While TV remains a primary advertising medium for many businesses, digital marketing allows companies to reach a global audience online. As digital marketing continues to grow, the number of jobs is naturally increasing. Let's discuss why digital marketing matters and the scope of digital marketing in 2021.
What is Digital Marketing Exactly?
Digital Marketing is the marketing of products and services via digital mediums to connect with a mass target audience.
Digital sources involve search engines, social media, email, and websites. It serves a purpose like any other type of marketing, connecting with and influencing potential customers. A constantly growing need in today’s age where everything is online, digital marketing has become a crucial factor for any business and becomes life or death.
Digital marketers are generally responsible for driving brand awareness, generating traffic for the company's website, and lead the generation through various digital mediums.
A digital marketer can use various digital mediums such as digital advertising, social media, email marketing, etc., to reach out to the customers.
For each digital channel, a marketer focuses on an objective to measure its performance across channels.
Marketing techniques have evolved as to how consumers get information.
What is the Demand for Digital Marketing?
With the increasing scope of digital marketing, the demand for digital marketers is also increasing.
Here are some trends that give a clear picture of the demand for digital marketers:
- The need for Digital Marketing professionals will be more than 20 lakh by 2020. (Placement India)
- 69% of companies are planning to hire more marketers in 2018. The most expertise in demand was digital advertising (45%), content creation and curation (42%), and content strategy (39%). (Marketing Trends 2018, McKinley)
The above trends give us a pretty strong idea of how the need for digital marketing experts has been on the rise over the past few years, and it is only increasing for the foreseeable future.
Qualifications Required for Digital Marketing
Digital marketing is a broad field and the qualifications can vary for different positions. Usually, a bachelor's degree in marketing, analytics, or related fields can be a suitable means to enter the digital marketing industry.
Even if you are not from a marketing background, you can pursue a digital marketing career by completing some online courses, certifications, and on-job training.
Scope of Digital Marketing
Digital marketing has become one of the fastest modes of promotion and marketing, reaching a wider audience. Companies are focusing their investments on digital marketing activities. According to Business Insider, India's digital economy will touch the $1 trillion mark by 2022.
A report by Indian Express suggests that 85% of marketers track the revenues generated through digital marketing and 50% have reported that e-marketing activities contribute to more than 10% of their incomes.
More than fifty percent of consumers discover companies through social media news feeds. These Companies can reach almost 1 million customers via Instagram alone, and more than 9 million businesses use Facebook to connect with consumers.
Even though posting ads and content on Facebook and other platforms continue to be an effective way to reach your target audience, the scope of digital marketing involves much more than just social media. In addition to social media, businesses also adopt these methods to reach new audiences while building their brand's awareness:
- Paid search: Marketers pay a fee to Google and other search engine companies whenever someone types in a keyword, and their ad will show at the top of the search results (“PPC” model).
- Organic search: This takes more finesse since marketers are using keyword analysis. They also use search engine optimization (SEO) practices to naturally push their data to the top of the list of search results on Google and other search engines.
- Email marketing: Email marketing campaigns are still very effective at reaching your target market, and they’re also very accessible for small businesses. Most digital marketers use email marketing for advertising special deals, highlight content, or promote an event.
- Content marketing: Publishing useful articles, guides, tutorials, and other online content that engages your target audience is the essence of content marketing.
- Podcasts: Audio content is another way to reach your audience and be used in conjunction with other media for broader marketing campaigns.
Scope of Digital Marketing in 2021
Digital Marketing keeps evolving as more companies enter the digital age and new technologies keep emerging. This is how digital marketing trends will shape the space for this era.
Digital marketing analysis is after the fact. Marketers will publish a piece of content, and then check to see how it was after a few weeks. This practice is certainly helpful, but real-time analytics is beginning to shake up the world of digital marketing. Conducting real-time analysis allows marketers to individualize content for smaller subsets of consumers and respond much more quickly to their performance. Being able to track and analyze how the content is performing in real-time allows marketers to see how their content performs and plan the next step better prepared and with more information. Analytics is for published pieces and trends and the type of content the audience is currently enjoying. One month it may be movies, the next month it will be food and so on.
Influencers on Social Media
Advertisers in all sectors are connecting with influencers on social media to help enhance their brands. This technique proves to be an effective digital marketing strategy, mainly because consumers like to trust other consumers more than companies advertising their products. Do not be surprised to see fewer celebrities promoting products, as consumers have grown tired of their endorsements. Instead, the trend is moving toward social media influencers who have more direct relevance to the product.
Video Still Remains King
Video content remains the top strategy in 2021, as digital marketers take advantage of consumers' desire to view content instead of reading it. Most social media platforms support video hosting and sharing.
One trend is Search Engine Optimization for images and video. People typically type in keywords relating to a particular photo or video, but this can be tedious. More and more users discover that they can use existing or new images to search for other, closely related images online. SEO profoundly increases the scope of digital marketing.
Artificial intelligence (AI) enables digital marketers to analyze user data further to customize the consumer journey. Companies can understand customers and how to best target audiences with the help of AI.
AI provides users with a personalized experience as well, giving them assistance at each buying process stage. A business can achieve this customer experience by automating ads to targeted audiences using programmatic advertising.
Augmented and Virtual Reality
Companies continue to use augmented reality (AR) and virtual reality (VR) in their marketing strategies to promote brand awareness and satisfy customer demand. Companies like Starbucks and Volkswagen have successfully launched AR and VR campaigns to offer their customers an experience that helps connect them to their brands and products.
Often referred to as “omni-channel” marketing, this method removes any barriers or “silos” that different media may enforce. For example, a product that is advertised on television should also have an online optimization for both computer and mobile users.
The point is, consumers may use various media to learn and engage with your product. If there isn’t a smooth transition among these different platforms, it may harm their experience and end up being a lost sale.
More Interactive Content
Interactive content is nothing new, but it is beginning to be embraced as an effective marketing tool. Not only does it increase the total amount of time a customer engages with your brand, but they allow you to gather more data and fine-tune your digital marketing strategy.
From a perspective of expanding the scope of digital marketing, interactive content can include contests, polls, surveys, and even games. This gives users more opportunities to interact with your brand and also plays into the greater goal of more personalization.
Scope of Digital Marketing in India
Today’s generation is digital. Marketing has always evolved based on what the customer is using over the years. If you look back at history, you can see that when customers would use Radio, it gave birth to radio advertising and marketing. Next, we got the birth of televisions, it is one of the most widely used devices, which has allowed companies to showcase their products and services to a mass audience with TV ads. TV advertising is the most used advertising strategy for companies even today. Since the Internet boom, more customers started using the Internet, which gave birth to a new marketing era, called initially Internet marketing, which is now called Digital Marketing.
To understand Digital Marketing’s scope in India, we must understand its advantages and sustain it until we get a new communication generation.
As per statista.com, as of October 2020, 59% of the world population is using the Internet. (i.e) 4.66 Billion Users. Of these users, 4.28 are unique mobile users & 4.14 are active social media users. The total number of internet users in 1995 was less than 1% of the world population. This shows the growth of digital marketing in the last 20 years.
As per the latest Google Report, India can reach up to $100Billion in online e-commerce. With evolving customers from various locations, we have tremendous growth prospects in digital sales. India has surpassed the USA in the total number of users; with the emergence of Reliance Jio, India has seen a significant increase in internet users, which gives more scope for digital marketers to reach a target audience.
Mobile phones are used by most users today for communication. As per a report, there are 4.14 billion unique mobile phone users globally. Most mobile phones today are smartphones with internet access, which allows the customers to connect with businesses anytime & anywhere. Mobile phone users can now shop online and complete all kinds of transactions at their fingertips. Marketing and advertising in a mobile-friendly manner have proven to be very effective for small and large businesses.
Targeting the Audience
It is challenging to advertise to the target audience with specific demographics & details in traditional marketing strategies. Most of the marketing methods aim at mass marketing. With digital marketing today, we have so many customized & personalized plans to target the audience exclusively.
Example: Today, we can reach an audience by location, age, gender, education, interests, personal information, etc. There are many advanced strategies to target a particular audience. This strategy not only approaches the desired audience but also saves up on time and resources.
Digital Marketing Skills
Take a look at the specific skills required in digital marketing.
- Analytics: Data analysis to understand the market metrics to enhance the effect of paid and organic campaigns.
- Keyword analysis: Utilizing the knowledge of keywords research and incorporating it into content.
- Customer behavior: Understanding the audience to be able to market the content & strategizing to achieve long-term objectives.
- Customer engagement: Building an online community by creating personalized posts and addressing customer issues to make them feel that you care about them.
- Writing: Strong command over the language to write interesting and grammatically correct content for websites, ads, and social media posts.
- Result-oriented: Analyse the impact of campaigns and change strategies based on data
Scope of Careers in Digital Marketing
Since the digital marketing industry is growing, it brings more opportunities to professionals in this industry. The following are opportunities available for professionals. To begin a career in digital marketing, one must have good soft skills and technical skills.
Digital marketers need to follow the latest developments and turn them into strategies. With more companies turning to online advertising to reach a greater audience, digital marketing jobs continue to increase.
High-paying digital marketing roles include:
- Social media marketing specialists.
- PPC experts.
- Digital marketing consultants.
- Digital analytics experts.
- Search engine optimization (SEO) managers.
Bloggers and YouTubers have the opportunity to write and video blogs professionally for digital marketing purposes.
With the new challenges the pandemic has created, many digital marketing careers have also been created, but you'll need a strong understanding of all these techniques to succeed in 2021.
The easiest and best way to kick off your career in digital marketing is to find a job. In digital marketing, there are many different specializations, so you will have other options to begin your digital marketing career.
Junior & Mid Level Career Options
- Digital Marketing Intern
- Digital Marketing Executive
- SEO Executive
- Link Building Specialist
- Social Media Specialist
- Google Ads Specialist
- Email Marketing Specialist
- Web Analyst
- Online Reputation Executive
- Content Marketing Executive
Higher Level Digital Marketing Job Titles
- Digital Marketing Strategist
- Digital Marketing Manager
- Social Media Manager
- Digital Marketing Head
- Paid Advertising Manager
- Digital Branding Head
Salaries for Digital Marketers in India
In India, the average salary of digital marketers is Rs 4,00,000 per annum. For interns/freshers, a realistic salary range of digital marketing professionals will be between Rs 1,20,000 to Rs 3,00,000 per annum. As the prospect gains experience in the field, the salary hike can range between 25% to 75% annually, depending on the candidate’s skill set, keyword-rich, and technical ability. Most candidates with 2+ years of experience can earn a salary between Rs 3,60,000 to Rs 6,00,000 per annum as per company policies.
Experienced professionals who upgrade digital marketing skills can expect a 20-30% hike by adding the digital marketing skills & certifications.
Apart from this list, there are more specialized job roles to choose from in digital marketing. This data shows an excellent scope of digital marketing in India for candidates seeking jobs.
Salary in digital marketing can vary according to the area of expertise.
Digital Marketing Jobs and Business Opportunities
Become a Professional Blogger
Many digital marketing professionals choose full-time blogging as their career choice. Many professionals are now successful bloggers in their field through hard work and dedication.
Affiliate Marketing & AdSense
You can start your own blog or website or app in a specific niche of your interest and initially work hard towards building traffic & viewers. After generating some good traffic, you can turn it into a good income with AdSense & affiliate marketing techniques. Most professionals develop micro niche websites focusing on specific topics to generate quality traffic.
Start Freelancing Services
Freelancing is offering your services to clients as an individual entity. You can build your clients globally from the comfort of your own home. Online freelancing services like fiverr.com, freelancer.com, etc., are great platforms to start a freelancing career.
Start your agency
If you have experience in starting your own business and have the resources, you can start your own full-time digital marketing agency. With your agency, you can create marketing strategies for your clients and apply them using digital marketing.
Become a YouTuber
You can choose to become a full-time YouTuber in a selected niche. You will need to create quality content and build your audience base on YouTube. Once you start gaining subscribers and views, you can make money with YouTube monetization.
Future Scope of Online Careers for Professionals/Students
If you learn about digital marketing, you will open the door to many new online opportunities while studying or working in your present job. Many digital marketers have built their brands by becoming influencers in the selected niche. Students can work part-time online for various digital marketing agencies.
Scope as Trainer or Coach
Suppose you are passionate about teaching and have prior teaching experience, and love to share your knowledge with others. In that case, you can build a great career as a Digital Marketing Trainer/Online Coach. To become a quality trainer, you must develop an in-depth practical understanding of each topic and work on real-time projects before delivering training. Become an online or classroom trainer only after getting an adequate amount of experience with all the technologies.
Note: We never recommend freshers to become a trainer because, without experience, teaching will be a nightmare for students.
Scope of Digital Marketing in India after Covid-19
Due to the dramatic increase in Work from Home (WFH) jobs due to the Covid-19 pandemic, many companies are shifting towards digital marketing for advertising and marketing. There is going to be a great demand for digital marketing specialists across India once the economy restores to an average level.
The demand for digital platforms has increased, and as per some reports, 50% more time is spent by users on social media. This demand gives an excellent opportunity to companies to target these specific users. Many individuals are now shifting towards GIG-based work (Freelance). Demand for quality freelancers has increased due to many restrictions on offline activities.
Digital marketing is gaining momentum with each passing day. As more and more people are getting online, the opportunities for digital marketers are growing.
All of the above information will help you start a career in digital marketing.
I hope after reading “Scope of Digital Marketing in India,” you now have a good idea of what opportunities are available for becoming a digital marketing professional.