Editor’s note: This is an update of the blog post we ran last year, summarizing employment opportunities in marketing for the near term. Statistics and references have been updated.
We’re celebrating Labor Day by turning the lens on our own industry. Whether you’re a grizzled old veteran or a fresh-faced college student, we hope you enjoy this look in the mirror.
Most of us have read or heard that “Five Years From Now, CMOs Will Spend More on IT Than CIOs Do.” And in 2016, four years after that stat was initially published, we’re pretty dang close. That’s impressive; so, where is our industry heading? And what does that growth mean for marketing practitioners?
Marketing as a profession has changed just as much as the technology we now use to deliver our campaigns. Hopefuls looking to enter the marketing field have more avenues than ever to get started. Along with the traditional Mad Men skills of messaging, content creation, art, and writing, technical knowledge and data science are now commonplace (and highly valued) within every great marketing department. Marketers today are Swiss army knives, with a variety of skills and interests. From SEO specialists with a degree in advertising, to coding-savvy copywriters, where will new candidates fit in? How will these teams be built, now and in the future? Let’s dive in and get some answers.
What sort of education do you need to be considered for a marketing career? The U.S. Bureau of Labor Statistics (BLS) reports that many entry-level marketing jobs require a bachelor’s degree. Numerous graduates take this direct approach – going from school straight to a marketing job is what many grads want to do. BA holders tend to move deeper into the marketing department right off the bat, and are more likely to start in a field specific to their focus.
Even though the straightforward path is desirable, it is very common to earn a degree in an adjacent field like technical or creative writing, performance, video, or business management. These students may have missed Marketing 101, but it’s quite possible that, since marketing is needed in every industry, they gained some exposure to different facets of marketing along the way.
With or without a degree, many marketers today get their start in a sales-focused role. Salespeople often use tools created by marketing; they may find themselves gravitating towards creating those tools themselves, and fascinated by the process that converts customers behind the scenes. They also might look to get into product marketing, where all of their knowledge of the buyer can help guide outbound marketing and sales enablement.
We polled a subset of our customers about where they gained their previous experience. Here are the answers: