India is an emerging digital economy. With over 560 million internet users, India is the second largest online market in the world after China. With the growing adoption of smartphones and increased data penetration, a large segment of consumers today is comfortable exploring their needs and making purchase decisions online.
Besides the ever-increasing popularity of the online medium, there has also been a pertinent rise of e-commerce and neighborhood shops embracing innovative digital solutions. The changing trend reflects on India’s growing acceptance of the digital ecosystem, with almost all businesses looking to establish a digital foothold.
The Rise of the Digital Marketer
Amidst the change, marketing strategies have also evolved with a growing focus on digital tools and platforms.
Digital Marketing today is a vital tool for every marketer looking to boost their brand visibility or driving purchase action.
Even as digital marketing continues to witness steady growth, the Covid-19 induced crisis has also put the spotlight on digital marketing as a positive force to connect with users with influencers to drive the message effectively, amidst the crisis.
Regardless of the size, industry, or geography, digital marketing is no more reserved for only large businesses. Digital marketing today is the need of the hour for all organisations entrepreneurs and individuals to drive growth prospects.
From understanding, ideation, positioning to execution, digital marketing provides marketers with innovative tools and flexibility to run their campaigns. This new marketing drift has also created an essential role in every marketing division – ‘Digital Marketers.’
These new-age professionals are expected to have a fair understanding of the digital environment, and business models and the ability to develop content and ideas that resonate and holds potential to influence the digitally inclined userbase and the consumer on the move.
Campaigns are designed and their performance analyzed based upon parameters like SEO (Search Engine Optimization), CTA (Call to Action), CPC (Cost per Click) for optimization.
Making a career in Digital Marketing
Digital marketing is today a buzz word that excites many of the young aspiring individuals. Besides, the success of digital-native brands has also triggered interest among professionals looking to chart their path towards a successful career in Digital marketing.
According to the Goldman Sachs report, the digital marketing career scope in India will be worth USD160 billion by 2025, which is three times the current value. Besides, by 2021, digital advertising spends are believed to reach Rs 25,000 crore in India.
As more organisations recognise the need for the transition, the segment is bound to experience double-digit growth. Thus, numerous opportunities for qualified and skilled marketers can be anticipated to reflect on their expertise in the domain, including social media marketing, Content Strategy, and online advertising.
At present, digital marketing is considered to be an extremely lucrative and fascinating career witnessing a growing demand among both freshers and experienced professionals. Moreover, with the increasing popularity, many institutes today are offering both short-term and specialised courses for professionals looking to develop expertise in the digital marketing domain.
Therefore, it becomes essential for aspirants and professionals to consider the background, faculty, course content carefully, and, most importantly, the industry exposure the course offers to ensure they are making the right choices.
Among the prestigious institutes, Indian Institute of Management (IIM) Calcutta offers executive courses designed to hone the digital and social media marketing skills and to meet the industry requirements
The scope of Digital Marketing in India
Today, there is a growing focus on preparing the workforce to embrace digital technologies and understand the vital role digital will play in the near future. Besides, digital marketing itself is transforming with the rapid pace of innovation across functions. The growing advancements in the field of technology have opened up new avenues for the growth of digital marketing leading to fresh thoughts and innovation in content packaging and delivery.
Among the major trends that are emerging include the tremendous growth in video consumption, the rise of OTT platforms, followed by a surge in voice search activity driven by the voice assistant, including Google Assistant and Amazon Alexa, which has changed the way users interact.
Moreover, businesses across the board are also increasingly looking to leverage social messaging platforms, including WhatsApp or Facebook messenger, to have more personalized engagement with the end-user.
With changing business dynamics, digital marketing professionals need to upskill themselves to adapt to the latest trends, technologies, and tools. As things progress, the digitization of businesses will accelerate in the coming years. All brands / corporates will have to embrace and invest in building capabilities with respect to digital marketing to grow and stay relevant.
Therefore, as more and more people come online to search for quality content, follow their interest, do shopping and consume video content, digital marketing will continue to be one of the most dominant ways of reaching out to potential customers in the future.
(Article by Anurag Bansal, Senior Director, Hughes Global Education)