Careers in Digital Marketing
Careers in Digital Marketing
The main areas of online marketing
communications are websites, search ads, display ads, e-mail, social media,
blogs, viral marketing and mobile marketing. The variety of online options
means companies can offer or send tailored information or message that engages
consumers by reflecting their special interests and behaviour. Globally and in
India also digital marketing is showing much rapid growth as compared to the
traditional media.
The new digital era enables brands to
selectively target their customers that may potentially be interested in their
brand or based on previous browsing interests. Businesses can now use social
media to select the age range, location, gender and interests of whom they
would like their targeted post to be seen by. Furthermore, based on a
customer’s recent search history they can be ‘followed’ on the internet so they
see advertisements from similar brands, products and services.This allows
businesses to target the specific customers that they know and feel will most
benefit from their product or service, something that had limited capabilities
up until the digital era.
The presence of digitalisation is being
witnessed in all types of sectors such as retailing, manufacturing, banking,
insurance, tourism, telecommunication, airlines, etc. Around 43% of World’s
population makes use of digital communication and in India 30% of the
population are internet users. According to a study India will have over 500
Million Internet users by 2017 and 80% of these users (i.e. 400M+) will go
online through a Mobile Phone. India took over 10 years to move from 10M to
100M Internet users. It took 3 years to grow from 100M to 200M and just 1 year
to grow from 200M to 300M. Facebook alone has over 110 Million users in India.
India has already surpassed US to become 2nd largest smartphone marketing.
Moreover, number of smartphone owners has already overtaken desktop/laptop
users in India.
Digital marketing offers plethora of career
options in different kinds of organisations. The kind of work and variety of
job profiles make online marketing career even a bigger opportunity. These
include:
Digital Marketing and Advertising Agencies:
These days traditional advertising agencies are also offering digital marketing
services.There are a number of small, middle and large digital marketing
agencies, who offer services such as Search Engine Optimisation, Search Engine
Marketing, Social Media Marketing etc.
A brand leveraging Digital Marketing: There
are job opportunities available for individuals who want to work for a
particular brand or an organization, who’s actively leveraging digital
marketing such as web designers, bloggers, e-mail marketing.
Digital Marketing Tool/ Platform Company:
Another career opportunity in digital marketing is to work for tool or platform
companies such as Google, LinkedIn, Facebook, Adobe, twitter, youtube, etc. The
kind of work and associated learning in these kinds of companies varies a lot
and is quite different compared to working at an agency or a brand.
In addition to these full-time jobs in digital
marketing, one can opt for freelancing/part-time/work-from-home opportunities
in this industry.
Thus based on an individual’s experience, his
technical and non-technical skills such as communication, creativity,
analytical skills and his interest, the following Job Profiles are available in
Digital Marketing:
1. Search Engine Optimization (SEO): At
an entry level an individual can join an organization as a digital marketing
executive. In this case he is required to work under a team leader or manager
and perform multiple tasks including research, content development, testing
etc.the task of SEO is to improve the ranking of web pages and their visibility
on various search engines such as Google, Yahoo, Bing, etc. Optimizing webpages
is a very vital aspect of Digital Marketing.
2. Search Engine Marketing (SEM): To
increase the visibility of webpages is through sponsored placements and
advertising. SEM specialists should know how to run campaigns, how to purchase
traffic through paid search listing to maximize visibility of web pages on
search engines.
3. Social Media Marketing (SMM): Social
Media allows companies to establish a public voice and presence online. There
are three main platforms for social media (a) online communities and forums (b)
blogs, (c) social networks such as, Facebook, Twitter, LinkedIn, Pinterest and
others. Popular blogs help in creating influential opinion leaders. A good
digital marketer should know how to harness the power of social media to market
the brand image of the company.
4. Email Marketing: E-mail allows marketers to
inform and communicate with customers at a fraction of the cost of a
direct-mail campaign. E-mails are very productive selling tools. As it is
important to engage customers and leads with the brand, many organizations send
periodic newsletters, email campaigns, autoresponders to its subscribers in
order to keep them updated with new products/services added or anything worth
sharing. Since e-mails have to be timely targeted and relevant companies hire
personnel for this purpose.
5. Mobile Marketing: More and more people are
nowadays using smartphones among all age groups. Mobile marketing provides
instant updates, promo offers and information of customers’ interests. Mobile
apps nowadays can perform useful functions such as adding convenience, social
value, incentives and entertainment.
6. Web Analytics: Web Analytics is a very
interesting aspect of digital marketing which involves traffic analysis,
business and market research and enhancing the website traffic. For instance,
Google Analytics gives a great insight into how your website is working. 40% of
content marketers in India make use of infographics and visual media.
As the digital buyer penetration in India is
projected to increase to 70.7% in 2020, the future belongs to digital
marketing. Websites, Social media, blogs, and e-newsletters would dominate
techniques for sharing content by the marketers. As the brands realise that
customers’ feedback, comments and content are extremely valuable and huge job
opportunities would emerge for those who are net savvy.
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