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About Digital Marketing

Don’t we all love spending time on social media? Imagine Facebooking, Twitting and Instagramming all day, and getting paid for it. Life cannot get better, can it?

Who is a Digital Marketer?

“The people who are crazy enough to think they can change the world, are the ones who do” - Steve Jobs.

 Digital marketing is changing the world, and digital marketers are bringing about that change (crazy or not!).

 As a digital marketer, you will be driving brand awareness and lead generation through all the digital channels (free and paid) at a company's disposal. The channels include social media, website, search engine advertising, display advertising, emails, and the company's blog.

How Do You Market Digitally? 

  • Understand the Goal
  • Identify Target Audience
  • Study the Audience Behaviour
  • Right Communication at the Right time
  • Analyse and Optimise Data

In 2021, in every 1 second, 13 people joined some form of social media. That means, by the time you had finished reading this sentence, roughly 50 new users would be on social media.

This is why Digital Marketing is among the most popular careers today. The environment of this industry is fast-paced, skill-based, and offers many opportunities for growth. Starting from the Fortune 500 companies, to NGOs, the small and medium businesses, and start-ups, all require a team of digital marketers to make people aware, and eventually convert them into customers.

In 2020, the digital marketing and advertising industry was valued at $350 billion and expected to be a $786 billion market by 2026.

But does this mean, to take up digital marketing as a career you need two degrees? Let’s deep dive into that.

Related Departments

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Top Colleges

What are the top Digital Marketing Colleges in the world?

India

Duration: 3 years,

Fee per course/annum: Rs.2.5 to Rs.4 Lakh Per Annum

USA

Duration: 4 Years

Fee per course/annum: Rs. 23 Lakh Per Annum

UK

Duration: 3 Years /4 Years

Fee per course/annum: Rs.16.5 Lakh Per Annum

Canada

Duration: 4 Years

Fee per course/annum: Rs.10 - 20 Lakh Per Annum

It is important to note that Digital Marketing has been among the top careers that has been rapidly growing in the world market today. 

Due to its fast-paced nature, there have been many online courses introduced for people to get a head-start in the industry. These courses include - 

  • Certificate courses (Google, Facebook, LinkedIn, SEMRush, HubSpot)
  • PG Diploma courses (Upgrad)
  • Masters’ Degree (IIM)

Career Prospects

Digital Data Analysis

Why is data analysis an important skill for Digital Marketers?

Because, at its heart, data analysis is all about spotting patterns.

In Digital Marketing, data analysts help in understanding consumer behaviour, spotting trends, and utilising insights sourced from various tools, to convert customers.

Here’s a peak into the insights you receive from data analysis in Digital Marketing -

  • Time spent on a website
  • Unique visitors on a page
  • Repeat visitors on the page
  • Purchase patterns
  • Interactions
  • Demographic details
    • Age
    • Country
    • Region
    • City
    • Ethnicity


Content Marketing

“Content is King” - Bill Gates

If digital marketing was the human body, content would be the heart. For every activity done under digital marketing, content is the centrepiece. The key is not just creating content, but to create content that offers value and an outcome.

Creating high-quality content and SEO-friendly content is a requirement. But adding ‘evergreen’ content that stays relevant many years after, that’s the key.

SEO and SEM

All search engines run on an algorithm. Similarly, Google does too, and these algorithms keep changing and are constantly updated.

Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) have become two key skills a digital marketer must have to make full use of search engine platforms to market their products.

So how can your website or page rank higher on Google’s search results? Through keywords.

The identification, utilisation, and optimisation of trending keywords on Google has skyrocketed due to the rise of the Digital Marketing industry. Therefore, a solid knowledge on SEO dynamics is crucial along with knowledge about the content optimisation procedure to run a successful digital marketing campaign.

Both SEO & SEM helps you not only to push your content to the target audience but also helps you narrow down your customer database.

Fun Fact - The SEO Industry is worth $80 billion as of 2022!

Social Media Marketing

Social media has become the largest arena for open public conversation and can be a great platform for marketing. Digital marketers must know how to use that to their advantage to convey relevant messages to the relevant audience.

Social Media is not just posting content. The quality of the content, the relevancy of the content, and engagement with the audience are 3 other factors that marketers need to understand while creating social media strategies.

Email Marketing

In a world full of modern marketing platforms, email is a classic!

Here’s some food for thought -

For every 1$ spent on email marketing, the Return on Investment (ROI) stands at $38.

You, as an email marketer will have to focus on building an email list, creating personal and customizable emails tailored to customer interests. This would be done with an aim of nurturing leads through written communication.

As an Email marketer, your job will also include running end-to-end campaigns, creating newsletters, and updating customers about new products to promote the brand and retain customer interest.

Video Production

Video production and marketing have quickly become the central focus of every marketing strategy.

Every business pushes video content as they grab the attention of the users quickly.

It is not only a medium of entertainment anymore but a powerful tool for promotion and lead generation, especially on social media platforms.

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Jobs & Salary

  • SEO Specialist                                                                                   
  • Content Writer
  • Content Marketing Manager                                                  
  • Digital Marketing Analyst
  • Video Editor

As you enter the industry being a fresher, per annum, the annual salary would be between Rs.3 lakh and Rs.4 lakh per annum.

A highly experienced professional earns an average salary between Rs.9 lakh and Rs.12 lakh per year.

Pros & Cons

Pros
  • Multiple Job Opportunities
  • Flexible Job Profiles
  • High in Demand
  • Growth Opportunities
Cons
  • Constant Adapting With Change
  • High Competition

Famous Personalities

Neil Patel

Neil Patel is the true guru of digital marketing, and more so when it comes to search engine and content marketing. He is among the leading forces in SEO education and was labelled one of the top 10 digital influencers by Forbes. Neil Patel’s fame is attested to the formula, ‘Practise what you preach’. He has tested everything he teaches in practice as the co-founder at Crazy Egg, HelloBar, Kissmetrics and more.

Rand Fishkin

Rand Fishkin is among the top digital marketers in the world, and the former CEO of MOZ. He came from humble beginnings, starting as a blogger in 2003. He then opened a consulting company, which later transformed into a software company that built the best SEO tool on the market.

Olga Andrienko

Olga is an SEO and SEM guru who has been ranked in the top 25 most influential women in digital marketing. As head of global marketing at SEMrush, she speaks at conferences and events worldwide about the latest trends in digital marketing. SEMrush has become one of the top SEO software after Google’s own tools under Olga’s vision and leadership.

Timeline

1986 ACT introduces the first database marketing software to the business world.

1990 The term Digital Marketing was first used.

1993 First clickable web-ad banner.

1994 Yahoo Launched/ First e-commerce transaction over Netmarket.

1998 Google is born/ Microsoft launches MSN.

2000 The internet bubble is burst.

2004 Gmail is launched/Google goes public/ Facebook goes live.

2006 Twitter is launched/ Split testing in marketing introduced.

2008 China overtakes the US in number of internet users.

2011 Web-use overtakes figures for TV viewership amongst youth.

2014 Facebook acquires WhatsApp.

2015 Predictive analytics, wearable technology and content marketing rises.

2018 Facebook accused of user data misuse to influence US elections.

2022 People now spend an average of 2 hours 27 minutes on social media everyday.

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