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.

3 HOURS A DAY

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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!

• Independent 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

Email

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.