2019 sales and marketing market outlook.

16/01/2019 07:56:57

increasing engagement with digital-savvy consumers

Consumers today are engaging with brands differently. One-way advertising tools such as billboards and commercials no longer have significant influence over the consumers’ purchase decision. Instead, companies are implementing multi-channel approach with a focus on building their online presence to engage with their consumers directly and learn changing customer demands.

Through leveraging various owned channels, social media platforms and new digital technology, companies are able to collect data on their customers and use those insights to analysebehaviours and enhance customer experience. Industry research has shown that when done right, customer personalisation strategy can contribute as much as 68% of e-commerce revenue.

sales & marketing candidates experienced in data and digital tools are high in-demand  

The sales and marketing community sees technology as an integral part of the transformation journey. Companies are increasingly hiring digitally-adept candidates to spearhead marketing activities in a more efficient and targeted manner to gain a competitive advantage and grow their share of wallet.

Companies are either hiring experts who have specialised skills in new technologies, or collaborating with developers to create artificial intelligence that not only helps to improve efficiencies, but also engage with their customers around the clock. Some forward-looking companies have also started experimenting with augmented and virtual reality to provide a highly differentiated and improved customer experience.

This new digital-led environment has created a lot of opportunities for startups that are developing new innovations and emerging technology. The thriving startup ecosystem had seen a remarkable progression in 2018, evidently marked by the rising number of co-working spaces in Hong Kong SAR. In 2019, more startups will increase their headcount for sales and marketing professionals as they prepare to launch their product into the marketplace.

to read more about the skills demand and salary average in sales and marketing roles, download Randstad Hong Kong’s 2019 market outlook and salary snapshot report here.