In most sectors, the labour market is still a tough place and there is a shortage of quality positions available. However, one particular industry niche that is seeing an increase in demand for talented people is digital marketing. Over the past ten years, the marketing landscape has changed radically. First came a shift from traditional media to pay-per-click online advertising with companies like internet search giant Google, and the highly specialised area of search engine optimisation, and now, over the past two or three years, a whole new area of marketing has evolved involving social media.
The technological landscape, and the way in which people are using the web, has undergone a dramatic transformation. People have adopted social media in their millions (Facebook recorded 900 million users worldwide this week) and are now spending much of their internet time on social networks. In response to this shift in behaviour, many companies are looking to follow consumers and market their products directly to them through social media channels. As a result, an entire new industry has been developed, and people with the knowledge of how to reach people through social networks are finding that they are very much in demand with employers.
There is however a great deal more to social media marketing than knowing how to set up a Facebook page or how to write a tweet. Professional digital marketers need to be able to plan strategies that actually get results and build a community of loyal followers on the web that will act as advocates for a brand. They also have to be able to show how a company can reap a measurable ROI (return on investment).
For those with digital marketing skills, a world of opportunity has arisen from the many companies looking to increase their online visibility and market to potentially millions of customers across the World Wide Web.