Welcome to the digital marketing job revolution, and the explosion of digital marketing jobs!
Companies are paring back their budgets for traditional advertising and allocating more marketing dollars to digital. Traditional ad campaigns are increasingly offering extended content on the web. Practically every print ad, catalog, and television commercial is driving customer engagement online. Even billboards prominently display brand URLs. This unremitting shift is creating an insatiable demand for a huge and growing new category of highly skilled professionals: digital marketers.
As a result, organizations are hungry for candidates who are well grounded in the fundamentals of digital marketing, such as analytics, mobile, social media, content marketing, ecommerce, search engine marketing, search engine optimization, digital advertising, email marketing, and affiliate marketing. Even staffers who work in more traditional advertising roles are now expected to have at least a basic understanding of online marketing.
There’s more good news: As demand for digital talent has grown so have salaries, particularly in red-hot specialties like digital analytics and paid search.
The need for digital marketers has become so intense that companies’ inability to staff high-performance digital marketing teams is costing them business. Digital marketing is at the early stages of a golden era of employment. Employers are scrambling to lure the best talent available to fill their open digital marketing jobs.
Where do you look to find digital marketing jobs? The simple answer is…. all around you! (But I’ll give you a more complex – and more useful – answer.)
With literally thousands of digital marketing jobs to fill, employers post jobs anywhere they can, including the major job posting websites and aggregators, LinkedIn, on social networks, and on their own company career pages.
In the fall of 2013, the online job site indeed.com, which aggregates postings from other job sites and company career pages, listed nearly 10,000 digital marketing jobs-related job postings. Social media-related jobs, which by themselves represent only a small (albeit growing) slice of the digital marketing pie, recently accounted for more than 1 percent of all jobs listed on that site. Pretty amazing, when you consider that at any given time indeed.com lists hundreds of thousands of job openings. Speaking of social media, it’s more than just a channel for interacting with friends or discussing brands. Increasingly, employers are using social networks to post jobs.
For entry-level candidates, getting that first big break in digital marketing can be something of a Catch-22, as most employers want applicants to have at least some previous marketing experience. Networking may provide some opportunities, but getting that initial job can be difficult.
Fortunately, lots of companies offer internships as a way of attracting those who they believe have the potential to become full-time digital marketers. When candidates land an internship, I advise them to put in as many hours as the agency or marketer will allow, in order to learn the ropes. Very often, internships will lead to full-time digital marketing jobs.
Agency jobs are especially beneficial because of the exposure one can receive participating in a wide variety of digital marketing projects across different clients and industries. The most valuable internships are those that allow an employee to have hands-on involvement creating campaigns or doing analytics or optimization work.