A decade ago, marketing strategies were notoriously focused on brochures, print ads, and other means of marketing collateral. In recent years, however, the surge in online platforms such as Google and Yahoo, online banners and social media sites such as Facebook and Instagram have created a new dimension to marketing that has taken role of the marketer to another level. And this development isn’t industry specific; in fact every industry, from financial services to retail brands, has been affected by the advances in digital.
Conversations, Not Just Campaigns
The growth in use of technology among consumers has highlighted the importance for organisations to be a part of the ‘consumer conversation’ and be the first responders to consumer comments about their brand. For example, in Hong Kong and Singapore, over 90% of consumers use smartphones to keep themselves updated on current news and mobile internet advertising, accelerating the need for firms to increase their investment in digital.
Shifts to Specialisation
In the past, the role of digital marketing was handled by just one or two marketing managers and looking after digital platforms like social media was just a small part of their role. However, nowadays most sectors are hiring specific digital marketing roles into their organisations. Whether navigating the data deluge, or developing a presence on social media sites such as Twitter or Weibo to converse with consumers and build their reputations, organisations are employing Social Media Specialists and Digital Marketing Officers, to name a few, who are solely focusing on digital initiatives.
Proving Digital Value
In terms of remuneration, digital communicators are seeing an increase in average salaries compared to previous years. Unsurprisingly too, digital practitioners generally report feeling satisfied with their pay. The introduction of these new roles into marketing does however bring certain challenges; senior management have yet to gauge their importance through ROI. Therefore, the future credibility of digital communications will depend on being able to align its activities with a firm’s overall strategy, as well as calculating ROI through data-driven initiatives.
As the need for digital marketers and communicators increases for the foreseeable future, organisation’s will need to adjust their hiring plans and enhance their capabilities if they wish to be part of what is now, the digital era.
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If you would like to talk to our team about developing your career in digital marketing, or would like support in finding the best talent to join your team, please get in touch.
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