By 2016, there will be around 1.5 lakh jobs in digital marketing with job opportunities at every level. So if you have good communication skills, are able to write well and are creative, then a career in this field is lucrative, says Manu Jolly
With everything going digital, from buying a movie ticket, shopping for clothes, ordering food and booking a cab to connecting with one’s friends across continents, the potential of a career in digital marketing can hardly be overstated today. The increasing use of the Internet and net-enabled mobile devices by consumers across age groups and demographics means that there is a constant scramble by brands to engage with their target markets on these highly popular platforms. This is why digital marketing has become pivotal to the branding strategies of businesses, from start-ups to established names, both online and offline.
If one has to define digital marketing accurately, it can be explained as marketing through electronic media to build brands, promote products and services and enhance sales. The recent Digital India campaign launched by Prime Minister Narendra Modi announced the creation of a whopping 18 lakh jobs in this space over the next three years.
In view of these facts, digital marketing is now considered a very lucrative discipline in the country. The crème de la crème of students is opting for this stream in order to build a successful and exciting career. What adds to their prospects is the fact that there are very few highly proficient digital marketing experts in the market as this field of specialisation is relatively new and is growing every day.
Digital marketing encompasses social media marketing, advertising, email marketing, content writing, data analysis, designing, SEO/SEM, and many other segments. For breaking into this lucrative domain, it’s important that aspirants recognise their interests and strengths, analyse the market scenario and then zero in on the segment of digital marketing, in which they wish to make a career. As far as opting for a job goes, one can either work as an in-house digital marketing expert for a brand or can join an agency that handles outsourced digital marketing initiatives for an interesting repertoire of clients.
The choice between the two depends on one’s temperament and preferences.
Institutes are providing various options for not just students but also to working women as well as professional who want to leverage their career in this sector. In this domain, a lot of institutes have emerged in the market that focus entirely on offering a comprehensive and hands-on training to students through live classrooms as well as online delivery. They also offer more niche specialisations for a variety of sectors such as real estate, fashion, e-commerce, healthcare and travel and tourism to name a few. These institutes provide self-paced and flexible learning, an updated curriculum that is in tandem with the prevailing market situation and the best in class training to aspirants. Also, they facilitate students with the option to opt for a program as per the job and industry they are working in. Many of the institutes also offer internships and placements, since they have partnerships with various companies.
Since many professionals who have been in the work force for a while need to now upgrade their skills for the current business landscape, these institutes have programmes tailor-made especially for such needs. The programmes help them in honing their skills and becoming efficient in adapting to the digitised landscape. By getting the opportunity to learn from industry experts, professionals get insights into the digital world and how it functions, which gives their careers an edge.
Today, leading multi-national companies are recruiting competent digital marketing professionals to bolster their marketing strategies. Carving a solid niche, raking in an attractive pay package and climbing up the corporate ladder with alacrity are now easily achievable goals in this highly ripe market. With the right training, specialisation and a keen interest in keeping up with the evolving trends of a highly dynamic space, digital marketing professionals can make themselves indispensable to the brand building initiatives of businesses, big and small, new and established.
(The writer is CEO, Digiperform)