The work of a digital marketing manager has become 'more complex' over the past year, leaders in the industry have claimed.
With growing numbers of businesses and public organisations looking to harness the marketing potential of online channels, the number of jobs for digital marketing professionals has increased dramatically over the past few years.
However, rather than simply knowing how to use tools such as Facebook and Twitter, the modern digital marketer needs to have a thorough understanding of how the users of such sites work and be comfortable dealing with large amounts of data.
Indeed, according to new research carried out by Marin Software, 72 per cent of digital marketing managers think their role has become more complex over the last year alone, with the 'normal' customer journey now almost impossible to define.
Moreover, a majority of those polled agreed that the job will only get more complex over the coming months and years, not least since the 'digital universe' is currently doubling in size around every two years.
Notably, the study also found that many marketing professionals feel that they don't have the resources in place to keep up with changes in the industry.
As Marin Software's vice president Jon Myers wrote in the Guardian: "Our UK digital marketing manager's census reveals that the job of the digital marketing manager is now more complex, but they lack the necessary resources. 2015 will be a critical year for the industry to address these issues."
While this could make digital marketing jobs more specialist, potentially making them out of reach of newcomers to the sector, the value of experienced professionals to employers of all sizes is only likely to increase.
Earlier this month, Gartner reported that more than half of all UK businesses plan on stepping up their digital marketing spend in 2015 as they look to improve their customers' online experience, with the average budget set to increase by 17 per cent over the next 12 months.
Posted by Jon Aspinell on 27th November 2014
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