The world has truly witnessed and will continue to witness the transformative power of the digital. As the per the data published by Statista Global Survey, there are around 4.57 billion active users of the internet as of July 2020. So, with this data at hand, one can safely quote that the digital medium will drive the 21st century and thereon.  The first web banner was a simple clickable banner that went live in October 1994 under the banner of Wired Magazine. Though it was a rudimentary form of digital marketing where a clickable link leads to a website, it paved the way for a broader thought of creating a Cost Per Thousand Model (CPM model).  Rest is history. 

With the advent of Facebook, Instagram and Twitter, marketing took a whole new turn. It was no more just building demand for products and services. These social media handles delivered value at three critical parameters namely developing customer relationship, creating an emotion-based experience and reach out to people at large. Hence they became popular and effective channels of marketing online. Digital marketing is not limited to social media rather it is a much broader field given its scope and dynamics. Some of the most popular channels of digital marketing apart from Social Media Marketing are:

  • Search Engine Optimization
  • Content Marketing
  • Blogging
  • Email Marketing
  • Affiliate Marketing
  • Pay-Per-Click Advertising
  • Instant Messaging
  • Video Marketing
  • Influencer Marketing

So there is a great career scope when it comes to digital marketing. With specializations needed in each of these domains, there is an ever-growing need for digital marketers to turn the course for brand communication and sales.

Why Digital Marketing is Flourishing

Before one delves deep into the career opportunities in the domain of digital marketing, it is critical to understand the reasons why more and more companies across the globe have adopted this as an integral part of their marketing strategy. These are:

  • Digital marketing empowers small businesses with inexpensive tools to reach out to their customers and build lasting relationships with them.
  • Digital marketing offers analytics capabilities to help companies understand their target market in totality.
  • Digital marketing offers a phenomenal scope for a multi-channel approach for boosting sales and conversions.
  • Digital marketing diminishes the resource divide between smaller and larger companies. All that matters is the quality of product and customer experience.

Career Scope in Digital Marketing 

One would notice that many companies do not have a brick and mortar store, they only have a web presence. This speaks volumes of the power of digital. Not only this, companies irrespective of market size and the industry vertical resort to digital marketing for creating a space in the target market. This itself is re-assuring and affirms to the fact that with time, digital marketing will have a much greater career scope compared to any other career option. 

Even five years back, SEO was a very specialized field. Today the dynamics have changed.  With the market demanding multi-channel marketing approach, there is a greater demand for digital marketing evangelists who can skilfully bring about a magical convergence between different digital marketing strategies.  

Goldman Sachs has predicted that by 2025, the scope for a digital marketing career in India will be worth USD 160 billion. This number is an astronomical number beside the predicted digital advertising spend which going to skyrocket to Rs 25,000 crore by 2021. 

This analysis speaks about the increase in job roles and a spike in salaries offered in the domain of digital marketing. This also necessitates the closure of skill gaps in the digital domain. The most challenging part is that digital is rolling moment to moment and therefore, to pick its pulse one needs to understand the field inside out. This art of understanding, evolving and creating with the digital medium calls for training and exploring  courses likes of Executive Program in Digital & Social Media Marketing Strategy by IIM Calcutta.  Professionally tailored courses such as this are meant to deliver a tighter grasp of media consumption and consumer behaviour across the industry verticals.