Marketing and Advertising Executives Reveal Their Most In-Demand Specialties

Posted By Terri Williams on July 23, 2015 at 3:25 pm
Marketing and Advertising Executives Reveal Their Most In-Demand Specialties

Marketing is a great field for students who want to both express their creative side and work in a fast-paced environment – but there are a lot of different areas of marketing, and not every student is cut out for each one. However, knowing which specialties are currently in demand might help students and recent graduates decide what they want to do.

A recent survey by The Creative Group asked advertising and marketing executives: “In which of the following areas do you expect to hire in the second half of 2015?” Respondents could choose more than one answer. According to the survey, the top areas for hiring are:

Creative art/direction: 27%
Account services: 27%
Content marketing: 26%
Interactive media: 26%
Brand/product management: 25%
Web design/production: 25%
Media services: 25%
Public relations: 25%
Digital marketing: 24%
Marketing research: 23%
Print design/production: 22%
Customer experience: 21%
Copywriting: 21%
Social media: 21%
Mobile design/development: 18%


To dig deeper, GoodCall spoke with Diane Domeyer, executive director of The Creative Group, a staffing agency for jobs in marketing, advertising and public relations.

GoodCall: What’s causing this demand? Is there steep competition for creative talent, and is this a result of a shrinking pool of skilled applicants?

Diane Domeyer: About four in 10 executives (42 percent) recently surveyed by The Creative Group said it’s challenging to find professionals with the skills they seek. This is up from 24 percent one year ago.

Demand is often outpacing supply when it comes to top creative talent. According to the U.S. Bureau of Labor Statistics, the unemployment rates for certain creative positions – like public relations specialists and managers, editors, market research analysts, marketing specialists and managers, and advertising and promotions managers – are below the national rate.

As an example, the unemployment rate for the first quarter of 2015 was 5.5 percent, but only 4.1 percent for designers. For interactive positions, the unemployment rate is even lower (2.1 percent for web developers, for example). Consequently, companies have to work harder to attract and retain professionals with these in-demand skills.

GoodCall: Do you expect this trend to continue, and if so, what’s fueling it?

Domeyer: Many companies are trying to refine their digital strategies, creating responsive websites and apps and improving customers’ online experience. As a result, demand for digital and mobile expertise is only getting stronger.

In fact, 67 percent of advertising and marketing executives surveyed by The Creative Group said the mobile Internet will have the greatest impact on their advertising and marketing strategy in the coming year. Recruiting talent in this space will continue to be a challenge for companies of all sizes.

GoodCall: Do you have any advice for students thinking about pursuing degrees that may lead to careers in marketing and advertising?

Domeyer: Our research reveals that the job category with the most demand and biggest bump in salary is the interactive field. Mobile designers, user experience directors and front-end web developers, for example, are seeing starting salaries increase 6.7 percent or higher, on average. Gaining digital and mobile skills will increase your marketability and open doors to more jobs, regardless of your area of specialty.

Terri Williams
Terri Williams graduated with a B.A. in English from the University of Alabama at Birmingham. Her education, career, and business articles have been featured on Yahoo! Education, U.S. News & World Report, The Houston Chronicle, and in the print edition of USA Today Special Edition. Terri is also a contributing author to "A Practical Guide to Digital Journalism Ethics," a book published by the Center for Digital Ethics and Policy at Loyola University Chicago.

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