and content marketing jobs have exploded. For the SEO, there is a 43% increase in available positions year-over-year. According to the Conductor report, there were 4,473 SEO job openings in 2017 versus 6,388 openings in 2018.
Content marketing is a component of digital marketing. As defined by the Content Marketing Institute, it is the strategic marketing approach of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. It is another burgeoning job market with a reported 33% increase in job openings from 2017 to 2018. There were 17,892 openings in 2017 and 23,846 in 2018.
In addition to the array of open digital job opportunities available for content marketers and SEOs, the cross-functional skills are in greater demand in digital marketing roles. This upward trend has increased the prominence of these marketing positions, as well as the salaries for higher-level positions like SEO or content directors.
A survey from the American Marketing Association revealed that marketing salaries are up across the board from 2016 to the end of 2017. Compared to the 3 percent baseline, marketing salaries went up an average of 19 percent. Notably, content strategists’ salaries increased by 40 percent and social media managers’ salaries jumper 20 percent.
In another survey from Digital Marketing Career and Leadership conversion rate optimization (CRO) proved to generate the highest marketing salaries followed by content marketing and SEO. According to the research, the majority of marketers (25.9 percent) who earn $100,000 and above specialize in Conversion Rate Optimization. Content Marketing comes second with 18.5%, and SEO comes third with 16.6%. (In internet marketing, conversion optimization, or CRO is a system for increasing the percentage of visitors to a website that convert into customers).
The same survey also shows that experience pays. Around 46.6 percent of the marketers surveyed who make over $150,000 a year have 11-15 years experience, and over 93 percent have a bachelor’s degree or beyond as their highest level of education. Interestingly, most of the $150K+ earners are not reporting their incomes from VP or upper management positions, In fact, 63.3 percent of these earners are self-employed.
The good news continues…Smart Insights reports that at the halfway point of 2018, if the previous year on year trends continue, then marketing salaries are set to keep increasing. Here are examples of this trend:
The 2016 salaries are from June and the 2017 salaries were as of November of that year. The data are based on a sample of 67,736 individuals. Other salary increases not on the chart are a marketing manager with a 10% increase to $78,419. Also, the marketing associate with 1-3+ years experience had an increase of 18% to $49,708 (Nov. 2017). Further information is available at Orbit Media.