In October 2018 I participated in the MarTech convention held by Ariel Shapira, dealing with digital marketing. In my lecture, I surveyed five trends in the digital advertising market, which I believe one should consider when thinking about the digital market in 2019.
1. Personnel and salary
From our annual salary survey in digital marketing it appears that the average salary rose during the past year from 13,540 NIS to 13,620 NIS. This is a small increase that doesn’t even cover the index increase, and in fact the salary decreased. We still see that most of the employees in the industry are people between the ages of 23-35 (73% of the participants) and 55% of the people make up to 12,000 NIS. We can also see that the salary differences between men and women narrowed when discussing higher than average salaries in the market. A highly grown area this year is the PPC (campaign management), when it is evident that there is a 40% increase in comparison with last year. This area is not about a quarter of the Israeli digital marketing market.
So what area is the most profitable? Digital marketing, partners marketing and media purchase are the most profitable areas, in terms of salary. Analysts make the least (10,200 NIS) in comparison with social medial (11,626 NIS), the lowest paid profession in all the years this survey is conducted. Apparently the area does not grow as expected. Also in terms of location there are differences from last year’s survey, where there is a growth of people practicing the area in the peripheral areas of the country.
In terms of professional experience: 42% of the participants have less than two years of experience in comparison with 38% last year, which shows an increase in the number of people lacking experience who enter the field.
In sum, the vast majority of the participants is satisfied with the salary (71%) but 40% of the participants would still be interested in changing their jobs, when 17% of them want to become independent, and 53% are interested in switching their jobs and are searching other areas of occupation.
2. Digital Budget Growth
During recent years the marketing budgets are going digital, and the digital marketing occupies 33% of the general advertising market (an increase of 13% from last year). We see that the vast majority of large advertising agencies are holding digital departments and quite a few digital offices merged and started providing more services to their clients. In addition, studies show that the digital budgets will reach about 50% of the world advertising cake by 2020.
3. E-Commerce Growth
There is plenty of noise surrounding the expected entrance of Amazon to Israel. Whether it is true or not, the e-commerce market in Israel is rapidly growing. We see quite a few articles about shopping malls emptying, and plenty of young people prefer to do their shopping online, even when talking about things such as supermarket orders or buying mattresses or couches, there is a large increase in the quantity of e-commerce websites, but it is important to understand that this is no magic and without a large investment in the website and in marketing budgets, these websites will not sell.
The advertising companies also publish new advertising tools to market internet shops. Today, the embedding of dynamic remarketing (a remarketing based on products that the user viewed before) is a basic tool for anyone who opens an online shop. Amazon became the third largest advertising company in the United States, which strengthens the investment in e-commerce. This didn’t just happen, the Amazon advertising interface helps shop owners in Amazon get sales, the same way Google advertising works: pay per click. Google also offers Google Shopping that allows to search for items directly in Google.
4. Smart Segmentation, Coloring Clients and Client Journeys
It used to be highly acceptable to discuss a conversion funnel, that the client goes in a one-way route from surfer, to entering the website, to a lead, to a sales conversation to a client. As the digital advertising and the data collection abilities matured, so did the attitude towards client journeys: in the world, people are already talking about multiple touching points journeys, endless journeys. There is no one-way flow into a funnel, however, the surfers, according to the level of their connection with the business, are warmed by videos, remarketing, text ads, newsletters, e-books, etc, even after they became clients. Our objective is to maintain the surfer close and to present different contents every time according to the level of his maturity. Even after he becomes a client, we keep in touch with him, digitally, to increase the total of his purchases and encourage him to recommend us, and make him into an ambassador of the product.
Everybody is talking about marketing automation and it appears to have replaced the big data as the buzzword of the year, but what does it mean? Automation is tools we use to make all the digital systems talk between them and with our clients. For instance, with a tool like the Zephyr, we can make a landing page send the lead directly to the marketer’s landing page. In the meantime, the person who left the lead will receive an automatic e-mail, “thank you for your application”. All applications will be entered into a Google Sheet in order to follow them and a client management system (CRM). Also, the application will enter the newsletter system of the marketer, and in addition to the mail he receives today, he will receive another one week later. This entire process is achievable using two tools: Zephyr and Mail-Chimp (or any other mailing system).
This is but a small example of the things we do for our clients today in order to make their marketing process more efficient. There are plenty of other tools to help you make your systems talk with each other and not do everything manually. Automation saves time, allows the employees to take care of the important things and saves money, if it is done wisely.
I chose to take 5 topics I believe will be in the center of the digital marketing in 2019, I suggest all marketing and digital managers, and all those who are in the field, to focus on these trends when creating the next annual strategic plan.
Or Fialkov, 35, married to Inbal and father to Itamar and Aviv. CEO and owner of Fialkov Digital – a company specializing in Internet advertising in many diversified channels.
Trailblazer in Facebook campaign management, until today Facebook published 4 case studies about office clients. Writing professional articles, advising and mentoring large companies in advertising in the digital media, and owner of the largest digital group in Israel “Digital Ad Professionals”.