The Future Of Marketing

A recent report commissioned by Deloitte forecast growth of 2.2% in Australia’s marketing sector within the next 5 years. This is a significant increase when compared to the predicted growth of the overall Australian workforce of 1.5%. While roles in marketing are on the rise, it’s important to identify the key areas of growth within the industry and what they mean for marketing graduates and professionals.

It’s no surprise that rapid technological progress has had a huge impact on the modern workforce. Roles and opportunities in more and more industries are changing to accommodate these advancements including Australia’s marketing workforce. In an industry that currently employs upwards of 269,000 workers, professionals with technological skills are finding themselves increasingly in demand.

While traditional marketing roles and digital marketing roles have been historically treated separately, a recent shift has seen digital skills become essential to the majority of marketing roles. In addition to traditional marketing skills such as communication, critical thinking, content development and project management, marketers are now expected to be able to work across automation and integration on a range of platforms, digital advertising and social media + mobile marketing.

“40% of marketing executives reported that they require skills in technology and digital engagement. – The Economist, 2015”

These shifts in the industry are reflective of changes at both a consumer and business level and can be attributed to increased integration, developments in data analytics and industry disruption. These three areas of advancement are providing marketers with new opportunities, roles and the chance to work closely with IT, Business and Sales professionals to create more strategic and measurable marketing campaigns.

The increased availability of information to consumers across a number of digital platforms has led to new avenues for customer engagement. These opportunities have seen marketers working closely with IT professionals across a range of industries. As consumers interact more and more with companies across online platforms, apps and social media, the chance to integrate marketing and business solutions continues to grow. This requires marketers with the capacity to work across email integration, CSM’s and targeted and personalised advertising.

Increased data from digital platforms translates to the increasing need to analyse that data. This analysis when done properly can help provide marketers with insights into the effectiveness of campaigns, the likelihood of a prospective customer converting and also helps AI to make recommendations for users based on their behaviour. The ability to work across data is now becoming an increasingly desirable marketing skill and a range of roles are now available for marketers who are able to translate this quantitative data into action.

As marketing opportunities continue to grow through advancements in digital technology, so too does interest in the field from large scale service providers. In the last 5 years there has been a growing trend of businesses acquiring marketing companies and integrating them into their own internal structures. This industry disruption has created a range of roles for marketers looking to work with companies in a predominantly business focused role.

While there is no doubt that traditional marketing roles still exist, it’s clear there is an increasingly large demand for professionals who are able to work across digital marketing also. The rise of integration, developments in data analytics and industry disruption are all contributing to increased opportunities and roles for Australian marketers and will continue to drive growth in the industry. With growth in marketing jobs outpacing the overall Australian job market, there’s no shortage of opportunities for marketers with the right skills to make their mark.

Find out more about marketing units at Macleay HERE.

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