The hottest two words in direct and digital marketing: mobile marketing. Mobile payments are on the verge of exploding. If you are actively managing your career, try to get experience in this area of marketing. Interestingly, the only ones who do have experience in this area are relatively early in their career. As a result the compensation is in the $90,000 to $100,000 base salary range.
If not mobile marketing, then get involved with Real Time Bidding (RTB) platforms, particularly for video advertising. Competing advertising agencies are bidding on the pre-roll ad that appears before the content is presented. These jobs are with RTB vendors and vary based on how broad the vendor’s platform is. Typically candidates breaking into this area have heavy digital marketing, buying and social media backgrounds with strong content experience. Content marketing used to be about blogging, now all the focus is on video. Compensation can range from $80,000 to $120,000.
While we are on the topic of content marketing, look for a surge in print magazines for B2B brands. Well-known publishers and editors at media companies will be recruited to join large B2B brands to develop these magazines. Technology brands will be at the forefront of this movement to lock up underutilized mailbox space.
In-depth industry experience for social media managers has become very important. The financial services industry is so regulated that any experience with this balancing of security and rights is highly sought after. There can be a $15,000 premium paid for this experience putting the average salary range between $100,000 and $140,000.