EXECUTIVE SUMMARY AND METHODOLOGY
40%
Proportion of respondents who say it’s at least likely they’ll job hunt in the coming year
59%
Proportion of respondents
who say their jobs offer good
work/life balance
79%
Proportion of marketers who increased their salary over the prior year
54%
Proportion of respondents in the first five years of their marketing careers
23%
Proportion of marketers who consider digital marketing a key job role
Introduction:
The emergence of the COVID-19 pandemic in early 2020 brought a great degree of uncertainty to
the industry. As the world adjusted to its new normal, so did marketers, in ways that continue
to reverberate.
Covid’s Long Echo
"
The emergence of the COVID-19 pandemic in early 2020 brought a great degree of uncertainty to the industry. As the world adjusted to its new normal, so did marketers, in ways that continue to reverberate. For example, the necessary move to virtual or hybrid models for engagement and business operations in 2020 has evolved into exploration of the metaverse as a means to reach customers in new ways. Big tech companies are still deciding just how much they really want to invest in these technologies – investor interest in the field has weakened. But the hype around the potential of the metaverse, combined with the lowering prices for related tech like VR headsets, means investor interest might change if consumer curiosity grows.
Online shopping became the safest (and sometimes only) option for many people in 2020, so it’s no surprise social media also continues to play a big role in the day-to-day for marketing professionals. Among our survey respondents, 7% identified social media marketing as their main role. These professionals have been on the front lines of industry shifts like the emergence of TikTok – which now reaches 53% of the US population – and changing ownership of X/Twitter. And with nearly a quarter of Americans reporting they bought something based on an influencer’s recommendation last year, it seems smart to assume influencer marketing will only grow in importance to the marketing industry over the next year.
This year, this trajectory of transformation is likely to continue. Companies and citizens are evolving their expectations for interaction with brands and institutions. Automation and artificial intelligence applications are increasingly popular with consumers and businesses both – and increasingly advanced, unlocking new business opportunities and customer expectations.
Marketing professionals consider the changes in the industry over the last three years to be more profound than those of the previous 50. The stories of some of those changes reflect wider shifts that have transformed not only the marketing sector, but society more broadly.
In partnership with:
Sub-Heading
How Marketing Professionals
See Their Industry Amid
Big Changes
State of Flux:
KEY FINDINGS AND TAKEAWAYS
HOME
Our respondents, located across the globe, cover the wide range of careers now found in the marketing sector. They work for a variety of companies, from those with less than 100 employees to others with more than 1,000. They have job titles like content marketing manager, social media coordinator, and marketing communications manager. And they represent industries including manufacturing, healthcare, IT, and software, among many others.
Online Survey
November 2023
164 Full-time
tech marketing professionals
Number surveyed:
Organization
headquarters location:
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Approach
Organization
headquarters
location:
Online Survey
Method of analysis:
November 2023
Timing of survey:
164 Full-time
tech marketing professionals
Number surveyed:
Executive Summary
and Methodology
The margin of error for the total respondent base (N=164) is +/- 8.0 percentage points. Survey respondents were recruited via email through both invitations sent to select AI Business and IoT Today audiences, and compensated verified responses from global marketing professionals. Informa Tech, the parent group of the Applied Intelligence Group, was responsible for all survey design, administration, data collection, and data analysis. These procedures were carried out in strict accordance with standard market research practices and existing privacy laws.
In November 2023, the Applied Intelligence Group – which includes AI Business, IoT World Today, and Enter Quantum – surveyed more than 150 full-time tech marketing professionals to gain insight on the working lives of marketers today.