Digital marketing is still growing. The global digital marketing and advertising industry is will have nearly doubled in size from 2020 to 2026. What does this mean for you? Well, certainly there are some key digital marketing roles that are going to be important to you in regard to keeping up with trends. However, now too, these key digital marketing roles can help you survive and thrive in 2023. Yes, even in a recession. Digital marketing encompasses search engine optimization (SEO), content, virtual events, social media, influencer engagement, email, digital advertising virtual events, and mobile marketing. There is also considerable and rapid growth in marketing technology and analytics. This increased digitisation has led to an increase in the need for digital marketers. Many companies are struggling to find qualified professionals. Does your company have the goods? Can be in-house if you have time to hire, or you can outsource to an agency but these are the key roles you need to help manage your business marketing through the recession.
Key Digital Marketing Roles: SEO & SEMSearch engine optimisation (SEO) and search engine marketing (SEM) are two different but complementary digital marketing tools. They both help improve your website traffic through search engines. For a full breakdown of the differences, read this article: SEO vs SEM differences. Today, we are more concerned with why you need SEO and SEM specialists to help your business thrive in 2023. SEO is one of the most cost-effective marketing strategies. It relies on organic methods rather than SEM which relies on paid ads. SEO is a great way to survive the recession, and even be in a great position when it's over! It is not the quickest to show result however, so it is good to also look at SEM strategies. But you don't want to pay anything, "there's a cost-of-living crisis". We hear you. If you are seriously about riding out this storm, you will need to invest, but invest wisely. By turning to experts who have the experience and the time you can spend a little on the best placed and most target ads backed up with an SEO optimised website and keyword-rich content. Using SEO and SEM together can increase your visibility, give you some quick wins and conversions as well as setting you up for long term customer engagement and attraction.
Content MarketingThis is closely related to the SEO section above. Producing regular content is part of the SEO strategy. It has been shown that regular and relevant content improves brand loyalty and gives you a way to carry on delivering value to your clients. If you have the time and enjoy writing then there is nothing stopping you from doing this. Or, perhaps you have members of your team write content every so often. You wouldn't be alone in doing this. But here are some reasons to hire a professional (or use an agency). Professional writers improve your SEO. They are skilled and qualified to quickly write keyword optimised content. They can produce it regularly and topics will be cohesive and structured. This will keep your website up to date and looking slick. Poor quality writing looks unprofessional, and even if you or your staff are great writers, if it is a side project to a main job it is not going to get the care and attention it needs to work for your marketing. Your time is valuable so leave it to the professionals.
Key Digital Marketing Roles: Strategists & AnalystsUnderstanding the key metrics and how your ROI will look in regard to SEO, SEM, Content and more is, again, something you can do yourself. However, when resources are strained, it is more sensible to employ the services of a professional to get it right, faster! Letting your marketing fall by the wayside in a recession opens up gaps for your competitors to fill. With a good strategy and ability to analyse what's working you can be the business to fill those gaps. An expert in-house hire or an agency can provide you with this, leaving you free to do your job with less stress.
Survive And Thrive in 2023The tools are out there, and so are the skilled workers who can help you use them in the best way for your specific business and needs. For more on how marketing can help you through a recession, try these articles from our blog: How Will The Recession Impact Remote And Flexible Work In Digital Marketing And Ad Agencies? How Will The Cost Of Living Crisis Impact The Marketing Industry?
The incoming cost of living crisis is set to be a bigger threat to businesses than the pandemic. Rising energy, food prices, petrol and the highest inflation in more than 40 years are affecting all of us in some way. When it comes to business, the marketing budget is often one of the first to be cut when an economic downturn hits. To those in the industry, this is very frustrating. Marketing is often seen as a discretionary expense, difficult to track and justify especially when a particularly good marketing strategy and expenditure is likely to be quite high.
This way of thinking is outdated and ultimately flawed. If businesses can keep marketing sustained during a recession, there are opportunities for brand growth during and after the economic downturn. This is good news for marketers.
Cost of Living Increases Force Businesses To Lower BudgetsThe biggest challenge for all marketing businesses over the next few months will be brands cutting their marketing spend. There are many factors at play here, including a government campaign earlier in the year to ask brands to cut their marketing expenditure. It is well known that consumers believe cutting marketing costs is the best thing to do when face with a crisis. The government directive played up to this. What is for sure is that consumers believe that cutting marketing expenditure to drive prices down is exactly what brands should be doing. Obviously, this could have a huge impact on marketers.
Customer Confidence CrisisAs we head further into the cost-of-living crisis, customers perceptions of their own financial situations are worsening. The lower the level of consumer confidence, the less likely people are to spend money on non-essential items. This leads to a dip in economic activity and when people begin to be more careful in spending, the resulting drop in sales creates a drop in advertising ROI compared to before. This is why bosses look at marketing and advertising as the first place to cut back spend. Marketers should both be investing carefully in their own brands, and advising their clients to do the same.
Businesses should be looking at reviewing all their spending during a recession. But when it comes to advertising and marketing, drastic cuts aren't the answer. You should look at filling gaps in the ad market rather than dropping out of it. When other businesses cut spend entirely, the whole market becomes less competitive leaving you ad platform space to fill!
- Reallocating your spend in this way means you can increase the return on investment by using platforms likely to give you better results
- If you aren't targeting your recession marketing, you are wasting money
- Optimising PPC and paid campaigns are an excellent way to get measurable results
- Paid search campaigns help you target customers who've already started the buying journey (more likely to buy!)
- By using programmatic advertising, you can make this easier
Recession Can Be Managed With Good MarketingHistorically, businesses that continued to invest in their advertising saw more growth than those who didn't. Keeping up regular communication shows genuine interest and care for your clients. It also strengthens client connection. With digital marketing, there is also an expectation that a brand should share its purpose clearly, and include strong social responsibility communications to clients and employees.
- Build new strategies
- Think outside of the box
- Invest in ideas that will provide the lifeline your business need
Recently, we've been talking a lot about how to get jobs, perform well in interviews and utilise moving companies to your advantage. However, given the current economic climate and cost of living crisis, many people are looking for stability and assurance they will be in work and able to pay their bills. Upskilling enables you to strengthen your position, improve your skills and develop new ones. In times of economic trouble, employers may focus on retention and fill job vacancies internally, making it a crucial time to upskill for your career growth. So, whether you are still looking for a new job, or staying where you are, you can secure your position and increase your chances of success by upskilling – in digital, there is no such thing as knowing too much!
Upskilling - How To Do itEffective upskilling involves the combination of internal skills and external resources. Depending on where you work and what your current working situation is, you should be able to use a mix of your company’s training modules as well as your own creativity to your advantage. With so many of us working from home now it can be difficult to leverage company resources in the same way. So, whether you’re aiming to make a move, increase your pay or just make yourself more versatile, here are some of the top ways to upskill remotely, or fit it into your new hybrid working.
#1 Make it a part of your routineIf you are trying to fit in upskilling around working from home, it can be really challenging. By the time you've done your work it can be really hard to stay at your desk and commit to learning. But, here's the thing. If you don't commit to it, you won't do it. Try starting small, half an hour before you start your working day for example, or a quiet hour after your evening meal.
#2 Listen to podcastsThis seems to feature a lot in tips and blogs online and for good reason! There is a wealth of great information out there now, easily accessible and easy to fit in your life. You can listen to a podcast at the gym, on the bus, doing the washing up, or while working. Check out some of these upskilling podcasts as see what you think.
#3 Read industry news and booksWhile many books are available online to listen to know, podcasts aren't for everyone. Try subscribing to industry newsletters or magazines and looking for industry-related books you can enjoy with your coffee.
#4 Try out new technologiesTake the opportunity whenever possible to have a go at new technologies. This might be something you get the chance to do at work or something you need to take on yourself. The truth is, even non-tech roles require a certain amount of technical proficiency in the digital marketing world. There are usually free tutorials for many platforms which aren't too time consuming or labour intensive.
#5 Use online course providersThere are so many courses available online now. Udemy and LinkedIn Learning provide thousands of course options for a reasonable price - LinkedIn offers a one-month free trial. Google Analytics Academy and Codeacademy have free courses available and both provide fantastic insights for those working in digital industries.
#6 Attend virtual eventsEven though we are back out in the world there are still plenty of online events and conferences which allow you to attend from your own home and connect with people around the world. A great way to learn and upskill without leaving the house - saving you time.
Upskilling Is FutureproofingWith virtual options and free courses available, if you are thinking about upskilling for any reason, there really is nothing to stop you. Just don't overload your schedule. Start with small and manageable learning and see what works with your lifestyle. Don't forget to ask your employer if there is something specific related to your role or company you want to learn - they may be able to share excellent resources with you and might even give you time to learn in your working day. For more content like this, head to the dotgap blog!
Whether large or small, companies want to grow and maintain their position in the market. This means that marketing and promotional activity is absolutely essential for any business' success. Marketing jobs are growing at a faster rate than other industries and are expected to grow 10% in the next 10 years. This is great news for anyone looking for a marketing job in 2022.
Marketing Jobs 2022: TrendsOne of the biggest trends for a number of years has been moving towards digital. The pandemic vastly accelerated the UKs digital transformation efforts. 2021 saw the majority of customer interactions taking place online. Companies needed to respond to increased online shopping and offer better web-based customer communications. This lead to traditional marketing departments needing to rapidly adapt in order to keep sales afloat. Throughout 2022, this digital demand has continued, digital marketing remains at the forefront of the most in-demand skills for recruiters and for learning. Marketing jobs in 2022 can be found at all kinds of organisations, from large firms to startups, and companies will be looking for staff to keep up with demand. So, what do you need to do to make sure you are equipped with the skills recruiters are looking for? First, we need to consider the most in demand jobs.
In-Demand Marketing Jobs in 2022Some of the most sought-after positions at the moment are as follows:
- Digital marketing managers
- Digital marketing specialists
- Social media managers
- Marketing managers and strategists
- Content writers
- Copywriters and content strategists
- SEO specialists
- Data analysts
So, What Next?Let's face it, digital isn't going anywhere, and as the industry grows, so will remote opportunities. This is likely to mean there are more jobs for you to choose from, but also that competition may be stiffer as companies will have a larger talent pool to choose from. If you are looking to upskill, try Futurelearn or LinkedIn Learning to get inspired and keep ahead of the competition. If you are looking for your next career move, get in touch with dotgap for the latest in digital opportunities.
A career plan is a list of steps you can take to help you reach your professional goals. It starts with knowing where your skills, talents and interests lie and figuring out what roles and industries these translate to. You can work with this information to work out what qualifications you need and work out what careers will meet your financial needs. The process of making a career plan will help give you clarity. In today's fast-paced and highly competitive jobs market it can help you make choices and identify opportunities when they arise. Having a goal helps to keep you motivated and interested in your job. But what does a career plan look like? How do you implement it? We've put together a short article for you to get you started with some tips on how to work with it throughout your career.
How To Start Your Marketing Career PlanStart by identifying your field, or fields, of interest. Are you looking to get into design, social or strategy for example? Then, identify your goals. This is not a fixed goal, it is highly likely your interests will change over the course of your career, not to mention various life events potentially changing your perspective and needs. But, right now - what are your goals? Where do you want to be? Next, assess your current position and figure out what you need to do to start moving in the right direction. These steps should be more detailed (consider using the S.M.A.R.T. system) at first but will be more generic the further ahead into the future you are looking. Remember, marketing regularly adapts to changing market and customer needs so both you and your career plan need to be adaptable. There are so many different jobs in marketing and roles will vary between agencies and in-house teams depending on the size of the company and nature of the client. Identify any obstacles and how you might solve them. For example, if you lack a qualification, can you achieve this? Is it time to change companies to expand your horizons? How can you gain more experience? Finally, Write down your plan and you are good to go!
How To Implement Your Marketing Career PlanYou've written it all down, so what's next? Just move one step at a time, and be industry aware. Read books and articles, listen to podcasts and attend events related to your career plan and goals. Try to keep on to of new trends and technologies and take advantage of any opportunity you have to learn or improve your skills. All industries change and evolve, none more so than media, digital, tech and marketing. If your role or area of expertise becomes more reliant on technology you may find it harder to advance if you have limited technical skills. Remain flexible and evaluate your career plan from time to time. You may find your goals shift or a new route becomes available to you. Change is good.
It's Your Career Plan, Design It Your WayYour career plan it just that, yours. You can refer back to it to help start your career and inform your moves if you feel you are stuck or ready for a change. Share your goals with your employer and ask them for advice. They might be able to identify opportunities or obstacles you have overlooked. Fore more on career progression and possible career paths, visit the Dotgap digital marketing blog for more!
This month, we have been talking about career progression and how you can change jobs to optimize your learning and build experience. But how do you demonstrate skills and talent when applying for a graduate role? In digital industries, marketing graduates are in a good position, as they know the latest developments and newest digital tech. Graduate employers are looking to recruit motivated applicants who have relevant skills and who will fit into their company culture. A good degree is a standard requirement and while some will look for certain technical expertise, most are focused on potential. The question remains, how can you find relevant ways to showcase skills like commitment, teamwork and motivation to learn without previous work experience in the industry? Read on for our tips:
# 1 CommitmentA key step in career advancement is to establish loyalty and commitment, not only to the industry but to your team and company. For obvious reasons, this can be difficult if you are applying for your first role. Commitment gives you credibility and value as an employee. So how can you demonstrate these qualities using your life so far, before you become a marketing graduate?
- Make sure you demonstrate your passion and genuine interest for the industry. Is this just a job? Or the start of a career?
- If you spend your spare time, reading and even working on projects related to your field of work, make sure you include this in any application or interview -these sorts of activities demonstrate commitment.
- Talk about long term plans. Be clear about your plans and goals for personal development within the company!
- You can also join groups on social media such as Facebook or LinkedIn and engage with discussions
#2 Team PlayerWorking well on a team improves productivity as each member is working towards a common goal, and the company culture created is a positive one, encouraging members to celebrate each other’s accomplishments and motivate them. So, as a marketing graduate, how can you demonstrate you are a team player and available to help your colleagues?
- If you've ever played team sports, this is a great example of, quite literally, being a team player!
- Think about any group projects you might have taken part in over your educational career and how you communicated, organised and problem-solved with that group.
- Whatever your example, emphasise group successes and be clear about your actions and their contributions.
#3 MotivationHiring managers and prospective employers will be looking for motivation as one of their key attributes in any potential hire, especially in a graduate. This is your chance to show you have the drive to work hard and perform well. You need to show what motivates you at work and whether you are able to work on your own initiative. Without employment history in the industry, you can still demonstrate your motivation the following ways:
- Build an active presence in your industry on social media. Join groups and participate in discussions to show your interest and ideas
- Volunteering in a role which chares skills or in the industry is also very well received - you must be motivated to work for free!
- Think about the language you use on your CV when describing your accomplishments. Avoid generic verbs like "led," "managed," or "built" and replace them with word like "negotiated," "persuaded," or "appointed."
Marketing Graduates: You've Got This!Getting a job as a marketing graduate comes down to this: Transferable skills. Transferable skills are competencies that can be carried over from one activity to another. So don't undervalue your experience. You should get involved in a wide range of activities and work experience while you are at university to develop these skills so you can promote yourself to employers. Are you a marketing graduate? Dotgap has a wide range of opportunities for you! Check out our current vacancies here.
Obviously, there are a great many factors to consider when you are considering changing jobs. Things like location, pay, company culture and how much you enjoy or don't enjoy your current job are all highly relevant. If you are in a position to change jobs tactically or a new opportunity has presented itself, this article can give you helpful guidance on optimising your moves to help your marketing career! As you progress through your current job, you may notice your interests shift. In the fast-paced world of media, marketing, advertising and digital you may notice your job role shifts too. You can find yourself looking elsewhere for a new challenge or discover a new role you want to follow. To make sure you are changing careers an appropriate number of times to best demonstrate your desire to progress while still assuring recruiters and hiring managers you can commit, read on!
Agency Marketing Careers – Should You Jump Ship?It is a long- held belief in the industry that marketers start on the agency side to build their skills before looking for a more permanent in-house team. It is certainly true that there are enourmous benefits to agency work in regards to building knowledge. You'll work with a variety of clients and potentially be exposed to many different fields and roles. However, this doesn't mean after a time you will complete this journey and be ready to 'settle' elsewhere. It is down to you and the opportunities that arise so ther eis nothing to say this established route is the best. Historical models for career progression don't really fit in the digital marketing world, with new developments, new technology and therefore new roles advancing all the time agencies have a great deal to offer those looking to explore all the industry has to offer. With traditional advice, and that of managers, often being to stay in their departments, hone their craft, and learn to nurture other people’s development you have to wonder if this is really still the best way to learn.
Tactical Moves Can Help You Keep AheadChanging jobs can give you the exposure you get at an agency by letting you work in different roles and industries. This will strengthen your professional experience and ultimately enrich your marketing career. As the digital industry continues to grow, more emphasis is placed on skills specialist possess rather than time in a specific role. Given the fast-evolving nature of digital, many of the most knowledgeable digital marketers have the least work experience as they have come straight from learning new technologies and the most up to date innovations. Many traditional marketers might find they don't have time to learn these new things 'on-the-job. Employees can gain perspective about best practices and a new skill set as they move from one employer to another. A well-thought-out job change can let you learn new skills as part of your day-to-day job and new employee training. It doesn't take a genius to see that job hopping too much can hurt your employability. But it is possible that staying too long in one job can hold you back too! For most jobs, employers will be looking for a balance between commitment and progression so it is not a simple decision to know when to stay and when to move on. Staying too long can look like complacency or lack of motivation and employers might assume you would have difficulty adapting to new situations or different company culture. In short, the number of times you should move depends on your preferences. All employers' requirements are different but a good rule of thumb is at least one to three years. Staying in a role for three years or so can let employers know you are wiling to commit yourself but also that you are up for the chance to learn new things. It suggests an employee who is constantly learning and progressing and ready for the chance to learn new things.
Should I Stay or Should I go: Progressing Your Marketing CareerIf you're happy in your role, there is no reason to move until you feel ready for an opportunity elsewhere. Many people stay in with the same company in similar positions for a long time because they enjoy the role and the company. You should change if feel there is no way to progress further where you are and you are hungry to learn more. Maybe you have a career plan and need to move companies in order to get to the role you are aspiring to. There is no one answer or quick-fix and there is no telling what opportunities might or might not arise in your current place of work - especially if you are with a start-up or rapidly expanding company. Are you ready for your next challenge? Dot-gap has a range of exciting opportunities available now, from entry-level to account director. Get in touch today to make your smart move.
This month we’ve been exploring a few of our most sought after and popular digital marketing roles, and the final one in this series is a look at what it takes to work as a media planner. Read on as we take a dive into what skills and experience are required, as well as what salaries to expect in the world of media planning.
What is a Media Planner?Media planners identify which media platforms will best advertise their clients' brands or products to their target audience, and put plans together with the most effective media mix within the budget. They will then coordinate, monitor and evaluate those media campaigns and strategies. Media planners are under constant pressure to identify the right timing for their ad placements, to calculate how much time a plan needs to give clients results, and to manage their client's expectations while giving them the best advice and service.
Expected salary for a media planner
Skills and Personal QualitiesYou'll need to be a creative thinker and effective researcher to develop appropriate media strategies that reach client’s target audiences as effectively as possible. You'll also need excellent organisational skills to develop and execute media plans for several clients simultaneously. Being able to work under pressure is a must, as is great communication skills, as you’ll work closely with clients, media owners and colleagues. Finally, a proficiency with numbers, for analysing campaign effectiveness, and for cost negotiations with media owners is important. As is enthusiasm and a passion for marketing, so that you can persuasively get client buy-in for your proposed media plans.
Qualifications and ExperienceAny degree discipline is acceptable in media planning, although advertising/marketing, management, journalism, psychology, business studies, communications or media studies qualifications can be particularly helpful. You don’t need to have a degree, however - the most relevant work experience is anything that has helped you to develop interpersonal skills, such as work in a customer service or sales role. Internships in media, marketing or advertising agencies give applications an edge and are looked on favourably by employers.
What’s Next?Skills are transferable and there are lots of progression opportunities within this field. You could move to data planning, research, broad or specialist marketing roles - agency or client side. dotgap is a recruitment agency with a difference. We are ex-agency ourselves so we understand you, your industry and the challenges you face. We don't believe in giving you the hard sell. At dotgap, we listen. For current vacancies, visit our jobs page or get in touch today!
Ever wondered what's involved in a programmatic advertising role? This month we're exploring a few of our most sought after and popular digital marketing roles, and number three on our list is a programmatic media manager. Read on as we take a dive into what skills and experience are required, as well as what salaries to expect.
What is Programmatic Media/Advertising?An offshoot of PPC-style digital advertising, programmatic advertising refers to real-time online ad buying to target products directly to specific customers. Also known as programmatic marketing or programmatic media, programmatic advertising uses automated technology as opposed to traditional digital advertising. In a programmatic media role you will work with a multitude of technologies, clients, and suppliers to build campaigns which help your customer target the right people at the right time.
Expected salaryStarting salaries are in the region of £26k - £28k, increasing to around £38k after 2-years and circa £50k after 4 years. An experienced programmatic specialist could see their salary stretch to £100k at Director level, and £140k as Head of Department!
Skills and Personal QualitiesIdeal traits for a Programmatic specialist include being a strong analytical thinker and a numbers-oriented problem solver. You will need curiosity and an entrepreneurial spirit; both open-minded to try new ideas and disciplined in your data analysis. You will need knowledge of multiple paid advertising channels and technologies - you'll need an 'inner geek' and a love for technology to understand the systems, and to speak with confidence about them to colleagues and clients. The ability to work efficiently and prioritise in a fast-paced environment, as well as a high level of accuracy and attention to detail are must-haves. In addition, communication and interpersonal skills are vital for working closely with clients.
Qualifications and ExperienceAs with most jobs, previous experience is expected these days. However, in this field many employers are more interested in problem-solving abilities and cultural fit. Career changers or those from other disciplines can do well - transferrable sales, or technology skills and/or a maths or economic background are best.
What’s Next?This is an environment that promises fluidity, opportunity and the chance to work not only at a fast pace, but one which allows the employee to call the shots on personal development and the rate at which it can happen. The skills you need for this job are transferable so you will find a successful career in programmatic media will hold you in good stead for a career change within digital marketing or even outside of it. Going freelance or consultancy work is also an option for this in-demand specialism. dotgap is a recruitment agency with a difference. We are ex-agency ourselves so we understand you, your industry and the challenges you face. We don't believe in giving you the hard sell. At dotgap, we listen. For current vacancies, visit our jobs page or get in touch today!
This month we’re exploring a few of our most sought after and popular digital marketing roles, taking a dive into what skills and experience are required as well as what salaries to expect. This week we are looking at Pay-Per-Click (PPC) Search Management.