Companies were more likely to hire digital marketers than creative services professionals last year, and that trend looks set to repeat itself this year, research from McKinley Marketing Partners has found. Within the digital marketing segment, digital advertising, content creation & curation, and content strategy appear to be the most in-demand skills.
Those 3 areas of expertise topped the list of digital marketing hires last year, and look to do again this year. Among those hiring, almost half are searching for digital advertising expertise (46%), with many also looking for content creation & curation (38%) and content strategy (34%) skills.
Those results aren’t too surprising: organizations are keeping the focus on content this year, while research shows that mobile advertising in particular is a pain point in terms of advertisers’ capabilities. Read the rest at MarketingCharts.com.