The job market in digital marketing

Socialab
SocialabSocial Media and Word of Mouth Marketing à Socialab
OPENING THE DOOR TO 
DIGITAL MARKETING 
JOB PROSPECTS 
socialab
Today’s agenda 
1. Who am I? 
2. The market of digital agencies 
3. The job market in digital marketing 
4. History of digital marketing 
5. Final notes
Who am I?!
socialab 
• Socialab is a digital marketing agency. In fact, it is the 3rd largest digital 
marketing agency in Greece, by size. 
• Our mission is to promote brands and organizations across the web by 
managing their image and communication throughout all digital 
media. 
• Our clients can be both advertising agencies and brand-owners. 
• Apart from numerous mentions in local and international media, we 
have earned more 6 Social Media Awards in 2013 and 2014, were a 
nominee for the prestigious Clio Awards in NYC in September 2014 
and we won the Social Media Savvy agency of the year award for 2014. 
• We manage suit.gr, the industry’s #1 educational tool with more than 
1,000 marketers as readers daily.
Socialab Team
Clients
Founder: George Anagnostopoulos 
• Digital Content Creator since 1994  
in the first Greek web-zine 
• Digital Marketer since 1999, in a UK dot-com 
• In Search Marketing since 2002 
• Blogger since 2004 
• Mobile Marketing since 2006 
• In Social Media Marketing since 2009 
• Judge at Ermis Awards – Digital (2013) and Branded Content (2014) 
• Has worked with 80+ national  global brands since 1999
The market!
Can you identify these services? 
DIGITAL 
STRATEGY 
SOCIAL 
MEDIA 
APPS 
 
ADS 
ONLINE 
VIDEO 
SEM: 
SEO/PPC 
CONTENT 
MARKETING 
DIGITAL 
PR 
BRAND 
MONITORING 
WEB 
DESIGN 
DIGITAL 
SIGNAGE 
AFFILIATE 
MARKETING 
MOBILE 
MARKETING
Mainstream Digital Marketing Agencies 
The market has seen more than 100 digital marketing agencies active in the 
last 2 years, but as to how many are actually viable, this is a different 
question. 
Here are some examples of the main differences between agencies in the 
digital marketing industry: 
• Digital Marketing Agencies, focused on creative 
• Web Marketing Agencies, focused on channels management 
• Performance Marketing Agencies, focused on bringing sales or leads 
• Digital Marketing business units of advertising / PR companies
Activity-specialized Agencies 
Then, there are agencies who are specialized for certain activities like: 
• Media Shops, focused on buying media for clients (the biggest niche) 
• Networks, who sell inventory without being publishers 
• Web design  development (certain platforms or not) 
• E-shop development (certain platforms or not) 
• Search Engine Marketing (SEO or PPC) 
• Monitoring  Tracking tools or services 
• Affiliate Networks 
• Mobile Marketing 
• PR / Bloggers relations 
• UI/UX Optimization (making the website experience better) 
• Ad-tech companies
Industry-specialized Agencies 
Or they specialize in certain type of the client: 
• Generic (most agencies) 
• Hospitality / Travel / Tourism 
• Health / Pharma 
• Retail or Small Businesses 
• e-shops 
• Exporting businesses 
• Working with clients abroad
Prominent Digital Marketing Agencies 
Creative agencies, sorted by the number of people that work for them: 
1. OgilvyOne (70+) 
2. MindWorks (70+) 
3. Socialab (25-40) 
4. Rascal (est. 25-30) 
5. Tribal (est 20-30) 
6. Avakon+ (est. 20) 
7. Xplain (est. 15-18) 
8. Redirect (est. 10-12) 
* Accuracy of staff numbers not guaranteed. The numbers reflect own estimates for November 2014
Prominent Digital Marketing Agencies 
The list only includes digital marketing agencies, not web marketing, media shops, 
advertising agencies with a digital business unit or agencies in niche industries 
like tourism. 
Some of the agencies not included in our definition of digital marketing agencies, 
mainly due to different projects in which they’ve participated: 
• Web marketing: Atcom, Lighthouse, Atnet 
• Media Shops: ThinkDigital, IPG, Tempo OMD 
• Ad agencies: Spot Digital, Solid Digital 
• Specialized: Nelios, x2 Interactive
The job market!
Can you identify these roles? 
DIGITAL 
STRATEGIST 
COMMERCIAL 
MEDIA 
MANAGER 
VIDEO 
TEAM 
PPC 
MANAGER 
SEO 
MANAGER 
PR 
MANAGER 
COPY 
WRITER 
ART 
/ 
DESIGNER 
DEVELOPER 
FRONT/BACK-­‐END 
COMMUNITY 
MANAGER 
/ 
CURATOR 
ACCOUNT 
MANAGER
The roles 
Many more roles exist, for example depending on client, industry, 
technology, specialization or skills. 
Each role does not always mean that one person is assigned just one. 
For example, an account manager can be: 
• A manager of account executives 
• A copywriter for daily text-based content 
• A curator of image-based content 
• A community manager for social media channels 
• handling some PR for the client’s brand with bloggers / influencers 
• Overseeing Ad campaigns for the client 
• Responsible for the commercial viability of her client
Possible background / skills 
With so many roles, your background can be anything of the following to be 
involved in digital: 
• Marketing / Communications / PR for account or other roles 
• Design for most Art roles 
• Computer Science for Developer roles 
• Mathematics for next-gen media buying 
• Literature / Journalism for copywriting 
or maybe: 
• Entrepreneurship 
• “Digital Savviness”
Demand 
??? 
Supply
Demand  Supply in the job market 
Demand 
 
Supply
The gap
The 
digital skills 
gap
The job market 
Because of the competition between people wanting to be in this market, 
but also because of the competition between agencies wanting to take on 
clients, here are some of the things that are difficult (not always and not for 
long): 
1. Breaking into this market 
2. Staying in the market (and wanting to stay) 
3. Getting a promotion 
4. Getting paid well
Bright future 
Not all is bleak, though. 
Most people who work in digital marketing do it because they find it more 
interesting than any other job. 
And, if anything, a job in digital marketing has a future, because if you are 
good today, you will have a better job tomorrow in an industry that is now 
only a baby. 
Being good means covering the gap better than most people in the industry. 
This is where job opportunities lie. 
And it starts with you being digital-savvy in the first place. Are you?
Internships 
Internships are common in a lot of professions: lawyers, doctors, nurses, 
dentists, journalists, designers, engineers, architects, and of course 
advertising. 
Bearing in mind: 
• the overwhelming supply of people wanting to get into digital marketing 
(both young and older advertisers) 
• the digital skills gap, whereby everyone wants to hire someone who has 
done the job well in the past 
we definitely think that an internship is the right way to go to jump start 
your career.
What can an intern expect? 
Average figures per month for Account people: 
Intern: 
1,000 incoming emails / 100 outgoing emails 
Manager: 
3,000 incoming emails / 500 outgoing emails 
Senior Management: 
5000 incoming emails / 1,000 outgoing emails
History of DM!
The job market in digital marketing
The job market in digital marketing
The job market in digital marketing
The job market in digital marketing
Milestones in digital marketing 
• 1994: Amazon launched. (Who was buying online back then?) 
• 1994: First banner ad launched for ATT. 
• 1997: Google launched. The start of SEO. 
• 2001: Google AdWords launched. The standardization of PPC. 
• 2003: Wordpress released. The first free CMS. Made websites easier. 
• 2004: Facebook launched. Unprecentented ads of social media. 
• 2005: YouTube launched. The beginning of video standardization. 
• 2006: Time names “YOU” as person of the year, because of Social Media. 
• 2007: Twitter is launched. A social medium without censorship. 
• 2007: iPhone launched. Standardized our smartphones, brought apps. 
• 2007: Google gave Android for free. Took a year to put in a device.
Milestones in digital marketing 
• 2008: Groupon launched. Made us all buy online. 
• 2008: Spotify born. After years it will make music paid content again. 
• 2009: Foursquare launched. Location-based services and local marketing. 
• 2009: Hit by crisis, ad spending this year is lower than the previous. 
• 2010: Instagram launched. Bought by Facebook two years later. 
• 2010: Smart TVs launched, bringing Internet  apps to sitting rooms. 
• 2011: Google+ launched. Quickly gathers users but not usage. 
• 2012: Gangnam Style launched. More than 2b views (€6m ads) in a year 
• 2013: Second screen popularized. TV shows offer hashtags. 
• 2013: Google Glass launched. We still do not know the impact of this. 
• 2014: Wearable tech is popularized in the form of smartwatches.
Final Notes!
Resources 
Need more inspiration? 
Feel free to browse the following material: 
Socialnomics by Eril Qualman – 2014 edition: 
https://www.youtube.com/watch?v=zxpa4dNVd3c 
Digital marketing in 2012 – 2015: 
https://www.youtube.com/watch?v=kk-2Ag8QV4o
Want to know more? 
Socialab teaches digital marketing in practical terms at 
ALBA Graduate Business School at the ACG. 
 
The largest digital players, including Facebook, Twitter, 
Google, Microsoft and Paypal, actively validate the syllabus. 
Socialab localizes the syllabus and adds its experience from 
the market in Greece. 
Enquiries: 
dm@socialab.gr 
211 800 6402
Questions?
Thank you!!
1 sur 38

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The job market in digital marketing

  • 1. OPENING THE DOOR TO DIGITAL MARKETING JOB PROSPECTS socialab
  • 2. Today’s agenda 1. Who am I? 2. The market of digital agencies 3. The job market in digital marketing 4. History of digital marketing 5. Final notes
  • 4. socialab • Socialab is a digital marketing agency. In fact, it is the 3rd largest digital marketing agency in Greece, by size. • Our mission is to promote brands and organizations across the web by managing their image and communication throughout all digital media. • Our clients can be both advertising agencies and brand-owners. • Apart from numerous mentions in local and international media, we have earned more 6 Social Media Awards in 2013 and 2014, were a nominee for the prestigious Clio Awards in NYC in September 2014 and we won the Social Media Savvy agency of the year award for 2014. • We manage suit.gr, the industry’s #1 educational tool with more than 1,000 marketers as readers daily.
  • 7. Founder: George Anagnostopoulos • Digital Content Creator since 1994 in the first Greek web-zine • Digital Marketer since 1999, in a UK dot-com • In Search Marketing since 2002 • Blogger since 2004 • Mobile Marketing since 2006 • In Social Media Marketing since 2009 • Judge at Ermis Awards – Digital (2013) and Branded Content (2014) • Has worked with 80+ national global brands since 1999
  • 9. Can you identify these services? DIGITAL STRATEGY SOCIAL MEDIA APPS ADS ONLINE VIDEO SEM: SEO/PPC CONTENT MARKETING DIGITAL PR BRAND MONITORING WEB DESIGN DIGITAL SIGNAGE AFFILIATE MARKETING MOBILE MARKETING
  • 10. Mainstream Digital Marketing Agencies The market has seen more than 100 digital marketing agencies active in the last 2 years, but as to how many are actually viable, this is a different question. Here are some examples of the main differences between agencies in the digital marketing industry: • Digital Marketing Agencies, focused on creative • Web Marketing Agencies, focused on channels management • Performance Marketing Agencies, focused on bringing sales or leads • Digital Marketing business units of advertising / PR companies
  • 11. Activity-specialized Agencies Then, there are agencies who are specialized for certain activities like: • Media Shops, focused on buying media for clients (the biggest niche) • Networks, who sell inventory without being publishers • Web design development (certain platforms or not) • E-shop development (certain platforms or not) • Search Engine Marketing (SEO or PPC) • Monitoring Tracking tools or services • Affiliate Networks • Mobile Marketing • PR / Bloggers relations • UI/UX Optimization (making the website experience better) • Ad-tech companies
  • 12. Industry-specialized Agencies Or they specialize in certain type of the client: • Generic (most agencies) • Hospitality / Travel / Tourism • Health / Pharma • Retail or Small Businesses • e-shops • Exporting businesses • Working with clients abroad
  • 13. Prominent Digital Marketing Agencies Creative agencies, sorted by the number of people that work for them: 1. OgilvyOne (70+) 2. MindWorks (70+) 3. Socialab (25-40) 4. Rascal (est. 25-30) 5. Tribal (est 20-30) 6. Avakon+ (est. 20) 7. Xplain (est. 15-18) 8. Redirect (est. 10-12) * Accuracy of staff numbers not guaranteed. The numbers reflect own estimates for November 2014
  • 14. Prominent Digital Marketing Agencies The list only includes digital marketing agencies, not web marketing, media shops, advertising agencies with a digital business unit or agencies in niche industries like tourism. Some of the agencies not included in our definition of digital marketing agencies, mainly due to different projects in which they’ve participated: • Web marketing: Atcom, Lighthouse, Atnet • Media Shops: ThinkDigital, IPG, Tempo OMD • Ad agencies: Spot Digital, Solid Digital • Specialized: Nelios, x2 Interactive
  • 16. Can you identify these roles? DIGITAL STRATEGIST COMMERCIAL MEDIA MANAGER VIDEO TEAM PPC MANAGER SEO MANAGER PR MANAGER COPY WRITER ART / DESIGNER DEVELOPER FRONT/BACK-­‐END COMMUNITY MANAGER / CURATOR ACCOUNT MANAGER
  • 17. The roles Many more roles exist, for example depending on client, industry, technology, specialization or skills. Each role does not always mean that one person is assigned just one. For example, an account manager can be: • A manager of account executives • A copywriter for daily text-based content • A curator of image-based content • A community manager for social media channels • handling some PR for the client’s brand with bloggers / influencers • Overseeing Ad campaigns for the client • Responsible for the commercial viability of her client
  • 18. Possible background / skills With so many roles, your background can be anything of the following to be involved in digital: • Marketing / Communications / PR for account or other roles • Design for most Art roles • Computer Science for Developer roles • Mathematics for next-gen media buying • Literature / Journalism for copywriting or maybe: • Entrepreneurship • “Digital Savviness”
  • 20. Demand Supply in the job market Demand Supply
  • 23. The job market Because of the competition between people wanting to be in this market, but also because of the competition between agencies wanting to take on clients, here are some of the things that are difficult (not always and not for long): 1. Breaking into this market 2. Staying in the market (and wanting to stay) 3. Getting a promotion 4. Getting paid well
  • 24. Bright future Not all is bleak, though. Most people who work in digital marketing do it because they find it more interesting than any other job. And, if anything, a job in digital marketing has a future, because if you are good today, you will have a better job tomorrow in an industry that is now only a baby. Being good means covering the gap better than most people in the industry. This is where job opportunities lie. And it starts with you being digital-savvy in the first place. Are you?
  • 25. Internships Internships are common in a lot of professions: lawyers, doctors, nurses, dentists, journalists, designers, engineers, architects, and of course advertising. Bearing in mind: • the overwhelming supply of people wanting to get into digital marketing (both young and older advertisers) • the digital skills gap, whereby everyone wants to hire someone who has done the job well in the past we definitely think that an internship is the right way to go to jump start your career.
  • 26. What can an intern expect? Average figures per month for Account people: Intern: 1,000 incoming emails / 100 outgoing emails Manager: 3,000 incoming emails / 500 outgoing emails Senior Management: 5000 incoming emails / 1,000 outgoing emails
  • 32. Milestones in digital marketing • 1994: Amazon launched. (Who was buying online back then?) • 1994: First banner ad launched for ATT. • 1997: Google launched. The start of SEO. • 2001: Google AdWords launched. The standardization of PPC. • 2003: Wordpress released. The first free CMS. Made websites easier. • 2004: Facebook launched. Unprecentented ads of social media. • 2005: YouTube launched. The beginning of video standardization. • 2006: Time names “YOU” as person of the year, because of Social Media. • 2007: Twitter is launched. A social medium without censorship. • 2007: iPhone launched. Standardized our smartphones, brought apps. • 2007: Google gave Android for free. Took a year to put in a device.
  • 33. Milestones in digital marketing • 2008: Groupon launched. Made us all buy online. • 2008: Spotify born. After years it will make music paid content again. • 2009: Foursquare launched. Location-based services and local marketing. • 2009: Hit by crisis, ad spending this year is lower than the previous. • 2010: Instagram launched. Bought by Facebook two years later. • 2010: Smart TVs launched, bringing Internet apps to sitting rooms. • 2011: Google+ launched. Quickly gathers users but not usage. • 2012: Gangnam Style launched. More than 2b views (€6m ads) in a year • 2013: Second screen popularized. TV shows offer hashtags. • 2013: Google Glass launched. We still do not know the impact of this. • 2014: Wearable tech is popularized in the form of smartwatches.
  • 35. Resources Need more inspiration? Feel free to browse the following material: Socialnomics by Eril Qualman – 2014 edition: https://www.youtube.com/watch?v=zxpa4dNVd3c Digital marketing in 2012 – 2015: https://www.youtube.com/watch?v=kk-2Ag8QV4o
  • 36. Want to know more? Socialab teaches digital marketing in practical terms at ALBA Graduate Business School at the ACG. The largest digital players, including Facebook, Twitter, Google, Microsoft and Paypal, actively validate the syllabus. Socialab localizes the syllabus and adds its experience from the market in Greece. Enquiries: dm@socialab.gr 211 800 6402