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Marketing is Eating the World
Marketing has transformed from a mere department to the central engine of brand engagement, customer relationships, and business success. Marc Andreessen’s declaration that “software is eating the world” is now more aptly applied to marketing in the digital era.
Since the pandemic, marketing investments have surged, with budgets increasing to an average of 9.5% of company revenues in 2022, up from 6.4% in 2021. Digital channels now dominate, accounting for over 72% of marketing spend in technologically advanced sectors. According to GroupM, ad spending will surpass one trillion in 2025, increasing 6.8%, one year earlier than was forecast in December 2023.
The role of Artificial Intelligence (AI) and automation in marketing shows great potential, reshaping how brands understand and engage with their audiences. According to McKinsey, companies are cautiously optimistic about a wide range of GenAI applications, particularly in areas like marketing analytics, personalization, and sales.
Marketing’s influence today extends across industries, making the role of Chief Marketing Officer as critical and ubiquitous as that of Chief Financial Officers, impacting diverse sectors from technology to healthcare.
In this context, we ponder where we are now and what will be next. But first, let's start with WHY.
Why This Report?
- Taligence prides itself on providing utility and value to marketing professionals, especially job seekers. We believe in providing utility beyond our immediate client base.
- Many job market data sources are outdated and based on slow-moving surveys. Through our partnership with Aspen Technology Labs (ATL), Taligence has access to real-time data from over 135,000 employer websites across the U.S., covering 5.7 million jobs, which represents approximately 70% of all job openings nationwide.
- ATL gathers active job postings/vacancies in real-time directly from companies' career sites and Applicant Tracking Systems (ATS), instead of relying on job boards or aggregators, so there is no duplication. They monitor any job board posting more than five positions, ensuring that the job data reflects hiring trends across both large and small employers, not just major corporations or public companies.
- The jobs database is updated daily, allowing us to deliver actionable, real-time insights that are relevant and reliable for both marketing professionals and employers alike.
