In times of great rise of digital spending, shaping strategies and budgets offer an opportunity to shape the digital marketing structures.

Companies were more likely to hire digital performance experts than social media and creative professionals last year, and that trend looks set to repeat itself in 2017.

According to the research from McKinley Marketing Partners, digital advertising, and content appear to be the most in-demand skills required in the market.

The new research shows that the demand for digital advertising professionals is 46%, while content creation & curation had a share of 38% and content strategy 34% skills.

The Rise of Digital Advertising and Performance Marketing

Due to the ongoing increase in ad spending budgets, performance marketing is playing the main role for the e-commerce and online businesses.

The ROI-focused department is the top priority for managers who are highly investing in human capabilities.

Content is Getting Bigger

There will be always a huge gap between the demand and suppliers when it comes to content creators. According to the research, the demand for content expertise is rapidly high this year.

Analysis and Automation

Interestingly, the survey is showing a slow growth in analysis and automation hiring. That might be due to the low supply of talent in those areas. In comparing demand for marketing expertise against those at least occasionally looking for job opportunities, the study found that traditional marketing was one of the only areas in which active supply outweighed demand.

Digital Marketing Jobs

About the Data: The results are based on a survey of 314 marketing professionals who are working in a marketing role (246) or have experience in one (68). Employed respondents work at various roles across a mix of company types and sizes. Questions about hiring practices were only asked of those who have influence over hiring decisions.

Published by Yasser Ahmad

Yasser Ahmad is an independent digital marketing consultant and marketing strategist with a Master's degree in Data Analytics & Marketing. Yasser is a certified member of the CIM and holds and has over 16 years of experience in managing marketing strategies and consulting brands in EMEA, USA, and APAC. Specialized in Marketing Analytics, MarTech, Growth Hacking, Automation, and Performance Marketing.