Here is a look at the top five jobs and skills that will be in high demand in the ever-evolving marketing industry in 2017:

Paid social

Mobile browsing is on the rise. Most consumers are using their smartphones for messaging, email and social media; therefore, a lot of companies are starting to put their marketing dollars towards paid social advertisements. Instagram, Twitter, Snapchat and Facebook have quickly become an outlet for people to get their news and online shopping and, for that reason, paid social positions are and will continue to be in high demand.

These positions require individuals to have a combination of analytical and creative marketing experience in order to put together highly targeted and visually appealing campaigns that align with the company’s business goals and targeted customer.

The analytical skills come in to play when measuring the success of each campaign and using the data to optimize the company’s next campaign. Most Paid Social professionals look at cost-per-thousand-impression (CPM), cost per acquisition (CPA), cost-per-click (CPC) and audience growth rate.

Marketing operations and automation

In mostly B2B environments, many companies are adding marketing automation and operations positions to their teams. Demand generation has been a buzzword these days, but what happens with all of the leads delivered by the demand generation team? That’s where marketing automation and operations comes in. Many companies are investing in marketing automation platforms such as Marketo, Eloqua, Pardot or Hubspot to nurture leads through the sales funnel. These platforms have many different functions and allow for users to establish automated drip campaigns based on action and lead scoring.

Event marketing

Event planning has always been a function of the marketing team, but rather than just coordinating logistics of an event and passing leads off to sales, these positions have recently shifted to a more strategic function and now have a responsibility for hitting revenue goals. Many companies are lowering the number of events they participate in and shifting to a high quality versus quantity strategy. Whether it’s a local lunch and learn or a large global conference, event marketing professionals are responsible for managing a budget and ensuring that the goal of the event lines up with the company’s overall marketing goals. These individuals are also expected to create and execute pre- and post-event marketing strategies to ensure there is proper follow up on leads and, as a result, that every event delivers a strong ROI.

Digital marketing

The consumer packaged goods (CPG) industry historically has had more traditional marketing teams focused on brand management, new product innovation and consumer insights. You very rarely see CPG companies with a strong digital presence; however more CPG companies are adding digital marketers to their teams to improve their corporate website, microsites for individual brands, social media presence and online promotions and sweepstakes. Many consumer packaged goods companies are realizing that they have to shift to cater to consumer behavior. E-commerce and mobile shopping are increasingly becoming more popular, so many companies are starting to sell more of their products on e-commerce sites such as Amazon Pantry or Instacart. As a result, we are seeing an increase in demand SEO, SEM, analytics and other digital functions to join CPG marketing teams.

Mobile marketing

The world is going mobile, which means less consumers are watching and listening to broadcast ads or browsing on their desktops. Browsing through social media, mobile apps and e-commerce sites is becoming a blended experience and brands need to shift to meet consumer expectations. Many positions are requiring experience in both desktop and mobile app marketing making in-app advertising very popular. Also when you search Google, mobile apps are now popping up as advertised search results, which means companies need to shift their search strategy to stay competitive.

This article originally appeared in the January 2017 issue of Direct Marketing. 


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Allison Penning

Allison Penning

Allison Penning is branch manager of LaSalle Network’s San Francisco office. LaSalle Network is a national staffing and recruiting firm.

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