Digital marketing is a market estimated to be worth 11 billion euros in 2020, growing by almost 20% in 2018. In 2021, the growth continues as expected.

The power of inbound marketing

Certain marketing branches will drive the overall growth of the digital marketing market. For example, inbound marketing drives digital marketing. This engagement marketing personalizes the brand-customer relationship and requires detailed knowledge of each customer and his or her journey. It is increasingly complex and diffuse.

Proprietary digital media and social networks will achieve the rise in power of inbound marketing (although we must be careful not to predict which social networks will be strong in 2020, as this sector is so changeable).

Investments in mobile strategies will grow and already exceed desktop investments.

Towards the end of GAFAM domination?

Google, Facebook, and Microsoft are dominating the digital market not only in the US but also in Europe. Only Asia seems ready to resist. Will the political be strong enough in Europe to stand up to the giants across the Atlantic and resist the pressure? Apart from political regulation, the GAFAMs’ loss of speed could come from advertisers. Internet users tired of the use of their personal data. We are seeing the steady growth of alternative solutions such as the French search engine Qwant.

If the States do not challenge the dominant position of the GAFAMs in digital marketing, only alliances of large companies in the digital sector will make it possible to have a sustainable economic approach.

Recruiters’ needs in the field

The most sought-after positions for employers are traffic managers/acquisition officers. Indeed, companies need to bring more traffic to their website in 2021, as online purchases have become more frequent with the crisis.

In the second place, the UX/UI designer job is also in high demand. User experience has become a key issue for companies. They need to find expert profiles in this field to improve their user interfaces.

Finally, in third place, the job of product manager is highly coveted. The reason: some product launches or developments postponed from 2020 to 2021. Therefore, there are many ongoing projects to relaunch.

In terms of communication, companies will also be looking for more community managers in 2021. To respond to the current increasing digitalization and the associated needs in terms of communication and engagement.

Another piece of information to highlight: Walters People states in its study that “it is very difficult to recruit” in the field of digital, marketing, and communication.