The annual salary survey by recruiters Hays shows the most in demand job roles for marketers in Australia include content managers, campaign analysts, specialists in data science and those with high level writing skills.
The latest salary guide shows more marketing professionals will get a pay rise this year than last but by only 3% or less.
Eliza Kirkby, regional director of Hays Marketing & Digital, says employers are increasingly looking for campaign analysts and market insights analysts.
Companies want to drive more sophisticated customer profiling, impact measurement and ultimately lead to more precise and accurate decision-making.
"However, supply fails to meet demand and as a result, salaries are becoming very competitive in this area," she says.
Content specialists are another area of high demand. They work alongside marketing analysts and digital channel managers.
The drivers behind this are increasingly complex campaign requirements and in the assessment of performance and progress.
"We’ve seen salaries increase for those who specialise in data science, analytics or content," says Kirkby.
Content managers and communications executives with content writing and video production skills are a growing demand.
Technical content producers, such as those using a CMS to manage and publish content, have not seen any salary increase.
But creative content specialists are being paid more as employers look for people with exceptional writing skills along with technical knowledge.
“In another trend, the not-for-profit sector is seeking private sector candidates to drive profits," she says.
"Given demand, not-for-profit employers have either made salary packages more comparable to candidate expectations or offered flexible working options.
“Looking ahead, marketing and CRM professionals with experience using automated AI customer relationship management platforms are in growing demand.
"While salary pressure is not yet widespread, we expect salaries to increase next year in response to the competition for these professionals and movement of candidates across industries.”
Other key findings, the 2019-20 Hays Salary Guide:
- Flexible work practices are the most common non-financial benefit -- offered by 83% of employers -- ahead of ongoing learning and development (offered by 70%) and career progression opportunities (62%)
- 67% of organisations offer flexible salary packaging. The most common benefit is salary sacrifice, offered by 55% of employers to all employees. This is followed by above mandatory superannuation (offered by 37% of employers to all their employees), parking (33%), bonuses (27%) and private health insurance (26%)
- Of the benefits offered to a select few employees, private expenses tops the list, with 70% of employers offering it to a hand-picked number of employees
- 68% of employers said business activity had increased over the past year, with 70% expecting it to increase in the next 12 months
- 43% intend to increase permanent marketing staff levels over the coming year. This far exceeds the 11% who say they’ll decrease marketing staff levels
- 70% say skill shortages will impact the effective operation of their business or department in either a significant (28%) or minor (42%) way, up from 67% last year
- 54% of employers are restructuring to keep up with changing business needs – the key driver of these restructures is a change in the required skill sets
- In skill short areas, 57% of employers would consider employing or sponsoring a qualified overseas candidate
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.