Currently, Digital Marketing Agencies are the most effective way to promote your business online. Along with our rising industry is the updated demographics and according to ThriveGlobal.com, women in digital marketing currently account for less than ⅓ of the digital marketing force, primarily due to the lack of female promotion.
A partial reason for this statistic is the lack of female hirers in Digital Marketing Agencies. Through my research of recent graduates, female promotion among Digital Marketing Agencies is one of the top struggles women are facing.
Taking A Look At Female Digital Marketers
Bachelor’s at California State University in Human Development
Linda received her Bachelor’s Degree in Human Development through California State University, and then her Master’s Degree in Business/ Marketing at Purdue University. She then went on to tackle the infamous job search. Applying to over 100 companies and receiving 5 interviews, sadly not too uncommon for today’s search statistics.
A day to day routine for her includes working on her main project, the Live Chat on her website. This means reviewing the customer journey on the application FullStory in order to document possible opportunities to improve Live Chat with hopeful results toward additional revenue.
Linda works within a marketing team. Each of her projects is based on team meetings and constant communication. Being the only girl in her marketing team, Linda strives to represent all female digital marketers. Promotion for Linda would mean being able to hire on more female employees to add to a more diverse team.
Bachelor’s at California State University in Journalism and Public Relations
As for Susie’s experience in the Digital Marketing world, she was a marketing and public relations intern for over 6 months before being hired on as a Digital Marketing Writer.
Susie is going on her 2nd year as a Digital Marketing Writer which encompasses two of her main objectives; copywriting and social media management. She serves as the sole social media manager of about 5 brands whilst, also being the marketing copywriter.
On a day-to-day routine she usually: checks all social platforms, responds appropriately to any messages, comments, shares etc. Then writes and schedules social posts. The rest of her day is used for writing, editing, proofing, and managing freelancers and project pipelines.
Susie meets constantly with the digital marketing manager, marketing directors, and VP of marketing to align on strategy for both social and copy. Susie’s day to day activities are overwhelmingly full as the main social media consultant and copywriter. A promotion for her would mean the opportunity of delegating a social media team to keep track of her current job’s social media clientele.
Why Having A Strong Demographic Throughout Digital Marketing Agencies Is So Important
Having a diverse team should be the number one goal for all Digital Marketing Agencies. Having women as Digital Marketers, however, is a necessity for a thriving company. According to a study done by ThriveGlobal.com, women tested on digital proficiencies scored 11% higher than their male counterparts.
And while women are skyrocketing in the bulk of the marketing industry’s workforce, 63% being women and 37% being men in the U.S., women are lagging in marketing leadership roles. Being less than half of the percentage at CMO or CMO-equivalent level roles, according to ANA.net.
This statistic greatly affects young aspiring female Digital Marketers like Linda. Lack of representation in higher roles, or even within the hiring process greatly affects the desire to become apart of a team.
Female Promotion Leads To Better Representation
Both of these Digital Marketers represent opposing sides of the spectrum that is Digital Marketing. Susie deals with constant social media and the voice for her company, while Linda helps implements online sources to receive customer satisfaction for her company.
Where female promotion matters most will be through the future of Digital Marketing. Both Linda and Susie have admitted to lack of representation within the last 3 jobs they have been employed at.
On average, the talk of promotion at Linda’s company is little to none within the past year. She often fears having to find a new job that includes a future for her work. This noncommittal mindset is not helping digital marketing companies expand their businesses. Instead they are keeping remote employees, who represent the agency from home.
Although we have seen the numbers rise rapidly on representation of women at digital marketing agencies, the lack of female promoters is what holds agencies accountable for their healthy workplace. Over the past decade, occupational gender segregation has threatened the rise of a new problematic workplace environment for men and women. People often feeling confined to their stereotypical standards.