Last month I revealed stats from Elance that showed how the demand for online digital marketing freelancers has soared and so, this time round, I thought I’d look at how this has become a global trend with more and more companies looking to source freelancers from across Europe and further afield.

On Elance, the US is the largest user of human cloud outsourcing, but Europeans have really embraced this way of hiring digital marketing expertise in the last year.

When it comes to digital marketing, Hong Kong, Singapore and New Zealand no longer appear in the top ten with Spain, Denmark and Germany now replacing them.

Europe is increasing its use of freelance digital marketing professionals and it could be that the downturn in the European economy has meant companies are increasingly looking to save money by hiring freelancers online for all the reasons I discussed previously.

Digital marketing on the increase

In the past year the global use of marketing freelancers has doubled. The UK remains the European nation hiring the most digital marketers through the ‘human cloud’. On Elance, the UK has continued to grow even faster than most markets with an increase from April last year of 215%, compared to the global average of 124%.

In the past year, digital marketing spend increased in the UK by 279%. Germany (255%), Switzerland (127%) and Austria (270%) also experience dramatic growth.

The UK, Canada, Australia and the US remain the countries with the largest number of active clients and contractors on Elance. It’s evident that English-speaking nations, with strong economies are increasingly exporting work to make savings.

Reverse outsourcing

India and Pakistan have both remained in the top five since April last year, as established economies look to save money by outsourcing digital marketing work to emerging markets.

We are also seeing an increasing trend of reverse outsourcing, where skilled workers from countries like the UK are increasingly in demand from emerging economies.

 

Top 10 countries hiring digital marketers

 

Apr-12

Apr-11

1

United States

United States

2

Australia

Australia

3

United Kingdom

United Kingdom

4

Canada

Canada

5

India

Singapore

6

Israel

Israel

7

Denmark

Hong Kong

8

Germany

Ireland

9

Spain

New Zealand

10

Ireland

Switzerland