The ever-expanding online world calls for specialised advertising expertise, and demand for these skills far outstrips supply. The skill-set required for digital marketing can vary greatly depending on the needs of the specific position. Hiring in the digital marketing field is on a significant uptick; in the past two years, 44 per cent of companies surveyed were trying to hire more marketers. For businesses, hiring a digital marketing agency such as NRG Digital is vitally important to grow a brand.
1) Digital Marketing Is A Development Driver
The interest in digital marketing hiring described above reflects a growing need for digital experts.
In a single year, demand for digital talent increased 19 per cent. The same report indicated the ongoing level of interest in the field by noting that 42 per cent of the digital marketing jobs offered were permanent positions.
Professional development figures from the United States indicate the tremendous impact that digital skills are having; forecasts show that the economic impact of digital skills will reach $8.5 billion by 2020.
2) Demand For Digital Skills Is Consistently High
In a survey of companies planning to hire new employees in the coming year, 56 per cent of respondents indicated that digital marketing skills were being sought. Examples of such skills include:
* Content creation
* SEO & SEM
* Social media marketing
* Mobile marketing
* Lead generation
While skills like these will continue to be the hallmarks of the digital marketing specialist, they are also filtering out into other professions in the advertising industry as a whole.
That means there is a broad demand for training and education across the entire marketing industry as its professionals strive to adapt to the ever-changing needs of the market.
3) Skills Gap
More traditional skills associated with advertising and marketing are approaching over-saturation. Examples include product marketing, product research, and analysis. In the meantime, digital skills are desperately needed.
Across the industry as a whole, reports show talent demand at 56 per cent while supply is at just 24 per cent. In the creative part of the industry, there is a narrower but still-significant skills gap, with supply at 27 per cent and demand at 35 per cent.
The European Commission reports that 90 per cent of all workplaces have seen an increase in digital skill use in the last five years. 38 per cent of workplaces suffer from a lack of digital skills that harms performance and productivity.
Most troubling of all, in the same report, 88 per cent of workplaces report that they have no internal system or plan to address their digital skills gap.
4) Growth Of Smartphone Use
Some basic usage statistics on smartphones from Statista:
* USA: 260 million users
* Australia: 19.4 million users
* Hong Kong: 5.6 million users
* Singapore: 4.3 million users
* UAE: 3.9 million users
According to the Statista report, the global smartphone-using population may be as high as 3 billion in 2020.
5) Digital & Social Media Influences In Communication
Every medium for making a connection to an audience now has a digital aspect. Social media is particularly focused on digital skills and technologies.
The growth of social media will require advertisers and their clients to rely even more on digital marketing experts. A recent report prepared by We Are Social and Hootsuite found that taken as a whole, the most popular social media platforms welcome nearly a million new users a day. Every month, nearly 3 billion people use social media.
Some particularly notable year-on-year statistics:
* Internet usage grows 7 per cent
* Social media usage grows 13 per cent
* Mobile phone usage grows 4 per cent
There is no reason to expect any abatement in the demand for digital marketing expertise. This gives universities, colleges, and other educational bodies ample opportunities to teach.
With digital marketing skills in demand across so many segments of the workforce, educators who invest in digital marketing courses will see that investment more than repaid by strong student interest.