Magazine article Marketing

Who Made Money in 2000?

Magazine article Marketing

Who Made Money in 2000?

Article excerpt

The first of our two-part salary survey focuses on marketers' pay and finds dotcom experts in a position of strength.

'Get a new job' must be one of the most common resolutions to feature on people's New Year lists and if you're one of the many marketers keeping your resolutions and out on the job hunt this month then this is the place to start your research.

Marketing once again brings you the definitive overview of the salaries and perks being offered to UK marketers of all levels. The survey is compiled from almost 1000 telephone interviews carried out in November 2000 by market research company Broadsystem.

This analysis will appear over two weeks. In the first part, we look at the salaries and the pay rises being offered to marketers across regions, sectors and gender. Next week we'll explore the benefits and extras on offer to client marketers and their attitudes to the work/life balance.

Last year's salary survey showed the boom the industry was enjoying mirrored that of the nation as a whole. This year the story seems to be more of the same, with a buoyant market and demand for good marketers still outstripping supply. The dotcom frenzy may have calmed down somewhat, with some marketers returning to traditional clients as their internet start-ups stopped, but those that remained in new media continues to command high salaries.

Another good year ahead

There is little sign of the upward trend reversing. For the time being marketers are not worried and recruitment consultants say redundancies have been minimal over the past year.

No matter what stage respondents are at on the career ladder they received a salary increase of over 4.5%, with many just hovering short of 6% (double the rate of inflation). And they are expecting those rates to continue in next year's pay round.

"There's a high level of optimism going into the new year, in the economy also. Therefore companies are investing in marketing and supporting it," says Gary James, managing director of recruitment consultant Michael Page Marketing.

James' view is certainly supported by our survey, with the vast majority of respondents saying their marketing departments and budgets were either expanding or staying the same size.

Just under half (49%) said their marketing budget had increased during the past year, 31% said it had stayed the same with only 16% decreasing in 2000. The split is very similar for marketers' opinion of the company's investment in the discipline. Forty-two per cent said they were 'very confident' their company would invest more in marketing in the coming year, with 34% 'quite confident' and 20% 'not at all confident'.

As companies come around to the idea that marketing is not only good for, but essential to, their financial health, marketing departments are expanding: 46% have increased in size, 34% have stayed the same while 19% have reduced their staff count.

If big salaries are your primary aim, it's not just a matter of how senior you are, but what industry sector you're operating in. The average salary differentiation across sectors follows a familiar pattern. Internet keeps its top spot as the highest paid marketing sector, despite its turbulent year. It is still far above the rest, with telecoms, the next highest average salary almost [pound]15,000 a year behind.

But in some ways it is a misleading way of looking at the market. Andrew Rouse, marketing director of EMR Marketing Search and Selection says internet roles are invariably a function of marketing in other sectors rather than a sector in its own right, for example, internet manager in a mobile phone company.

The biggest change this year compared with last is that there are now more candidates with experience of internet marketing.

"Internet salaries have reached a plateau and found their own natural level. The biggest issue going forward is that people with experience in new media are now on the market. …

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