Digital professionals have become increasingly important in recent years; some have become more professional and more sophisticated in recent years, and new ones have emerged as a result of major technological advances. Software developers, programmers and engineers dominate the current job landscape and, in this context of digitalisation of the economy, digital marketing occupies a decisive place. Specifically, working in digital marketing means combining traditional skills in advertising and corporate communication with mastery of new technologies.
Statistics confirm the dominance of digital professions . A report by the OECD in collaboration with Randstad, in particular, analyses 417 million job advertisements published in ten countries over the last decade: Spain, together with Italy, shows the highest percentage of advertisements related to digital professions: 12%. The Netherlands, Singapore and the United Kingdom follow closely behind with 11%, while Germany, Belgium, the United States and France reach 10% and Canada 6%.
Evolution of online marketing professions in recent years
Even in traditional sectors, digital skills are becoming increasingly essential, leading to a constant evolution of professions. One of the most obvious examples is precisely marketing, where it is already essential to iran whatsapp data have cross-disciplinary training (such as masters in marketing and commerce , masters in digital marketing , masters in UX , etc.) and constant requalification to aspire to work in digital marketing. This hybridization of skills implies knowledge of web analysis tools and the opportunities offered by digitalization in the creation and dissemination of campaigns.
However, online marketing cannot be summed up in a single profession, but rather represents the set of activities aimed at promoting a brand, product or cause through digital channels . According to Philip Kotler, one of the most influential theorists in the sector, it is a tool for "understanding, creating, communicating and distributing value". In other words, everything that companies do to win over, retain and engage customers through online strategies and channels.
Working in digital marketing, therefore, means taking charge of the 'digital communication strategy' of an organisation (in some cases, such as politicians or celebrities, also of individuals). Duties include, among others, the design and implementation of digital communication activities and the measurement of their effectiveness .
Therefore, working in digital marketing requires different and multidisciplinary skills , since many times, especially SMEs, look for professionals capable of managing a wide variety of roles, such as Social Media Managers, SEO experts, CRO ( Conversion Rate Optimization ) specialists, managers of advertising campaigns and digital events. Digital professions are transversal by nature, therefore, those who work in online marketing can occupy fairly fluid roles and tasks. Of course, they all share a constant need for learning and updating, given the rapid evolution of technologies and digital professions.