Even though we’re not quite at the end of 2010 it‘s been such an amazing year for the digital market in Yorkshire that we thought we’d share our stats on what’s been happening. As it’s also Leeds Digital Festival this week we thought all of you digital marketers (or wannabes) would be itching to know how your industry has changed compared to last year.Here’s just a few *stats to get your juices flowing: Digital marketing recruitment volumes are up 40% on the same period across 2009 Digital recruitment, agency side (working within a digital agency), has grown by 10% compared with 2009 Digital recruitment into client side positions has increased by 30% 85% of agencies we deal with now have a credible digital offering as part of their solutions for clients compared to 65% in 2009. Implementation of social media as a channel (such as Facebook and Twitter)within the job description for digital roles is up 80% compared with 2009 Pure social media recruitment is up 300% from a very low base A mobile element now features in 35% of briefs (including development/application of apps) compared to less than 5% in 2009 (*All statistics relate to Network Marketing recruitment market insights and compare November 2008- October 2009 with November 2009 to October 2010.)
Conclusions Whilst the digital market is still growing strongly, there are clear signs that the discipline is maturing across the marketing field. Growth in the sector has been predominately within the client side although agencies like twentysix and MadebyPi have grown considerably. The growth client-side demonstrates a greater understanding of the discipline for clients and a greater confidence in creating strategies and implementing them in-house. This could also further demonstrate a real adoption of digital strategies as a core channel for many client side companies. For agencies, the market has become very fragmented. Where a year or two ago there were a select number of purists delivering digital solutions to clients, now, the majority of traditional ‘off-line’ agencies have a digital offering. Perhaps this is driven from a client requirement where a marketing and creative solution invariably requires a digital angle and they are reticent to pass this on to a 3rd party. Whilst social media has been the buzz-word over the past 12 months many companies appear to be still struggling to see the transparent return on investment of social media. Perhaps this is a misunderstanding of the discipline that has been likened to a bonfire burning away in the background rather than the fireworks of PPC or advertising activity (analogy courtesy of Jono Marcus Lucre Social). [youtube=http://www.youtube.com/watch?v=oP9mvJcAMec&fs=1&hl=en_GB] See it more as brand building – not generating immediate sales (contrary to the expectations of most online activity).The Leeds Digital Festival running this week demonstrates without doubt however that Leeds is positioned as an incredibly strong force in digital marketing.Future TrendsDigital is here to stay. “No kidding” I hear you say. I’ll explain. In a current debate on our Linkedin group Mark Bower from CoolPink made a very important point. The audience has changed. Digital is no longer a bolt on to a marketing strategy, it’s a fundamental part of marketing that needs to be integrated. Our stats above substantiate this. Clients have embraced digital marketing at a greater rate over the past year and will continue to do so. Marketing spend will still be split across disciplines with, most likely, a proportionately larger percentage being driven online.What digital has got that most other marketing channels don’t have is the ability to be completely innovative. And I for one believe we have some of the most innovative people in the industry based right here in Yorkshire. For further information regarding this survey please contact Jonathan Hirst
