Marketing Communications & Advertising

Industry Profile

Overview of the Marketing Communication & Advertising Industry
Marketing communications and advertising professionals and firms support organisations by creating, implementing, and sustaining marketing strategies. These professionals and specialised firms work as consultants that organisations of any size and in any industry can hire to improve their marketing efforts. Marketing firms create and execute marketing strategies for clients. They start with marketing research to create a marketing plan, followed by demographic analysis to create a complete ideal audience or customer profile and a marketing strategy.

Firms in the Marketing, Communications and Advertising industry use a combination of channels and tools to help their clients communicate with the desired market for brand awareness, sales, advertising, or promotion. Activities of companies in the Marketing, Communication and Advertising Industry include: planning promotional campaigns, budgeting, creating marketing plans, contract negotiation, website analysis, market research, pricing strategy development, promotional and informational writing, managing media relations, fundraising, and reputation management.

Marketing communications include careers in marketing, advertising, social media, sales, event planning, market research and web content creation fields. Demand for marketing professionals has risen in recent years. There are various types of marketing firms, and each kind specialises in different marketing strategies, customer demographics, industries, and business sizes:

  • Marketing consultancy: Marketing consultancies audit marketing plans and offer suggestions. Consulting agencies do not usually implement a marketing plan. Instead, they analyse and create new strategies, such as launching a new product or capturing a new potential market.

  • Direct marketing: Direct marketing companies help clients plan and manage direct mail campaigns. They often provide mailing lists that match the target market and design and write direct mail items. Direct marketing companies also mail out products on behalf of companies. Furthermore, they measure and analyse consumer response to a campaign.

  • Telemarketing: Telemarketing companies provide telephone-based marketing services. They act as a call centre for businesses. Many firms have switched from land-line calls to smartphone calls or text pitches.

  • Digital marketing: Digital marketing companies help businesses use the internet, email or social media in their marketing mix. These firms advise on social media usage, improving the website’s search engine optimisation, and launching e-commerce services. And in addition, implementing email marketing strategies to communicate more effectively with customers and leads.

  • Marketing communications: Marketing communications experts assist with communications materials such as brochures, product guides, newsletters, and customer magazines. They provide writing, design, and production services and a strategy for how best to reach your target audience for upcoming events or new product launches.

Global View
The global advertising market size was estimated to be US$ 532.5 Billion in 2019. According to Marketing Edge, the market value will reach US$ 769.9 billion by 2024, expanding at a CAGR of around 6.3% between 2019 to 2024. 

In 2021, according to Statista, global advertising spending was expected to reach $689 billion; $455.3B went to digital campaigns. Furthermore, according to projections, global ad expenditure will reach 850 billion dollars by 2024. 

In 2020, the global digital marketing market was valued at roughly USD 305 billion. According to Expert Market Research, between 2021 and 2026, the market is predicted to increase at a CAGR of 17.6 per cent, reaching a value of roughly USD 807 billion. The projected rise is due to the growing online advertising segment driving the industry.

In 2020, advertising spending in Africa decreased by over 23 per cent. It amounted to five billion U.S. dollars, down from 6.52 billion a year earlier.

The African advertising market shrank by about a quarter in 2020 due to the COVID-19 pandemic. On the other hand, Africa was the smallest regional ad market in the world, accounting for only 1% of global ad spending, with five billion dollars invested in advertising. 

According to Statista, advertising revenue in Ghana will grow from 174 million U.S. dollars in 2018 to 266 million by 2023. Advertising breakdown of data by types includes the following: TV Advertising, Newspaper & Magazine Advertising, Outdoors Advertising, Radio Advertising, and Internet Advertising. The Ghanaian market relies on consistent economic growth and strong business confidence for advertising to thrive. However, with GDP growth on a solid path to 2022, TV advertising revenue will rise from US$73 million in 2017 to US$112 million in 2022, an 8.9% CAGR, according to a PwC report. TV advertising is the major contributor to Ghana’s Advertising and Marketing Communications. Outside TV, radio and OOH are strong advertising contributors. With diverse content across 392 radio stations and good coverage across the country, radio forms a reliable advertising source to reach large numbers of Ghanaians.

Ghana’s pay-TV revenue reached US$39 million in 2017, down -1.8% in 2016. Over the next five years, Ghana will struggle to grow the number of pay-TV households, with subscriptions staying flat at around 600 000 and only rising to 700 000 by 2022, mainly due to entry-level packages. Therefore, pay-TV revenue growth will be modest, reaching US$42 million in 2022 after increasing at a 1.5% CAGR. The TV industry in Ghana relies on TV advertising, which accounted for 59.4% of total TV revenue in 2017. This will rise at an 8.9% CAGR, which will account for 67.2% of the total in 2022. The Ghanaian market relies on consistent economic growth and strong business confidence. Online TV advertising is yet to emerge in Ghana, while around 90% of advertising spend goes toward terrestrial channels

According to Statista, the internet advertising revenue in Kenya in 2020 was 3.4 trillion Kenyan shillings. Statista projects that it would grow at a compound annual growth rate (CAGR) of 7.7 per cent until 2025, to reach 4.93 trillion shillings. It was projected that advertising spending in Kenya in 2019 would reach 329 million U.S. dollars. TV and radio advertising account for the most significant chunks of these expenditures – 109 and 99 million U.S. dollars, respectively. In general, advertising spending in the country is forecast to grow at a seven per cent CAGR between 2018 and 2023.

Nigeria is one of the largest advertising markets in Africa. According to Statista, in 2017, Advertising revenue reached 425 million U.S. dollars. According to the same report, only two countries generated more ad revenues that year: South Africa and Morocco raking in 2.7 billion U.S. dollars and 820 million, respectively. 

Nigeria’s advertising industry has flourished to become a self-sustaining ecosystem. Moreover, it is projected to have exponential growth in the coming years due to the dominance of internet revenue.

South Africa
According to Statista, the total value of the South African advertising market is predicted to reach 30.4 billion South African rands (about 2.05 billion US dollars) in 2019, with TV and video advertising spending expected to make up the most significant portion of that total, at around 21%. 

According to the reports, the internet is the second-most popular media in the nation. However, when looking at compound growth rates for 2018 through 2023, the internet’s 12.4 per cent CAGR will surpass TV’s 1.8 per cent CAGR, which means that online advertising will have surpassed by the end of 2023 TV advertising for the first time.

  • Influencer marketing
    Influencer marketing involves endorsements and product placement from influencers on social media, people, and organisations with social influence across social platforms. As a type of marketing, companies or firms now pay Influencers with good social media reputations and a large audience to mention or post curated content for their brands.

  • Outdoor Display Advertising
    Outdoor advertising, also known as out-of-home advertising, reaches customers when away from their homes. Examples are billboard advertising, automotive design to carry brand product details and designs, and posters seen while “on the go”. Brands use these various platforms to increase their visibility and reach a larger audience.

  • Experiential Marketing
    Experiential marketing is a technique that involves brands having face-to-face engagement with a target audience. Its goal is to create lasting emotional connections with clients to raise brand awareness and loyalty. The strategy entails brands organising offline events such as shows, in-store activities, and product showcases to interact with customers, obtain feedback, and create strong relationships.

  • Omnichannel: email, SMS, push notifications 
    Omnichannel marketing integrates and collaborates with the numerous channels businesses use to communicate with customers to create a consistent brand experience. The omnichannel marketing strategy provides consumers with a pleasant, seamless user experience that includes various fulfilment options. Customers may interact with brands on their terms using omnichannel marketing, resulting in a better overall consumer experience. Brands have gained more leads thanks to the introduction of push alerts and text messaging. The combination of email, text and push alerts has produced better results.

  • Personalisation
    Using data to send brand messages targeted to an individual prospect is known as personalised marketing or one-to-one marketing. On the other hand, traditional marketing depended on casting a wide net to gain a small number of customers. As a result, traditional marketing, which included billboards, cold calls, mailings, and more, prioritised the number of messages above their relevance. Analytics became more complex as time went on, and data on individual prospects rose. Marketers now use both to send prospects the most relevant message at the most appropriate time.

  • Social Commerce
    Social commerce uses social media sites like Facebook, Instagram, and Twitter to promote and sell goods and services. Consumer participation in a company’s marketing through retweets, likes, and shares determines the success of a social commerce effort. In addition, professionals in social commerce produce and distribute messaging and interactive features to boost online sales and other e-commerce efforts. Invite users to vote on product style or choices, offer customised buyer alternatives, use videos to display the product in use and from numerous angles, and so on are some of the marketing strategies used by social commerce.

  • Content Marketing
    Content marketing uses relevant articles, videos, podcasts, and other media as a marketing strategy to attract, engage, and retain an audience. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it’s time to buy what you sell.

  • Online to drive offline
    The term “online-to-offline commerce” refers to a marketing approach that involves bringing potential customers from online channels to physical stores to make a purchase. It directs customers from Instagram, email, and digital ads to a physical location. It converts eCommerce visitors into physical customers by allowing online purchases to be returned to the retailer’s location and allowing in-store pickup of things purchased online.

These include Marketing Communications and Advertising as related to:

  • Consumer behaviour, consumer perception, brand loyalty, difference reception across genders and social groups, product patronage, sales, market trends, new product launches etc.
  • Trends like marketing research, segmentation, targeting, focus groups, content, messaging, positioning, data usage, style and delivery channels.
  • Select Industries; Consumer Goods, Fashion and Lifestyle, Hospitality and Tourism, Telecommunications, Financial Services, Public Service etc.

SDG 8 
The industry company can help train workers for marketing, communication and advertising jobs through coaching and re-skilling programmes. 

SDG 12
This goal is quite vital as it supports every other Sustainable Development Goal. Humanity must now look for ways of doing better and more with less. It is crucial to note that this particular goal covers the marketing, communication and advertising industry for improved life quality.

SDG 17
Find out and communicate how the SDGs can benefit from better marketing communications and advertising in simple terms.

Tracking Return on Investments
When multiple identifiers are involved, marketing agencies need to know who receives messages and whether their targeting is working as planned. This is necessary to ensure the usefulness of metrics gathered from campaigns.

Addressing Privacy Concerns
Marketers need to uphold privacy standards while still using data to enhance their marketing and customers’ experiences. Therefore, there is a need to adhere to data collection and management standards.

Increased competition
The average individual receives hundreds of marketing messages every day, offline and online. Therefore, there is a need to be more creative to stand out and engage.

Mapping Customers Journey
Customers today have so many options of where they can buy both online and offline. Unfortunately, this makes tracking more challenging when they make purchase decisions. As a result, unifying prospect and customer data across all platforms is essential.

Increased competition
The average individual receives hundreds of marketing messages every day, offline and online. Therefore, there is a need to be more creative to stand out and engage.

The virality of Social Media
Negative feedback or reaction to an organisation, its brands or product can quickly go viral on social media. As a result, brands are adopting social media listening tools to analyse customer sentiments and respond to them before they are escalated.

Global brands have to reach an international audience and contextualise their messages to be relevant to the cultural contexts abroad. Consequently, brands may also localise offerings for these contexts.

Shortage of Talents

There is little barrier to entering the industry. However, there is a shortage of skilled workers who have an experience in traditional advertising, psychology and business and can use a stack of digital tools available today.

Having a degree is not a must to have before working in this industry. However, earning a degree certainly makes it easier to break into the field and comes with many benefits for job seekers. These are middle management roles that require lots of qualifications and experience. However, taking entry-level jobs in the Marketing Communications and Advertising Industry gives an individual the opportunity to learn, improve creativity, and gain experience to move up the career ladder. 

Here is a list of career opportunities in this industry:
Promotions Coordinator, Social Media Manager, Marketing Communications associate, Public relations assistant, Advertising specialist, Event planner, Market research analyst, Social media strategist, Advertising consultant, Marketing campaign manager, Media buyer, Marketing Communications manager, Web Developer, SEO Specialist, Content writer/Copy Writer, Community Manager, Social media manager

Highest paying jobs
SEO specialist, Web Developer, Public Relation Manager, Account Manager , Content and Digital Marketing Manager, Brand Manager, Content Marketer , Product Marketing Manager, Data Analyst 

  • Communication and Persuasion.
    Successful marketing communications demand a clear message directed to a target audience, using the appropriate tone. While this requires a firm grasp of industry terms, it doesn’t mean sentences should be overwhelmed with jargon. Instead, the ability to phrase concepts simply can demonstrate a comprehensive understanding of complex topics.

  • Continual Learning and Adaptation
    Working in this industry today requires you to be committed to continuous learning and adaptation to new innovative ways of doing things. You must be able to learn and keep up with new ways of doing things as the traditional means of marketing and advertising is changing radically due to digital innovations. Being committed to learning and adapting to recent technological and technical trends in this industry will keep you long and relevant in your career.

  • Creative and Critical Thinking
    Marketing is more than conveying a message to an audience. It requires an understanding of why and how something is working. So people are overburdened with communication that you must think creatively and critically about how your message will stand out.
  • Analysis and Problem-Solving
    Having analysis and problem-solving skills is essential in this sector. You should handle statistics and be able to translate your analytics into insights to improve your marketing strategically. In addition, having problem-solving skills will help you in this fast-paced industry as you work with team members on projects, and you should be able to proffer solutions as a team player.

Digital Skills
Several industries undergo digitalisation as the digital world evolves, and this industry is no different. Thus your expertise must develop as well. There are now more channels, marketing communications, and advertising instruments to pick from.You should pursue knowledge in content creation/development, digital marketing/advertising, data analytics, and so on, as these will help you stay relevant in the future.

BSc in: Advertising and Marketing, Digital Marketing and Social Media, Mass Communication, Broadcasting, Business Communication, Electronic and Digital Media Communication, Journalism, Public Relations, B.A. (Hons) Business Management (Marketing), B.A. in Integrated Marketing and Communications, B.A. marketing communication and public relation, B.A. Advertising and public relation, B.A. Creative Brand Communication.

MSc in: Digital Marketing, Cross-media marketing communication, Marketing and Communication, Marketing Communication Management, Data Marketing Communication, Strategic Marketing Communication, Neuromarketing, Master of Art in Creative Advertising, Master of Art in Design specialising in Advertising, Advertising and Public Relation, PR & Advertising in International Communications, Mass Communication, Advertising and Journalism, Integrated Marketing Communication, Masters in Design and Advertising.

Professional Certificate in Communication and Digital Marketing, Professional Certified Marketer (PCM), Certified Social Marketing Associate (CSMA), Online Marketing Certified Professional (OMCP), Certified Internet Marketer (CIM), Google Ads Certification, HubSpot Content Marketing Certification, HubSpot Inbound Marketing Certification, SEMrush SEO Toolkit Course.

Working as an intern or volunteering in companies in this industry will be advantageous in getting a full-time job. In addition, an internship or volunteering will help you gain practical knowledge and broaden your exposure to how things work in this industry.

As an individual with some digital skills, having your portfolio of work will help you get jobs with firms in this industry. Your portfolio, which shows the projects you’ve worked on and the success of those projects, will allow recruiters to know your expertise which will boost your chances of getting hired.

Companies in this industry often recruit based on skillset and needs, and they sort to recruit experts with those skillsets. Also, marketing communication and advertising firms post jobs on their social media page. So you can get updates from their page.

Lastly, while you wait for that dream job in this industry, you can build your portfolio by creating content on social media platforms. For example, suppose you’re a content creator/writer, copywriter, SEO writer, journalist, etc. In that case, you can use several social media platforms to showcase your skills which may get you a job/gig in the long run.

Marketing Communication and advertising industry careers are fast-paced and highly creative. Regardless of your specific job title, it typically revolves around researching, planning, creating content, and creating advertisements or marketing campaigns. In addition, working with strict deadlines is typical in the industry.

The work environment in this industry is creative centric; it’s a creative space; hence, it is not too rigid. Working hours sometimes vary across companies in this firm, some workers work in shifts, and some might work from morning to evening. 

As a result of the covid 19 pandemic, several firms adopted the Work-from-Home model, and some still maintain this after the covid 19 lockdown. However, some firms since then have resolved to have their workers work remotely and on-site base on some specific days.

Some marketing communication and advertising firm offer health insurance, a bonus on signing/bringing new clients, vacations, etc.

The International Advertising Association (IAA) 
The Institute of Practitioners in Advertising

Advertising Association of Ghana

Association of Practitioners In Advertising

National Institute of Marketing of Nigeria, Advertisers Association of Nigeria, Advertising Practitioners Council of Nigeria (APCON) , Association of Advertising Agencies of Nigeria, The Advertisers Association of Nigeria – ADVAN

South Africa
Marketing Association of South Africa

Nana Adu Kyeremateng, Patricia Obo-Nai, Edinam Adjei-Sika, Emma Addo-Owusu

Elizabeth Njambi, Elizabeth Ntonjira, Fatma Bashir, Catherine Maina

Biodun Shobanjo, Steve Babaeko, Esosa Osagiede, Emeka Oparah, Folake Ani Mumuney

South Africa
Zibusiso Mkhwanazi, Kevin Hwang, Koo Govender, Robyn Campbell

Federal Trade Commission
Federal Communications Commission
E.U.: European Advertising Standards Alliance

Ministry of Communications

The Advertising Board of Kenya, Ministry of ICT

National Broadcasting Commission – NBC, Advertising Practitioners Council of Nigeria (APCON).

South Africa
Independent Advertising Bureau of South Africa (IABSA), Marketing, Advertising and Communications Charter Council.

Dentsu, Freeman, Burson-Marsteller, Accenture Interactive, PwC Digital Services, IBM iX, Deloitte Digital, Dentist (Japan), Epsilon Irving, Ogilvy, Bluefish Communication Group, BBDO, Doyle Dane Bernbach (DDB), McCann, Publicis Worldwide, Mindshare, OMD Worldwide, Mediacom, J. Walter Thompson (JWT), Carat, Leo Burnett, Young & Rubicam, Wunderman, Xaxis, Starcom, Acxiom, Cheil Worldwide, Edelman, Grey, DigitasLBi, Weber Shandwick, RAPP, Foote Cone & Belding (FCB), PHD, Isobar, The Engine Group, Proximity, SapientRazorfish, Havas, TBWA Worldwide, The Brandon Agency.

GKV, KHJ Brand Activation, Killian Branding, Sensis, Kiosk, Bareface, Rocket10, Citizen group, Deksia, Duncan Channon, Interplanetary, RMX Creative, Bob’s Your Uncle, Point Visible, Metrilo, Whatagraph,

So Fraiche Media GH Ltd, Insel Communications, Now Available Africa, PHD, Origin 6, Aquity Media, Tribal House Studios, Global Media Alliance, Scolptre, Pulse, WineLoya Digital Marketing, Focus Agency Ghana, Eagle the Agency, WopeDigital, PivotWeb Incorporated, Manifest Multimedia, CliQAfrica, BrandNerds Ltd, Wild Fusion, Focus Agency Ghana, Success Valley, Hyperlink Promo Ghana, FarmHouse Productions, TXQ Global, Bensyl Advertising Limited, Sprout Marketing Services 

Lafont Innovations LLC, Smith AEGIS Ltd, Qodewire, 3tech Agency, iDeveloper Technologies Ltd, HC Media Group, Simpaul Design, Rence Interactive, Ilani Concepts, Grid Branding Solutions, Web In Motion The Video, Oceans Digital Marketing, Squad Digital, East Africa Digital Marketers, Bean Interactive Limited, Brand 2D, Jamo Designs Ltd, Avocado Creative Studio, Zilojo Limited, TDS Marketers, Getsales Africa, Qube Limited, Swivel Marketing, Spread Marketing, DeepAfrica Limited, Hakika Marketing Services, Peak and Dale Solutions.

InsightPublicis, X3M Ideas, 7even Interactive, Mediatransit Bus Advertising, Smartsites, Hotspex Media, Local SEO Search, Nelson Reid’s, Cybertrons Ads, Firstcam Creative Studios, Super Stars Promotions Limited, Brand Envoy Africa, Primegate Digital, Relate Media, IKONERX, Algorithm Media, Octopus Marketing, Bloom Digital Media, Ponterby Media, Funzitech Solutions, Intarel Resources, Textng Communications, Algorithm media, iDigital Space, Vocado, Abbakin Glova Solutions Ltd, Techinnover Analytics Limited, Wow Effect Communication, Big Field Digital, Ziza Digitals, Interactive CT.

Soundclaz, Meckanzy, TAGET Media, Pandora Agency Limited, Cifwep Creative Digital Agency, TOY Media

South Africa
Hellenic Technologies, Ad Marketings, Daydream Digital, Chilli Media ZA, CROME-Digital Services, Best Marketing SA, Kaomi Marketing, Shapeshift, DigitLab, Build Marketing, Tyler Durden Advertising & Marketing, Flow Communications, Digitas Liquorice, Atomic Marketing, VSG Marketing, Avatar Agency, Shift ONE Digital, Quirk, Flume Digital Marketing, Vertex Central, Mustard Creative Agency, Joe Public United, Jellyfish SA, Meltwater ZA. Magnetic Creative, So Interactive.

Journal of Marketing Communications
Advertising Age
Marketing Edge
CRM Magazine
Campaign Street
Catalog Success
Inside Direct Mail

Social Media Week
Marketing Analytics Summit
LeadsCon’s Connect to Convert
Adobe DITAWORLD 2022
National Marketing Stakeholders Summit
Festival of Marketing
Conversion Conference
DigiMarCon West
Digital Summit Series
Strategic Marketing USA
Programmatic Pioneers Summit
Confab Central
Content Marketing World
PRNews Media Relations Conference
B2B Marketing

Wag the Dog (1997)
Thank You for Smoking (2005)
The Joneses (2009)
99 Francs (2007)
The Ides of March (2011)
Smoking Room (2002)
The Queen (2006)
Frost/Nixon (2008)

AdExchanger Talks
Wax Lyrical: The Marketing and Advertising Podcast
The A-List Podcast
The Adcast
Blood, Sweat & CPMs
Business of Social
Advertising Not a Funny Business
The Art of Online Business
Advertising Stories
The Glint Standard
Influence by We Transfer
Ad hatter

Ogilvy on Advertising
The Tipping Point by Malcolm Gladwell
My Life in Advertising and Scientific Advertising by Claude Hopkins
ReWork by Jason Fried and David H. Hansson
Zag by Marty Neumeier
Presentation Zen by Garr Reynolds
Hey, Whipple, Squeeze This: A Guide to Creating Great Ads
Positioning: The Battle for Your Mind by Ries & Trout
Built to Last: Successful Habits of Visionary Companies
Linchpin: Are You Indispensable? by Seth Godin
Engage: The Complete Guide for Brands and Businesses to Succeed by Brian Solis,to%20be%20US%24%20532.5%20Billion.,6.52%20billion%20a%20year%20earlier.

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