Internet Marketing Career Report

Transcription

1 Internet Marketing Career Report A University of San Francisco Online White Paper Internet Marketing 1

2 Fast-paced and challenging, internet marketing offers a multitude of career options for those willing to develop new skills and adapt to innovations.

3 Table of Contents Internet Marketing: Basics That Build Success... 5 Online Marketing Trends... 6 What Internet Marketing Professionals Do... 8 About the Moz Survey... 8 Jobs that Focus on the Connected Consumer... 9 Launching a Career in Marketing Becoming a Mobile Marketing Professional Becoming an Internet Marketing Professional Means Understanding Modern Marketing Internet Marketing 3

4 Internet marketing has enabled businesses to reach new markets, interact with customers, and promote products and services in real time. Both brick-andmortar and online companies benefit from a strong online marketing strategy, and the demand for experts in this field continues to grow. An Internet marketing career is fast-paced with plenty of challenges and learning opportunities. Constant technology advances and new marketing channels require the ability to learn quickly, assimilate data, create and communicate ideas, and solve problems. If you are interested in an Internet marketing career, prepare yourself by obtaining the skills and knowledge employers want. The more marketable you become the more rewarding and successful your career in Internet marketing will be. Internet Marketing 4

5 Internet Marketing: Basics That Build Success Basic skills such as problem solving and communication are vital to a career in online marketing. But organizations competing in a complex global marketplace, need experts with a broad set of abilities who can effectively promote products and services, and make them stand out to consumers. Here are a few basics that will serve you well: 1. Specialize but Know About Everything Whether it s mobile, social media or analytics, acquiring deep knowledge in your main discipline can help you become the go-to expert. Also, learn as much as you can about other aspects of Internet marketing to acquire cross-functional skills For example, a community engagement specialist might also learn marketing or digital analytics. 2. Be Flexible Brands and marketing professionals alike must embrace a more agile approach to Internet marketing. Employers are likely to require new ways of working to coincide with different fee structures as agency pay becomes more tied to metrics and performance instead of retainers. In addition, new platforms and technologies will require a willingness to let go of the old and embrace the new. 3. Collaborate Internet marketing is a team-based culture. Roles often overlap, so it s best to strive for the larger goal, rather than individual glory. Learn how your role affects others, and how your discipline fits into the overall picture. Hone your leadership skills to develop a team that achieves its goals. 4. Anticipate Changes in Technology Keep up with technology advances and apply them to your role. Pay attention to advancements that affect your core discipline, for better or worse. If your area of expertise is becoming commoditized or vulnerable to outsourcing, learn new skills in order to stay relevant. At the same time, be alert for new opportunities created from new technologies. 5. Don t Fear Decisions or Failure Decision-making is often resisted in a team-based working environment. No one wants to be responsible for making a bad choice. But someone has to make decisions, so why not you? Over time, the willingness to make decisions may position you as a decision maker and a leader. Some of your decisions could result in failures, and that s okay. Just be sure to learn from, and share them, so others can benefit from your experience. Internet Marketing 5

6 Online Marketing Trends A little more than a decade ago, there was no Facebook or Twitter, and no Instagram or Pinterest. Marketers accustomed to print advertising, radio, TV, PR, point of sale and outdoor ads had to shift their message and medium and adjust to online marketing. Each year, things continue to change, requiring new strategies and skills. Consider the following trends in online marketing: 1. The Rise of Content Marketing Companies are establishing themselves as trusted partners by creating valuable content consumers want. Whether companies are providing entertainment, solving problems or offering advice, online content is an effective way to reach the audience. 2. The Surge of Social Media In addition to Facebook and Twitter, newer social media platforms, like Pintrest, Tumblr, Vine and Instagram have become firmly established. Not only do they allow companies to produce more content but they enable a more customized experience for different segments of the audience. 3. The Growing Importance of Images Image-based content gets more response and is shared more than text-based. Instagram, Vine and Pinterest are capitalizing on this trend. 4. Less is More Consumers are embracing simpler, clean looks in marketing messages. Instead of making a lot of noise to attract attention, toned-down and authentic campaigns are becoming more successful. 5. Mobile is a Must The use of mobile devices is exploding around the globe. Mobile sites are no longer an option they are a necessity, whether created through a dedicated mobile site or responsive design. Even more important, mobile sites must be easy to use and provide the information the mobile consumer wants. 6. Retargeting Will Continue to Grow Retargeting tracks users activities and then features the products they have viewed in personalized ads. Since initial conversion rates are low, these ads, which entice a consumer back to a site to buy, can be very effective. Internet Marketing 6

7 7. The Link Between SEO and Social Media Will Increase When content is shared through social media, its value rises. Google recognizes this and includes pages that are shared more often on social media in the top-ranked search results. 8. Changes to Google s Algorithm Brands need to appear on Google Search Results Pages, and marketers need to make sure they do. But with a constantly changing algorithm, it s not easy. Since Google s updates are intended to keep results relevant, discourage manipulation and provide a better experience, it makes sense that the best approach is creating an excellent website with compelling content that serves users needs. 9. The Importance of Local Search Most mobile searches are for local businesses. This means even small firms need to have a strong online presence. Leveraging local search options through Google and Bing can make a big difference in search results. Keeping up with trends is part of every Internet marketer s job description. Understanding what s behind a trend and knowing how to leverage it to reach more customers or keep existing customers happy can lead to greater success for you and your company. Internet Marketing 7

8 What Internet Marketing Professionals Do Internet marketing can offer exciting careers with a range of work and varying salary ranges. The top five Internet marketing activities are: 1. Analytics Analyzing data to determine patterns and trends, and describe and predict business performance 2. Content Creation Creating interest in a product or service by publishing a variety of media, such as images, videos, articles, blog posts, whitepapers and infographics 3. Keyword Research Discovering the keywords customers use to search for a product or service and using them to improve search results 4. Social Media Marketing Creating content with the intent that users will share it across social media networks 5. Brand Strategy Creating an emotional connection between a brand and its audience These activities are performed by Internet marketers in a variety of job titles, through in-house departments, external agencies and independent professionals. For example, content creation may be the responsibility of an in-house social media director or an outside agency s copywriter. Keyword research might be the focus of a small firm, an entire in-house department or an individual freelancer. An online industry survey conducted from Oct. 24, 2013 through Nov. 1, 2013 by SEO consulting company Moz.com that showed the top two activities for in-house and agency Internet marketers were analytics followed by content creation. The order was reversed for independent marketers. Of the respondents to the Moz.com survey, 41% identified themselves as inhouse marketers, 31% as working at an agency and 10% as independent consultants. The rest were business owners at 15% or classified themselves as other. Regardless of where they perform their jobs, nearly all Internet marketing professionals use the same metrics to measure their results: conversions, revenue, leads, unique visits and rankings. About the Moz Survey The Moz 2014 Industry Survey was conducted online and received 3,768 respondents, with 49.5% coming from the United States and 16% from the United Kingdom. Salary information, job titles and experience were self-reported. All salary information included international and U.S. respondents and was derived from the midpoint of reported pay ranges. Internet Marketing 8

9 Jobs that Focus on the Connected Consumer Internet users are socially connected. Nearly four out of five Internet users visit social networks and blogs, and nearly half of all smartphone owners visit social networks daily. By the end of 2013, Facebook had 1.23 billion monthly active users, and 757 million daily users, the company said in a Jan. 29, 2014 press release. People are more connected than ever, and are not easily separated from their digital devices. When you examine the explosive growth of social media and mobile, it s easy to see why marketers increasingly focus on these channels. In fact, spending on social media marketing is expected to reach $3.1 billion by 2014, according to an article on mashable.com that cited a report by Forrester Research. This growth has resulted in a number of social media marketing specialties, including these three examples: Community Engagement Specialist Responsibilities include building online communities through social media channels, interacting with followers and increasing engagement. Social Media Strategist Responsible for creating strategies to gain traction on social media networks. Director of Social Media Experienced professionals with solid metrics experience to back up their credentials, they typically oversee development of social media strategies and all content. Digital Analytics Jobs and Careers The shift from traditional to digital marketing has resulted in an explosion of data. Using web analytics, businesses can mine data for information on customer needs and wants, and use insights to improve service, products, reach and market saturation. More organizations are adopting web analytics as a core business tool; Forrester projected that in 2014, U.S. businesses will spend $953 million on web analytics software, while research company TechNavio predicts annual increases of 17% over at least the next two years. Internet Marketing 9

10 The rise of digital analysis could lead to expanded career opportunities for Internet marketing professionals and those wishing to enter the field. Digital analytics uses metrics to improve the performance of web sites, mobile sites, social networks and other digital channels. Analytics experts offer great value to brands by gaining insight into customer attitudes and satisfaction, competitors, social media activities and much more. Here are three examples of digital analytics jobs: Web Analytics Manager Typically will measure and evaluate how online marketing initiatives perform and present their findings to the team. Marketing Manager Oversee digital and traditional marketing efforts, including research and analytics. Smaller firms might require marketing managers to conduct digital analysis, while larger companies often have specialists directed by the marketing manager. Search Engine Marketing Specialist Utilize keyword research to create and launch search engine marketing (SEM) campaigns as well as tracking performance and developing tactics for improvement. Valuable skills for digital analysts include: Optimizing ROI and site performance Understanding of analytics tools, conversion-tracking concepts, on-page analytics and path analysis Identify and analyze reports based on target audiences Knowledge of Google Analytics, Site Catalyst and Web Trends How to identify reasons for data valleys, spikes and peaks The Moz.com survey indicated a median annual salary of $75,375 for web analytics professionals, while the U.S. Bureau of Labor Statistics (BLS) reported that marketing managers earned a median annual salary of $123,220 in May Internet Marketing 10

11 Launching a Career in Marketing Companies large and small depend on marketing to reach their best-fit audience loyal customers who have opted in to receive news and updates, and typically purchase the most. remains an important tool for Internet marketers. A marketing trends report by StrongView indicated that fully half of the nearly 400 business executives surveyed would increase their budgets for marketing in In addition, Forrester Research projects a solid compound annual growth rate of 10% for marketing through 2016, when the total spend will reach $2.5 billion, according to Advertising Age. marketing specialists are typically responsible for creating campaigns sent to customers on an in-house list. They may be promoting a product, sharing information or announcing a special deal, with a goal to generate leads and sales. Valuable skills for marketers include these skills: Understanding of marketing essentials Ability to map strategies to sales cycles Understanding of marketing analytics Effective copywriting and design skills Ability to plan, implement and track effective campaigns to meet goals Understanding of marketing laws and ethics, and database security Internet Marketing 11

12 Becoming a Mobile Marketing Professional Mobile marketing is generating a great deal of buzz these days, and for good reason: consumers are spending more of their online time on mobile devices, compared to desktop and laptop computers. In fact, a study by Swedish technology company Ericsson released in 2014 shows that nearly 60% of Internet time is spent on mobile a figure that is only expected to increase. The Ericsson Mobility report also indicates a compound annual growth rate of 45% for mobile data traffic by Businesses that want to remain relevant cannot ignore mobile marketing and will need the services of experts in this field to create mobile campaigns, measure and interpret data and analyze performance. Mobile marketing was projected to increase nearly 250% between 2011 and 2014, while annual growth of 38% is projected through 2016, according to Forrester Research. In a press release, research firm Gartner reports that total mobile ad spending for 2014 is expected to reach $18 billion. If you seek a career as a mobile marketing professional, your job responsibilities may include: Applying marketing best practices to mobile platforms Creating and targeting mobile marketing plans and communications Coordinating strategic mobile promotions with Internet and traditional marketing personnel, IT and other departments Valuable skills for mobile marketing professionals include: Proven ability to develop, launch and integrate successful mobile campaigns Understanding of mobile marketing voice and search tools Ability to implement proximity marketing techniques Understanding of mobile marketing rules and ethics Ability to track and measure performance As you can see, there are many opportunities in the fast-growing Internet marketing field that could continue to increase demand is for skilled professionals. The constant evolution of the field may open a range of career options. Internet Marketing 12

13 Becoming an Internet Marketing Professional Means Understanding Modern Marketing Because there are so many career options in Internet that each require a specific set of skills, a plan for entering this field begins with specialized education. An Internet marketing certificate program can give you access to the insights, techniques and strategies that can help you advance your career possibilities. Employers today seek professionals with a deep understanding of their own role, as well as a general understanding of how all aspects of Internet marketing interact. An Internet marketing certificate offers this knowledge, along with skills that can make you a valuable team member or can enable you to launch your own business. You can gain confidence along with your newfound abilities to plan, implement and track online marketing initiatives. Consider how the University of San Francisco s Internet Marketing Certificate programs can help prepare you to launch your Internet marketing career and enhance your current skill set. Prospective students are encouraged to conduct independent research as career opportunities and salary potential may vary depending on location, experience and education. Internet Marketing 13

14 References 1. The 2014 Industry Survey. moz.com. SEOmoz, Inc. Last Ref. Dec. 4, Facebook Reports Fourth Quarter and Full Year 2013 Results. prnewswire.com. PR Newswire Association, LLC. Jan. 29, Last Ref. Dec. 4, Ostrow, Adam. Social Media Marketing Spend to Hit $3.1 Billion by mashable.com. Mashable, Inc. July 8, Last Ref. Dec. 4, Lovett, John. US Web Analytics Forecast, abstract. forrester.com. Forrester Research, Inc. May 27,2009. Last Ref. Dec. 4, Global SMB Web Analytics Market abstract. technavio.com. Infiniti Research, Ltd. March 21, Last Ref. Dec. 4, Occupational Employment and Wages, May bls.gov. U.S. Department of Labor. April 1, Last Ref. Dec. 8, Leveraging Consumer Data is Biggest Challenge Facing Online Marketers in 2014, According to Annual StrongView Marketing Trends Survey. strongview.com. StrongView Systems, Inc. Dec. 17, Last Ref. Dec. 8, Delo, Cotton. Interactive Marketing Spending to Hit $76.6 Billion in adage.com. Crain Communications, Inc. Aug. 24, Last Ref. Dec. 8, Ericcson Mobility Report. ericsson.com. Ericsson. June Last Ref. Dec. 8, Gartner Says Mobile Advertising Spending Will Reach $18 Billion in gartner.com. Gartner, Inc. Jan. 21, Last Ref. Dec. 8, Shopping Lists: How Mobile Helps Consumers Tick All the Boxes. nielsen.com. The Nielsen Company. Feb. 20, Last Ref. Dec. 8, Internet Marketing 14