Digital marketing has led to the shift of the industry from outbound to inbound marketing. Therefore, professionals with new sets of skills are needed to produce state-of-the-art business development techniques and to innovate in the fields of behavioural advertising, content and mobile marketing.

Sales jobs focus on web sales, consulting and customer interaction. This leads to additional demand for management skills, relationship building and IT. Customer service is an indispensable element of the sales sector, and consumers expect this service to improve and be more efficient and personalised. The rise of social media transformed customer service from a mere after-sales service to an occupation in its own right. Complaints, queries and comments are now being handled by specialised professionals, who often have to approach each customer individually to ensure the success of the overall customer experience.

Currently, companies increasingly invest in digital technology and big data, aiming to comprehend the needs and desires of their customers more accurately, and communicate with their audience to establish long-term relationships.