Marketing Specialist Projected Growth In The United States
Research Summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
Salaries have increased 5% for marketing specialists in the last 5 years
Projected job growth for marketing specialists is 20% from 2018-2028
There are over 379,130 marketing specialists currently employed in the United States
There are 87,145 active marketing specialist job openings in the US based on job postings
The average salary for a marketing specialist is $54,942
Are Marketing Specialist Jobs In Demand?
Yes, marketing specialist jobs are in demand. The job market for analysts is projected to grow 20% from 2018 to 2028.
Marketing Specialist Job and Salary Trends Over Time
Marketing Specialist Jobs Over Time
Marketing Specialist Job Growth Over Time
| Year | # Of Jobs | % Of Population |
|---|---|---|
| 2012 | 222,340 | 0.07% |
| 2013 | 241,508 | 0.08% |
| 2014 | 261,989 | 0.08% |
| 2015 | 282,375 | 0.09% |
| 2016 | 310,431 | 0.09% |
Average Marketing Specialist Salary Over Time
Marketing Specialist Salary By Year
| Year | Avg. Salary | Hourly Rate | % Change |
|---|---|---|---|
| 2008 | $43,141 | $20.74 | - |
| 2009 | $44,750 | $21.51 | +3.7% |
| 2010 | $46,575 | $22.39 | +4.1% |
| 2011 | $48,350 | $23.25 | +3.8% |
| 2012 | $49,101 | $23.61 | +1.6% |
Number Of Marketing Specialists By State
Mouse over a state to see the number of active marketing specialist jobs in each state. The darker areas on the map show where marketing specialists earn the highest salaries across all 50 states.
Most Common States For Marketing Specialists
| Rank | State | Population | # of Jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 213 | 31% |
| 2 | Delaware | 961,939 | 201 | 21% |
| 3 | Vermont | 623,657 | 132 | 21% |
| 4 | New Hampshire | 1,342,795 | 255 | 19% |
| 5 | Rhode Island | 1,059,639 | 185 | 17% |
| 6 | Wyoming | 579,315 | 96 | 17% |
| 7 | Minnesota | 5,576,606 | 904 | 16% |
| 8 | North Dakota | 755,393 | 122 | 16% |
| 9 | Massachusetts | 6,859,819 | 1024 | 15% |
| 10 | South Dakota | 869,666 | 133 | 15% |
| 11 | Utah | 3,101,833 | 428 | 14% |
| 12 | Nebraska | 1,920,076 | 267 | 14% |
| 13 | Virginia | 8,470,020 | 1110 | 13% |
| 14 | Colorado | 5,607,154 | 745 | 13% |
| 15 | Connecticut | 3,588,184 | 478 | 13% |
| 16 | Maine | 1,335,907 | 177 | 13% |
| 17 | Montana | 1,050,493 | 136 | 13% |
| 18 | Alaska | 739,795 | 94 | 13% |
| 19 | Oregon | 4,142,776 | 491 | 12% |
| 20 | Idaho | 1,716,943 | 208 | 12% |
Most Common Cities For Marketing Specialists In The US
| Rank | City | # of Jobs | Employment/ 1000ppl | Avg. Salary |
|---|---|---|---|---|
| 1 | Bangor | 4 | 13% | $62,445 |
| 2 | Hartford | 5 | 4% | $59,009 |
| 3 | Atlanta | 11 | 2% | $44,503 |
| 4 | Boston | 11 | 2% | $57,586 |
| 5 | Baton Rouge | 5 | 2% | $39,558 |
| 6 | Des Moines | 4 | 2% | $51,027 |
| 7 | Little Rock | 4 | 2% | $57,535 |
| 8 | Phoenix | 9 | 1% | $45,738 |
| 9 | San Diego | 8 | 1% | $53,876 |
| 10 | Washington | 8 | 1% | $63,821 |
| 11 | Sacramento | 7 | 1% | $65,964 |
| 12 | Denver | 4 | 1% | $56,264 |
| 13 | Miami | 4 | 1% | $39,276 |
| 14 | Tampa | 4 | 1% | $39,725 |
| 15 | Chicago | 11 | 0% | $56,712 |
| 16 | Los Angeles | 10 | 0% | $55,155 |
| 17 | Houston | 7 | 0% | $48,969 |
| 18 | San Jose | 5 | 0% | $63,675 |
| 19 | Indianapolis | 4 | 0% | $49,972 |
Experts Weigh In On Marketing Specialist Job Outlook
We spoke to professors and experts from several universities and companies to get their opinions on where the job market for recent graduates is heading, as well as how young graduates entering the industry can be adequately prepared. Here are their thoughts.
Our Panel of Experts
Southeast Missouri State University
Southern Connecticut State University
Millikin University
Tarleton State University
Adelphi University
University of Toledo
Samford University Brock School of Business
Elmhurst University
University of Oregon
University of Southern California
Union University
Hiniker
Lake Charles Memorial Health System
Acadian Companies
Arkansas State University
Nelson Rusche College of Business
Tarleton State University
Gardner-Webb University
Kent State University
Carthage College
What skills stand out on Marketing Specialist resumes?
Scott Thorne Ph.D.: In general, most employers in the marketing field today are looking for the following: Leadership, working with others, internships, working with the internet and social media platforms, statistical analysis.
What soft skills should all Marketing Specialists possess?
Scott Thorne Ph.D.: Team building, leadership, co-operation, salesmanship. I always tell my students to show any leadership positions they had while in school on their resumes as businesses value people who can both take the initiative and work well with others.
What hard/technical skills are most important for Marketing Specialists?
Scott Thorne Ph.D.: In today's market, skills in statistical analysis and market research, as well as working with social media platforms, are desirable. Skill with Office, Publisher, and Python are also highly desirable.
What skills will help Marketing Specialists earn the most?
Scott Thorne Ph.D.: In today's market, a strong grounding in social media as well as the soft skills of leadership, teamwork, and taking the initiative. Also, I always point out to students that, in marketing, there are more millionaires in the field of selling than any other, so skill in both B2B and B2C sales is vital.
Charles Gamble
Adjunct ProfessorSouthern Connecticut State University
Marketing Department
What skills stand out on Marketing Specialist resumes?
Charles Gamble: The core value of any marketing effort is measured by its ability to promote or sell the business's products/services. To that end, some of the most valued marketing skills are those that can drive revenue. A few skills that stand out are:
-Project/Campaign Management - Most of the work that a marketer does is project-based. Having strong project/campaign management skills can help you increase the velocity at which projects are completed. With all of the various projects that a marketing team takes on, this is critical for your time management and the rest of the marketing team.
-Paid Search/SEO - You can't win business if your prospective customers don't know you exist. The most common way to gain market exposure is online and online engagement is often broken down into primary categories:
-Paid - Google Ad Words, display advertising, retargeting, etc.
-Organic - Driven by SEO and other tactics.
-Marketing Automation - A marketing automation platform (or MAP) helps you coordinate, manage, execute and measure all of your marketing campaigns.
-Data Analysis and Reporting - What's measured can be improved. A strong foundation in analyzing and reporting trends/performance can be a force multiplier for a marketing department.
What soft skills should all Marketing Specialists possess?
Charles Gamble: Be a good communicator (internally and externally). Marketing is all about effective communication. Most of the roles in marketing are basically managing the various channels through which the communications are disseminated (Events, PR, Paid Search, Web, Social Media, etc.). If you can communicate effectively, you will be a strong asset to the team, and your skills will be easily transferable to multiple roles within the marketing organization. This will provide you security in your current role and a path for career advancement. Three things help to make you a more effective marketing communicator:
-Empathy - Have deep empathy for your prospective customer and the challenges that they are facing. Understand their industry, language, motivation, what their day is like, why they do what they do, who their customers are, etc.
-Product Knowledge - Have a deep understanding of the product or service that you are marketing. Understanding how the functionality of a product or a solution can solve a prospective customers pain point
-Macro Mindset - Think about how content layers together to create a hierarchy or matrix. Understanding how a content theme can be expanded or contracted can help you see the "big picture" and offer more granular detail on a particular topic.
What hard/technical skills are most important for Marketing Specialists?
Charles Gamble: -Data Analysis
-Google Adwords
-SalesForce.com
-Photoshop
-HTML
-Hubspot, Pardot, Eloqua (or similar MAP)
-WordPress (or similar web platform)
What skills will help Marketing Specialists earn the most?
Charles Gamble: -Lead Generation - Customers are the lifeblood of the business. Having the ability to generate leads will make you a valuable team member.
-Writing - Positioning, value proposition, messaging, and effective written communication are foundational to promoting or selling a product or service
-Data Analysis - Almost everything in marketing can be measured now. Data analytics can help to measure, improve and report on the performance of all marketing activities.
-Scalability - Always look to make a greater impact and operate on a larger scale.
-Leadership - As a marketer, you have the opportunity to work with almost every department in the business. Look how you can empower your team, as well as other departments, to be successful.
Dr. Carrie Trimble
Associate Professor of MarketingMillikin University
Tabor School of Business
What skills stand out on Marketing Specialist resumes?
Dr. Carrie Trimble: Marketing applicants must demonstrate that they understand the nature of an employer's business and how marketing can help the employer achieve its objectives.
That means key skills include:
-customer problem-solving--how can the business help?
-communication--can I share relatable and actionable information with clients?
-and data analytics skills--can I measure the impact of the marketing efforts & use that insight to inform our future efforts?
Nothing about the pandemic has changed that, but now you must add the ability to work independently and remotely as well.
What soft skills should all Marketing Specialists possess?
Dr. Carrie Trimble: Communication skills and problem-solving top this list. When less is done face-to-face, businesses and their customers have new problems at hand and fewer communication methods at their disposal. Customers have also been dealing with a high level of stress for over a year now, so applicants who can empathetically, reliably, and efficiently communicate via e-mail and phone will rise to the top.
What hard/technical skills are most important for Marketing Specialists?
Dr. Carrie Trimble: Data analysis requires some basic math skills to calculate ratios or percentages and then understand what those metrics, like click-through rates, tell you. Because of remote work, the technical skills of setting up video conferencing and trouble-shooting your own WiFi network have increased importance.
What skills will help Marketing Specialists earn the most?
Dr. Carrie Trimble: Pandemic or no, marketing applicants who can show that they've improved an employer's bottom line--often in sales-related positions-- will always be the quickest hired and paid the best because it's easier for employers to see those candidates as revenue-generating.
Dr. Robert Pellegrino
Department HeadTarleton State University
Department of Marketing and Computer Information Systems
What technology do you think will become more important and prevalent for Marketing Specialists in the next 3-5 years?
Dr. Robert Pellegrino: Technology related to communication, cybersecurity, scheduling, visualizing, decision making, and big data marketing analytics will become more important and prevalent in the field in the next 3-5 years.
What are the biggest trends we'll see in the Marketing Specialist job market given the pandemic?
Dr. Robert Pellegrino: Employees/employers will be dealing with a recession. Artificial Intelligence will be more desirable. Online companies will outsource the HR function. The online job search will be a necessity. Online job search companies (Salesforce.com) will be more popular. Flexible work/job schedules will be required. Both employees and employers will become more comfortable with remote work.
Will there be an increase or decrease in demand for Marketing Specialists in the next 5 years?
Dr. Robert Pellegrino: About CIS professions, we are looking at an 11 percent growth from 2019 to 2029, according to the Bureau of Labor Statistics. Particularly in the areas of Computer Network Architects, Computer Programmers, and Information Security Analysts. According to the Bureau of Labor Statistics, marketing jobs are projected to grow 6 percent from 2019 to 2029. Marketing managers, advertising and promotion managers, and sales managers top the list of the fastest-growing job areas in marketing.
What technology do you think will become more important and prevalent for Marketing Specialists in the next 3-5 years?
Zachary Johnson Ph.D.: No one can know all of the tools, so it is essential to understand how tools link to the root knowledge and objectives. Excellent analysis with insufficient data or poor interpretation is simply a flawed analysis. So much as tools don't make a carpenter, remember that the knowledge within your degree guides each device's use.
With that said, marketing has become more data-centric; this is simply the story resulting from the tidal wave of data that has flooded businesses and even our lives. Employers I speak to focus on hundreds of different technology platforms, some of which are company-specific. In my teaching, my focus has been to emphasize dominant platforms like anything on Google or Facebook for SEO and what could be referred to as a bridge platform. For instance, Excel is not just a powerful tool that is commonly used within marketing companies; the development of Excel skills can act as a bridge to facilitate the understanding of other devices. For instance, understanding analytics, general data analysis, and visualization within Excel can enable one to understand other tools like Tableau (visualization), Qualtrics or Survey Gizmo (data collection), data analysis platforms (SPSS, DataRobot), CRM tools (i.e., tools within SalesForce), or tools that infuse AI into their platforms.
Always remember that the tool is essential, but so are soft skills related to effective communication. Eventually, you will have to present your work -- all of those class PowerPoint presentations were required for a reason.
What general advice would you give to a Marketing Specialist?
Zachary Johnson Ph.D.: Aspects of marketing are changing, sometimes so quickly that it seems like the world transformed overnight. This can be overwhelming, particularly if we lose sight of what has remained the same. Marketing is about value. And the orientation toward value that defines the discipline of marketing remains the same when technologies disrupt industries or consumption patterns. The communication goals are similarly agnostic to communication channels, whether they are newspaper, television, Facebook, TikTok, or, more commonly, a planned media integration. The tools will always change, but the goals will remain constant.
How would you rate the starting salaries for Marketing Specialists, as well as the prospects for salary advancement?
Zachary Johnson Ph.D.: COVID has disrupted everything, at least for the time being. And the salaries that I'm seeing from employers range widely -- anywhere from the low $40s to tropical $100s. Overall, estimates suggest that marketing jobs are expected to increase somewhere between 5-10% within the next ten years. Still, the next few years are likely to be unpredictable until the pandemic subsides. One of the best places to compare mid-level salaries -- which should be the medium to the long-term goal -- is O*Net, a website developed by the U.S. government. Each page provides the Department of Labor's analysis of a job category based on wages, skills, and other areas to help a graduate assess potential career paths.
Anne Balazs Ph.D.
Dean of College of BusinessUniversity of Toledo
College of Business and Innovation
What type of skills will young Marketing Specialists need?
Anne Balazs Ph.D.: As always, new graduates will need to remain in "learning mode" and be adaptable to the workplace. Their business school education prepares them with a skill set and a mindset for problem-solving that they will use throughout their career. So the ability to pick up new software and technology (like we all have recently with online platforms) is one necessary skill. The ability to communicate interpersonally and effectively remains a valuable skill. Further, the ability to communicate complex arguments and/or quantitative data takes time and practice to develop. An especially valuable skill is being able to recognize opportunities in the market i.e., what's next. It's a combination of art and science, using your analytical skills to see what's not there and how to address a future need creatively.
How do you envision technology impacting Marketing Specialists in the next 5 years?
Anne Balazs Ph.D.: Automation and robotics will continue to advance manufacturing, medicine, and transportation. More jobs will require knowledge and a comfort level with technology to develop new products and services as well as function in the business environment. Technological savvy is required in the field of supply chain management and data analytics as well as in career paths that were traditionally softer, such as design, human resources, and sales. Technology is incorporated into the business school curriculum as a means of achieving positive results. It supports problem-solving, communication, decision making, and implementation. Technology will have a major impact on how we live and work in the next five years.
Are there any particularly good places in the United States for Marketing Specialists to find work opportunities?
Anne Balazs Ph.D.: Many parts of the country have suffered from "brain drain" over the years, as their college graduates leave for the coasts or high-tech centers, such as the Research Triangle, Silicon Valley, and Austin, TX. The fact is, there are pockets of growth taking place in a number of places that will attract new talent. As we become more agile and virtual, employers are more flexible about working remotely. Thus, the new normal will be the opportunity to work from wherever you want to be. This is a terrific advancement that we might not have achieved if we hadn't been forced to quarantine.
What type of skills will young Marketing Specialists need?
Barbara Cartledge: Strong interpersonal communications in the midst of virtual and atypical platforms of connections. A confident self-awareness of one's strengths and weaknesses are prominent as the Gen Z generation interacts with multi-generations in the workplace (i.e., Baby Boomers, Gen X, and Millennials). Finally, a critical skill for any business major is the ability to participate as an effective team member within the landscape of diverse organizations' goals and missions.
How do you envision technology impacting Marketing Specialists in the next 5 years?
Barbara Cartledge: Technology continues to evolve and provide opportunities for our graduates to grow and contribute. As 2020 has demonstrated, the ability to "complete work" virtually has displaced the need for brick and mortar office space so that work can be completed in almost any global environment. The business major's ability to adapt to the changing workspace and company's expectations will depend on the available technology.
Are there any particularly good places in the United States for Marketing Specialists to find work opportunities?
Barbara Cartledge: From the perspective of our institution, located in the heart of Birmingham, Alabama, the southeastern United States affords positive work opportunities for our graduates within the states of Alabama, Georgia, Florida, North Carolina, Tennessee, as well as Texas.
Dr. Ruiying Ding Ph.D.
ProfessorElmhurst University
Department of Communication Sciences & Disorders
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Dr. Ruiying Ding Ph.D.: Our second-year graduate students have had offers rescinded in May because of Covid-19, but eventually, everyone who is looking for a job will have a job. Speech-language pathology graduates have strong job prospects despite the impact of COVID.
How do you envision technology impacting Marketing Specialists in the next 5 years?
Dr. Ruiying Ding Ph.D.: We have used teletherapy and telesupervision almost exclusively this spring and to a large extent this fall. I think teletherapy is here to stay even after the pandemic, and our students have been trained in the clinic to offer teletherapy. This is an excellent job skill for them to have in their future jobs.
Are there any particularly good places in the United States for Marketing Specialists to find work opportunities?
Dr. Ruiying Ding Ph.D.: Generally speaking, speech-language pathology graduate students don't have difficulty finding jobs across the US. If they want to work in an acute hospital, sometimes they have to be more flexible to move to an opening outside of Illinois.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
T. Bettina Cornwell: I think everyone, and especially those launching their careers during this pandemic, will be impacted. Importantly, these and other extreme events may well be a part of our future. New graduates will have experience with crisis planning, and this will support their future resilience.
How do you envision technology impacting Marketing Specialists in the next 5 years?
T. Bettina Cornwell: While everyone "kinda sorta" had an online presence, our experiences have elevated the importance of a meaningful online face. Technology providers, already advancing at a breakneck pace with AR, VR, IoT, AI, and streaming solutions, will up their game. Some people, brands, and companies in marketing were literally left in the dark, and most have learned from their experience. Thus, we can expect both supply-side and demand-side interest and investment in technology.
Are there any particularly good places in the United States for Marketing Specialists to find work opportunities?
T. Bettina Cornwell: This pandemic has taught us that place will be less important in many careers. We have proven we can work from anywhere. The future place decision is likely near, but not in, big expensive cities.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Gerard Tellis: Because so much has moved to the web, have a good video presence in Zoom will be critical to getting a job - enthusiastic, gracious, and professional.
How do you envision technology impacting Marketing Specialists in the next 5 years?
Gerard Tellis: Because budget and employment have been cut, the ability to be efficient and accomplish more in less time will become highly valuable.
Are there any particularly good places in the United States for Marketing Specialists to find work opportunities?
Gerard Tellis: In addition, because most high tech (new industry jobs have remained steady or increased and because these have abundant data, skills in big data collection and analysis will be important.
What technology do you think will become more important and prevalent for Marketing Specialists in the next 3-5 years?
Jason Garrett Ph.D.: We will see considerable innovations in technology tools that help consolidate and utilize the data and information we now have at hand. This includes integrating data from legacy enterprise systems, business intelligence software, secondary data sources from governmental and non-governmental organizations, and rapidly growing data from the web/digital tools. Learn the basics of a few tools. R, Python, Tableau, PowerBI, Oracle, Mircosoft Dynamics, SAP, and Salesforce seem to be the leaders. The devices will change, moreso than tools, we focus on our students learning to make excellent theory-based decisions with the information produced from whatever tool tomorrow might bring
What general advice would you give to a Marketing Specialist?
Jason Garrett Ph.D.: Be a leader in the ethical use of data to improve society. Economics is the theory set of most business disciplines. In it, you have found one of the most versatile degrees in business. I encourage economics students to use their broad knowledge and analytics skills to solve the data related problems of our age. Most organizations have far more data than they ever have. Few realize even a fraction of the benefit or the ethical considerations of properly using that data to improve society.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Jason Garrett Ph.D.: Despite some negative research regarding this generation, I find the students I hang out with, at my university, to be resilient and amazing at incorporating a lot more information from many sources. They need a little guidance, but don't we all. That is where a substantial degree and good mentors become career enhancers. At the same time, the challenge of coronavirus and possible long-term changes in society are significant. I think this generation will prove to be up to the problem.
What technology do you think will become more important and prevalent for Marketing Specialists in the next 3-5 years?
Ella Andreasen: Virtual Reality seems to be growing. I believe social media marketing will continue to grow and shape in different forms. I feel we'll be able to learn more and more targeted information about people to make particular ads. People don't want to feel like they are being "sold to" so tools that help the product seems more personable would be popular.
What general advice would you give to a Marketing Specialist?
Ella Andreasen: Marketing is a dream job for me, and I'm thrilled with my decision. I recommend tailoring your classes to what you view you may need, not just taking standard, required courses. For example, I was not required to take Graphic Design, but I thought it would help me be more well-rounded, and it has helped me quite a bit. I'd also recommend trying out different internships, with companies of various sizes, to gauge if you enjoy being a big part of a little company or a small part of a big company.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Ella Andreasen: In the field of marketing, there will be some impacts. If you were marketing events, trade shows, trying to sell advertisements, when people don't want to spend money, etc. the job has been dramatically affected. It may take people a while to feel stable enough to want to spend the money they were paying before.
What technology do you think will become more important and prevalent for Marketing Specialists in the next 3-5 years?
Matt Felder: The following publication gives excellent information about nursing over the next ten years: Robert Wood Johnson Foundation partnered with the Institute of Medicine to produce The Future of Nursing: Leading Change, Advancing Health.
I think that we will see more artificial intelligence used in the next 3-5 years as we face a nursing shortage.
What general advice would you give to a Marketing Specialist?
Matt Felder: The new grad needs to keep an open mind to continue learning nursing theory related to patient-centered care and interpersonal relationships with patients and coworkers. Hildegard Peplau and Jean Watson's nursing theories are excellent to be familiar with.
Remember, the first year of nursing is going to be challenging. It is a progression of learning to use nursing school knowledge and transitioning into the role of Registered Nurse. You will continue to learn every day. Be sure to surround yourself with a work family that will assist you in professional growth.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Matt Felder: The novel coronavirus's impact will not be as adverse on new graduate nurses as it has been on nurses with years of experience. Taking care of patients with COVID-19 will be part of what the new grad learns about infection control and isolation as they transition into practice. It will not be a change in practice to the new grad as it is for the experienced nurse.
Nurses who started their careers during the pandemic are going to have stories to share for a lifetime. Their stories will be ones that will inspire others about the cohesiveness and endurance of Nurses.
What technology do you think will become more important and prevalent for Marketing Specialists in the next 3-5 years?
Randall Manner: Video conferencing and telecommunications have taken on a much more significant role with social distancing. I'd encourage employees to focus on the etiquette of using technology, such as proper lighting and backgrounds for video conferencing, professional writing verses abbreviations, and professional social media profiles, etc.
What general advice would you give to a Marketing Specialist?
Randall Manner: Take every opportunity to better yourself as you enter your career. Don't depend on your employer to educate you. Take the initiative to read books, attend webinars, and study both personal and professional development. As an employer, I find that employees who show the effort to improve themselves quickly become the most valuable.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Randall Manner: In our profession, the enduring impact (hopefully) will be a greater appreciation for EMS professionals and healthcare workers.
What technology do you think will become more important and prevalent for Marketing Specialists in the next 3-5 years?
Dr. Gail Hudson Ph.D.: As I mentioned above, technology and social media will continue to be necessary. As marketers, students will need to be able to use the technology and have the analytics to support their decisions. This may require working outside the structure of software as well. Google Analytics, Social Media Management, Excel, and Coding are all essential skills.
What general advice would you give to a Marketing Specialist?
Dr. Gail Hudson Ph.D.: As the world has shown us most recently, we need to be flexible as the marketplace can change, without warning.
The need to differentiate yourself from others will always be necessary, so keep learning while you are in school and beyond.
I believe that technology and social media skills will continue to be necessary. Seek and achieve as many certifications as possible to hone these skills and differentiate yourself in the market.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Dr. Gail Hudson Ph.D.: In some ways, yes, I believe that there are industries that will change the way they provide their services as we are more sensitive to dramatic economic shifts. I am seeing students shifting their focus to more stable sectors. The airline/travel industry and hospitality may find it more challenging to recruit for this reason. OR it will all go away, and a year from now, we will forget about it. The patriotism of 9/11/01 has all but disappeared.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Marlene Kahla Ph.D.: Yes, there will be an enduring impact of the coronavirus pandemic on graduates in ways such as:
a. They will learn to effectively use several types of platforms such as, Microsoft Teams, YouTube and Zoom, in addition to Twitter, Flickr, Periscope and blogs for business purposes. They will learn that, for business purposes, they will need to develop plans, rather than spontaneously use any of the platforms, as they would for personal activities;
b. They will learn to effectively live stream an event, and place it on social media such as Facebook Live;
c. They will become keenly aware of the hiring company's standards regarding its employees, customers, and how employees interact with the customers in a corona virus world, i.e., in a business-to-business scenario, employees of a manufacturer may be required to have written permission from a customer to tour the customer's plant or facilities. Whereas, prior to corona virus pandemic, verbal permission was the acceptable method.
For example, a large feed company may require that their sales reps receive written permission from a customer's (feed store), customer (cattle raiser), prior to touring the cattle raiser's operation;
d. In a day-to-day work setting during and following coronavirus pandemic, employees will be more keenly aware of the company's directives regarding reporting both business and personal travel.
For example, some companies may require that employees not travel by air, or report where the employee plans to travel including family trips;
e. They will learn to become more creative as they encounter challenges with technology, i.e., a downed tree in a storm cuts a fiber optic cable needed for conferencing, and they need to be able to participate in a specific virtual conference to ensure that supply chain effectively gets products to where they are required;
f. More than ever, they will learn that their time is not everyone's time. For example, a human resource director for a major drilling company is driving into the office in Houston, Texas at 7 AM central time as she is teleconferencing, hands-free of course, with the CEO of that company, in Dubai, as he is leaving his office in Dubai for the day. Before coronavirus pandemic, the CEO would make an occasional visit to the Houston office;
g. After the coronavirus pandemic, some level of normalcy will return to the job market, and companies will question so many air travel hours when conferences can be held virtually. Hotel stays and mileage will not take so much of the company budget. Many office locations may be closed, while a few key places remain open with fewer people. More students may pursue learning a trade. The post-pandemic world requires people, products, and services, yet they will transcend technology more than prior pandemic times. (see https://www.forbes.com/sites/jackkelly/2020/04/09/the-aftermath-of-covid-19-will-cause-alarming-changes-to-our-careers-and-lives/#2a43ed594e52);
h. Although over 40 million Americans have filed for unemployment, new jobs emerge, i.e., contact tracers, temperature takers, health monitors, and workplace redesigners. (see https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/new-types-jobs-emerge-from-covid-19.aspx)
i. Technology enables the job market to become more fluid as people and companies address new challenges each day. Change is the new normal. Graduates that embrace change will do well. More training will be via videos and modules than prior pandemic times.
How do you envision technology impacting Marketing Specialists in the next 5 years?
Marlene Kahla Ph.D.: Technology will enable the development of flexible, resilient business models.
More online shopping, contactless payment, robot deliveries, and self-driving vehicles reflect technology trends as the pandemic wanes. More people will be working from home, more often, and education, at all levels, will incorporate increased use of technology into their business models.
Technology enables economic indicators that once reflected growth in an industrial revolution to transform as indicators of a technological revolution. Through technology and grids that support access to technology, job descriptions changed in a matter of weeks during the initial months of coronavirus in the United States.
CEO's discovered that their employees became as productive from home offices as they had been in actual offices in buildings in urban settings. And, instead of driving in traffic for nearly two hours each morning and evening, employees used that time to become more productive on their laptops and video conferencing.
The ripple effect of more technology and productivity is that the utility bills and associated overhead in the large offices became significantly lower than when everyone was physically coming into the office.
Technology will enable people to become healthier, too. Less driving, less stress, more walking and running will help build a healthy workforce.
Are there any particularly good places in the United States for Marketing Specialists to find work opportunities?
Marlene Kahla Ph.D.: Companies throughout the United States need good marketers.
Through acceptance of video conferencing to conduct business, many graduates will work at least 50% of their jobs from home. As the pandemic levels off, some companies continue to have their salespeople meet with clients on a person-to-person basis at least 50% of the time.
After quarantine, people started looking to move away from large cities into smaller neighborhoods, simpler lives, and work from home. The trend is to move away from states with high tax rates.
Southeastern United States, coastal states, and central may see a surge in employment availability.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Dr. Joseph Schuessler: Almost certainly! We've seen a fundamental shift in the way education is delivered. While online education has been becoming more mainstream, the pandemic has forced not only students but also instructors and even entire institutions to shift. Those that will be successful will be those who adapt and overcome, finding ways to migrate the very best from face to face instruction to the online environment. This has a direct impact on graduates as they learn to engage and interact online in new ways. Gone are the days of the "online correspondence course." Students now routinely sit in smaller classes, face-to-face, online synchronously, and online asynchronously, and interact with one another, much like what they might do with colleagues spread throughout the world as they work on projects. While indeed a challenge, the pandemic has opened up students' opportunity to engage and stretch the skillsets in ways they never have before.
How do you envision technology impacting Marketing Specialists in the next 5 years?
Dr. Joseph Schuessler: Technologies, such as Big Data and Artificial Intelligence (AI), will continue to put pressure on this field to adapt and innovate. Gone are the days of managers having to make decisions with missing and incomplete data. Now, the problem they face is information overload and the need to sift through mountains of noise to identify pertinent information. Big Data and AI will help do that, while at the same time, put more power in the hands of consumers to make informed financial decisions for themselves. Business economics majors will find themselves challenged as the market adjusts to these and other technologies, causing shifts in who many traditional financial players are. However, this represents an opportunity for those with a strong business economics background, combined with strong technical and analytical skills, as they will be best suited to adapt and capitalize on those opportunities.
Are there any particularly good places in the United States for Marketing Specialists to find work opportunities?
Dr. Joseph Schuessler: Certainly! Much like finance, many suitable positions for finance majors are also ideal for business economics majors. In our region, the Federal Reserve Bank of Dallas routinely recruits our majors. Traditional positions in the financial sector, such as investment and market analysts, stockbrokers, bank managers, etc. are all attracted to motivated business economics majors.
Shonna Snyder Ph.D., CHES
Associate ProfessorGardner-Webb University
Health, Sport, and Physical Education Department
What technology do you think will become more important and prevalent for Marketing Specialists in the next 3-5 years?
Shonna Snyder Ph.D., CHES: The next 3-5 years will require familiarity with telehealth and virtual health education. Those in the health field must become aware of and practice technology that connects them to their patients, clients, and students virtually.
What general advice would you give to a Marketing Specialist?
Shonna Snyder Ph.D., CHES: My general advice would be to stay up-to-date on the quickly-moving content, and skills needed in the health field. There are many resources out there that will help keep you knowledgeable, use them all.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Shonna Snyder Ph.D., CHES: I believe, it is going to be harder for confident graduates to find jobs for a while, but for those in the healthcare setting, it will be easier to find employment immediately upon graduating.
What technology do you think will become more important and prevalent for Marketing Specialists in the next 3-5 years?
Ellen Daniels: We will become more dependent upon the many virtual platforms that have appeared during the pandemic. Students, and professionals, should be versatile in several platforms, just like we used to require familiarity with different software programs.
What general advice would you give to a Marketing Specialist?
Ellen Daniels: Be flexible. Companies are seeking marketing grads who can fit into many roles, particularly customer service and sales. You may not get a marketing communication job right out of college, but you may certainly be qualified for an entry-level sales job that leads to an internal marketing position.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Ellen Daniels: In my opinion, students are missing out on valuable face-to-face time with professors, other students, and potential employers. It is difficult to make connections and to communicate using the various platforms out there. Nearly 90% of communication is nonverbal, and the computer is no substitute for true human communication. Yes, I feel strongly that they are being short-changed during an important time of their education, but there is really nothing we can do to mitigate that while staying safe.
Joseph Shields
Assistant Professor of Management and MarketingCarthage College
Management and marketing
What technology do you think will become more important and prevalent for Marketing Specialists in the next 3-5 years?
Joseph Shields: Anything internet related. The technology and tools are changing rapidly, so continuous learning will be essential for those who want to be successful in marketing. However, one thing that will not change is the data behind the tools and technology, which means those who have useful data analytical skills will be in high demand, regardless of the technology.
What general advice would you give to a Marketing Specialist?
Joseph Shields: Consider taking an entry-level sales role. Many marketing majors never consider an entry-level position in sales (especially Business-to-Business Sales), and this can be a big missed opportunity for several reasons. First, many companies require sales experience for their marketing positions, especially for mid/senior management positions. Second, sales experience will make you a better marketer, since you have intimate knowledge of the customer. Finally, who knows, you might love sales, and you will have the potential to make considerably more money than a career in marketing. Through the years, I have had dozens of my students take an entry-level sales position to leverage their experience to get a traditional marketing job, only to discover they loved sales and never pursued a career in marketing.
Will there be an enduring impact of the coronavirus pandemic on Marketing Specialists?
Joseph Shields: Doubtful. Our culture/economy have short memories, and things typically return to the norm.