YOUR DIGITAL MARKETING
CAREER GUIDE | 2016
Welcome So you’re interested in Digital Marketing? The world of digital marketing
Technological advances now
is fast-paced and constantly
allow us to more accurately
changing - but don’t worry,
measure and track how well
we’re here to guide you through
certain brands or products are
every step of the way.
doing online and make changes
The prominence of the traditional marketer is
accordingly - it’s the upper hand that digital has to offer.
diminishing as companies and
Digital marketing is a world
brands begin to look to the
in which analytics and
digital marketer for actionable
creativity meet and we can’t
insights into their consumers’
wait to introduce you.
behaviour and the integrated online marketing strategies which align with them.
WEBGROWTH | YOUR DIGITAL MARKETING CAREER GUIDE 2016
Digital marketing is a world in which analytics and creativity meet and we can’t wait to introduce you.
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Digital Marketing in South Africa In-demand skills Digital marketing has taken South Africa
This is the ideal climate for the digital
by storm following the exponential surge
marketing industry to thrive. More than
in internet and mobile phone usage rates.
ever before companies and brands,
THE END OF 2015 SAW JUST UNDER 25 MILLION INTERNET USERS IN SOUTH AFRICA - THAT’S ALMOST 47% OF OUR TOTAL POPULATION. What’s more, South Africans are now relying more and more on their mobile phones as their first screen to access the internet. In 2015, 61% of all web traffic in the country was accessed via mobile phones. This isn’t unique to South Africa though, the entire continent is experiencing a boom in both internet and mobile phone usage.
WEBGROWTH | YOUR DIGITAL MARKETING CAREER GUIDE 2016
both large and small, are marketing to and interacting with their consumers
On average South Africans are spending just over 5 hours a day accessing the internet from computers, and over 3 hours a day from mobile phones.
online. I’m sure you know by now that you can do very little online without being advertised to - and most of the time you aren’t even aware of it. While we’ve covered a lot of technological ground lately, we are still an emerging
5 HOURS A DAY
market economy and a couple steps behind the industry leaders in the US and the UK. This creates an even greater urgency for us to keep an eye on those ahead of us and the trends and developments of internet marketing strategies globally.
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Digital Marketing Statistics
11.8 MILLION
10.6 MILLION
ACTIVE
ACTIVE MOBILE
SOCIAL MEDIA
SOCIAL ACCOUNTS*
ACCOUNTS
2017
79.1 MILLION
CONNECTIONS
BILLION ON
MOBILE
SOUTH AFRICAN
CONSUMERS WILL BE SPENDING A TOTAL OF
R59.6
...A MASSIVE LEAP
FROM 2014’S
R19.8
BILLION*
INTERNET ACCESS..
SOURCES * WeAreSocial * Pricewaterhousecoopers WEBGROWTH | YOUR DIGITAL MARKETING CAREER GUIDE 2016
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A DAY IN THE LIFE OF
A DIGITAL
MARKETER
Agency Alex
Freelancing Frank
• Works in a creative workspace
• Freedom to work anywhere and anytime
• W orks within teams across multiple disciplines
• The ability to work on international clients
• Focuses on client strategies & campaigns • M ostly hides behind the safety of a laptop screen, but team interaction cannot be avoided - eek!
• I ndependent from any senior management • U sually found in the local coffee joint their natural habitat.
‘The nine to five’ What we find most exciting is that no day in the life of a digital marketer is the same. Whether you work for a corporate in a snazzy office or freelance from the comfort of your own home it’s going to look very different. Take these guys for example:
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We’ve put together an easy to use job-checklist and salary guide to help you navigate the seemingly overwhelming digital marketing scene. It’s not that scary, we promise...
WEBGROWTH | YOUR DIGITAL MARKETING CAREER GUIDE 2016
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WHO’S WHO #1
THE SEO STRATEGIST
THE CONTENT CREATOR
Does what: Develops and implements
Does what: Develops and coordinates
strategies to optimise websites for search
content production across all digital
engines in order to increase organic traffic.
platforms in order to drive traffic, create leads and encourage engagement.
Knows what: •
Google analytics
Knows what:
•
Keyword research
•
Content Marketing
•
On-page optimisation
•
SEO
•
Content strategy
•
Social Media
•
HTML/ coding
•
Copywriting
Uses what:
Uses what:
•
Google Analytics
•
Buzzsumo
•
WebCEO / Moz
•
Gather Content
•
Screaming Frog
•
Brandseye
•
Google’s Keyword Planner
•
Content Management Systems (Wordpress)
•
Buzzsumo / Ahrefs
EARNS WHAT
EARNS WHAT
•
0-2 years: R8 000 - R15 000
•
0-2 years: R8 000 - R15 000
•
2-5 years: R15 000 - R25 000
•
2-5 years: R15 000 - R25 000
•
5-9 years: R25 000 - R35 000+
•
5-9 years: R25 000 - R40 000+
WEBGROWTH | YOUR DIGITAL MARKETING CAREER GUIDE 2016
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WHO’S WHO #2
THE CAMPAIGN MANAGER
THE COMMUNITY MANAGER
Does what: Responsible for the overall development
Does what: Executes a company’s content strategy
and implementation of an integrated online paid
online while being ‘the voice’ of the company.
advertising campaign across all channels.
Listens and manages online communities, ensuring they are engaged and ultimately turning
KNOWS WHAT:
communities into satisfied and loyal customers.
•
Google AdWords
•
Facebook advertising
KNOWS WHAT:
•
Twitter advertising
•
Content creation
•
Integration of SEO, Content and Social Media
•
Content distribution
•
Reporting on business objectives
•
Social optimisation
•
Copywriting
USES WHAT: •
Adespresso
USES WHAT:
•
Facebook Power Editor
•
Hootsuite or similar
•
Google Adwords
•
Buzzsumo or Ahrefs
•
Wordstream (optional)
•
Brandseye
•
Twitter Ads
•
Socialbakers
EARNS WHAT:
EARNS WHAT:
•
0-2 years: R10 000 - R20 000
•
0-2 years: R12 000 - R18 000
•
2-5 years: R20 000 - R32 000
•
2-5 years: R18 000 - R30 000
•
5-9 years: R32 000 - R45 000+
•
5-9 years: R30 000 - R40 000+
WEBGROWTH | YOUR DIGITAL MARKETING CAREER GUIDE 2016
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WHO’S WHO #3
WEB ANALYST
THE DIGITAL MARKETING MANAGER
Does what: Keeps an eye on the quantitative metrics
Does what: Oversees the development and
which indicate how well a business/ marketing
implementation of the entire digital marketing
campaign is performing online. In doing so, pulls
strategy for a company - managing the
the valuable information from the raw data and
likes of SEO, PPC, Social Media, Website
translates it into possible future campaign decisions.
Design and Content developers.
KNOWS WHAT:
KNOWS WHAT:
•
PPC
•
PPC
•
SEO
•
SEO
•
Reporting & insight
•
Content Marketing
•
User behaviour
•
Social Media
•
Website architecture
•
Email Marketing
USES WHAT:
USES WHAT:
•
Google Analytics or similar
•
Brandseye
•
Paid advertising platforms
•
Google Adwords
•
(Google Adwords & Facebook)
•
Google Analytics
•
A/B split testing tools
•
Hubspot or equivalent marketing automation tool
•
Heatmapping
•
Trello or equivalent project management tool
•
Spreadsheets
EARNS WHAT:
EARNS WHAT:
•
0-2 years: R8 000 - R15 000
•
0-2 years: R8 000 - R18 000
•
2-5 years: R15 000 - R30 000
•
2-5 years: R18 000 - R35 000
•
5-9 years: R30 000 +
•
5-9 years: R35 000 +
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The Upper Hand What jobs are most in-demand? There is no denying that digital
We checked out all the digital
marketing skills are increasingly
marketing job listings on
in demand as companies
indeed.co.za and calculated
begin to digitalise in keeping
the number of listings per
up with international trends
job title (such as ‘content
and consumer needs. Some
manager’ or ‘SEO specialist’).
positions within the digital marketing scene are however
We then figured out which
more in-demand than others.
positions are currently most
Keeping this in mind will
and aligned these results with
ultimately equip you to make
the results of an Ad Talent
the the best career decisions
salary survey. Here are some
and place you on a trajectory
of our findings, but you can
that both elevates your skillsets
view the full report here.
in-demand in South Africa
and satisfies your pocket.
That’s right! The positions of Marketing Manager, Campaign Manager and SEO Specialist are most in-demand in South Africa today. MARKETING MANAGER WEBGROWTH | YOUR DIGITAL MARKETING CAREER GUIDE 2016
CAMPAIGN MANAGER
SEO STRATEGIST 10
Be the best
PPC
On-Page Best Practices
The T-Shaped Marketer Digital marketing is one of
This is also commonly referred
the few careers in which
to as a T-Shaped marketer. Think
your professional trajectory
of digital marketing as a “T”.
is completely in your own hands. As a digital marketer you can choose to specialise in certain skill-sets, have a broadbased approach, freelance from home or work for an agency. Up-skilling yourself
SEO
A general knowledge and understanding
Keyword Research & Competitive Analysis
Social
Content
A deep understanding and knowledge in one or a few of these fields
Design & Architecture
The horizontal line relates to Site Optimization & Best Practices
your broad-based knowledge across all the digital marketing disciplines whereas the tail of
Link-Building
the “T” (the vertical line) is the skillset that you specialise in.
SEO for Local Search
and taking your career in the direction of your choice is quite
Conducting SEO Site Audits
literally at your fingertips. These days there is an increasing
Critical Algorithm Updates
demand for what has been coined a ‘general specialist’ – having a broad knowledge of
SEO Tracking
the industry but a specialist skillset in one specific area.
SEO Tools
Companies will increasingly look for rounded individuals who can combine analytical rigor with the ability to apply this knowledge in a practical and creative context. THE GUARDIAN WEBGROWTH | YOUR DIGITAL MARKETING CAREER GUIDE 2016
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It’s all about you So what are your skills? Not everyone is a natural born
SEO would require both
marketing manager and most
analytical and creative skill-sets
certainly not everyone has the
with an inkling toward research
creative mind-set required of
and a proactive personality.
a content manager. Whether you are already in the industry or not, it’s vital to recognise your strongest skillset and pursue it – and it’s never too
Campaign Managers on the other hand require a more strategic mind-set while also needing broad-based creative
late to change direction.
and analytical skills. As with
Technical skills can be readily
leadership skills and the ability
learnt for each specialisation
to effectively work within a
within digital marketing,
team-based environment is key.
however each specialisation inherently requires specific soft skills from an individual – such as personality traits, interpersonal skills and thought processes. Before pursuing your ideal specialisation, consider if you have the necessary soft skills.
Every job under the digital marketing umbrella requires a unique combination of both analytical and creative skill-sets. As some would say, it’s the marriage of the left and right brains.
any management position,
Those in Social Media need to first and foremost be brilliant communicators, able to bring a persona to an online platform. A Content Manager needs to be able to easily think outside of the box in terms of new and cutting edge content strategies.
WEBGROWTH | YOUR DIGITAL MARKETING CAREER GUIDE 2016
For example: A Content Manager would be about 80% creative and 20% analytical.
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So what’s the next step? Whether you’ve just finished high school or graduated from university upping your digital marketing skillset could be the necessary step in positioning yourself for the career of your dreams.
Our Certificate in Advanced Digital Marketing could do just that: Find us on
www.webgrowth.co.za and kickstart your career in digital marketing today.