Magazine article Marketing

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Magazine article Marketing

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Article excerpt

I'm sure I'm not alone in saying that the data-driven marketing industry has changed beyond belief in the past few years. Five years ago, senior managers predicted a five-year window to allow for a fully staffed industry with relevant and quality individuals. What they failed to anticipate was the rate of growth within the industry--a staggering 100% in the past ten years.

Fantastic you may say, more business, greater profits and higher salaries. But where is the manpower? An industry first has occurred -- above-the-line agencies are now hawk-eyeing our DM-literate people.

Two-thirds of the top 3000 advertisers in the UK are now employing an individual directly responsible for DM. Thus data-driven agencies are now competing with the salaries and working environments of above-the-line agencies whose remuneration packages are admittedly above the norm.

New graduates are now highly PC-and internet-literate and the growth of the web has also had a substantial effect, drawing talented technology specialists away from pure data-driven campaigns into web design and internet projects. …

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