Market Update: How much do Digital Marketers earn in Australia 2022

The latest trends in Digital Marketing

With tech and software advances always pushing the possibilities of Digital Marketing, it’s an exciting time to be involved in the industry. Here are a few trends to keep an eye out for in 2022 and beyond. 

AI marketing

A Salesforce Report found only 29% of marketing leaders used AI in 2018, but that number had almost tripled to 84% by 2020. Expect AI to play an increasingly prominent role in Digital Marketing in the coming years. 

Marketers used to target audiences based on broad demographics, including age, gender and location. AI makes it possible to subdivide market segments and target leads by personal traits, buying habits and behavioural patterns. This means businesses can use AI to build customer-centric marketing strategies and personalised ad campaigns. 

Video marketing

It feels like the shift to video marketing has been well publicised for at least a decade. However, some businesses and brands remain hesitant to add video into their marketing mix. With the rise of TikTok, and Instagram announcing it’s now a video platform, video’s marketing influence is climbing.

According to research, over 85% of consumers would like to see more videos from brands, and at least 67% of businesses are looking to increase their video spend for the rest of 2022.

The Metaverse

The metaverse spans the physical and digital worlds, occupying multiple online platforms and often using virtual or augmented reality tech. The metaverse is also a fully functioning virtual economy that many businesses are now aiming to capitalise on. 

Marketing in the metaverse can be highly immersive, allowing businesses to place consumers in virtual spaces dedicated to particular brands. Many of the biggest companies are preparing to enter the metaverse, with Nike recently filing for patents on virtual sneakers and buying online real estate for virtual Nike Towns.

Digital Marketing in 2026: How the Role Has Evolved

Digital Marketing remains one of Australia’s fastest-growing professions, but the skills employers are looking for continue to evolve.

One of the biggest shifts in recent years has been the growing importance of data-driven decision-making. Marketers are increasingly expected to analyse campaign performance, interpret customer data, and use insights to optimise marketing activity across multiple channels. As a result, analytical skills have become just as valuable as creative capabilities.

The rise of short-form video content has also transformed the digital landscape. Platforms such as TikTok, Instagram Reels, and YouTube Shorts have changed how brands engage audiences, creating strong demand for marketers who can develop content strategies tailored to these formats.

At the same time, privacy changes and the gradual decline of third-party cookies have encouraged organisations to focus more heavily on first-party data strategies. Businesses are investing in customer relationship management (CRM) systems, marketing automation platforms, and personalised customer experiences, creating new opportunities for marketers who can combine digital marketing expertise with customer data and lifecycle marketing skills.

Search marketing is also evolving. With AI-powered search experiences becoming more common, marketers are increasingly focused on creating high-quality, authoritative content that answers customer questions and builds trust. As a result, content strategy, SEO, and brand authority remain critical components of a successful digital marketing strategy.

While the channels and technologies continue to change, organisations still need skilled Digital Marketers who can connect with audiences, drive business growth, and deliver measurable results.

To explore the latest data on digital marketing salaries, demand, and career opportunities, read our updated 2026 market report: ‘Market Update: How Much Do Digital Marketers Earn in Australia 2026?‘

How AI Is Impacting Digital Marketing

Many marketers now use AI-powered tools to generate content ideas, draft copy, create image variations, analyse campaign performance, conduct audience research, and automate repetitive tasks. This allows teams to produce and test content faster while improving overall efficiency.

AI is also transforming customer personalisation. Streaming platforms, ecommerce retailers, and major consumer brands increasingly use AI to recommend products, tailor content, and deliver personalised customer experiences based on individual behaviours and preferences. Marketing teams are using similar technologies to improve email targeting, audience segmentation, and campaign performance.

Paid advertising has become increasingly AI-driven as well. Platforms such as Google Ads and Meta Ads now use machine learning to automate bidding, optimise targeting, and identify high-performing audiences. As a result, marketers are spending less time on manual campaign management and more time focusing on strategy, creative direction, and business outcomes.

The growth of generative AI is also influencing content creation. Many organisations now use tools such as ChatGPT, Microsoft Copilot, and AI-powered design platforms to accelerate content production. However, businesses still need marketers to ensure content aligns with brand guidelines, resonates with target audiences, and supports broader business objectives.

For aspiring Digital Marketers, the opportunity lies in learning how to work alongside AI rather than compete with it. Building skills in marketing strategy, content marketing, SEO, analytics, customer insights, and AI-assisted marketing workflows can help professionals remain highly competitive as the industry evolves.

Rather than replacing marketers, AI is changing the nature of the role. The most successful Digital Marketers will be those who can combine creativity, strategic thinking, data literacy, and AI expertise to deliver stronger business outcomes.