Like any business, the media industry evolves in cycles. In the past,
there have been few job openings at media companies, but now, as content
converges and more media companies are looking for ways to branch out
and reach larger population bases, there is an increase in the
availability of highly coveted marketing positions. However, the
availability of new technologies and new developments in the media
industry have created a demand for new kinds of experience, cultural
knowledge and skills sets that candidates must be aware of if they wish for such a position.
The volume of marketing jobs tends to flow with the economic
cycle. Today, we are at the top of the business cycle and marketing jobs
are plentiful across a variety of industries. Even the media industry,
which traditionally has not provided much career potential for
marketing executives, is opening its doors. In fact, the media industry
is currently exceeding more mature industries, such as consumer packaged
goods, in career opportunities for marketers.
When searching for a marketing position in the media industry, it is
important to know that the industry is highly heterogeneous. Because of
this it can be difficult to identify what sort of marketing jobs are
most prevalent. HarperCollins and MySpace, for example, are both media
businesses and are owned by the same parent, but they go to market in
very different ways. In addition, they have different revenue models
that require very different forms of marketing. Marketing opportunities
abound in a variety of niche specialties. For example, an e-commerce
company might be interested in hiring marketing professionals to support
customer acquisitions or product development, while a magazine might
need marketing support in circulation. Candidates should focus on where
their skills and interests lie before pursuing marketing positions at
media companies so that they can adequately match their qualifications
to a specific marketing function.
Marketers should also be aware of the competition that they will face
when pursuing a position at a media company. Typically, marketers must
have a plethora of solid experience and a vast understanding of the
media industry and the specific changes impacting the industry they are
looking to work in. Marketers should already be familiar with how to
communicate their messages across a variety of mediums and how to
connect with a large customer base. Convergence has significantly
blurred the lines between print, internet, television and radio.
Messaging that used to be tailored for one outlet will now have to be
adjusted for a wider audience. Further, the accessibility of the
internet has created a very diverse and global customer base, so
marketers should build their awareness of different cultures and
respective sensitivities.
Marketers will also need to enhance their skills in internet marketing,
as many media companies now want marketers to have at least 10-15 years
of internet marketing experience. Because the internet industry is
relatively young, and has not always valued marketing as much as other
functions, there are few marketers with this much internet experience.
However, for those who can enhance their internet marketing skills, or
have the experience, the demand has completely outstripped the supply.
There are currently two areas of internet marketing that offer the
greatest growth potential: search engine marketing and advertising sales
marketing.
The career potential for marketers in the media industry is anticipated
to keep growing. Should the economy dip, this may change slightly,
however the media industry is fairly resilient and the continued
conglomeration and convergence will ensure growth for years to come. On
the whole, the media space is a welcome environment for ambitious
marketers who will continue to enjoy good career prospects and
interesting, meaningful work.
http://marketing.about.com/lr/marketingin_the_media_industry/170629/1/
http://www.newtechtips.org/future-trends-for-marketers-in-search-social-media/
http://marketing.about.com/od/internetmarketingstrategy/Internet_Marketing_Strategy.htm
Consultancy Sydney
ReplyDeleteBusiness owners must think about where marketing might best take place to benefit their bottom line. Business-to-business marketing tends to take place in environments like trade shows, industry magazines, and similar communications, rather than through mass media and public information resources.