In the last decade, the role of a marketer has evolved significantly. Gone are the days of marketing being viewed as a task limited to marketing management, analytics, and marketing research. Today, marketing is a multi-disciplinary skill set, involving marketing research, analytics, creative, and digital. In fact, a 2013 PwC report suggested that 60% of organisations consider marketing to be their #1 strategic talent gap, with a 2012 LinkedIn survey reporting that 56% of respondents feel their existing talent isn’t equipped to meet the demands of a marketing organisation.
While this might seem like a worrying trend, it actually marks an opportunity for those seeking to specialise in marketing and be employed in a variety of roles across the industry. Whether you’re looking to make the switch yourself, or are considering offering a role to a passionate marketer, here’s an overview of the most in-demand occupations and whether or not a degree in Online Marketing is worth it.
Digital Marketing Specialties Are In Demand
A degree in digital marketing will provide you with the basic skills required to get a job in this field. A 2016 PwC study found that while only 12% of businesses consider themselves “highly digital”, 66% are seeking someone with marketing experience in the digital sphere. Furthermore, only 20% of businesses are currently fulfilling all of their marketing requirements from within their own team, with the rest relying on external agencies or freelancers.
Based on these figures, it would seem that a degree in digital marketing is a clear bet for those seeking to secure a job in this rapidly growing field. The only question is: which university will you attend?
Marketing Occupations Ranked By Salary
Based on salary information retrieved from the LinkedIn Professional Network, we were able to rank the top marketing-related occupations by average annual pay, as shown in the table below.
The highest paid marketing-related occupations all have one thing in common: they require either marketing management or a marketing degree. A marketing manager is responsible for the strategic planning, execution, and measurement of marketing campaigns, while the marketing degree provides you with the academic knowledge necessary to thrive in this field.
Does A Degree In Digital Marketing Improve Your Chances of Employement?
So, it would seem that a degree in digital marketing will provide you with the necessary skills required to secure a job in this field. However, education doesn’t necessarily equates to employment, so we need to dig deeper. Is a degree in digital marketing worth it?
Based on the data we have available, it would seem that a degree in digital marketing isn’t worth it in terms of securing a job straight away. It will give you an advantage over applicants who don’t have a degree, but it certainly won’t ensure you’ll land a job. That, as we’ve established, depends on your hard work and dedication. Still, if you’re looking for a degree that will almost guarantee you a job, then it’s time to consider studying digital marketing.
The marketing industry is constantly expanding, and with it, the number of roles available. In 2021 alone, there will be a surplus of 600,000 job opportunities globally, as predicted by the Global Market Insights Report.
As for whether or not a degree in digital marketing is worth it, it really depends on whether or not you can thrive in this field. If you’re passionate about marketing and looking for a role that will allow you to use your skills, then it’s undoubtedly worth pursuing. However, if you’re looking for a stable career, then it might be best to find a role that doesn’t require a marketing degree.
Online Marketing: A Multidisciplinary Career Choice
A degree in online marketing isn’t just about learning how to create content and analyse data. Increasingly, employers are expecting candidates to possess a comprehensive understanding of marketing, encompassing not just digital marketing but also traditional forms of advertising such as print and billboards.
Based on the above figures, it would seem that a degree in online marketing opens up a huge number of possibilities for those choosing to specialise in this field. While it doesn’t guarantee you’ll land a job, it will give you a decided advantage over applicants without a degree. Let’s explore some of the specializations available, as well as the jobs that go with them.
Digital Marketing Manager
A degree in digital marketing will equip you with the basic skills required to work in the field and give you an insight into the ever-expanding world of digital marketing. With the rapid rise of digital marketing and social media in general, understanding how to engage with and analyse the data obtained from online users is an essential component of any marketing strategy. Furthermore, as mentioned above, only 12% of businesses consider themselves “highly digital”, with 66% relying on traditional methods of marketing. If you’re seeking a career in digital marketing, then it would seem that a degree in this field is a profitable choice. In 2020, the global market size of the digital marketing industry was valued at US$16.9 billion and is expected to grow to $32.9 billion by 2025.
E-commerce Marketing Manager
If you’re looking for a job that will require a combination of digital marketing and e-commerce experience, then consider studying e-commerce marketing. According to PwC, online retail is predicted to grow to £128.8 billion by 2025.
The above figures suggest that a job in e-commerce marketing is a lucrative venture, with the global market size alone being worth a cool £22.4 billion. The role of an e-commerce marketing manager is to plan, develop, and optimise online stores, ensuring that they are performing at their best and driving sales. Based on these figures, it would seem that a degree in e-commerce marketing is a clear bet for those seeking to specialise in this field. However, if your main focus is on traditional marketing methods, then it might be worth considering an alternative.
A marketing analyst role is often referred to as a ‘business-to-business (B2B) marketer’, analysing consumer data and marketing information to improve marketing performance. The above figures predict that the B2B marketing analyst job market will experience the greatest growth between now and 2025, with the role being worth £24.6 billion in 2021 alone.
Based on these figures, it would seem that a job in marketing analysis is a lucrative venture, especially if you’re looking to make a switch to secure a more stable career. The above figures are predicated on an individual seeking to secure a job, so let’s look at the opportunities available to those who want to establish a business of their own.
Content Marketing Strategist
If you’re seeking a career that will allow you to use your creativity and knowledge of marketing to create engaging content and campaigns for businesses, then consider studying content marketing. The above figures predict that the content marketing job market will experience the greatest growth between now and 2025, with the industry value expected to rise to £40.8 billion by 2025.
Based on these figures, it would seem that a job in content marketing is a lucrative venture, with the above figures predicting that the market value will rise by 25%. This is mainly attributed to the growing trend of content marketing as the ‘next big thing’. Essentially, content marketing isn’t going anywhere, and neither is content writing, so if you’re looking for a steady job, then content marketing might be a good choice.
Traditional Marketing Specialties Are In Demand
While degrees in digital marketing and social media are becoming increasingly in demand, so too are the traditional marketing specialties. Understanding how to design a marketing plan and analyze the results of a marketing campaign are invaluable skills that all marketing professionals should possess.
Traditional marketing is a broad field, involving everything from branding and marketing communications, to marketing research and planning. In 2021 alone, there will be a surplus of 600,000 marketing-related jobs globally, as predicted by the Global Market Insights Report.
Based on the above figures, it would seem that a degree in traditional marketing will provide you with the basic skills required to get a job in this field. The one caveat is that in order to secure a job, you might need to undertake additional training or gain specific on-the-job experience. Still, with the need for skilled marketers predicted to rise by 15% in the next four years, it’s clear that a degree in traditional marketing will still be worth it.