Best Industries Options for Obtaining Marketing Jobs
Most companies engage in some type of marketing, but there are certain industries that devote a larger portion of their budget to their marketing efforts. This in turn leads to more job opportunities for those in marketing. Below are some of the top industries that spend the greatest percentage of their revenues on marketing or are forecasting the largest increases in growth for marketing jobs over the next 12 months, according to a report known as the CMO survey. This survey was conducted in 2018 by the American Marketing Association, Deloitte, and Duke University's Fuqua School of Business.
- Consumer Services
- Consumer Packaged Goods
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Information on the Best Industries for Marketing Jobs
Companies employ various marketing personnel who are responsible for a variety of marketing duties including brand awareness, public relations, and marketing via social media. Let's take a closer look at the industries that offer great marketing job opportunities.
The consumer services industry is, as its name implies, comprised of businesses that provide services to its customers. According to the CMO survey, companies in the consumer services industry spend an average of 18.9% of their revenues on marketing, and this is the largest percentage of any industry. The CMO survey also found that the expected growth of marketing jobs in this industry in the next 12 months is 6.4%. Because the companies in this industry are not providing a tangible good (something that can be held), their marketing efforts focus on educating consumers about the superior service they provide. A marketing job in this industry would include a community manager who serves as the liaison between the company and the customers/clients. The manager would be responsible for soliciting the customers' thoughts and opinions and then passing this information on so that changes can be made, if necessary, to ensure the services provided are meeting the demands of the customers.
Another great industry in which to pursue a career in marketing is the education industry which, according to the CMO survey, spends 12% of total revenues on marketing. The education industry includes all schools, colleges, and universities, including the fast-growing online educational market. The expected growth of marketing jobs in this industry for the next 12 months is 5%. One marketing career that is applicable within this industry, particularly as the online educational market continues to grow, is that of a social media strategist who is responsible for the social media marketing efforts and presence of a company. Social media strategists have extensive knowledge of the various social media platforms and create customized content that will successfully reach the target market.
The combined industries of technology, software, and biotechnology currently spend approximately 9.7% of total revenues on marketing, and are expecting marketing job growth in the next 12 months to be 5.1%, according to the CMO survey. These industries involve methodologies, techniques, and innovations designed to improve and make more efficient, in some manner, most processes and functions. Artificial intelligence, for example, is a technological innovation involving intricate software that allows a machine to 'think' like a human, while biotechnology, in layman's terms, deals with genetic engineering. Because these industries involve procedures that many people don't understand, they rely on web content managers to manage the company's website content, ensuring that the content regarding the company's products and/or services is not only informative, but more importantly, is presented in a manner that is understandable to a greater portion of the general population.
Consumer Packaged Goods
The consumer packaged goods (CPG) industry consists of those companies providing goods that are used frequently and require constant replacement - think along the lines of what you would purchase in a grocery store. This industry is highly-competitive, and the businesses in this industry are constantly changing their marketing advertisements as well as their packaging, in an effort to stand out from the competition. As a result, they are constantly turning to their marketing teams for new and innovative ideas. The CMO survey forecasts marketing job growth in this industry to be 9.2% in the next 12 months, and one important marketing job in this industry is a brand manager who is responsible for ensuring that the marketing efforts are successfully portraying the brand's image, helping to attain/retain customers and increase sales.
The energy industry consists of the producers and suppliers of energy, whether it be petroleum, renewable fuels, or even clean energy like solar and wind power. The CMO survey reported that this industry spends 8.3% of total revenues on marketing and has a forecasted marketing job growth of 19.2% in the next 12 months, making it the fastest growing industry for marketing jobs. While we all rely on energy and can probably agree that a greater concentration on clean energy is necessary for the welfare of our environment, there is still the need for the more traditional forms of energy, like oil, gas, and coal. As such, these energy companies will be turning to their public relations specialists who are responsible for promoting the company's public image. PR specialists work to control the information that is disseminated to the public, typically through the use of press releases, although interviews, podcasts, and other media platforms may also be utilized.