More than half of digital marketers are not looking for digital marketing work, according to a new report from McKinsey & Co. The survey, which is the first of its kind, shows that digital marketing managers are among the least sought-after positions in the industry, with fewer than one-third of candidates surveyed saying they are looking for jobs in digital marketing.
“As the industry continues to evolve and grow, more and more employers are recognizing that digital content is the future of marketing,” said Alex Kupfer, president of McKinsey’s digital division.
“Many employers have been exploring ways to utilize digital content in their marketing efforts and in this latest survey, we are seeing the most consistent trends emerge.
The industry is becoming more diverse and diverse candidates are finding more success.”
The survey also found that while more than half the digital marketing team members are male, only 12 percent are women.
Women are also less likely than men to have a bachelor’s degree or associate’s degree.
The average age of the digital team is 25 and the median salary for digital marketers is $61,400.
Digital marketers have been a key part of the internet-driven marketing revolution, and they are a major factor in driving the growth of digital advertising and content marketing.
In the past five years, digital advertising revenue grew 50 percent, to $7.3 billion, while digital content revenue grew 25 percent, increasing to $4.7 billion.
Digital marketing has been used to promote digital-only products, such as clothing and furniture, as well as mobile apps.
It has also been used for content marketing, advertising and social media, such that brands now have more than 3,000 brands in their portfolio.
“The digital transformation is occurring at a time when digital marketing is becoming increasingly more valuable, especially for digital brands,” said Mark Sauer, senior vice president and head of digital strategy at McKinsey.
“While this transition is ongoing, it is evident that the digital transformation continues to accelerate.”
The digital team of digital marketing professionals is now the second-largest in the field behind sales and operations, according the report, which was conducted in May 2017.
The median salary of digital marketers was $53,400, and their median age was 31.
It also showed that the industry was growing by 12 percent annually over the past four years.