Is marketing still a good career?

By Richard Croxford, Senior Copywriter, UK

‘Is marketing still a good career?’ is a question that I never really asked myself.

When I finished university, I had no intention of going into marketing – although I knew I wanted to be a writer of some sort.

I fell into it by accident – a happy accident that has worked out really well – but what about those who are seriously considering it as a career?

You’re probably wondering…

Is it worthwhile?
Does it live up to expectations?
Will it suit me?
Can I make money in marketing?

My answer, to all the above, is ‘yes’ in most instances.

Marketing has always been about connecting people with brands, products, and services in meaningful ways, but the methods and skills required have changed dramatically.

The days of “Mad Men” are long gone at this point.

Marketing now is about creativity, strategic thinking, and technical stuff like data analytics, etc.

Trends have shifted, even in the short time I’ve worked in the industry.

Platforms have changed, and technology plays an ever-larger part in a successful campaign.

So, marketing in 2024 is both a challenge and an opportunity, depending on your perspective.

But is the demand really there?

Will you find a place in the industry if you decide to jump in?

I want to start by looking at the job market and the current demand for marketing professionals.

Is it booming, or are we seeing signs of oversaturation?

Is there a demand for marketing professionals?

Luckily for you, if you’re looking for a career in marketing, there’s still plenty of desire amongst agencies and in corporations for your skills and talents.

I did some research to find out whether there was still demand for marketing professionals in the UK.

(If you’re reading this in the USA, yes, there’s plenty of demand for marketing professionals in your country – though you may find discrepancies between states).

One study conducted by Hays found that “76 per cent of employers increased marketing salaries in the past year [and] salaries across the industry rose by an average of 1.7 per cent.”

To me, this indicates a desire for the industry to grow and also suggests that there’s room for fresh blood within the sector (the more salaries go up, the more lower-level jobs become available).

Equally, Hays claim that “88 per cent of marketing employers [are] suffering skills shortages, [and] the hiring arena remains a tight one,” which is great for prospective employees.

They also say that “71 per cent of employers said they would be inclined to hire individuals who lack some of the required skills, intending to upskill them on the job.”

Again, this is good news if you don’t have experience in the industry or you’re just starting out in your career.

When it comes to which aspect of marketing to go into, here are my suggestions:

SEO – this is a field that’s rapidly growing (see below).
Social media – it’s never been more important to a brand’s image.
Web design/development – a highly skilled but vital area of marketing

Within the agency in which I work, we’ve seen growth in the digital marketing and SEO fields specifically, with increased focus on the way we generate engagement through more ‘technical’ channels.

From an anecdotal perspective, I think the demand for SEO experts is only going to keep growing and I can support this with the literature too.

According to The Business Research Company, the market size of SEO services has been growing rapidly over the last few years and will further increase its share from “$75.13 billion in 2023 to $88.91 billion in 2024.”

Marketing is constantly evolving and changing

When we look at the marketing field, we can see it has shifted from traditional channels (TV, radio, print) to digital platforms (social media, search engines, content marketing) in only the last couple of decades.

There’s been so many new technologies that have fundamentally altered the way marketers work.

Even in my short career, I’ve seen changes in the way we monitor and deal with data, our engagement strategies on social media, etc.

Data analytics is now a massive area of study within marketing – could this be how you get into the industry?

Equally, consumer behaviour and expectations have changed, impacting the marketing strategies that we use.

Today’s audiences expect more personalised experiences, more transparency, and more immediate engagement.

These expectations have forced us to rethink the way they connect with our audiences, making strategies more dynamic and responsive.

In short, if you like an industry that’s never standing still, marketing could be a great option.

What skills are required in modern marketing?

To be a successful marketer today, you’ll need to master a mix of skills that cover everything from digital expertise to communication.

I’d suggest going into your career with at least one aspect locked down – you can learn a lot of the others on the job.

Creativity: Despite the rise of data, creativity is still the cornerstone of any successful campaign. Being able to come up with fresh ideas, write compelling copy, or design eye-catching visuals is essential to stand out in a crowded marketplace.
Communication: You need to be strong communicators, both in writing and speaking. You’ll often need to translate complex stuff into digestible insights, craft persuasive messages, and engage with clients, colleagues, and consumers.
Social media: Social media platforms are where a lot of the marketing action happens nowadays. Understanding how to engage with audiences, create engaging content, and respond to trends can really help you stand out.

Beyond the technical skills, the modern marketer needs a good set of soft skills too.

Collaboration is really important in everything we do, especially if you’re working in a team or agency setting.

You’ll be coordinating with designers, developers, content writers, and web teams, so knowing how to work well with others is a big plus.

Problem-solving is another essential skill.

Marketing often involves dealing with unexpected challenges, whether it’s a sudden change in consumer behaviour, a campaign that isn’t performing as expected, or a new platform that needs to be mastered.

Having a problem-solving mindset can help you navigate these hurdles and keep things moving forward.

Fundamentally, however, I think being able to learn and being open minded is a great thing to have.

If you’re the type who can switch seamlessly between right-brain and left-brain thinking, then that certainly helps too.

How to decide if marketing is right for you

I won’t lie to you – marketing is a tough career – you’ll be working really hard in order to stand out.

It’s not all making Instagram reels and filming TikTok videos.

Before you consider a career in the industry, ask yourself these questions:

Are you comfortable with a career that’s constantly changing?
Can you keep up with technology?
Can you put in the hours to stand out?
Can you handle the pressure to meet your deadlines and targets?

Ultimately, the decision to pursue a career in marketing comes down to whether you’re excited by the challenges and opportunities it presents or if they scare the sh*t out of you.

(If they do terrify you, can you overcome that? Sometimes a bit of fear is a good thing).

If you’re eager to learn, willing to adapt, and enjoy a balance of creative and analytical work, then marketing might just be the perfect fit for you.