HR Insights  /  Employment Insights

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HR Role in Digital Marketing

​By Mansour Baker, PHRi, SHRM-CP
01 December 2017

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.

In accordance with the Saudi Communication and Information Technology Commission, the internet penetration indicator for 2017 2nd quarter reached about 24.1 million, with a penetration rate of 76% delivered through digital channels such as search engines, websites, social media, email, and mobile apps.

The average daily usage of the internet in Saudi Arabia is 4 hours and the average daily TV viewing time is 2 hours. People are spending twice as much time online as they used to 5 years ago.

Local Digital Marketing Services
There are over a dozen of local digital marketing providing various services to the private & public sectors. The key services to a successful local 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

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.

HR Role in Local Digital Marketing
As demand for digital marketing has grown in Saudi Arabia, so has the number of digital specialist jobs needed in local 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 a local 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

How to best structure a digital team to work as an integrated part of marketing is a key challenge. We have created a sample structure of a digital marketing team shown in figure 1.
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Figure 1: Sample Local Digital Marketing Company Structure

Which qualities are companies looking for in a local digital marketing roles?

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

What are the salaries provided for roles in a local digital marketing company?
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1. Account Manager with 3+ relevant experience in a digital marketing environment are paid on average a monthly base salary of SR. 22,140.
2. Business Development Executive with 3-5 relevant experience in a digital marketing development environment are paid on average a monthly base salary of SR. 15,390.
3. Copywriter with 2-3 relevant experience in a digital marketing environment are paid on average a monthly base salary of SR. 9,450. 

Please contact us to discuss how our team can assist your digital marketing business.

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