Scope Of Digital Marketing in India
Digital marketing is one of the fastest-growing career sectors in India. With so many innovative and exciting options available, it’s no wonder that digital marketing is quickly becoming one of the most popular career paths in India. At the same time, India is one of the fastest-growing economies in the world and it is projected to be the world’s most populous country by 2027. As India becomes more and more connected, businesses need to adopt digital marketing solutions to reach their target audience. In this article, we discuss the scope of digital marketing in India 2023 and outline some of the key roles that are involved in this growing field. So let’s get started.
What is Digital Marketing?
Digital Marketing helps in promoting goods or services using digital channels. It is the best way to reach out to people worldwide using digital mediums. The availability of cheap data and affordable smartphones have made the internet accessible. Thus it is much easier to:
- Reach out to potential customers on a global level
- Engage with customers using digital channels
- Make them aware of your brand
- Make your services or products accessible to them
- Earn a higher return on investment in your marketing efforts
The use of digital marketing is increasing day by day because it is easier to get people’s attention faster. The world of digital marketing is exciting but complex as well. Different strategies are used to get the best results when it comes to digital marketing. We can say that digital marketing is the way to go as the scope of digital marketing in India is increasing daily.
Why Digital Marketing?
Once upon a time implementing marketing campaigns was done by running ads on TV and radio. These mediums were also restricted to large businesses who have money to spend. But with digital marketing, businesses of any size have the opportunity to reach their target audience using digital marketing channels
Every business today needs digital marketing, and here are the reasons:
1. Understand the customer:
It provides a way to interact with prospects and learn what they need. It helps you to understand the customer and their needs better.
2. Better reach:
It lets you reach out to people without any geographical boundaries. Digital marketing allows a company of any size to be able to reach out to people across the world without having to worry about any sort of boundaries.
3. Specific Target Audience:
It lets you target the right audience at the right time. It allows you to create a customized personal experience for them.
4. Better connectivity:
It lets you be in touch with the customers at every stage of the buying process. Digital marketing allows you to connect with you as soon as a visit your page, browse through your website, cart your products, and order them. You can connect with them if they need answers regarding your services or products. It helps you make a relationship with your customers effectively.
5. Affordability:
It is the most affordable way of reaching out to customers compared to TV or other offline ways of advertisement.
6. Measurable:
It lets you track, and makes marketing effortless for you. Traditional marketing methods are still being used but tracking and measuring the results is next to impossible through them, whereas you can track each click an individual makes through digital marketing. It gives you the agility to test and modify the campaigns that are not doing well.
It is important to keep up with the competitors. It is visible that digital marketing is going to be around for a long time and maybe forever. If you miss out on the opportunity now, there is a chance that your business might get left behind.
Digital Marketing India Statistics
India is a country with a rapidly growing population, and with it comes a corresponding increase in digital marketing needs. The growth of digital marketing in India is an interesting event. A few years ago people were not aware of the term ‘Digital Marketing but it has changed now.
Television has been the most dominating marketing strategy but digital media is emerging to be a strong competitor. It is expected to lead the advertising world. Of the overall advertising and marketing budget in India, 30% was assigned to digital media in 2021. It has been predicted that it will increase to 38% by 2023.
Marketers in India are using the power of social media and influencers to attract online consumers. The industry is expected to be worth 22 billion Indian rupees by 2025.
The McKinsey Global Institute (MGI) shared that the digital economy will create around 60 to 65 million new jobs by 2025. This proves that a large amount of money is being invested in digital channels.
These positive statistics show an inspiring career in digital marketing, especially in India.
Digital Marketing Covid Statistics
The world faced a catastrophe in 2020 and 2021 due to the spread of Covid 19. The market faced a great downfall and marketers had to rethink their plans and strategies. Most of the marketers either delayed or reviewed their campaigns in order to stay in business. According to a study conducted in the first six months of 2020, 29% of marketers started exploring new channels for their business. The other 29% started offering new services to clients, whereas 17% moved to new industries. However, this changed in late 2020. The digital industry adjusted to the new normal. It started conducting online vents, and webinars which helped the industry grow as it reached 2021. Digital marketing is predicted to take higher leaps in the coming years.
Who should opt for a Digital Marketing Career?
If asked, what you want to be a decade ago, you might not have answered “Digital Marketing expert”. The story has changed today. Choosing a career is never easy. You want to choose a career that you love, that can provide stability and support the lifestyle you want.
The digital marketing industry has different career options for anyone and everyone. If a person likes social media then they can choose to be a social media marketing expert. They can choose to become email marketers, affiliate marketers, or Google Ads, specialists. The digital marketing industry has multiple career options for people who are inclined toward the marketing industry.
Digital marketing is one of the best career options for people from non-coding backgrounds.
Digital marketing opens doors for people from all backgrounds regardless of their education, so technically anyone can opt for a career in this field. People working in this industry do not have to be “technical”. It all depends on what skills you have and how much you are willing to learn.
5 Major Digital Marketing Skills In Demand
According to LinkedIn “Digital Marketing Specialist” is one of the most demanded jobs currently. There are more than 800,000 job openings in the field.
It was also seen that the industry is facing a shortage of skilled people. With so many openings and not enough professionals this is the best time to learn the skills in demand.
Major skills in demand are:
Search Engine Optimization
SEO is one of the most demanded areas in digital marketing because of Google’s continuous upgrades in its algorithm. This has made SEO an important skill. An SEO expert’s work is to rank the website at the top of the search engines.
Social Media Marketing
Next up is Social Media Marketing. This is a must-have skill if you are looking into choosing digital marketing as a career. According to statistics, 54% of users go through different social media platforms before buying a product. A social media marketing expert helps you make your brand accessible to consumers using social media platforms.
Analytics
An analytics specialist develops effective strategies and analyzes their effectiveness. Data helps you make better business decisions and achieve your goals faster. A data analytics expert keeps an eye on the data to measure the results. They need to know the brand’s key metrics and how to analyze them. This data can be further used to modify digital marketing strategies.
Email Marketing
You can either send out email campaigns or send out effective email campaigns. The latter is not easy which makes email marketing an important skill. Email marketing yields better results in comparison to other social media platforms like Facebook and Twitter. Companies look for email marketers, therefore this is one skill you need to work on for sure.
Paid Advertisement
Paid advertising means displaying ads using digital advertising platforms.
An expert who specializes in the paid advertisement is deemed to be an asset in any company. This makes paid advertisement one of the highest-paying skills in digital marketing.
You can also work on certain soft skills that can help you go a long way when choosing digital marketing as a career in India:
- Flexibility
- Personability ― interpersonal communication
- Storytelling
- An eye for design
- An understanding of the “sales funnel”
- Project management
Top 5 Career Options in Digital Marketing
Now that you understand digital marketing, its importance, and the skills you need to excel in it, we can explore the top career options within the field. When deciding to pursue digital marketing as a career, salary is not the only important factor to consider. Career growth, job security, and reputation are also key.
Social Media Manager
Social Media Managers are in charge of devising the brand’s social media strategy. They also work on messaging, creating high-quality content, analyzing usage data, and overseeing projects. This role also encompasses designing multi-channel campaigns for the brand, product, or service.
A Social Media Manager has to:
- Manage social media channels like LinkedIn, Facebook, Twitter, Pinterest, Instagram, and YouTube.
- Curate innovative and engaging social media strategies
- Deliver content across various platforms through tools like Sprinklr, Hootsuite, Asana, Olapic, etc.
- Develop, launch and manage competitions and campaigns to promote your client’s brand
- Create relationships with influencers
- Respond to social media posts and develop discussions
- Track, track, and analyze social media platforms through Google Analytics and Facebook insights
- Find new trends to find better ways of measuring social media activity
- Recommend ways to improve performances
- Set goals, and targets to improve brand awareness and customer engagement
- Manage a budget for social media activities
Pay-Per-Click Managers
As a Social Media Manager, you will be responsible for managing all social media channels. A Pay-Per-Click Manager improves PPC campaigns through budgeting, keyword selection, and comprehensive search strategies. They are also supposed to handle different ad types like Google Display and Bing ads. They should be well-versed in SEM and SEO as well as being good with numbers. This job is high in demand and is one of the best-paid jobs in India.
A pay-per-click manager has to:
- Be a part of paid search strategies
- Launch different PPC campaigns
- Keep an eye on accounts on search platforms like Google AdWords, Bing, etc
- Be involved in keyword selection and audience targeting
- Adjust bids to gain better ROI
- Track KPIs to assess performances
- Create attractive copy for adverts
- Develop new campaigns across many channels
- Maintain partnerships with PPC ad platforms and vendors
Search Engine Specialists
SEO refers to creating a website or a web page to rank on the search engine’s results. An SEO specialist deals with analyzing, reviewing, and optimizing websites using SEO techniques. They are to plan innovative and powerful keywords to increase website traffic.
A Search Engine specialist has to:
- Discover keywords and implement search engine optimization recommendations.
- Develop link-building strategies
- Work with the team to ensure SEO best practices and help them implement them.
- Collaborate with editorial and marketing teams to integrate SEO into content creation.
- Improve SEO positions for target keywords.
Content Strategists
Consumers spend a lot of their time online, and they don’t want to waste it on unnecessary content. A content strategist is key to creating an interesting and relevant read for consumers. They create content for brand visibility and develop a link between content and SEO. A content strategist does all this by being innovative, systematic, and well-organized.
A content strategist has to:
- Perform research to access in-depth knowledge of all customer personas
- Perform research and analysis on consumer thoughts and trends
- Create content pillars and sub pillars
- Work with content management teams, creative teams, and writers to carry out strategies.
- Develop an editorial strategy for all delivery platforms
- Track and calculate content ROI
- Create a strategy and improve content delivery and promotion
Jobs that are most in demand in digital marketing currently
Content Marketing Specialist
The trend is continuously changing. Tactics used earlier are now replaced by a strong need for high-quality content. Customers do a lot of research before buying a product. They take an action only when they are impressed by the content on the website. Content marketers drive a business to different web pages in an organization. This method is known as an unpaid form of promotion. This is a creative job and these specialists deal with a team to execute a strategy. A content specialist makes around 4 to 5 lakhs in a year, to begin with.
Analytics
People who are good with numbers make good analytics experts. Their main work is to be a part of a digital marketing team and collect valuable data. The data is then used to analyze the traffic of the company. They can tell if the campaign is a success or a failure. They also help in optimizing the sales funnel and spotting any problems to find the best solutions. This makes the profile a highly demanded one without which a business can not survive. A data analyst can make around 4 to 5 lakhs in a year on average.
SEO
This is an evergreen skill that helps a website to be on top of any search results. It is a technical and analytical field that needs someone who knows algorithms. Businesses today are switching to online or Digital media instead of traditional media. One of the major role in digital marketing is SEO. it is used to increase business on websites by attracting traffic.SEO experts need to know how search engine runs and how content will link to a search result.
PPC/Google Ads
Pay-per-click advertising is a good option for gaining relevant visibility instantly. Bidding more does not ensure more visibility, because the relevance of the ad and the quality decide if an ad will show on top search results. One needs to understand which keyword to target, and which channels to choose for an ad. PPC is also applicable to social media, mobile applications, and websites making this job very important. A PPC analyst can earn around 3 to 4 lakhs in a year.
Email marketer
Companies need to leverage if they wish to reach their target audiences and this is where email marketers come into the picture. Their main job is to create emails that are able to speak to the users. They create email campaigns that can stand out from a flood of emails from their competitors. These emails nurture leads, boost traffic and improve conversion rates as well as increase the brand’s visibility. Email marketer is expected to work with the marketing team, and conduct A/B tests to see what works best for their client’s brand.
The Future of Digital Marketing
Digital Marketing has become an important part of today’s businesses. It is essential to understand the potential regarding career opportunities in the country.
Traditional marketing is and will always have its place in the world, however, digital marketing is taking over due to affordability and analytics. Professionals like marketing managers today can see exactly where the traffic is coming from, and which strategy will be able to produce the highest ROI. Due to this data-driven approach, professionals can prove their worth. It lets success replicate itself and eliminates any guesswork for the campaigns.
The upward trend of growth in digital marketing is here to stay and will bring more opportunities in the coming years. The future generation is accustomed to doing everything online, be it studying, shopping, researching, and more. Thus, businesses of all sizes will need to take up digital marketing to remain visible. This scenario itself shows the promises digital marketing will bring in the future.
Conclusion
Remember growing up and watching millions of billboards on the roads to attract you to get after your mom’s life for buying a toy or a bar of chocolate? Well, the times have changed now, the billboards are now in our hands as mobile phones with unlimited internet. As you can see, the internet is, by far, the most effective place for marketers to gain success. Nobody wants to miss out on the opportunities and will need to become an expert or hire an expert for online marketing.
So far we have learned about what digital marketing is. Its importance, digital marketing trends after Covid, and skills one needs to start a career in digital marketing. We do need to remember that Internet marketing is not one-size-fits-all. You will have to combine tools depending on your target audiences, objectives, and the size of your business. Using the right form of digital marketing can enhance your company’s growth and help you achieve your dream goals.
Figuring out the world of digital marketing can be overwhelming in the beginning. Remember patience and perseverance will help you get there.
FAQs
Digital marketing jobs are one of the most highly paid jobs. One gets paid according to the requirements and the skills they have. Digital marketing has gained a lot of attention due to the impact it makes on a company’s growth. It offers a range of opportunities and steady career progression for skilled people.
Yes, if you have SEM and SEO skills to increase a business’s ranking on search engines, it is the need of the hour.
All sectors need digital marketing to grow in today’s tech world, but here are a few that use them the most.
- Ecommerce
- Auto Dealerships
- Restaurants & Bars
- Hotels/Hospitality
- Law Firms
- Medical/Healthcare
- Contractors/Construction Companies
- Movers & Packers
- Online Service Providers
- Retailers
- Local Businesses
According to LinkedIn, there are about 860,000 job openings in digital marketing. This makes it one of the top 10 most in-demand jobs according to LinkedIn.
If you are a beginner in digital marketing, you might want to enhance the following skills:
- Search engine optimization (SEO)
- Display advertising
- Social media marketing and advertising
- Content marketing
- Mobile Marketing
- Search engine marketing
- Email marketing
Yes, it is. An average salary of a digital marketer is between INR 2,50,000 and 5,00,000 and can go up to INR 8,00,000 to 10,00,000 depending you the experience.
