Ottawa’s digital marketing industry is booming, with the sector generating $3.3 billion in revenues in 2016.
In the first half of 2017, revenues grew 12.7 per cent to $2.9 billion.
But there are some challenges facing digital marketers and their businesses.
A few trends are on display in the new year, and there are a few strategies for companies to take advantage of them.
Digital marketing is booming in Canada’s capital Ottawa’s Digital Marketing Industry Association reports digital marketing revenue increased 14.2 per cent in the first six months of 2017.
The increase is the largest for any calendar quarter, and it’s the second-highest growth in Canada.
It’s not a fluke.
The industry has been expanding in Ottawa, and some companies have moved into the Ottawa area, too.
The group is forecasting $4.6 billion in digital revenue by 2021.
This is double the amount it predicted in 2016, and about 10 per cent of the city’s total economic output.
The Ottawa region also experienced strong growth in the second half of last year.
The region accounted for 13 per cent (9.1 million) of the region’s digital revenues in 2017, and accounted for 19 per cent market share.
Ottawa is the city with the most digital jobs, but the industry also has more than 40,000 employees.
This number is growing, and Ottawa’s job market is expected to grow by nearly 15 per cent over the next two years.
Digital marketer can help businesses succeed in Canada The Ottawa area is a magnet for digital marketers, and that’s what’s driving demand.
Digital marketers work in every industry imaginable, from advertising to design, and their roles are varied.
But it’s a skill set that can benefit businesses in a number of ways.
A good digital marketer is familiar with digital marketing trends and can help clients navigate the digital landscape.
She or he can also serve as a point of contact to businesses to understand their digital strategy and ask questions.
“You don’t want to hire a digital marketeer to manage a website or an e-commerce site,” says Sarah Lapp, marketing manager at Lapp Marketing.
She adds that digital marketers need to be creative and be able to think outside the box.
Digital markets can be a key driver of job growth Ottawa’s local economy is growing faster than in most other cities, but many are struggling to attract and retain workers.
Ottawa-Vanier had the highest unemployment rate in Canada in 2017 at 8.7.
This was due in large part to the fact that more people are leaving the region.
It was also the only city in the country to experience job losses in 2016 and 2017, according to the Canadian Centre for Policy Alternatives.
A large part of this was the impact of a temporary immigration program called Temporary Foreign Workers (TFW), which came into effect in the early 2020s.
A majority of the foreign workers who came to Ottawa after TFW ended are now permanent residents, and many of them have found work.
The province of Quebec has also made an effort to bring in TFWs to help create jobs.
A lot of people who had previously been employed in other sectors are now starting to move into digital markets.
The number of TFW jobs has jumped by nearly half since the TFW program began in the mid-1990s.
In 2016, the province had more than 30,000 TFW-related jobs, according the Canadian Federation of Independent Business.
Ottawa’s economy also has been struggling to find workers in a rapidly growing digital market.
The city’s digital workforce grew by almost 40 per cent between 2015 and 2017.
“There are a lot of young people who are coming into this digital world and finding it hard to find jobs in a job market that is very competitive,” says Rob Raine, director of communications for the Ottawa-Wardman Chamber of Commerce.
He adds that these are the kinds of people that are going to be attracted to this sector because of the lower cost of living.
Marketing opportunities abound for digital marketers The digital market has many different jobs that don’t require digital skills, but those skills are key to successful marketing campaigns.
There are some key digital market-related job titles in Ottawa that can help companies expand their reach.
For example, digital marketers are responsible for marketing digital content, while digital marketing leads can provide digital marketing solutions.
The term digital marketing lead is an umbrella term for anyone who can help a business increase their digital presence in digital media, like Facebook ads or tweets.
Some people are looking to take digital marketing more seriously, and are looking for people who can apply their skills to other digital markets and positions.
The digital marketing environment can be an exciting one for digital marketing careers, says Lapp.
“If you want to work in digital marketing, it’s important to have an understanding of the job and the industry,” she says. 5