[onderzoek] Marketers are satisfied, despite the corona crisis

If you look at the results of NIMA research from an employer’s point of view, you can see at a glance what makes a marketing professional most happy: great projects, great colleagues and a good atmosphere. Many indicate that they continue to develop in the profession; almost half even want to go back to training. Marketers are more satisfied than ever and also stay longer than before in the job in which they work, be it with an employer or as a self-employed person. Challenging projects, inspiring and expert colleagues and a pleasant working atmosphere will remain the most important elements for job satisfaction over time. Less work pressure is least often mentioned as a satisfaction indicator, but the extent to which this is considered important is increasing.

The survey was conducted among Dutch marketing professionals. In the past few weeks, we have already provided a small taste of this, specifically when it came to the consequences of the covid 19 circumstances. More than 300 professionals took part in the survey, one third of whom are employed. 71 percent of them work primarily in marketing, 20 percent in (marketing) communication and 18 percent in sales.

Marketers want more knowledge about strategic development, martech and content marketing

Due to the increase in job satisfaction, a smaller share of marketers is also looking for other work. They can, however, quite easily name the areas in which their knowledge falls short or in which they are looking for depth. In particular, strategic development, martech and content marketing are often mentioned. In this sense, the profession has sober self-knowledge and a fresh perspective. If marketers start applying elsewhere, they will usually continue to work within the field. Development opportunities and the quality of the manager play an important role when considering another employer.

Marketers develop on the job by reading articles, websites and magazines, but they also value attending conferences and events. The intention to study or to follow courses and training is also high. Not to say that they will actually do it, but more than half indicate that they also want to follow training (s). However, a large proportion of salaried marketers indicate that they do not know whether their employer’s budget is available for this and how large this budget is.

The survey also asked what marketers do in their daily work and to what extent that work differs from what they themselves see as an ideal situation. There is little difference between the ideal situation and the activities compared to the classification of activities. We see that promotion takes up a third of the time, which is the task that receives the most attention. Despite the fact that marketers themselves indicated that they wanted to focus more on long-term strategies and less on promotion, this does not seem to be reflected in the classification of the work in the ideal situation. An important outcome is also that the more traditional parts of the marketing profession still play an important role in daily work. Distribution and pricing are easily disregarded by outsiders, but for a marketing professional they are part of the daily work and the prominent position of the forgotten P of ‘pricing’ is particularly striking.

In general, marketers are very satisfied with their current position within the organization they work for, which is most likely the reason for the long term spent with employers. One in three marketers has been working for the same employer for ten years or more. In addition, it is noticeable that current job satisfaction is considerably higher than three years ago.

Challenging projects, inspiring and knowledgeable colleagues and a pleasant working atmosphere are (and remain) the three most important contributors to job satisfaction.

Other aspects such as the quality of the manager and the reputation of the company also play an important role. The low contribution of ‘less work pressure’ is striking. This may indicate that marketers do not experience a higher workload as annoying, unless the preconditions are good. Compared to previous years, a reduced workload appears to be increasing in importance. The question was whether one could indicate whether elements contribute to job satisfaction.

Compared to the studies in 2016 and 2017, it is also noticeable that salary scores higher, although it should be noted that ‘making money’ is rather a dissatisfier for marketers: It is considered important that it is a good or reasonable salary. If it is too low, it is considered unreasonable and is at the expense of job satisfaction. On the other hand, if the salary increases enormously, satisfaction does not increase proportionately. It is also noticeable that the reduction of workload and the possibility of being able to work independently of the workplace are quite different from the results of ’16 and ’17. The consequences of working from home due to the corona outbreak probably play an important role in this. If you look at the results from an employer’s point of view, you can see at a glance what makes a marketing professional the most happy: great projects, great colleagues and a good atmosphere.

Labor mobility

The Netherlands has long claimed an international position as a high-quality knowledge economy. Marketing, sales and communication are also knowledge-intensive professions. NIMA is convinced that these ‘types’ of professions are inextricably linked to permanent education: lifelong learning. This keeps marketers mobile in the labor market and we also see this in studies such as this, because despite the high satisfaction, half of the marketers would also take on a new, fun opportunity that presents itself.

That share is a lot lower compared to three years ago. Last year, almost one in four marketers applied for a job with another employer. The vast majority of these applicants are looking for a job in the same field. Reasons for applying elsewhere are the development opportunities and quality of the manager. It is also striking that the proportion of opportunists – if an opportunity suddenly arises – is lower than three years ago. Some of the respondents are just having a great time and the share that ‘always comes for a cup of coffee when the time comes’ is less than half.

The most frequently mentioned way to develop as a marketer is by reading articles, websites and magazines

Also the most accessible of course. Attending conferences and events are also popular, as are training and networking. Marketers generally experience that they have sufficient opportunities to develop. Also striking: one in three mentions podcasts. That share was not surveyed three years ago, but it can certainly be called high. For those who wondered whether after a year full of events in Zoom and Teams it would be done with visiting physical meetings such as seminars, events and award ceremonies. No that’s not true. They want to network, those marketers.


A result that we have shared before. Only one in three marketers indicates that they have a training budget, which on average amounts to about 2,500 euros. However, a lot of the marketers are not given a budget or it does not apply to them. The six most frequently mentioned components on which marketers want to develop are remarkable: strategy and innovation are mentioned most often, followed by marketing automation, content marketing and a shared fourth place for customer journey, B2B marketing and neuro and behavior.

This article is a summary of a previously published blog by Luuk Ros, editor-in-chief of Marketingfacts


Related Articles

Back to top button