Get your finger on the pulse of job market

Sanjeev Rawat

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While surfing the internet, you come across various things like some cool and funny memes, sometimes useful sometimes irritating ads, some viral videos, some amazingly written blogs, mobile apps, etc. Do you ever wish of creating any of these? If your answer was in affirmative then congrats you have made your career choice and that is Career in Digital Marketing

What is digital marketing?

Before going into the ways to forward your career in digital marketing, let’s first understand the concept – what is digital marketing? Just like traditional marketing, in digital marketing, a company has a product which they wish to sell and hence, they try to engage customers, introduce the product and try to close a sale. Since companies are trying to engage customers by using the immense power of the internet, they have to employ several people in different roles and with specific skill-sets to help with this purpose. Digital marketing is quite versatile and creative in nature.

Why Digital Marketing?

The world is going Digital and by the year 2024, all the companies around the world including India will have online presence and thus creating a lot of career opportunities. It is a progressive field. With technology developing every day, you have to continuously develop your digital marketing skills so that your career keeps growing. According to this research, the digital economy is growing 10 times faster than the traditional economy and firms that engage in online trading are twice as likely to be creating jobs as firms that aren’t. It provides you with various career options. If you love coding, you can go for web designing or if you are a born writer, go for content marketing and so on. You don’t have to spend sleepless nights mugging up the formulas that you are never going to use in your life. You can dress as you like so say bye-bye to the boring formals.

Job opportunities

The world of online marketing is huge. Therefore, there is a huge scope of employment in it. India’s online marketing market is expected to reach around $76 billion in 2021. In 2020, this market has crossed the limit of about $ 32 billion. At the same time, about 14 lakh jobs are expected to be created in this sector. For example, e-Business Advisor, Database Administrator, Supply Chain Manager, Business Analyst, Project Manager, Customer Relationship Manager, Web Developer, Advisor, Team Leader, there is also the option of a good entrepreneur. Due to online trading, new job opportunities are being created in the field of Marketing, Finance, Logistics, Warehouse, Graphics.

As a marketing professional, you might come across these fields in digital marketing:

Digital Marketing Manager or Digital Director

You can say that this is one of the highest positions in the field of Digital Marketing. To attain this position one must at least have 5-7 years of experience in Digital Marketing. The Digital Marketing Manager/Director looks after the overall marketing development devising strategies that will drive more traffic, undertaking digital marketing campaigns, making improvements in website and updating it regularly etc.

Web Developer & Web Designer

These are the people responsible for those amazing websites that you come across on the internet. The terms web developer and web designer are used interchangeably but the role of a web developer is a specific one whereas web designer does a lot of things. As a web developer/designer, you’ll be responsible for designing, coding and modifying websites making it appealing and user-friendly. Prior knowledge of JavaScript, JQuery, HTML, CSS and web programming is required to get into this role.

Social Media Executive and Social Media Manager

Job in social media is one of the coolest jobs but don’t mistake it for only Twitter and Facebook, there is more to it. As a social media executive/manager you are required to keep a check on the latest social media trends and plan strategies accordingly, co-ordinate with the content team and client servicing team on regular basis, creating quality content or video etc. Knowledge about all the social media platforms and a lot of creativity are a must for this job role.

SEO Executive/Expert

A well-designed website will be of no use if the company does not have people who can promote it and thus the company hires SEO executives who make sure that the company’s website is all over the web. SEO executives are responsible for getting traffic on the website and improving the Google rankings. They have to make sure that the content on the website is search friendly, conduct keyword research, research about SEO tools, build sitemaps and submit them etc.

PPC/SEM Expert

The sometimes useful and sometimes irritating ads that we mentioned above are created by these people. They generate a lot of leads for the company and therefore there is a great demand for PPC professionals. As a PPC/SEM expert, you are supposed to manage PPC keywords, split ad groups, refine landing pages, generate reports, provide suggestions for ad copies and graphics, etc.

Content Marketer

If you think that you can write better than what is already there on the web then you are perfect for this role. Responsibilities of a content marketer include creating content that has all the qualities of going viral, making sure that the content is promoted well through SEO, coordinating with other teams and incorporating their inputs in content, following content trends, etc. To get into content marketing you will need an impeccable knowledge of the English language along with a lot of creativity.

Other Roles

There are many other roles or designations in Digital Marketing that depend upon the company and their requirements. Some of them are:

•          Analytics Manager

•          CRM Manager

•          Email Marketing Manager

•          E-Commerce Manager

•          Digital Agency Account Director

Remuneration

So here comes the answer to the most anticipated question. The salary majorly depends on the type of organisation and your role. Salary depends on which course you have taken. Where graduate students earn Rs 25,000 to 35,000 per month. At the same time, post-graduates like MBA, the students are getting a monthly salary of Rs 30,000 to 50,000. It also depends on you how much salary you are offered during campus placement. The number of skilled people is limited due to the lack of courses focused on this area at the institute, college and university level.

Which skills are in most demand?

It’s clear that digital marketing is taking the world by storm. Most companies are moving towards digital marketing and since marketing is an integral part of any company, the demand for digital marketers is quite high. Let’s turn our attention to a few statistics to get an overview of this demand. It has been estimated that about 93% of all online activity begins with a search engine.

A career in digital marketing is highly lucrative if you play your cards right. You need to keep your learning spirit active and you should always aim high. Never be complacent when you are opting for a career in digital marketing – you will always have room to improve.

 The writer is Director, Webbrains Digital Marketing Institute