The importance of online marketing has steadily increased in recent years. In many industries, internet marketing is the most important source for acquiring prospects and customers alongside referral marketing and sales. According to Media Focus's Semester Report Online, over one billion Swiss francs were spent on online marketing in 2015, compared to just under half that amount in 2010. Online advertising accounted for 12% of total expenditure in Switzerland in 2015. This puts online advertising in third place behind advertisements in the print media and TV advertising. At the same time, e-commerce sales are growing at a double-digit percentage rate per year. Mobile marketing is generating additional growth because more and more people are surfing the internet on mobile devices such as tablets or smartphones.
Several hundred jobs in the field of online marketing are advertised on Switzerland's largest job platform. This reflects the market trend in advertising expenditure, which is increasingly flowing into online channels. Online marketing managers are frequently sought who, in addition to conceptual skills, are proficient in a wide range of tools. However, more and more experts are also being sought who specialize in individual tools such as search engine optimization, Google AdWords, newsletters or social media.
Due to market developments, it is becoming increasingly important for marketing managers to develop their skills in the area of internet marketing. In some traditional marketing courses, this topic is still very much neglected. In addition, many marketing managers who completed their marketing training a few years ago were never trained in online marketing at all. This becomes a problem at the latest when these marketing specialists want to apply for a new job. It is therefore also worthwhile for experienced marketing experts to undergo further training in online marketing.
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