There is a shortage of qualified candidates in the direct marketing industry

Content and direct marketing have emerged as the latest trends in advertising. Rather than spending millions of dollars on mass-media campaigns, more businesses have turned to techniques that are directed toward consumers, whether through search engine optimization (SEO) or push advertisement practices.

According to the Direct Marketing Associates (DMA), in 2010, marketers spent $153.3 billion on direct marketing, which accounted for 54.2 percent of all advertising expenditures in the United States. In part, these statistics show that agencies have recognized the benefits of contacting consumers directly through push advertising instead of waiting for them to seek out services.

The most effective way to initiate a direct marketing campaign is through unique and quality content. In 2012, more companies will seek out ways to utilize this marketing technique for their benefit. In 2010, direct mail represented 52 percent of total mail volume in the United States. That number is expected to remain the same, while spending on direct online marketing is expected to rise.

However, employers have had trouble attracting the right individuals to fill direct marketing jobs. According to Bernhart Associates Executive Search, overall employment levels in direct marketing remain strong, in fact, many employers are indicating that they are facing challenges in filling critical openings because of a shortage of qualified candidates. In Bernhart's latest employment survey, 61 percent of employers who responded indicated they were experiencing various degrees of difficulty attracting the right talent for open positions and 50 percent attributed it to a shortage of qualified candidates.

Employers are having trouble filling open roles because the direct marketing industry has evolved in the past two years, taking its services from physical mail to online content marketing. Therefore, individuals who effectively managed direct marketing in the past are struggling to adapt to the newer outlets that agencies want to communicate their message through.

Marketers are reporting the most aggressive hiring plans, reports Bernhart. For individuals, that means even if you do not have all of the necessary qualities to fill open direct marketing jobs there are still opportunities for employment within the industry. Businesses understand that the evolution of the market has quickly changed. Instead of waiting for new candidates to graduate or catch up with marketing trends, businesses are seeking individuals eager to learn on the job.

Direct marketing is expected to increase faster than any form of advertising. In order to meet the demand, individuals should look to immerse themselves in the industry. Those who seek out new knowledge while unemployed will be able to market themselves better and appeal to employers looking to fill open roles.