According to the results of the latest CMO Survey, expenditures in both business-to-business (B2B) and business-to-consumer (B2C) digital marketing are expected to rise in 2013.
The CMO Survey takes the pulse of chief marketing officers annually and is sponsored by both the Fuqua School of Business at Duke University and the American Marketing Association.
Professor Christine Moorman, director of the CMO Survey and the T. Austin Finch Sr. Professor of Business Administration, indicates in her summary of top-level results that spending on traditional marketing methods has declined sharply, while spending on digital in both B2B and B2C marketing climbed over 10 percent.
This growth reflects a continued shift from traditional marketing methods, such as print advertising and direct mail, toward digital marketing solutions, including social media. With that shift comes a growing demand for employees to implement the new strategies and tactics and a growth in available jobs.
According to information technology and research group Gartner, Inc., the top three Internet marketing activities among companies surveyed in their recent report, Gartner for Marketing Leaders, includes the corporate website, social media and digital advertising. Gartner also reports that the increased reliance on technology-driven marketing solutions has created new roles for marketers among corporate technology and marketing teams. New roles for marketers include previously unknown titles such as chief marketing technologist.
With the growth of Internet marketing comes an increasing demand for people ready to fill new positions. Ashley Friedlein, CEO of digital marketing researcher Econsultancy, predicts a “war for digital talent” in the near future as the size of digital teams needed to manage this new type of marketing grows. For example, Friedlein explains that in 2009, 60 percent of marketers surveyed had fewer than 10 employees in their digital marketing teams, but by 2012, that number shrank to 17 percent with teams that small.
As digital methods increase, demand for skilled digital marketers is likely to increase, and degrees in digital marketing are likely to become a highly sought-after commodity among job seekers.
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