The online culture, has, in recent years, led to the creation of a niche area of advertising where expertise is not that easy to come by. Digital marketing requires unique skillsets that vary from one position to the other. The inclination to hiring digital marketing has been on the rise – in fact, over the last two years, 44% of companies have been hiring additional marketers. Some reasons for this are outlined below.
1. Digital Marketing Motivates Professional Development
As the need for digital talent continues to grow, there’s also been growth in the number of people being hired within the digital marketing world.
Within one year, the demand for digital specialists increased by about 19 per cent, proving that this is one area of expertise that’s is in high demand. According to the report, of all the people hired, 42 per cent were assigned positions permanently.
In fact, in America, digital skills are currently driving the professional development market. It is estimated that the sector will be worth about $8.5 billion by the year 2020.
2. It Is a High-Demand Skillset
Of the companies surveyed, 56 per cent planning to hire this year indicated that they would include digital marketing expertise to the list of skills applicants should possess. These skills include:
- SEO and SEM
- Content creation and curation
- Lead generation
These skills are no longer unique to digital marketing related jobs only. Today, they have started to spread to traditional advertising positions too and will continue doing so in days to come.
As such, it has become necessary, now more than ever, for people within the industry to get training if they want to remain relevant and valuable in this ever-changing job market.
3. Skills Gap
Most of the skills required in traditional advertising and marketing roles have over-saturated the market. The skills required range from product marketing to research and analysis.
With supply at 24 per cent and the demand for talent at 56 per cent, this gap is quite huge. In the creative skillset, demand for talent stands at 35 per cent while supply is only at 27 per cent.
According to the European Commission (EC), digital use has grown in over 90 per cent of workplaces in the last half a decade. As a result, the skills gap continues to become more prominent with 38 per cent of organisations feeling the impact a lack of skills has on performance, which ultimately has led to a 46 per cent decrease in productivity.
Furthermore, 88 percent of organisations admit that they have not done anything significant to improve the gap in skills within their companies.
4. The Invasion of Smartphones
There’s no ignoring the smartphone invasion and how the use of these devices has become predominant in every area of communication.
Statistically worldwide smartphone usage figures are quite astounding and are as follows:
- USA – 260 million users
- Australia – 19.4 million users
- Hong Kong – 5.6 million users
- Singapore – 4.3 million users
- United Arab Emirates – 3.9 million users
According to the same report, there’ll be an estimated 3,000,000,000 smartphone users by 2020.
5. Digital Invasion
Currently, there is a digital takeover going on over the different aspects and forms of communication, making this the best way (and time) to reach audiences.
Digital marketing experts play a crucial role in ensuring advertising on social media continues and adapts to changes as these platforms continue to grow. According to Hootsuite’s and We Are Social’s recent report, the use of top social media platforms in 2018 had almost one million new users and engagements every day with about 3 billion people around the world using social media each month.
Here are some of the statistics:
- The number of active internet users is up seven per cent year-on-year.
- The number of mobile phone users is up four per cent year-on-year.
- The number of social media users is up thirteen per cent year-on-year.
Digital marketing experience demand will continue to grow in the years to come, creating plenty of teaching opportunities for colleges, training providers, and universities in areas such as fintech animation.
With the labour force missing the mark when it comes to the skills needed to contribute to the digital marketing world, an increased need for digital marketing training and courses will soon make it a worthwhile investment for educators.