When IT meets marketing

SEO (search engine optimisation), PPC (pay-per-click) execs, online marketers, web analysts, CRM (customer relationship management) execs, and affiliate account managers. Type these career role titles into a search engine and you will find results in their thousands appearing on your screen including articles and CVs a plenty.

However, what you will mostly come across are vacancies posted by international companies. This is because all the roles above are involved in online marketing that is fast becoming the main occupational area to be involved in.

With the increase in online international betting companies and i-gaming companies setting up base in Malta, jobseekers are being grabbed up to fill the positions but still the positions mentioned above are not as easy to fill requiring more experience and qualifications. Internet marketing is also highly cost effective for companies wanting to reach a large percentage of the population in an attractive and convenient way.

Online marketing is becoming more popular locally but according to Alan Gauci, a Castille Resources Ltd client, who represents a key player from the sector, the size of Malta is affecting the interest and investment in this lucrative business area.

“Local products in Malta are for the Maltese and if you place an advert in the local newspaper it will reach a large portion of the population. Other countries have more people so online marketing is the way to attract and sell to larger numbers nationally, even internationally,” he explains.

Distance plays a large part in the matter, with most individuals living in Malta being able to travel short distances to purchase items rather than having to order and have them delivered online. However, Mr Gauci thinks young Maltese people are now becoming more comfortable ordering things online as certain products are unavailable or take a long time to become available, apart from the internet providing cheaper alternatives.

With more businesses looking for their selling gateway online, more individuals are being snatched up to research and provide the most profitable strategies. Profit means high salaries which is what attracts many individuals to the information technology side of marketing. Even though online marketing in Malta still has not reached the same level as in other countries, Castille Resources has recognised the increase in online marketing positions in Malta with a number of local companies trying to enter foreign markets to sell local products.

Following the footsteps of several foreign companies and global trends, Malta is beginning to take its share of the “global business” front by exploring the advantages of internet sales and advertisements using social networking websites as a large percentage of individuals spend most of their time using the internet.

Although many businesses may suffer from the world of internet marketing, other companies find the internet a great source of promoting their businesses more cheaply since they are able to cut out the middle person advertising the company at a cost by advertising online for free.

Mr Gauci advises that in order for Malta to reach the same level of expertise and respect in online marketing, more education is required since the University of Malta has not yet started focusing in this area. “Some private companies have started offering courses and investing interest,” he revealed, adding that it is hoped that with the awareness more individuals will train for the more technical jobs, since they are more difficult to recruit for especially with companies seeking out people with experience.

An idea of what companies look for when recruiting includes university level qualifications in marketing, communications or commerce although not limited to these fields. Experience is key and companies tend to look for one to three years of related working experience even if not specifically related to working online.

Ms Hughes is brand manager at Castille Resources Ltd.

www.castilleresources.com