Employment

​By Mansour Baker, SHRM-CP

Introduction

Digital marketing using technologies have seen a rush in commercial activity and consumers are relying on these platforms for all business and marketing transactions. From print to digital marketing, this has grown to be one of the most crucial aspects of every business industry.

The GCC Countries internet penetration indicator for 2019 reached about 53.9 million, with an average penetration rate of 94.97% delivered through digital channels such as search engines, websites, social media, email, and mobile apps.

In many of the GCC Countries, we see that the percentage of internet users has now risen well over 90% (high penetration across the board), putting those countries high in the global rankings for Internet penetration. 

Exhibit 1

GCC Countries % Population Internet Penetration

Source: Internet World Usage Statistics

Digital Marketing Services

​There are over 200 (GCC chambers of commerce) of digital marketing agencies providing various services to the private & public sectors. The key services to a successful digital marketing are as follows:
​

1. Digital media strategy development
2. Digital media content creation
3. Influencer marketing
4. Social media promotion management and engagement
5. Social media monitoring and analysis
6. Business ethics and integrity 

Competitive Environment

In a competitive environment, the focus should be on increasing the network of influencers, growing a strong platform brands, content creation & promotion, and a client base with a strong referral base.

Exhibit 2

Strategic Focus Areas

HR Role in Digital Marketing

As demand for digital marketing has grown in the GCC Countries, so has the number of digital specialist jobs needed in digital marketing companies. Companies are not achieving the desired output from their digital marketing teams due to the gap between skills and current available human resources that lack previous relevant work experience.

Some critical roles in digital marketing are as follows:
​

1. Business Development Manager
2. Account Manager
3. Influencer Marketing
4. Copywriter (content)
5. Social Media Community Operator
6. Social Media Analyst

What qualities are companies looking for in a digital marketing role?
​

1. Hands on digital work experience
2. Interest in the future of the digital industry
3. Social media experience
4. Previous marketing experience
5. Culture awareness
6. Ethics

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