This presentation was made on 18 Nov 2014 at Deree ACG in Athens, Greece for the Communications Society.
It focuses on the job market for young professionals in the digital marketing industry in Greece.
SocialabSocial Media and Word of Mouth Marketing à 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
• 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?
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
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
• 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
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?
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
• “Digital Savviness”
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
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?
Internships are common in a lot of professions: lawyers, doctors, nurses,
dentists, journalists, designers, engineers, architects, and of course
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
26. What can an intern expect?
Average figures per month for Account people:
1,000 incoming emails / 100 outgoing emails
3,000 incoming emails / 500 outgoing emails
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.
Need more inspiration?
Feel free to browse the following material:
Socialnomics by Eril Qualman – 2014 edition:
Digital marketing in 2012 – 2015:
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.
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