The job market in digital marketing

socialab

OPENING THE DOOR TO DIGITAL MARKETING

JOB PROSPECTS

Today’s agenda

1.  Who am I?

2.  The market of digital agencies

3.  The job market in digital marketing

4.  History of digital marketing

5.  Final notes

Who am I?!

socialab

•  Socialab is a digital marketing agency. In fact, it is the 3rd largest digital marketing agency in Greece, by size.

•  Our mission is to promote brands and organizations across the web by managing their image and communication throughout all digital media.

•  Our clients can be both advertising agencies and brand-owners.

•  Apart from numerous mentions in local and international media, we have earned more 6 Social Media Awards in 2013 and 2014, were a nominee for the prestigious Clio Awards in NYC in September 2014 and we won the Social Media Savvy agency of the year award for 2014.

•  We manage suit.gr, the industry’s #1 educational tool with more than 1,000 marketers as readers daily.

Socialab Team

Clients

•  Digital Content Creator since 1994 ��in the first Greek web-zine

•  Digital Marketer since 1999, in a UK dot-com

•  In Search Marketing since 2002

•  Blogger since 2004

•  Mobile Marketing since 2006

•  In Social Media Marketing since 2009

•  Judge at Ermis Awards – Digital (2013) and Branded Content (2014)

•  Has worked with 80+ national & global brands since 1999

Founder: George Anagnostopoulos

The market !

DIGITAL STRATEGY

SOCIAL MEDIA

APPS & ADS

ONLINE VIDEO

SEM: SEO/PPC

CONTENT MARKETING

DIGITAL PR

BRAND MONITORING

WEB DESIGN

MOBILE MARKETING

AFFILIATE MARKETING

DIGITAL SIGNAGE

Can you identify these services?

Mainstream Digital Marketing Agencies

The market has seen more than 100 digital marketing agencies active in the last 2 years, but as to how many are actually viable, this is a different question.

Here are some examples of the main differences between agencies in the digital marketing industry: ��

•  Digital Marketing Agencies, focused on creative

•  Web Marketing Agencies, focused on channels management

•  Performance Marketing Agencies, focused on bringing sales or leads

•  Digital Marketing business units of advertising / PR companies

Activity-specialized Agencies

Then, there are agencies who are specialized for certain activities like:

•  Media Shops, focused on buying media for clients (the biggest niche)

•  Networks, who sell inventory without being publishers

•  Web design & development (certain platforms or not)

•  E-shop development (certain platforms or not)

•  Search Engine Marketing (SEO or PPC)

•  Monitoring & Tracking tools or services

•  Affiliate Networks

•  Mobile Marketing

•  PR / Bloggers relations

•  UI/UX Optimization (making the website experience better)

•  Ad-tech companies

Industry-specialized Agencies

Or they specialize in certain type of the client:

•  Generic (most agencies)

•  Hospitality / Travel / Tourism

•  Health / Pharma

•  Retail or Small Businesses

•  e-shops

•  Exporting businesses

•  Working with clients abroad

Prominent Digital Marketing Agencies

Creative agencies, sorted by the number of people that work for them:

1.  OgilvyOne (70+)

2.  MindWorks (70+)

3.  Socialab (25-40)

4.  Rascal (est. 25-30)

5.  Tribal (est 20-30)

6.  Avakon+ (est. 20)

7.  Xplain (est. 15-18)

8.  Redirect (est. 10-12)

* Accuracy of staff numbers not guaranteed. The numbers reflect own estimates for November 2014

Prominent Digital Marketing Agencies

The list only includes digital marketing agencies, not web marketing, media shops, advertising agencies with a digital business unit or agencies in niche industries like tourism.

Some of the agencies not included in our definition of digital marketing agencies, mainly due to different projects in which they’ve participated:

•  Web marketing: Atcom, Lighthouse, Atnet

•  Media Shops: ThinkDigital, IPG, Tempo OMD

•  Ad agencies: Spot Digital, Solid Digital

•  Specialized: Nelios, x2 Interactive

The job market !

DIGITAL STRATEGIST

COMMERCIAL

MEDIA MANAGER

VIDEO TEAM

PPC MANAGER

SEO MANAGER

PR MANAGER

COPY WRITER

ART / DESIGNER

ACCOUNT MANAGER

COMMUNITY MANAGER / CURATOR

DEVELOPER FRONT/BACK-‐END

Can you identify these roles?

The roles

Many more roles exist, for example depending on client, industry, technology, specialization or skills.

Each role does not always mean that one person is assigned just one.

For example, an account manager can be:

•  A manager of account executives

•  A copywriter for daily text-based content

•  A curator of image-based content

•  A community manager for social media channels

•  handling some PR for the client’s brand with bloggers / influencers

•  Overseeing Ad campaigns for the client

•  Responsible for the commercial viability of her client

Possible background / skills

With so many roles, your background can be anything of the following to be involved in digital:

•  Marketing / Communications / PR for account or other roles

•  Design for most Art roles

•  Computer Science for Developer roles

•  Mathematics for next-gen media buying

•  Literature / Journalism for copywriting

or maybe:

•  Entrepreneurship

•  “Digital Savviness”

Demand

???

Supply

Demand & Supply in the job market

Demand

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Supply

The gap

The��digital skills

gap

The job market

Because of the competition between people wanting to be in this market, but also because of the competition between agencies wanting to take on clients, here are some of the things that are difficult (not always and not for long):

1.  Breaking into this market

2.  Staying in the market (and wanting to stay)

3.  Getting a promotion

4.  Getting paid well

Bright future

Not all is bleak, though.

Most people who work in digital marketing do it because they find it more interesting than any other job.

And, if anything, a job in digital marketing has a future, because if you are good today, you will have a better job tomorrow in an industry that is now only a baby.

Being good means covering the gap better than most people in the industry. This is where job opportunities lie.

And it starts with you being digital-savvy in the first place. Are you?

Internships

Internships are common in a lot of professions: lawyers, doctors, nurses, dentists, journalists, designers, engineers, architects, and of course advertising.

Bearing in mind:

•  the overwhelming supply of people wanting to get into digital marketing (both young and older advertisers)

•  the digital skills gap, whereby everyone wants to hire someone who has done the job well in the past

we definitely think that an internship is the right way to go to jump start your career.

What can an intern expect?

Average figures per month for Account people:

Intern: 1,000 incoming emails / 100 outgoing emails

Manager: 3,000 incoming emails / 500 outgoing emails

Senior Management: 5000 incoming emails / 1,000 outgoing emails

History of DM!

Milestones in digital marketing

•  1994: Amazon launched. (Who was buying online back then?)

•  1994: First banner ad launched for AT&T.

•  1997: Google launched. The start of SEO.

•  2001: Google AdWords launched. The standardization of PPC.

•  2003: Wordpress released. The first free CMS. Made websites easier.

•  2004: Facebook launched. Unprecentented ads of social media.

•  2005: YouTube launched. The beginning of video standardization.

•  2006: Time names “YOU” as person of the year, because of Social Media.

•  2007: Twitter is launched. A social medium without censorship.

•  2007: iPhone launched. Standardized our smartphones, brought apps.

•  2007: Google gave Android for free. Took a year to put in a device.

Milestones in digital marketing

•  2008: Groupon launched. Made us all buy online.

•  2008: Spotify born. After years it will make music paid content again.

•  2009: Foursquare launched. Location-based services and local marketing.

•  2009: Hit by crisis, ad spending this year is lower than the previous.

•  2010: Instagram launched. Bought by Facebook two years later.

•  2010: Smart TVs launched, bringing Internet & apps to sitting rooms.

•  2011: Google+ launched. Quickly gathers users but not usage.

•  2012: Gangnam Style launched. More than 2b views (€6m ads) in a year

•  2013: Second screen popularized. TV shows offer hashtags.

•  2013: Google Glass launched. We still do not know the impact of this.

•  2014: Wearable tech is popularized in the form of smartwatches.

Final Notes!

Need more inspiration?

Feel free to browse the following material: Socialnomics by Eril Qualman – 2014 edition:

https://www.youtube.com/watch?v=zxpa4dNVd3c Digital marketing in 2012 – 2015:

https://www.youtube.com/watch?v=kk-2Ag8QV4o

Resources

Socialab teaches digital marketing in practical terms at ALBA Graduate Business School at the ACG.

��The largest digital players, including Facebook, Twitter, Google, Microsoft and Paypal, actively validate the syllabus.

Socialab localizes the syllabus and adds its experience from the market in Greece.

Enquiries: [email protected]

211 800 6402

Want to know more?

Questions?

Thank you!!