The digital labor market lives a turning point in which advertising is no longer played in television commercials or fences on the street, but in each impression, each click and each algorithm; generating a scenario that is positioning A new protagonist, capable of changing the way brands connect with consumers.
This is the trafficker, a profile, until recently unknown but that has become a dand The most demanded professions in the world of marketing and advertising, since their task is strategic and focuses on ensuring that each weight invested in online advertisements translates into real sales, loyalty customers and measurable return for companies.
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The change is not less if one takes into account that in just a decade, the global investment went from traditional media to digital environments. According to statista, digital advertising expense will reach US $ 777,000 million in 2025, which represents more than 75% of the world’s world advertising; While in Latin America, the trend is similar, since this segment already absorbs 56.6% of the investment and is projected to exceed two thirds by 2029, according to IAB LATAM and EMARKETER.
A local transformation
For Nicolás Matiz, CEO of Maticez Group, in all these data it must also be analyzed that Colombia is no stranger to this transformation. According to IPG Mediabrands, investment in digital advertising will grow 7.7% at the end of 2025, reaching About US $ 800 million and representing, for the first time, half of the national advertising expenditure.
The trafficker is a profession that comes up in the labor market.
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“With 41.1 million Internet users (77.3% of the population) and 36.8 million people on social networks (69.2%), the consumer attention dispute occurs on screens, not paper or radio,” he explained.
In that scenario, the digital traffic arises as the figure capable of joining strategy, data, creativity and Technology and Matiz himself explains that “it is not about filling nets with ads, but about connecting with the right client, at the right time and with the right message.”
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“Unlike the Community Managers, who manage communities and content, the traffic have a more precise mission, focused on designing digital campaigns, segment Visualizations, ”he said.
In this way it is clear that the added value of this profile is tangible and indicates that each dollar invested in digital advertising can generate between two and five dollars of return, according to IAB LATAM. Therefore, sectors such as e-commerce, retail, Fintech and education lead the hiring of these professionals in 2025.
The trafficker is a profession that comes up in the labor market.
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From Colombia to the world
It must also be said that the phenomenon transcends borders, since with companies in the United States and Europe outsourcing services to reduce costs, Colombian professionals already compete in the global market. From cities such as Cali, Bucaramanga or Pasto, they work remotely with the same effectiveness as in Bogotá or Medellín, and charge in dollars or euros.
“The figures are clear, a freelance trafficker in Colombia can manage campaigns for five Or more brands at the same time, charging between US $ 500 and US $ 1,000 per customer. This allows them to exceed up to 30% of traditional marketing roles, according to Michael Page, ”said Nicolás Matiz.
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The good news is that it is not an exclusive role for experts with decades of experience and “any young man with discipline and training can develop these skills in a short time,” says Matiz, who explains that Ertifications in Google Ads, goal ADS or Tiktok ADS, added to training in analytics, artificial intelligence and domain of English, are the entrance keys to a global labor market.
The challenge for those who exercise this profession is to go beyond superficial metrics, since, with interaction rates in social networks that barely range between 1.4% and 2.8%, the digital trafficker must Customize experiences, understand your audience and make each click become a real customer.
The trafficker is a profession that comes up in the labor market.
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Thus, in an environment of tight budgets, their ability to combine creativity and data analysis is what makes them the new star of the digital labor market. A profession that, without being influencer or community manager, is already changing the rules of the game in the economy of attention.
Daniel Hernández Naranjo
Portfolio journalist
