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?

It shouldn’t surprise you to know that people between the age groups of 16 and 24 spend an average of 27 hours a week on the internet. We do everything online – socialize, pay bills, watch movies, shop, read books, play games, follow the news, perform banking transactions, etc. In short, the internet is oxygen to our lives.

In the last decade itself, there has been over a 500% growth in the number of internet users. Our fascination with the digital world has necessitated businesses to move into the digital space, so much so that their physical presence is now only a substantiation of their online ones. For a business, being online is now as much a matter of survival as it is about staying relevant.

With businesses on the World Wide Web, can their marketing be far behind? Digital Marketing is a new career option in the field of Sales & Marketing that has evolved from the need to market online businesses to reach a relevant and wide global audience. Search Engine Optimization (SEO), Social Media Optimization (SMO), Social Media Marketing (SMM) and Marketing Analytics are some of the subsets of Digital Marketing one can look at specializing in.

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Top Colleges

Digital Marketing is a niche area of study and most top universities across the globe are now offering a variety of courses in Digital Marketing. Short-term and online courses are popular as an introduction to this career. Certificate programs are most often opted by working professionals interested in advancing their career in this field. In some colleges, Digital Marketing is a short semester course as a part of the Bachelor in Business Administration - Marketing degree.Many top colleges in India offer 3 years full time BBA in Digital Marketing courses. Admission to the courses is based on entrance tests and besides a minimum score of 50% in grade 12, students are required to have an aptitude for Mathematics and critical thinking. UK offers many good courses in digital marketing at the postgraduate level. These one to two year courses are offered as either an MA (focus on creative side of digital marketing), MSc (analytical side) or an MBA (corporate focus) qualification. At the undergraduate level,full-time BA (Hons) programs and BS in Digital Media and Marketing are available. US universities also offer bachelors, masters, non-degree certificate programs and online certificate courses in digital marketing. As a part of the course curriculum, students of digital marketing learn to optimize websites and increase their usability, discover the effective use of SEM, SMM, SEO, mobile, affiliate and email marketing techniques and run analytics to monitor digital marketing campaign performances.

USA

Duration: 4 Years

Fee per course/annum: US $20,000 - $25,000


Career Prospects

As a digital marketer, you will create and use innovative digital marketing strategies to drive traffic to company websites and help organizations acquire relevant customers for their products and services. This is typically done using SEO and PPC strategies as well as through link building, content marketing and social media presence. Online content marketing like click baits, blogs, forums and videos are used for generating leads while tools like Google Analytics and Google AdWords are used for analysing the impact of the marketing campaigns. With experience, digital marketers learn to forecast customer growth and ROI based on their campaigns.

As a beginner in this field, you will secure positions such as account executive,market researcher,digital marketing executive, SEO analyst, and copy writer. In a couple of years, most successful professionals in this field elevate to positions of responsibilities such asmarketing manager, creative manager, social media specialist, Google AdWords specialist, art director, media planner, online reputation manager, etc.

Digital Marketers are most often hired in:

  • IT Companies
  • Digital Marketing Agencies
  • Digital Marketing Department of MNCs
  • Start-up organizations
  • Data Analytics Agencies
  • Internet Technology Businesses
  • Social Media Marketing Agencies
  • Online News Portals
  • Magazines and Other Publications
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Jobs & Salary

While other industries are struggling to meet their 5-7% growth milestones, the digital marketing industry has become worth over 70 billion with a growth rate of 40% per year. Last year alone, digital marketing created 1,50,000 jobs in India. There is just no better time than now to explore this as a career option.

Digital Project Management &Planning, Content Strategist, E-commerce Specialist, Digital Media Manager and Brand Marketing are currently the top highest paying jobs in this career.

Digital marketing managers in the US take home an average monthly salary of $5,300. Employees with strategic marketing skills are most likely to secure a higher compensation than others. A professional in US with mid-career experience (5 to 10 years of experience in digital marketing)typically earns an average monthly compensation $6,000. Employees with 10 to 20 years of experience make around $7,000 a month.

In India, companies in Gurgaon, Mumbai, Noida and Bengaluru are the best paymasters to digital marketers. The average salary for a Search Engine Marketers and SEO Analyst Managerswith 2 to 4 years of experience is Rs. 33,500/month. Content marketing managers with 5 to 8 years of experience command anaverage salary of Rs. 90,000/month. Digital Marketing experts with 7 to 10 years of experience and relevant certification can earn salaries up to Rs. 250,000 a month. Depending on the experience and the organization, the pay can go as high as Rs. 350,000/month.

Some of the top companies currently hiring Digital Marketing professionals in India are:

Pros & Cons

Digital Marketers are an envied lot. The job profile which involves combining intellect with marketing tools to grab audience attention and influence their purchases, and the pay makes it a lucrative career option. If you like to spend time online – reading, researching, writing or analysing trends, this is a career definitely worth exploring. Following are some advantages of being a digital marketer:

Pros
  • Great pay and quick promotions
  • Recognition and growth prospects based on data
  • Opportunities to work with multiple organizations through freelancing
Cons
  • Erratic work hours, sometimes even during weekends
  • Short deadlines
  • High workplace competition

Famous Personalities

Neil Patel

As the founder of Crazy Egg, Hello Bar and KISS Metrics, Neil Patel is an entrepreneur, a marketing and conversion expert. He isalso insanely popular for his blog -Quick Sprout. He advises on digital marketing through contributions in Forbes, Entrepreneur.com and Tech Crunch. He is a top influencer on the web according to the Wall Street Journal.

John Rampton

The founder of Due.com, an online payment company, John Rampton is a serial entrepreneur and an internet marketing expert. He consults for several companies on digital marketing and even contributes articles and blogs on The Huffington Post and Tech Crunch. You could follow his blog – John Rampton for tips on digital marketing.

Rand Fishkin

The former CEO of Moz, Rand Fishkin is an expert in search-engine optimization, marketing, entrepreneurship and has even authored two books on SEO. He has featured in the Seattle Times, Puget Sound Business Journal’s 40 and has also been named in Business Week’s 30.He posts great articles on digital marketing on his blog – Sparktoro.

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


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