More than 1.5 lakh jobs are to be created in India’s digital marketing space in the coming years. Organisations, waking up to the relevance of digital marketing, are on the prowl to recruit the best talent to cash in on the early bird offer, says Sujit Bhattacharyya
In the realm of modern marketing, Digital Marketing stands out. Companies that bank on traditional marketing methods run the risk of becoming irrelevant from the consumer’s standpoint. ‘Out of sight, out of mind’ is a good way to describe the vulnerability of a brand due to a disconnect with it target group (TG).
In an era where more than a billion people access Facebook in a single day, and over 100 billion Google searches happen in a month, Digital Marketing is the most powerful and high-impact marketing mechanism. Amazingly, the number of people using the Internet continues to grow in developing economies like India, adding millions of new users annually, thanks to the telecom and smartphone revolution. So, a career in digital marketing is the call of the future.
Digital Marketing allows an organisation to reach an online user everywhere and put its information across to him in an attractive manner. Take the case of the education sector. An edu-corporate, looking to market its judiciously designed learning programmes needs to reach its TG early enough, probably some time when the student is in Class VIII or IX.
Digital Marketing gets you directly to these young students on social media platforms. The idea is to capture the student’s imagination at every point by understanding and following his interests from his online browsing behaviour. This is seen as a major brand-building activity wherein the organisation serves content to the user as per his persona which is assessed through various online track points such as lead forms, visited pages and search trends.
More than 1.5 lakh jobs are to be created in the digital marketing space in the next couple of years in India. As organisations are waking up to the relevance of digital marketing, they are on the prowl to recruit the best talent and catch them quick. Certainly, MBA graduates from top B-schools are the most sought after. To be able to meet the requirements of today’s world, a digital marketer is required to be proficient in more than one fields listed below:
SEARCH ENGINE OPTIMISATION (SEO)
The SEO experts try to understand the hugely sophisticated algorithms which search engines like Google use, and work towards influencing these engines to place their own site at the higher positions in the search engine rankings. A high-paying digital marketing job revolves around optimising websites and landing pages to generate traffic and conversions.
CONTENT MANAGEMENT
Putting out good and relevant content on the websites is a Content Manager’s prime responsibility. This role also encompasses crucial responsibilities of creating relevant content, writing powerful email campaigns, and even managing media and PR relations.
SOCIAL MEDIA MANAGEMENT
In this aspect you have to take care of sharing of your content on social media platforms. You are also required to take care of paid social media campaigns aimed at driving traffic and conversions. Understanding the complex marketing and advertising platforms of facebook, twitter etc is a part of this job
SEARCH ENGINE MARKETING
This broadly takes care of your presence on search engines. Google Adwords, being one of the most powerful tools to accomplish search engine marketing campaigns, is something that you should be adept at using as a digital marketer. Remarketing is a crucial part of this job role. This an analytical job which includes complicated analysis of campaign spends, return on investment calculations and budget management.
CAMPAIGN MANAGERS
A marketer’s association with the sales team is another aspect of work profiles. In most cases, the incentives of both the marketer and the salesperson are interlinked and dependent on each other’s performance. A campaign manager is responsible for managing the conversion funnel of his product line. Lead nurturing campaigns have to be designed and conversion rate measurement is the responsibility of the marketer.
It can, thus, be safely said that current market forces have made it a compulsion for an organisation to invest heavily in their digital and online activities. It is only for the budding marketing enthusiasts and students with marketing as their major subject to leverage on this golden opportunity.
(The writer is chief digital officer, Career Launcher)