A new study in to the state of marketeers in Australia has found those with a strong digital and multi-disciplinary background will continue to be in high demand.
The study by RMIT University and Deloitte Access Economics has found that by 2021-2022 there’ll be a demand for a whopping 300,000 marketeers in Australia.
You can download a copy of the study here.
Key findings of the study revealed:
- Increased integration of marketing with other business functions and growth of digital marketing is contributing to an increase in demand for marketing skills.
- Australian marketing workforce forecast to grow from 269,000 people in 2016-17 to 299,000 in 2021-22.
- Growth of 2.2 per cent a year over the coming five years, nearly twice as fast as the 1.5 per cent expected in the overall Australian labour force.
- By 2021-22, post-graduate qualified professionals in marketing are expected to be earning an average of $150,000, an impressive rise of 14 per cent compared to 2016-17 averages.
Commenting on the study, Dr Foula Kopanidis, program director of postgraduate marketing programs at RMIT University, said: “While marketing occupations are experiencing change due to the rise of digital marketing and data analytics, I see these technological developments as providing new options and outlets for companies to perform the tasks that have underpinned the role of the marketer, such as connecting with customers and targeting products to relevant markets.
“Although technical digital skills are becoming increasingly important, the core mix of technical and creative skills underpinning marketing roles are still critical for success in the job market,” she said.
David Rumbens, partner, Deloitte Access Economics, added: “Businesses expect workers to bring multi-dimensional skills to a marketing-related role, such as in relation to communication, critical thinking and teamwork, as well as in analytics, automation and integrating marketing and technology platforms.
“Artificial Intelligence (AI) has also made large strides in this respect, such as by improving product recommendations to customers, for example suggested content on streaming services or related properties on real estate websites.
“Data analytics is also important in monitoring the effectiveness of digital marketing campaigns. The ability to work with data can therefore be expected to be an increasingly important aspect of the marketing task,” Rumbens said.
MediaCom’s recent hunt for a new CEO went global, ultimately delivering the globetrotting Yaron Farizon to its North Sydney headquarters. And Farizon certainly comes with the right pedigree. Born in Kiev in the Ukraine, educated in Israel, he worked for P&G as a business director for eight years through the UK and Eastern Europe before […]
To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]
The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]
One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]
SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]
Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]
Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]