How many people in the UK work in marketing?

How many people in the UK work in marketing?

How Many People in the UK Work in Marketing?

225,000 people were employed in the advertising and marketing sub-sector of the UK’s creative industries, in 2021*

This figure shows a massive increase compared to 2011 when 148,000 were employed.

How Many People in the UK Work in Marketing?

Table of contents:

    Common Marketing Job Titles

    • Marketing Coordinator
    • Marketing Assistant
    • Marketing Manager
    • Marketing Director
    • Marketing Specialist
    • Digital Marketing Specialist
    • Social Media Manager
    • Content Marketing Manager
    • Brand Manager
    • Product Marketing Manager
    • Marketing Analyst
    • Marketing Communications Manager
    • Marketing Consultant
    • SEO Specialist
    • SEM/PPC Specialist
    • Affiliate Marketing Manager
    • Email Marketing Manager
    • Marketing Automation Specialist
    • Public Relations (PR) Manager
    • Creative Director

    Types of Marketing Companies

    Full-Service Marketing Agencies: Offer a comprehensive range of marketing services, from strategy to execution.

    Digital Marketing Agencies: Specialise in online marketing, including SEO, PPC, social media, and content marketing.

    SEO Agencies: Focus on optimising websites to rank higher on search engines.

    Content Marketing Agencies: Specialise in creating and distributing valuable content to attract and retain an audience.

    Social Media Marketing Agencies: Focus on creating and managing brand presence on social media platforms.

    Influencer Marketing Agencies: Connect brands with influencers for promotional campaigns.

    Affiliate Marketing Agencies: Manage and optimise affiliate programs for businesses.

    Email Marketing Agencies: Specialise in creating and managing email campaigns.

    Public Relations (PR) Firms: Handle communication between an organisation and the public, including media relations.

    Branding Agencies: Focus on creating and maintaining a brand’s identity and image.

    Direct Marketing Companies: Specialise in direct communication with consumers through mail, email, or telemarketing.

    Event Marketing Agencies: Plan and execute events to promote a brand or product.

    Market Research Firms: Conduct research to gather insights about markets, audiences, and competitors.

    Advertising Agencies: Create and place advertisements in various media outlets.

    How Many people in the UK Work in Marketing

    Media Buying Agencies: Specialise in purchasing and placing ads in the most appropriate media channels.

    Video Marketing Agencies: Produce and promote video content for brands.

    Mobile Marketing Agencies: Focus on marketing strategies for mobile devices.

    Experiential Marketing Agencies: Create immersive brand experiences for consumers.

    Sports Marketing Agencies: Specialise in promoting sports events, teams, or athletes.

    B2B Marketing Agencies: Focus on strategies and campaigns targeting businesses rather than individual consumers.

    Common Types of Marketing Campaigns

    How many People in the UK Work in Marketing

    Brand Awareness Campaigns: These campaigns introduce or reinforce a brand’s presence in the market, helping to increase brand recognition, build trust, and lay the foundation for future sales.

    Product Launch Campaigns: By introducing a new product or service to the market, these campaigns generate buzz, attract early adopters, and establish market presence.

    Email Marketing Campaigns: Communicating offers, news, or content directly to a subscriber list, these campaigns offer direct communication with customers, a high ROI, and the ability to segment and personalize messages.

    Content Marketing Campaigns: Distributing valuable, relevant content, these campaigns build trust, improve SEO, and position the brand as an industry expert.

    Social Media Campaigns: By promoting content, products, or services on platforms like Facebook and Instagram, these campaigns increase brand visibility, foster community engagement, and drive website traffic.

    How Many people in the UK Work in Marketing

    Influencer Marketing Campaigns: Partnering with influencers allows brands to access a trusted voice, reach niche audiences, and boost brand credibility.

    Affiliate Marketing Campaigns: Collaborating with affiliates, these campaigns expand reach, leverage external audiences, and operate on a pay-for-performance model.

    Retargeting/Remarketing Campaigns: Targeting users who’ve previously interacted with a brand, these campaigns increase conversion rates, capture lost leads, and personalise the user experience.

    Loyalty & Referral Campaigns: Rewarding loyal customers and encouraging referrals, these campaigns enhance customer retention, generate word-of-mouth marketing, and reduce acquisition costs.

    Event Marketing Campaigns: Promoting and hosting events, these campaigns allow direct engagement with an audience, generate leads, and strengthen brand-community ties.

    Direct Mail Campaigns: Sending physical promotional materials offers a tangible touchpoint, high engagement rates, and targets specific demographics.

    Search Engine Marketing (SEM) Campaigns: Using paid advertising for visibility in search engine results, these campaigns offer immediate visibility, target high-intent users, and provide measurable ROI.

    Search Engine Optimisation (SEO) Campaigns: Optimising for higher organic search results, these campaigns offer long-term visibility, attract organic traffic, and build brand credibility.

    Flash Sale Campaigns: Offering significant discounts for a limited time, these campaigns drive quick sales, clear inventory, and attract price-sensitive customers.

    Contest & Giveaway Campaigns: Engaging users with prizes for participation, these campaigns increase brand engagement, generate user content, and grow the audience base.

    User-Generated Content Campaigns: Encouraging customers to create and share content results in authentic content, a strengthened community, and boosted brand trust.

    Cause Marketing Campaigns: Aligning with a social or charitable mission enhances a brand’s image, resonates with socially-conscious consumers, and makes a positive impact.

    Seasonal Campaigns: Capitalising on holidays or seasons, these campaigns tap into festive moods, increase sales during peak times, and stay relevant to current events.

    Interactive Campaigns: Engaging users with content like quizzes or games increases user engagement, provides valuable insights, and enhances user experience.

    Mobile Marketing Campaigns: Targeting users on mobile devices, these campaigns reach users on-the-go, offer personalised experiences, and tap into a growing mobile audience.

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    *Statistic Source

    How many people in the UK work in marketing?


    In 2021, the UK’s advertising and marketing sub-sector employed approximately 225,000 people, a significant increase from the 148,000 employed in 2011. This growth underscores the expanding role of marketing within the UK’s creative industries and reflects the sector’s importance in driving business and economic success.

    With a diverse range of job titles from Marketing Coordinators to Creative Directors, and a variety of marketing companies including full-service agencies, digital marketing specialists, and market research firms, the industry offers a dynamic and evolving career landscape.

    The rise in marketing employment also indicates the sector’s adaptability and responsiveness to the digital transformation, with an increasing focus on digital marketing, SEO, content creation, and social media management.

    As the industry continues to innovate and adapt to new technologies and strategies, the number of marketing professionals in the UK is likely to continue its upward trajectory.

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