Tools are all the rage in digital marketing. Most of the discussion centers on which tools are available, which ones are the best, which ones integrate the best, etc.
If you have a job, or might get one at some point in the future, there is another consideration.
Which digital marketing tools are in demand in the workplace?
How often do you see this asked or analyzed? In other fields like web development, people are hyper-aware of which programming languages and technologies are in high demand. Should digital marketers pay a little more attention to topics like this?
Let’s do some quick research and see if it turns up anything.
- In late February, 2016, each tool was entered into Indeed.com, which contains a huge number of jobs. (We love you, Indeed!)
- We recorded the total number of jobs and the number the salaries at each level.
- The salary information was consolidated into a single number.note – the “salary” is imperfect in absolute terms, but may be useful in relative terms.
- reason #1 = there is a small % of jobs that don’t appear in any salary bucket.
- reason #2 = the buckets end with a plus, so we don’t know the exact salaries.
- this means = again, don’t think “salary”, think “relative salary-like measure”.
also note – we didn’t filter out the jobs posting from the tool companies themselves.
They are a small %, of total jobs, and they are providing jobs around their tools…
Okay, with that out of the way, let’s scan the results and see if anything useful jumps out.
Results are grouped by category and sorted by which tools appear in the most job listings.
There’s also a link to the search terms we used at Indeed, if you want to see for yourself.
|Web Analytics||Jobs #||“Salary”||Search Details|
|Google Analytics||6,970||$66,539||“google analytics”|
|Adobe Analytics||3,034||$76,954||“adobe analytics” or sitecatalyst
or “site catalyst” or omniture
|Coremetrics (now IBM)||453||$78,273||coremetrics|
|Google Tag Manager||264||$75,849||“google tag manager”|
|Google Analytics Premium||50||$76,000||“google analytics premium”
or “ga premium”
Comments: Google Analytics is an incredibly popular search phrase in job listings. The other analytics tools are no slouches, either, in terms of number of jobs and compensation. Analytics is only getting more sophisticated. Career-minded people should take notice. If you use Google Analytics, get familiar with Google Tag Manager and consider certification.
|Marketing Automation||Jobs #||“Salary”||Search Details|
|InfusionSoft||182||$50,698||infusionsoft or “infusion soft”|
Comments: Along with analytics, this looks like the other major area of employer interest. High number of jobs, relatively high salaries.
|Email Marketing||Jobs #||“Salary”||Search Details|
|Constant Contact *||2057 *||$36,668 *||constantcontact or “constant contact”|
|Mailchimp||866||$46,344||mailchimp or “mail chimp”|
Comments: Constant Contact’s number is inflated by jobs that use “constant contact” in natural speech. A quick scan of the results suggests the actual number of proper-case searches are maybe 1/2 to 2/3 of the total here. Still very popular. While the most popular email tools are mentioned in many job listings, the salary estimates for these jobs are relatively low. Familiarity with a company’s email tool seems to be a “nice to have” but not a major factor.
|PPC Advertising||Jobs #||“Salary”||Search Details|
|Facebook Ads||393||$56,826||“facebook ads” or “facebook advertising”|
|Bing Ads||363||$69,624||“bing ads”|
|Twitter Ads||91||$62,750||“twitter ads” or “twitter advertising”|
|LinkedIn Ads||53||$59,412||“linkedin ads” or “linkedin advertising”|
|Instagram Ads||20||$50,556||“instagram ads” or “instagram advertising”|
|Pinterest Ads||5||$78,750||“pinterest ads” or “pinterest advertising”|
|tools & misc.|
|AdWords certification||371||$62,247||“adwords certified” or “adwords certification”|
|SEMRush||100||$65,233||semrush or “sem rush”|
|AdWords Editor||68||$64,180||“adwords editor”|
Comments: AdWords is in high demand. Some of the high-end tools like Kenshoo are in some demand, although not on par with categories like marketing automation.
|Social Media Mgt.||Jobs #||“Salary”||Search Details|
|Hootsuite||730||$45,064||hootsuite or hootesuite or “hoot suite”|
|Buffer *||233 *||$36,565 *||buffer and social|
|Sprout Social||158||$57,630||sproutsocial or “sprout social”|
Comments: For Buffer, we had to use “buffer and social” to try to avoid word usage unrelated to the tool (i.e. maintenance workers doing buffing). In any event, Hootsuite appears popular in this category. Although, like email, this appears to be a nice-to-have more than a must-have.
|Conversion Optimization||Jobs #||“Salary”||Search Details|
|Adobe Target||275||$83,160||“adobe target” or “test & target”|
|Visual Website Optimizer||48||$69,302||vwo or “visual website optimizer”|
Comments: The number of jobs are relatively small compared to other categories, but the salaries are among the best. Optimizely is leading a crowded field. They also provide certification in their platform for the career-minded. While most of these tools are not requested enough to act as a primary job each keyword, this category is worth considering, i.e. trial some tools, find one you like, add another type of tool to your tool belt.
|Search Engine Optimization||Jobs #||“Salary”||Search Details|
|Moz||255||$65,212||moz or seomoz|
|SEMRush||100||$65,233||semrush or “sem rush”|
|Screaming Frog||76||$66,522||“screaming frog”|
|Conductor||72||$72,034||conductor and seo|
|Authority Labs||5||$73,750||authoritylabs or “authority labs”|
Comments: Considering the popularity of SEO, specific tools are not requested all that often. This could mean that the mass market tools are fairly interchangeable and/or have low learning curves.
|Content Management||Jobs #||“Salary”||Search Details|
|DNN||253||$80,665||dnn or dotnetnuke or “dot net nuke”|
|ExpressionEngine||193||$73,929||expressionengine or “expression engine”|
Comments: These job listings are for developers more than marketers, but it’s interesting to see how CMS market share data compares with the jobs. Everybody and their grandma uses WordPress, no surprise. Drupal appears to be clobbering Joomla for the #2 spot.
What, if anything, did we take away from this?
Personally, it gave me another factor to consider when tool selection is essentially a coin-flip.
A tool’s popularity might have an impact on one’s marketability as a employee or consultant. It might also have an impact when hiring: how many people are familiar with your tools, or how many people want to work with your tools.
If that sounds like a stretch, here’s one practical tip.
In your Indeed.com saved job searches, instead of just having general search phrases, i.e. “digital marketing”, set up some secondary searches for your favorite tools or platforms, i.e. “AdWords” or “HubSpot”.
Interested in more digital marketing career info? Check out our analysis of digital marketing salaries and salary sources.