We now use the internet to get information, connect with one another, and perform everyday tasks like banking. With more than half of the world’s population accessing the internet, it’s no surprise that demand for highly trained digital marketers is increasing.
However, not everyone in the world uses the internet equally. According to Internet World Stats, 94 percent of North Americans use the internet on a regular basis, but only 43% of Africans do.
This rate of internet usage can have a substantial impact on where digital marketers and marketing graduates are most needed around the world. Digital marketers must focus their efforts on the proper audience and the right service or product in a career that feeds on connections.
So, how do digital marketing efforts in the United States compare to those in other countries, and where are the best cities to look for marketing jobs?
Skills Gap in Digital Marketing
The demand for digital marketing, technology know-how, and social media management has become a need for businesses all over the world. Even high-profile firms want to invest in digital specialists to build and advance their marketing teams, which is fantastic news for ambitious digital marketers.
Skilled digital marketers are in high demand. However, many marketers are finding it difficult to keep up with emerging technology and expectations, especially since the Covid-19 pandemic caused several firms to market and sell online owing to global lockdowns. This means that businesses are having a tougher time recruiting employees with the particular talents they want, both hard and soft abilities.
Soft Skills Needed In Digital Marketing
Although the digital marketing skills gap is visible in countries all over the world, it is felt more acutely in specific sectors. According to Salesforce study, G20 countries might lose $11.5 trillion by 2028 if the widening digital skills gap is not addressed, harming:
Senior marketers also recognised the importance of soft skills in driving future transformation, growth, and the formation of an unified marketing team. Technology, creativity, and analytical thinking were the top three soft talents identified.
- Customer experience and satisfaction
- Delivery and innovation
- Product development
Hard Skills Needed In Digital Marketing
Customer experience, data, and analytics, followed by strategy and planning/brand management, are the major drivers of success for businesses, according to the report.
Despite the fact that many in-demand digital abilities fall into similar categories, the demand for a specific set of digital-based skills varies per country. Mobile marketing strategy, for example, is in great demand due to the growing use of mobile devices throughout Africa and South America.
Another sector that is increasing globally is social media, which is notably popular in Asia, particularly the Philippines, and several African countries. During the pandemic, people went online to interact and shop, which increased the use of social media platforms. As a result, digital marketers with experience in social media are extremely useful to businesses of all sizes.
Average Salaries for Digital Marketers Around the Globe
As you can see, there is a lot of demand for digital marketers all over the world, although average pay vary a lot between nations. In US dollars, a digital marketing specialist’s average salary* is:
- Ireland: $49,557
- Canada: $40,141
- Australia: $58,374
- India: $4,468
- United Kingdom: $43,384
- Philippines: $6,362
Countries Have The Highest Demand For Digital Marketing Skills
So, which countries have the biggest need for digital marketers worldwide, and why is demand higher in some locations than others? Following are the countries where digital marketing skills requires the most-
Digital skills, according to experts in the United Kingdom, are critical for economic recovery following the pandemic. Similarly to Ireland, half of UK employers say that school leavers and graduates lack the advanced digital skills needed to compete in the economy, and 76% believe that this lack of digital expertise will negatively affect their bottom line.
The demand for digital skills is increasing as a result of technological improvements and a commitment to a more digital Philippines, with a goal of contributing $8 billion to the economy through digitalization. Data scientist, application development analyst, back-end developer, full-stack engineer, and sales development rep are the top five skills in demand by Philippine organisations, according to LinkedIn study. Adaptable, resilient, and enterprising employees are also sought after by employers.
Many tech professionals in Ireland believe that schools are failing to provide students with digital skills, resulting in a large number of graduates with limited digital expertise. Due to a lack of training or upskilling, half of Irish adults lack fundamental digital abilities. The digital transformation and creativity of Irish enterprises are being hampered by a lack of talent.
According to a new analysis from RMIT University, 87 percent of employment in Australia now requires digital skills, and 156,000 more technology professionals are needed to keep up with digital transformation. One-third of Australian professionals believed their work had altered after the epidemic, and one-fourth stated they lacked the skills needed to execute their day-to-day tasks.
United Arab Emirates
In the Middle East, 30% of decision-makers said it was tough to fill technology positions, especially in data analytics, cloud, AI, mobile technologies, machine learning, and advanced security. As firms recognise they need a balance of people and technology, soft skills such as problem-solving and critical thinking will be in demand. Digital skills will be highly valued when the UAE’s population shrinks by up to 15% as a result of the epidemic.
The United States, as one of the world’s most digitally competitive countries, is at the forefront of digital innovation and transformation. To keep up with technological changes, American businesses must hire marketers with digital abilities, both generalist and specialised.
According to Amazon Web Services research, the number of people in India who require digital skills will have to expand ninefold by 2025 in order to keep up with technological improvements and demand. Because digitally trained individuals make up only 12% of India’s workforce, it’s critical to upskill if you want to work in marketing.
According to a KPMG report, businesses in Canada are having difficulty finding individuals with digital skills. As a result of Covid, this has become increasingly challenging due to the rapid advancement of technology and automation. “While the pandemic accelerated many firms’ digital initiatives, competition for digitally trained individuals has made implementing these strategies more difficult,” said Armughan Ahmad, President and Managing Partner of Digital at KPMG Canada.