Direct mail marketing professionals may find a surge of new employment opportunities this year, according to a study conducted by Bernhart Associates Executive Search.
Of the 395 companies surveyed, more than half (52 percent) are expecting to add digital and direct marketing staff in the first quarter of 2011 alone, while only 4 percent plan to lay off workers.
The study parallels a January survey by BtoB magazine, which found 51.9 percent of businesses plan to increase their marketing budgets in 2011.
"A lot of the jobs in the U.S. have been shipped overseas," Jerry Bernhart, principal at Bernhart Associates, is quoted as saying in Direct Marketing News. "But digital and direct marketing jobs can't be shipped to China. That sets our industry apart from the overall economy."
As businesses get set to boost their marketing staffs and budgets, it may be an opportune time for smaller firms to reflect on their own advertising and PR strategies. While new online techniques such as social media, search engine optimization and mobile advertising are expected to blossom, traditional print media is expected to remain relevant.
At a recent marketing summit in Knoxville, Tennessee, panelists and experts pointed out that "nothing is dying" in the marketing world and that the focus will remain on the consumer.