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S E P T E M B E R 2016 The 41 Hour Report

CONTENTS

2

Foreword

3

Marketer characteristics

4

The marketer’s role today

5

New roles and skills

6

Relationships with colleagues and agencies

7

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FOREWORD

As the industry matures, change remains constant with trends and best practices evolving all the time. In the last five years alone, we have seen new channels emerge and marketing budgets shift, as social giants like Facebook and Twitter are disrupted by the emergence of rapidly growing up-starts like Instagram and Snapchat. Meanwhile, digital marketers are taking an increasingly international view. With the power to reach anyone and everyone in a targeted way and through a wider range of channels, more opportunities are opening up for digital marketing professionals every day. To assess the current state of the digital marketing industry, we commissioned a third party research company to survey 200 digital marketing professionals

ANDREAS POUROS COO & Co-founder, Greenlight Digital

across the UK. This report looks at the digital marketing landscape today, pointing to various important and emerging trends in the industry in a bid to understand what new developments marketers should consider

The digital marketing industry has a reputation of being

embracing this year and what the future will bring: in-

one of both stability and constant change – quite a rare

demand skills, budgets and salaries, new roles, and

combination for any sector. While it’s a young industry,

technologies.

it certainly isn’t going anywhere. Those who work in digital marketing are in it for the long haul, with the

The digital marketing industry continues to innovate at

average marketer possessing 12 years of experience and

record pace, and we’re thrilled to be at the bleeding edge

working across an ever-growing array of platforms,

of what remains one of the most exciting and rewarding

channels and other areas of specialism.

industries to work in today.


3

THE 41 HOUR REPORT

MARKETER CHARACTERISTICS

research, with the over-50s admitting to working 44 hours per week.

Digital marketers work hard and play even harder, but what does the average week look like? Across all digital

One could argue this is not simply down to work ethic,

marketers – in full and part-time roles – we found that:

but salary and bonus related – almost half (47%) of

The average marketing professional works:

marketing professionals received a bonus last year as a result of their achievements. When it comes to the industry norm for these bonuses, the lucky 47% can

8 hours a day

41 hours

per week

expect an average of 30% of their annual salary. This is significantly higher than other industries in the UK where bonuses as a percentage of total pay are an average of 4%3.

While the majority of marketers are in full-time contracts, just 7% work part-time. With a reputation for working slightly longer hours1 than the traditional 9 to 5, it appears that many of those marketing professionals in full-time contracts are working at least an extra working day every week.

On average marketers are contracted to work:

Whether it’s financially motivated or not, the majority (71%) feel their responsibility reflects the work they do, demonstrating the pride they take in their work. The average marketing industry salary is between £36-45k – well above the average UK salary of £26,5004 – and 90% have had a salary increase in the past three years.

The average marketing industry salary:

£36-45K 33

hours per week The average UK salary: A recent study found that almost half (49%)2 of those who worked in marketing logged into work emails before or after working hours, compared to 28% of other office workers – this work ethic is certainly reflected in our

4


£26,500

THE MARKETER’S ROLE TODAY

But what about the 16% who don’t feel positive about their day job? It seems that a lack of inspiration, combined

It’s largely accepted that happy workers are more

with a lack of tools and recognition are the key factors

productive, and digital marketers seem to be quite a

that need to be addressed.

cheerful bunch. The vast majority (84%) of marketers feel positive about their current roles, with nine in 10

It’s worrying that so many marketers feel as though they

marketers in their 40s going as far as to say they love

don’t have the correct tools in place but it’s perhaps not

their job.

all too surprising. The industry is constantly developing and innovating very quickly. Take Twitter for example –

Why? Most people associate digital marketing with

the introduction of its ‘connected recommendations’ tab

creativity and passion, and marketers agree – two-fifths

challenged marketers when providing personalised

(41%) feel inspired by their roles and are passionate

content for their audience. As did Instagram when the

about the sector. In addition to passion and inspiration,

social platform changed its algorithm providing

over a third (38%) of marketers believe their colleagues

suggested posts based on what they believe would be of

understand their contribution within the broader

interest to the user. Marketers who don’t have the right

business – important to those who find value in

tools in place to prepare and adjust to changes such as

recognition at work.

these risk missing out on opportunities and falling behind the competition.

KEY MARKETER CHARACTERISTICS:

41%

Feel inspired by their roles

41%

Not having the correct tools in place isn’t the only concern for marketing professionals. When it comes to their biggest pet peeves, long working hours come out on top. Almost half (46%) feel as though they work too much. Work/life balance has been a common topic on

Are passionate about marketing

the British news agenda for years, with many authorities

38%

advising any time spent working more than the 40-hour week is far less productive5. Yet, it seems marketers are

Believe their colleagues understand their contribution within the broader business

continuing to go above and beyond.

32%

If it’s not long hours, its buzzwords. Often made fun of

Receive recognition from the team

26%

Feel they have access to the right tools

for their love of words like ‘engagement’ and ‘snackable marketing’, it appears marketers too don’t enjoy using them with 41% revealing they believe there are too many unnecessary words being used in the industry.


5

THE 41 HOUR REPORT

NEW ROLES AND SKILLS

integral skill for their job. This is followed by content optimisation at just under two-thirds (59%) citing it as

Digital marketing is still growing in influence and playing

their key skill and interestingly a relatively personable

a greater role in other business departments. Recent

attribute – the ability to align with the sales team –

research by The Economist Intelligence Unit6 found that

coming in third, with 58% referencing it as most

most marketers (86%) say they will own the end-to-end

important. Surprisingly, these all come before even SEM

customer experience by 2020, ultimately becoming

and SEO – only 39% of marketers require these skills in

responsible for the entire customer journey. This is

their current role.

reflected in our findings with 46% of marketers saying their influence will increase in the coming five years,

Overall, a third (35%) believe the ability to code is

taking on more responsibility within the business.

required to do their job but this varies greatly depending on the age group – half (50%) of marketers under 30

The big question now is – how will the role of marketers

believe digital skills and coding are essential to their role,

develop in the years ahead? Already new roles and job

compared to just 11% of the over-50s. While all marketers

titles are emerging, from Multichannel Director and

need digital skills, it seems that younger workers are

Chief Digital Officer, in reference to the increasing digital

feeling the most pressure to up-skill and carve out a

and multifaceted marketing and retail landscape,

niche for themselves within organisations.

through to the more bizarre, such as SEO Yoda and Social Media Sensei, which have grown in popularity in recent years. While these titles may sound a bit quirky, they’re viewed by many as making a real difference at work – in fact, over half (54%) of marketers think that an SEO Yoda can

35% of marketers believe the ability to

have the most positive impact in the workplace. At the other end of the scale, just 3% of marketers said that

code is required to do their job

they’ve been wowed by a Multichannel Director. But it’s Chief Digital Officers that come in last – the role has been voted as having the most negative impact on the marketing team by over a quarter (28%) of marketers

Under-30s

Over-50s

surveyed. When it comes to skills that digital marketers find most useful today, data analysis is key with 68% saying they analyse data on a daily basis, referencing it as the most

6


50% believe digital skills and coding are essential

11% believe digital skills and coding are essential

RRELATIONSHIPS E L AT I O N S H I P SWITH W I TCOLLEAGUES H CO L L E AG UAND ES AND AGENCIES AGENCIES

With so many marketers having strong relationships with their colleagues, it’ll be more likely they develop strategies that are really in line with the company’s

A strong relationship with those you work with has often

objectives.

been described as the foundation for success. The digital marketing industry has a reputation for creativity

Marketers don’t only care about having a positive

and collaboration, and many people would struggle to

relationship with those internally, but many view the

develop a career in the sector if they don’t enjoy working

external agencies they work with as key, seeing them as

in a team. With the aim to achieve their company targets,

part of their extended team. They often look to agencies

marketers often have the added pressure of relying on

for creative ideas and their varied expertise. In addition,

external agencies to help demonstrate their team’s

they provide the essential knowledge in a way that is

impact to the C-Suite. Clearly, working well with both

significantly more cost effective than recruiting for an

colleagues and agencies is of the utmost importance, so

in-house role. This may be why 95% of marketers feel

to what extent are marketers able to maintain these

they have a good relationship with their agency partners.

relationships and what do they really think of the external

However, this isn’t consistent across all age groups.

agencies they work with?

Around one in twenty (6%) of 30-39 year old marketers admitted to having a less than rosy relationship with

The marketing team is often seen as one that works

their agency, suggesting that some changes may need to

closely with many different players in the business.

be made to the agency/brand relationship in the future.

However, there are certain roles that work with marketers more frequently. Some 38% of marketers work with a

TOOLS OF THE TRADE

Chief Digital Officer on a regular basis, followed by roles such as Head of Engagement and Multichannel Director,

Marketers are now inundated with tools offering to make

with half of marketers working directly with people in

their campaigns more effective and better targeted.

these roles.

Faced with so much choice, which platforms are marketers actually using today?

Proving yourself to those higher up the chain is a struggle all employees can relate to – if marketing professionals

Snapchat may be the flavour of the month, but just over

are confident the C-Suite believes in their value, they’re

half (60%) of marketers intend on using the platform

then more likely to succeed in executing their campaigns

this year. Similarly, platforms such as Periscope and

and meeting their targets. Thankfully, the majority (81%)

Meerkat will not be making an appearance in half of

of marketers feel they’re supported and recognised by

marketers’ campaigns this year. Unfortunately for

the C-Suite in their company. In terms of achieving

Reddit, it will experience the biggest reduction in spend

company-wide success, 87% of marketers feel that the

among marketers, with 22% of marketers actively

C-Suite sees their team as key drivers for their business.

looking to reduce the amount they spend on campaigns targeting this channel.


7

THE 41 HOUR REPORT However, there is one reigning champion - Instagram. Its

Last but not least comes the importance of maintaining

incredible reach and recently launched advertising service

the happy marketing worker – although the majority are

has prompted 71% of marketers to incorporate it into their

content, for those who aren’t it’s key this is addressed by

marketing strategy. And with the recent launch of

the industry – and fast.

Instagram Stories taking Snapchat head on, this will only continue to increase. In contrast to Instagram’s continued

Whether their unhappiness is due to lack of recognition or

user growth, Twitter’s user base seems to be declining, but

feeling overworked by going above and beyond their

this hasn’t impacted marketers’ interest. Around 39% are

contracted hours, this issue must be resolved - ultimately

planning to spend more on the platform this year.

resulting in marketing professionals becoming more

Interestingly, the decision to increase spending on Twitter

effective than ever.

and Instagram hasn’t reduced budgets on other longstanding platforms though, with Facebook and LinkedIn still featuring in the majority of marketing strategies, which suggests that digital marketing budgets are growing overall. WHATDOES DOESITITALL ALLMEAN? MEAN? WHAT

Methodology The findings of the report were researched by Morar research house. The findings were based on feedback from 218 digital marketers from across the UK and a full range of seniorities. 1.

http://www.monster.co.uk/career-advice/article/why-would-i-wantto-work-in-marketing

2.

http://www.thedrum.com/news/2016/01/07/marketingprofessionals-revealed-be-hardest-working-office-workers-accordingnew

3.

http://www.ons.gov.uk/employmentandlabourmarket/peopleinwork/ earningsandworkinghours/articles/

4.

https://www.google.co.uk/url?sa=t&rct=j&q=&esrc=s&source=web& cd=2&cad=rja&uact=8&ved=0ahUKEwik-p3Q7YTOAhULKMAKHbe ED6UQFggfMAE&url=http%3A%2F%2Fwww.mirror.co. uk%2Fnews%2Fuk-news%2Fuk-average-salary-26500-figures3002995&usg=AFQjCNFqYyx8_RZA3uOG0hYHALgQj4OZbA&sig2 =lYwBjorbLYKRK2UA3VCudQ&bvm=bv.127521224,d.ZGg

5.

http://www.forbes.com/sites/quora/2016/07/19/these-are-thesecrets-of-work-life-balance-according-to-a-googleengineer/#22b1b53631aa

6.

http://www.business2community.com/customer-experience/86marketers-will-customer-experience-2020-heres-need-know01589610#AOE2S1aLYl4Gc7kS.97

What tools are marketers investing in?

71% Instagram

60% Snapchat

49% Periscope and Meerkat

The good news is that digital marketing professionals as a whole are content in their career – with relatively high salaries and bonuses, strong working relationships both internally and externally and a general love for the job; they’re happy and effective workers. But as this ever-evolving industry continues to change, digital marketers must keep up and adapt, ensuring they’re up to speed and their teams are fully trained on new skills like coding. Not only that but they must recognise new channels that are popular with consumers, such as Snapchat, incorporating these into their marketing strategy if relevant.

8


OVERALL

218

MALE

140

FEMALE

78

16-29

67

30-39

86

40-49

39

50+

26

NORTH

56

MIDLANDS

49

SOUTH

64

LONDON

49

REGIONS

AGE

GENDER

BASE NUMBER


9

The wider business understands marketing’s contribution

I’m passionate about marketing

I’m inspired

41.4%

40.5%

38.1%

WHAT DO YOU BELIEVE IS THE MAIN REASON FOR THIS POSITIVE FEELING TOWARDS THIS ROLE?

THE 41 HOUR REPORT

MALE 136 32.4% 44 26.5% 36 37.5% 51 39.7% 54 38.2% 52 5.1% 7 -

31.9% 67

26.2% 55

40.5% 85

41.4% 87

38.1% 80

4.3% 9

0.5% 1

The recognition I receive from my team

The availability of the right tools

I’m passionate about marketing

I’m inspired

A great understanding across the wider business, on what marketing does

All of the above

Other

BASE NUMBER

OVERALL 210

4.6% 3 -

1.4% 1

33.8% 22

49.2% 32

38.5% 25

20.0% 13

27.7% 18

16-29 65

2.7% 2

37.8% 28

44.6% 33

45.9% 34

25.7% 19

31.1% 23

FEMALE 74

GENDER

7.9% 3 -

1.2% 1

52.6% 20

39.5% 15

44.7% 17

39.5% 15

42.1% 16

40-49 38

1.2% 1

31.7% 26

43.9% 36

42.7% 35

28.0% 23

32.9% 27

30-39 82

AGE

-

8.0% 2

48.0% 12

16.0% 4

32.0% 8

16.0% 4

24.0% 6

50+ 25

-

7.7% 4

28.8% 15

30.8% 16

34.6% 18

28.8% 15

30.8% 16

NORTH 52

3.1% 2 -

2.1% 1

45.3% 29

34.4% 22

45.3% 29

28.1% 18

32.8% 21

SOUTH 64

4.2% 2

41.7% 20

47.9% 23

37.5% 18

25.0% 12

29.2% 14

MIDLANDS 48

REGIONS

-

2.2% 1

34.8% 16

56.5% 26

43.5% 20

21.7% 10

34.8% 16

LONDON 46

Data analysis

Ability to align with sales team

Content optimisation skills

67.9%

59.2%

WHAT SKILLS ARE REQUIRED TO COMPLETE YOUR CURRENT JOB?

THE 41 HOUR REPORT

57.8%

MALE 140 65.7% 92 54.3% 76 55.0% 77 51.4% 72 34.3% 48 39.3% 55 0.7% 1 -

67.9% 148

59.2% 129

57.8% 126

50.9% 111

35.3% 77

39.0% 85

0.9% 2

0.5% 1

Data analysis

Content optimisation skills

Ability to align with the sales team

Financial modelling and budgeting capabilities

Ability to code

SEM and SEO competency

Other

None of the above

BASE NUMBER

OVERALL 218

1

1.3%

1.3% 1

38.5% 30

37.2% 29

50.0% 39

62.8% 49

67.9% 53

71.8% 56

FEMALE 78

GENDER

-

1.5% 1

35.8% 24

50.7% 34

40.3% 27

55.2% 37

58.2% 39

61.2% 41

16-29 67

-

1.2% 1

37.2% 32

31.4% 27

58.1% 50

50.0% 43

54.7% 47

62.8% 54

30-39 86

AGE

2.6% 1

-

46.2% 18

33.3% 13

51.3% 20

66.7% 26

64.1% 25

79.5% 31

40-49 39

-

-

42.3% 11

11.5% 3

53.8% 14

76.9% 20

69.2% 18

84.6% 22

50+ 26

1.8% 1

-

32.1% 18

30.4% 17

42.9% 24

57.1% 32

55.4% 31

62.5% 35

NORTH 56

-

-

4.1% 2 -

40.6% 26

31.3% 20

59.4% 38

67.2% 43

65.6% 42

76.6% 49

SOUTH 64

49.0% 24

40.8% 20

51.0% 25

59.2% 29

67.3% 33

65.3% 32

MIDLANDS 49

REGIONS

-

-

34.7% 17

40.8% 20

49.0% 24

44.9% 22

46.9% 23

65.3% 32

LONDON 49

Plan to use branded Snapchat account

Plan to use Snapchat advertising

No plans to use Snapchat

39.9%

35.3%

11.9%

IN THE NEXT 18 MONTHS, HOW ARE YOU PLANNING TO USE SNAPCHAT IN YOUR MARKETING?

THE 41 HOUR REPORT

37.9% 53 35.7% 50 13.6% 19 7.1% 10

39.9% 87

35.3% 77

11.9% 26

6.9% 15

6.0% 13

No plans to use Snapchat in the next 18 months

I plan to use Snapchat for advertising / promoted posts

I plan to use Snapchat with a branded account

I plan to use Snapchat for influencer engagement

I plan to use Snapchat for user-generated photos or video to use in marketing 5.7% 8

MALE 140

BASE NUMBER

OVERALL 218

6.4% 5

6.4% 5

9.0% 7

34.6% 27

43.6% 34

FEMALE 78

GENDER

1.5% 1

4.5% 3

14.9% 10

47.8% 32

31.3% 21

16-29 67

7.0% 6

7.0% 6

11.6% 10

33.7% 29

40.7% 35

30-39 86

AGE

5.1% 2

5.1% 2

12.8% 5

35.9% 14

41.0% 16

40-49 39

15.4% 4

15.4% 4

3.8% 1

7.7% 2

57.7% 15

50+ 26

3.6% 2

10.7% 6

8.9% 5

32.1% 18

44.6% 25

NORTH 56

10.2% 5

4.1% 2

18.4% 9

28.6% 14

38.8% 19

MIDLANDS 49

4.7% 3

6.3% 4

15.6% 10

31.3% 20

42.2% 27

SOUTH 64

REGIONS

6.1% 3

6.1% 3

4.1% 2

51.0% 25

32.7% 16

LONDON 49

Plan to use branded Instagram account

No plans to use Instagram

Plan to use Instagram advertising

37.6%

28.9%

21.1%

IN THE NEXT 18 MONTHS, HOW ARE YOU PLANNING TO USE INSTAGRAM IN YOUR MARKETING?

THE 41 HOUR REPORT

-

18.6% 26 7.1% 10 6.4% 9 0.7% 1

21.1% 46

6.4% 14

5.5% 12

0.5%

I plan to use Instagram with a branded account

I plan to use Instagram for influencer engagement

I plan to use Instagram for user-generated photos or video to use in marketing

Other 1

3.8% 3

38.6% 54

37.6% 82

I plan to use Instagram for advertising / promoted posts

5.1% 4

25.6% 20

35.9% 28

29.5% 23

28.6% 40

28.9% 63

No plans to use Instagram in the next 18 months

FEMALE 78

MALE 140

BASE NUMBER

OVERALL 218

GENDER

-

3.0% 2

1.5% 1

19.4% 13

55.2% 37

20.9% 14

16-29 67

1

1.2%

7.0% 6

8.1% 7

20.9% 18

34.9% 30

27.9% 24

30-39 86

AGE

-

-

2.6% 1

35.9% 14

30.8% 12

30.8% 12

40-49 39

-

15.4% 4

19.2% 5

3.8% 1

11.5% 3

50.0% 13

50+ 26

-

1.8% 1

12.5% 7

17.9% 10

32.1% 18

35.7% 20

NORTH 56

1

2.0%

10.2% 5

4.1% 2

24.5% 12

34.7% 17

24.5% 12

MIDLANDS 49

-

6.3% 4

4.7% 3

25.0% 16

37.5% 24

26.6% 17

SOUTH 64

REGIONS

-

4.1% 2

4.1% 2

16.3% 8

46.9% 23

28.6% 14

LONDON 49

Plan to use branded account

Plan to use advertising services

No plans to use

49.5%

24.3%

19.7%

IN THE NEXT 18 MONTHS, HOW ARE YOU PLANNING TO USE PERISCOPE OR MEERKAT IN YOUR MARKETING?

THE 41 HOUR REPORT

49.3% 69 21.4% 30 21.4% 30

49.5% 108

24.3% 53

19.7% 43

3.2% 7

3.2% 7

No plans to use Periscope or Meerkat in the next 18 months

I plan to use Periscope or Meerkat for advertising / promoted posts

I plan to use Periscope or Meerkat with a branded account

I plan to use Periscope or Meerkat for influencer engagement

I plan to use Periscope or Meerkat for user-generated photos or video to use in marketing

4.3% 6

3.6% 5

MALE 140

BASE NUMBER

OVERALL 218

1.3% 1

2.6% 2

16.7% 13

29.5% 23

50.0% 39

FEMALE 78

GENDER

1.5% 1

3.0% 2

23.9% 16

38.8% 26

32.8% 22

16-29 67

5.8% 5

2.3% 2

22.1% 19

19.8% 17

50.0% 43

30-39 86

AGE

2.6% 1

5.1% 2

17.9% 7

15.4% 6

59.0% 23

40-49 39

-

3.8% 1

3.8% 1

15.4% 4

76.9% 20

50+ 26

1.8% 1

1.8% 1

17.9% 10

19.6% 11

58.9% 33

NORTH 56

6.1% 3

2.0% 1

16.3% 8

28.6% 14

46.9% 23

MIDLANDS 49

3.1% 2

6.3% 4

23.4% 15

20.3% 13

46.9% 30

SOUTH 64

REGIONS

2.0% 1

2.0% 1

20.4% 10

30.6% 15

44.9% 22

LONDON 49

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