UK marketers 'are among the lowest paid in the world'

UK marketers are not only in short supply, they are also among the lowest paid in the world, with annual salaries coming in at fifth from bottom across 20 countries as Denmark tops the pay scale.

So says a new study, carried out by Upcounsel, designed to compare the average salary of those working in marketing across different countries in Europe, Oceania, and the US, and determine where professionals would earn the most.

Also, with remote working now a major factor in many people’s recruitment choices, marketers can in theory work for companies based anywhere in the world, so the results could prove fruitful for those seeking a wage rise.

Way out in front is the home of the Vikings, Denmark, with a population of just under 6 million, where marketers can expect to earn an annual salary of £47,067.

Not only that, but Denmark is a highly developed country with a high standard of living: the country performs at or near the top in measures of education, health care, civil liberties, democratic governance and LGBT equality. However, Brexiteers need not apply; it has been a staunch member of the EU since 1973.

With approximately 3,300 monthly global searches on average relating to moving to Denmark, it is clearly an attractive prospect for many, the study claims, and the requirements for doing are not as rigorous as for many countries.

For instance, foreign workers must prove financial stability, having enough funds to support themselves before their first paycheck clears is essential. They must also have health insurance, and it is recommended to purchase a Danish policy, as foreign health insurance may not be accepted by Danish authorities.

It is also recommended that foreigners learn the local lingo, as although not essential, it is said that speaking Danish will put you in an advantageous position in terms of social and professional opportunities.

Finally, workers need to obtain a Danish visa. This can be a business, job seeker, study, employment, internship, family reunion, or guest basis.

Marketers looking even further afield will see that next in the pay league is Switzerland on £44,165. Even so, as one of the most expensive countries in world, where a loaf of bread can set you back a tenner, that annual salary may not stretch too far.

The rest of the top five highest paying countries are made up by the US (£43,147), Germany (£41,234 and Austria (£39,593). They are followed by France (£38,931), Belgium (£37,161), Norway (£36,819), Sweden (£36,668) and Israel (£35,325).

The UK languishes in 13th place – unlucky for some – on £31,000, with marketers in Turkey faring the worst, on a salary of just £4,549 a year.

The results pile on the bad news for the UK marketing industry, which is also facing its “worst-ever crisis” when it comes to talent, according to WFA research. Meanwhile, a separate study by Forbes Advisor has shown British professionals are among the least likely to be offered a wage rise.

The Forbes survey revealed that only 3.2% of marketing professionals had been voluntarily offered a pay rise – among lowest of all industries – and while nearly three-quarters (72.6%) considered asking for a rise, only one in six (15.5%) actually plucked up the courage to do so. Of those, only just over a third (35.1%) who went cap in hand to their boss actually got a wage hike.

This is in sharp contrast to the tech industry, which is the best for offering staff rises, with 8.13% of employers handed an increase without having to ask.