Proximity Blog

Is the Digital & Marketing Industry better equipped to survive the next recession?

Not necessarily a cheery thought, but an inevitable future situation nonetheless.

Between December 2007 and June 2009 the Digital & Marketing industry took a battering during the hardest economic times the UK has seen in 20 years, with many feeling the harsh reality of redundancy. But can we presume the next one won’t be as painful for our now thriving industry?

It’s all right for some areas; the Digital Technology sector in particular seems to be out performing the market according to the Telegraph .

However, despite growing at twice the rate of the current economy, will there be the same cut backs when the tough times return? Assuming the digital technology & development still looks promising, does that help or hinder the generalist Marketing Manager or the Digital Marketing Executive working in a growing SME?

Although we cannot be sure, it’s fair to say that digital & marketing roles are now more integrated into our businesses both small, medium and large than ever before. In fact, the acceleration in this market has already stolen jobs from some and created opportunities for others.

Here are the 3 top changes since 2009:

1.      Field sales teams have been, on occasions, depleted or replaced by talented Ecommerce Managers to cover a larger area at less physical cost.

2.      The journey of content focused positions has shifted from offline catalogue, brochure & leaflet to online articles, social campaigns & blogs.

3.      Measurement has trended throughout the industry with analytical roles bolstering digital & marketing teams in their search for ROI answers.

So perhaps it’s a little too optimistic to consider the industry indispensable, even invincible, however there will be digital & marketing professionals in all sectors who should be feeling more positive about their futures.