Discussion Sessions: Latest Trends in the Digital Media Realm
In the wake of the COVID-19 pandemic, the digital media industry is undergoing significant changes, with a growing emphasis on digital-first skills, remote/hybrid work flexibility, and adaptation to AI-driven disruptions.
As businesses continue to prioritise marketing strategies that rely heavily on digital channels and social media, employers are seeking professionals adept in digital design, content creation, influencer marketing, UX/UI design, content strategy, graphic design, and creative development. This shift reflects the increasing importance of digital marketing and creative skills in the industry.
Moreover, the rise of AI is transforming the sector, with automation and AI tools impacting media planning and ad buying. While total jobs in advertising, PR, and related services have seen a recent decline, the sector is forecasted to grow by 8% from 2023 to 2033, driven by emerging managerial roles and declines in transactional positions.
Remote and hybrid work continues to be a strong hiring trend across digital media and marketing. Many companies are offering fully remote or hybrid roles, with flexibility being a priority for attracting talent. Some roles even support the digital nomad lifestyle.
Skilled marketing and creative professionals command higher salaries in areas such as art direction, UX/UI design, and content strategy. Employers face challenges meeting these compensation demands and often offer enhanced flexible work arrangements as part of their recruitment strategies.
Candidates who demonstrate versatility across multiple digital, marketing, and creative functions are particularly sought after, enabling companies to adapt more nimbly to evolving business needs. The competition for specialized digital and tech talent is intense, especially in key urban centres, necessitating strategic hiring approaches and offering hybrids of remote and on-site work to retain professionals.
Amy McSheffrey, a member of the institution's Digital Media Advisory Board, provides an insightful perspective on the industry. With over thirty years of experience in video production and special events, she started her career at Honeywell and Timberline Productions before launching her own video production company, Chili Pepper Productions, over 25 years ago. Amy graduated from ASU's Walter Cronkite School of Journalism with a B.A. in Broadcast Production.
In the digital media industry, being a "jack of all trades" continues to be a valuable asset. Candidates should have a basic understanding of all aspects of production, including field audio and lighting design. Storytelling skills are advantageous, and being easy to work with and fun to work with is desirable.
Reliability and trustworthiness are essential qualities for video production candidates, as now, COVID protocol responsibilities are starting to fall onto the producer's lap as another responsibility. It's beneficial to be a team player and help on set. Candidates should explain their role on the project and avoid taking credit for others' work or using unauthorized material.
Accounting, book-keeping, invoicing, and running a freelance or small business are valuable skills, especially in the mainly freelance-based digital media industry. Art skills can aid in understanding lighting, composition, colour, and more.
In summary, the digital media industry post-pandemic requires professionals with advanced digital marketing and creative skills, comfort with AI-enabled tools, and flexibility for remote or hybrid work settings. Employers must offer competitive compensation and adopt adaptive hiring practices due to ongoing market disruptions and evolving talent expectations. In-demand job titles for digital media companies include Content Creator, Production Assistant, Line Producer, Editor, Designer, and Audio Technician.
- As technology continues to advance and shape the digital media industry, professionals with a strong background in finance can help manage budgets for digital marketing campaigns, business strategies, and technology investments, making them crucial for companies navigating the AI-driven disruptions.
- To thrive in this evolving landscape, individuals seeking careers in digital media should also prioritize education-and-self-development, acquiring knowledge and skills outside their primary field, such as leadership, managerial strategies, and emerging technologies, which can make them versatile and valuable assets for businesses.
