Hiring levels for marketing professionals will remain relatively stable from 2015 to 2016, with a small potential for slight to moderate growth in the job market, according to a study released by McKinley Marketing Partners.

More than half of hiring managers, 53%, plan to hire the same number of marketing professionals in 2016. Twenty-eight percent plan to hire more marketing professionals and 19% plan to hire fewer than in previous years.

The study also found digital marketing is becoming an essential part of the majority of marketing roles — no longer a job in and of itself. Last year, 90% of all client requirements requested of McKinley Marketing Partners required digital marketing experience and/or analytic skills.

Half of the client requirements requested in 2015 required some aspect of digital marketing experience, and 40% required some aspect of strategic thinking or analytic skills. A total of 28% required both digital and strategic marketing experience — and those numbers are already on the rise in 2016, according to the report.

“More and more often, we’re seeing that marketers who once considered themselves ‘traditional marketers’ are using digital marketing skills in their daily job duties,” said McKinley Marketing Partners President and CEO Michelle Boggs. “The fact is that digital is — or soon will be — part of every marketing job in today’s market. Companies must strengthen their multi-functional marketing teams to keep up with the standards of our current economy and job market.”

Key findings of the 2016 survey also include:

• Digital marketers were highest in demand in 2015, while SEO/SEM and project manager hiring has decreased.
• Hiring of marketing professionals will increase slightly in 2016.
• Data analysts and upper-level managers continue to be in high demand, despite the outsourcing of other job duties.
• Job candidates who possess “soft skills” such as problem solving and the ability to efficiently and persuasively articulate thoughts have the advantage.

The study polled nearly 200 directors, VPs, C-level marketing executives, hiring managers and others in the position to make decisions about marketing talent for their 2015 hiring decisions and projected hiring needs for 2016. Participants in the survey represented a range of industries, including computers and telecommunication, financial services, retail, nonprofit and education, media and healthcare.