Digital Marketing Jobs: An Overview Of Prospects
There are different digital marketing strategies but the ultimate goal of implementing any strategy is the same, increasing traffic and sales. Let’s delve into the diverse digital marketing jobs available in the online domain today.
What is Digital Marketing?
Marketing, in simple terms, can be described as any form of advertising to attract customers to buy a product or service. Digital marketing or Internet marketing is the method of marketing a product or service using devices like personal computers or mobile phones through various digital platforms like social media platforms, emails, e-books, online advertisements, e-commerce marketing, etc. Any type of promotion using the internet is known as Digital marketing. The other terms coined for Digital marketing include ‘Online marketing’, ‘Internet marketing’, or ‘Web marketing’.
History of Digital Marketing
The term ‘Digital marketing’ became popular in the 1990s. According to the Atlantic,
The first clickable web ad “You Will” campaign by AT&T(an American MNC) went live in 1994 and over the first four months, 44% of the people who saw the ad clicked it.
In the early 2000s, with the increasing number of internet users and with the launch of the iPhone, customers started searching for products and services online rather than consulting salespersons, this became a problem for the marketing department of the organizations. So, in 2007, marketing automation (technologies and software developed for marketing and for automating repetitive tasks ) was developed.
It helped organizations develop multichannel marketing campaigns and provide more personalized information to their customers. In the 2000s with the advent of social media platforms like Facebook, YouTube, Twitter, and LinkedIn, people became tech-savvy and that is when Digital marketing gained momentum.
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Following are some of the Digital Marketing jobs for which you can apply:
- Content Writer
- Content Marketer
- Digital Marketing Manager
- SEO Executive
- Social Media Marketing Expert
- Conversion Rate Optimizer
- Search Engine Marketer
- Product Marketing Expert
- Social Media Influencer
- UI/UX Designer
- Web Designer
- Marketing Analyst
- E-commerce Manager
- Digital Marketing Specialist
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The most popular digital marketing jobs are in the following modules:
Digital marketing jobs #1 – Content Marketing
Content is any kind of information in the form of text, audio, or video. Content marketing is a very powerful form of marketing to build a strong customer base. It is one of the most in-demand digital marketing jobs. It uses storytelling and builds an emotional connection between the seller and the customer.
Content can be an article, a blog post, a YouTube video, an article, e-book, white paper, case study, testimonials, infographics, web pages, podcast, etc. Content marketing is a long-term process used to create brand awareness. Just a brand advertisement won’t work, you need to add value to the life of the customer by consistently adding high-quality original content to your content library.
After consistent efforts, your brand value increases in the industry, you build a strong customer base, and an exponential increase in sales will be seen. It is important to create a customer persona, keeping in mind their needs, behavior, experiences, and goals. Content should be created considering the target audience and this is where customer persona identification helps.
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Digital marketing jobs # 2 – Search Engine Optimization
The goal of SEO is to make Google rank your content/business rank higher when a user is searching for something related to what you provide. An SEO-friendly article helps in increasing the traffic to that website organically. SEO marketers research for words and phrases with high search volumes and then include these in their content. These words and phrases are called keywords. Keywords with high search volumes are more difficult to rank but the traffic to pages with such keywords is also very high. It can be one of the most fascinating digital marketing jobs.
Having said that, stuffing many keywords on the page to rank higher is not considered a good practice. The target keywords should be used in the header and a few times on the page to rank better. Make sure that the page is readable, with sufficient white space, and the links and URLs provided are quite structured. Also, videos and images related to the topic can be included.
Digital marketing jobs #3 – Pay-Per-Click
The Pay-per-click (PPC) model is a short-term digital marketing strategy to promote your business. The ads are seen on a web page of a website, mobile apps, and videos are all examples of a PPC model. Whenever a user clicks on the ad and is directed to the landing page of your website, you have to pay for that click. As soon as you stop paying, the ad no longer exists.
Among, digital marketing jobs, this one reaps results right away. Google AdWords is an example of a PPC model. The cost of the ads depends on the competition of the keywords used. High-competition keywords are more expensive while low competition keywords usually cost less.
Also, you can choose your target audience. If you own a local business and you are targeting customers in your nearby area, then you don’t need to waste your money by running ads all over the world.
Digital marketing jobs #4 – Social Media Marketing
This is a vast area of digital marketing in which marketing is done through social media platforms like Facebook, Instagram, Twitter, YouTube, etc. Today’s generation is heavily dependent on social media and so social media marketing is one of the most effective digital marketing tools. The reach of social media is wider and hence marketing through social media is easy and profitable.
Social media marketing is not just publishing new posts on the channel but also includes analyzing the performance of the posts and being consistent in adding new posts according to the taste of the views and thereby attracting more traffic which leads to an increase in sales.
Different tools are available for scheduling and automating the posts, but relying completely on such tools won’t work. First focus on your presence. Even if you are selling a service or a product, you need to be present everywhere to catch more audience.
Be part of communities, provide solutions to the problems, engage and entertain your target audience through consistent delivery of high-quality content, and in this way you can increase your sales. As your business grows, you can invest in social media ads and thereby attract more lead generation and an increase in sales.
Digital marketing jobs # 5- Email marketing
Even after the advent of social media marketing, email marketing is still an efficient form of digital marketing. Compelling emails can turn an audience into a customer in no time. Also, email marketing is a cheaper form of digital marketing when compared to social media marketing and other traditional forms of marketing. Proven strategies include sending a personalized message with the subscriber’s name, and creating a sense of urgency among them through a limited period offer and special deals. Email Marketing is one of the digital marketing jobs that still has a huge demand.
Digital marketing jobs #6 – Affiliate Marketing
Affiliate marketing is a third-party marketing model. This marketing model was in practice even before the internet. At that time it was an offline marketing model but with the advent of digital marketing and social media, it became a million-dollar business. If you own a business and there is a third party who markets and helps in increasing your sales then that person becomes the affiliate. The affiliates create their content for advertising your product, and when a customer buys your product through their website, the affiliates need to be paid a commission by you. This is how affiliate marketing works.
Amazon and other e-commerce platforms use affiliate marketing on large scale to increase their sales. The affiliates redirect the user to the e-commerce website’s product page and when a sale is closed, the e-commerce merchant pays the affiliates their incentives. Earlier the companies used to pay their affiliates as soon as a user is redirected to their webpage but these days, the affiliates are paid only if the search is converted into a sale.
Who is a digital marketer?
A digital marketer is someone
- Who creates and manages campaigns to run a business.
- Who increases the traffic to a website.
- Who manages social media platforms and other channels of a company.
- Who uses web analysis tools to measure the success rate of a campaign.
- Who promotes brand awareness through the above-mentioned strategy.
How to become a digital marketer?
Now that we know about digital marketing strategies, let us discuss the skills that you need to become a digital marketer. You need to become an expert in the above-mentioned marketing strategies, to start your digital marketing journey. Let us discuss how to manage each of these strategies
How to do Content Marketing?
- Choose your niche and set your goal.
- Define your target audience.
- Select the type of content you are planning to provide. It could be a blog, video, infographics, etc.
- Research thoroughly for fresh content ideas.
- Edit and proofread your content.
- Market your content
- Analyze the performance of your content and optimize it.
Some of the content marketing tools include Google Docs, Buzzsumo, Canva, Adobe Photoshop, Ahrefs, Coschedule’s Headline Analyzer, HubSpot’s idea generator, Kred, Trello, etc.
How to do SEO(Search Engine Optimization) Marketing?
- Search for keywords with high search volumes and low competition.
- Make sure that your website is indexed and crawled. Crawling means the internet bots called Spiders scan the website and store the whole content in the search engine for ranking them.
- Develop readable high-quality content with enough white space, meta tags, catchy headlines, sitemaps, and URLs.
- Create a structured website with proper internal linking.
Some of the best SEO tools include Google Keyword Planner, Google’s Search Console, Screaming Frog, Mozcast, UberSuggest, etc.
How to do Email Marketing?
- Determine your target audience.
- Design a campaign.
- Create a catchy subject line and email content.
- Send mails immediately or automate by setting a schedule.
- Analyze the success rate and optimize them.
Some of the email marketing tools include Sender, Omnisend, Hubspot email marketing, Benchmark Email, Mailchimp, Moosend, Emailoctopus, etc.
How to do Social Media Marketing?
- Choose a particular social media platform. If you own a growing business, then focus on one or two platforms, grow your audience and then move to more platforms.
- Determine your target audience.
- Determine your niche and the type of content.
- Create engaging content.
- Choose a social media management tool.
- Analyze the results and optimize them.
Some of the social media marketing tools include SocialOomph, Brand24, Buffer, SocialFlow, OptinMonster, Audiense, Socedo, ZeroFox, etc.
How to do Affiliate Marketing?
- Choose a tool to find affiliates for your business.
- Specify the way you want the affiliates to promote your product.
- Keep a track of the purchase that happened through the affiliates.
- Pay the affiliates their commission.
Some of the affiliate marketing tools include TUNE, CJ affiliate, Awin, Thirsty affiliates, Everflow, Adplexity, Bitly, Clickmaster, Voluum, etc.
Which are the Best Online Digital Marketing courses in India?
IIM SKILLS provides an in-depth knowledge of digital marketing strategies with a three-month internship and interview assistance. The curriculum is divided into 40 modules and free tools worth 79,000 INR are available with lifetime access. The 3-month program offers 180 hours of class with live interactive sessions. The master certification course is priced at 34900 INR.
This is a Post Graduate certification course offered by Manipal Academy that offers a curriculum that covers the essentials of Digital Marketing including SEO, PPC, social media marketing, and web analytics with 100 hours of learning. The certification starts at 55,000 INR.
The PG certification course offered by the National Institute of Informative Technology is specially designed for freshers. The course duration is 6 months and is priced at 70,000 INR. It guarantees 3 interviews which means job assistance is offered here.
The All India Management Association offers a 1-year AICTE (All India Council for Technical Education). The course duration is of six months with a fee structure of 31,000 INR per semester.
Offline Digital Marketing Courses
Digital Marketing Training Institute
Digital Marketing Training Institute offers a one-year full-time program in Mumbai. They offer a Post Graduate certification course with a paid internship and guaranteed placement.
Digital Nest provides offline as well as e-learning opportunities. The offline course duration is of 3-4 months and provides 11 certifications. The curriculum is divided into 8 modules. They have three centers at the Ameerpet, Panjagutta, and Madhapur cities of Hyderabad.
It is a myth that just pursuing any one of these courses will make you a great digital marketer. Completing a course and getting a certification is not the end of your learning journey, it is the very beginning footsteps to be taken to become a digital marketer. Gathering as much knowledge as possible through different sources and keeping yourself updated is very important as Digital Marketing is an evolving and updating sector.
Digital Marketing Jobs and careers In India
So after talking about the courses in Digital Marketing, let’s talk about the career opportunities in India. Digital Marketing is a comparatively new career sector in India. Not many people, other than the MBA professionals and students are aware of this term even though the whole population using the internet has been and is still being influenced while buying a product, watching a video, or simply while surfing the internet. Digital Marketing is an evolving space and there is quite room for improvement new changes will continue to happen, which means the job opportunities are not drying out any soon.
The best part about Digital Marketing is that unlike other careers you don’t need a particular degree to become a Digital Marketer. There is no hard and fast rule that you need to be an MBA to become a digital marketer. More than theoretical knowledge it is the skills to apply what you have learned is that make you stand out of the crowd. To become a digital marketer you need to have a piece of in-depth knowledge about how to sell your products and to apply the skills that you possess.
There is n number of online and offline courses available. Just attending a course and getting a certificate from the institute doesn’t make you a pro. Attend multiple courses, grab internship opportunities, and don’t stop learning new things. The internship is a very important part as it gives you real experience and a piece of in-depth knowledge, which is quite important. Once you get through this, then apply for job opportunities. Attractively build your CV because this can be very crucial while you are looking for a job.
Fill in your accomplishments and relevant experiences and find job opportunities through job-finding platforms like LinkedIn, Naukri.com, Indeed, etc. You can also join courses that offer interview assistance and a placement guarantee.
The other way of developing a career in Digital Marketing is through freelancing. Freelancers are in huge demand these days and organizations are increasingly hiring freelancers instead of full-time employees to work on projects. Flexible work timings, freedom of work, and competitive salary is making freelancing an attractive way of working. You can set your timings, work from any part of the world, for whoever you are interested in and get paid well for your work.
Freelance digital marketers earn lakhs and even crores of rupees in India. Build a portfolio on any of the job-finding platforms and be active on any one social media platform. Join Facebook groups and actively help out people in the community. Share relevant posts that showcase your skills.
In this way, you can grab the attention of other members and while adding value to their lives, you are sure to get your first client. Getting the first client is the toughest part and once you are done with it, you are bound to get more work. Help them increase their sales through ad campaigns and collect testimonials from them. In this way, you can build a network on any of the social media platforms and get consistent work, given that you provide them with high-quality content and solutions to their problems.
While being a fresher, focus more on small businesses and international clients. Smaller projects give you the much-needed confidence to take up more challenging work and working with international clients helps you achieve your monthly financial targets easily. Running ad campaigns is one of the very popular jobs of a digital marketer, but there are also many other jobs that you can take up as a digital marketer.
Creating funnels is a skill that is in huge demand. Funnels are the loops that are created by a digital marketer to convert a visit into a sale. For example, when you visit a landing page of a website and buy a product, the other offers that tempt you to buy other products from the seller, these offers are the funnels created by the Digital marketers with a target of increasing the sales.
Salary of Digital Marketing Professionals?
According to Glassdoor, the average salary of a digital marketer is around 4,00,000 INR but it completely depends on what you offer i.e. the relevance and quality of your work. Some digital marketers earn 1 lakh per month and more than that. Also, the salary depends on the work experience of the individual. Freshers earn within a range of 20K-25K per month and the salary gets revised as the work experience and expertise of the individual increases.
The other way of developing a career in Digital Marketing is through Freelancing. The salary of a freelancer is not consistent. Some freelancers earn a few thousand and also some people earn lakhs of rupees per month. Developing a personal brand through various social media platforms can prove quite beneficial. After you establish your presence everywhere and develop your brand, the sky is the limit for you as a digital marketer.
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Conclusion on Digital Marketing Jobs
In this era of technology, Digital marketing is steadily becoming a booming industry and in a few years, there will be a great leap in the growth of digital marketers and digital marketing jobs in India. According to a Times of India report, by 2022, there will be 2.5 lakh digital marketing jobs generated within India. The average salary of Digital marketing experts is calculated to be around 20-40 lakhs per year. This data shows that Digital marketing is becoming a flourishing industry in India and also a high-paying job sector.
And since Digital Marketing is a less known career option, being a digital marketer can be an extremely fruitful career as it is an exciting profession that provides much-needed work satisfaction and financial stability. Pursue your dream career in digital marketing by learning, practicing, and developing great content.