If you want to be rich then you’re better off working client-side than in an agency, according to a new survey on marketing salaries.

Across all digital industries respondents working in-house earned more than people at the same level in agencies.

For example, the average salary for junior employees was £23,310 in agencies compared to £26,161 in client-side roles.

The gap was closest at senior level with agency respondents being paid £60,830 on average compared to £61,873 on client-side, but then the difference grew to roughly £20,000 at c-level (£95,212 vs. £114,199).

The results come from an online survey carried out by Propel among 1,895 respondents working in digital marketing, combined with 2,671 records taken from the recruiter’s own database.

Salary overview

Other findings from the survey include:

  • Almost two-thirds of marketing respondents (64%) are satisfied in their roles.
  • Job satisfaction tends to decline the longer a person has been at a company. Only 13% of people that were less than a year into their current job were dissatisfied compared to 34% of those who had been at a company for 2-5 years.
  • Ecommerce and merchandising professionals command the highest average salary at c-level (£120,000), followed by product managers (£117,500).

The skills revolution

The survey found that marketers working in social media commanded the lowest average salaries at c-level (£73,333) while content professionals weren’t sufficiently represented at c-level to even establish an average salary range.

However Econsultancy’s new Skills of the Modern Marketer Report suggests that the times may be a-changing.

When respondents were asked which marketing skills have grown the most in terms of significance in the past three years, the top two answers were social media (54%) and content marketing (49%).

This was echoed by feedback from the qualitative interviews carried out as part of the report, where content-related skills, mobile and social were seen to be increasing in importance.

Over the past few years, of these skill areas, which would you say has grown the most in significance for marketers? 

The survey returned similar results when marketers were asked what skills would grow in significance over the next few years.

Mobile marketing was the most popular answer (51%), followed by content marketing (50%) and web analytics/data (46%).

To test your own digital marketing knowledge and benchmark yourself versus your peers, take our Digital Skills Index Lite or get in touch to test your whole team or organisation. 

David Moth

Published 11 June, 2014 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (1)



And I explained the reasons why in this post http://moz.com/ugc/why-your-agency-cant-hire-marketers-and-9-solutions

Due to their business models, agencies have a hard, low limit on what they can pay, standard businesses are more flexible and startups can pay more than anyone else

If they had had a segment on startups, they would have found 3 tiers and not just two!

about 4 years ago

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