Building a promising career in digital marketing will require learning the leads of the field from industry experts Abhishek Arora, executive vice president and chief business officer, Skills and Career Management, NIIT Ltd.
In our highly interconnected world – where artificial intelligence and machine learning dominate our lives – the way we interact and deal with it has clearly changed. In the process, for most businesses, digital marketing has become a powerful game-changing tool that is applied to increase impact as well as profits. All over the world, we are witnessing a significant rise in digital marketing jobs and in India alone, data from various job portals indicates that there is a demand for about two million jobs in this field. Not surprising then LinkedIn Jobs on the Rise of 2021 India List, digital marketing features are second in the top professional trends. This means that the right seat for positions available across different sectors is reserved for social media and digital marketing roles including that of social media marketing manager, social media strategist, and growth hackers.
Interestingly enough, this increase in demand for digital marketing professionals is not limited to agencies only, but spreads across various sectors and industries. Digging deeper into the markets, India currently has the third largest startup ecosystem in the world. However, according to a study by the IBM Institute for Business Value (IBV) and Oxford Economics, 90 percent of Indian startups fail within the first five years. The study says that one of the main reasons for their failure is the inability of startups to acquire customers. This may be because, in the past, customer acquisition was an internal, local affair; Whereas today it is all about crafting and implementing a digital marketing strategy with remarkable reach. From a business point of view, it makes sense to invest in marketing efforts on online platforms because this is where the target audience of most businesses spends a significant amount of their time. For this reason, it is easier to gain attention and make a connection through channels such as search engines, social media, email, and websites.
Stop selling, start creating
Having said that, it’s important to understand that digital marketing isn’t just a temporarily “cool” desirable career option. According to management consulting estimates Modification, digital advertising spending in India is expected to grow 10 times over the next decade and is likely to represent 70-85 percent of the total advertising market which is currently 33 percent. The digital advertising market is expected to reach $25-35 billion by 2030 from $3 billion in 2020. This is not a fad – the future is digital and that is why new and aspiring entrepreneurs must acquire these skills that will help them in the long run as they run to strategize and advance their business. We’ve seen how digital marketing got a boost during the pandemic with every company establishing an online presence to stay in touch with their target audience. This need to connect concepts and targeted campaigns on a digital platform that was much faster and more accessible than traditional media. They excelled with much lower investment, manpower, and assets which made companies realize that contrary to popular belief, return on investment (ROI) for digital marketing is actually measurable which is much higher than their traditional counterparts.
Learn the ropes
For starters, a successful digital marketing career is about more than creating promotional videos, creative GIFs, and memes. Here, industrial readiness determines the path to success, so a deep course designed by industry professionals with practical experience is the quickest way to excel in the field. It’s about creating brand value and maintaining its image through a range of expertise spanning from strategy formulation to execution and having the technical know-how to guide the brand to make a mark. Digital branding focuses on providing value and aims to inspire loyalty and brand recognition while targeting a wide range of audiences. One needs systematic training in the business of websites, social media, email marketing, and other digital promotion media while developing an acumen to respond to industry trends – not straying from the marketing objectives of the brand and the organization as a whole. So, in addition to creating smart brand marketing videos, campaigns, and assets for Facebook, Instagram, YouTube, Twitter, Pinterest, and LinkedIn, there must be a knack for identifying growth opportunities with e-commerce, creating smart marketing summaries, using paid marketing campaigns, and making Google work for Branding through keywords and smart action.
An interesting course to look at is NIIT’s Full Stack Digital Marketing Program that aims to make StackRoute certified, industry-ready digital marketing experts. This 20-week part-time program has been designed by industry practitioners and digital marketing experts, run by an online mentor and is highly hands-on in ensuring employment. The Units’ Common Challenges are based on real-world case studies and make them ideal for professionals and entrepreneurs alike. By the end of the course, entrepreneurs can leverage the skills to scale their businesses and job seekers can become industry ready to work on world-class digital marketing projects and teams.
A course like this is also helpful in building holistic skills, including business and interpersonal skills that help to better engage with the brand’s image. In the long run, only those who are fueled by passion, creativity, innovation, analytical skills, patience and goal orientation – and backed by the right technical skills – will be able to rise high in the dynamic and highly diverse field of digital marketing.
The opinions expressed above are those of the author.
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