The consumer market has changed drastically over the past decade. There once was a time where big corporations felt that the best way to reach customers was through mass marketing. They would develop large campaigns aimed at several groups, hoping the broad message would touch upon a few people's interests.
Times have changed. Today, businesses believe in targeting demographics with unique content. This requires them to develop multiple selling points for each product and market those points through avenues most used by various audiences.
It is interesting to notice how diverse media consumption has become in the United States. Due to the increased use of smartphone and tablet technology, businesses have numerous ways to deliver content to consumers. In 2011 alone, there were 4.8 trillion display ad impressions online, reports comScore.
With more consumers willing to engage with brands on the internet, whether while on the go or from the comfort of their homes, businesses need to deliver unique and engaging content to consumers. Many organizations have begun to develop mobile applications or interactive websites to attract interested shoppers who want to learn about a brand. However, without talented professionals, the overall success of any organization's online marketing efforts will be fleeting.
According to Wanted Analytics, businesses that want to develop unique online advertisements need to create a few jobs to help guide the campaigns down the right avenues. These are project management jobs, product marketing jobs and brand management jobs.
In fact, Wanted Analytics went on to highlight some key metropolitan areas where skills in online marketing are increasingly in demand. New York City, for example, created 32.10 percent more marketing jobs in 2011 than in 2010, and Seattle, Washington, opened 23.50 percent more positions in 2011 than the previous year.
Online marketing, especially when accessed through mobile devices, may become a significant part in every organization's marketing budget. Consumers are on the go constantly, and reaching them through outlets that they're in regular contact with may be more effective than positing billboard ads on the interstate or renting out time slots on local radio stations. A diverse range of promotional content is necessary for success, but reducing outdated methods may help a brand allocate more funding toward innovative platforms like banner ads, online video content or various other web-ready marketing tactics.