With the advancement of technology, people have become more dependent on the internet. One cannot imagine their life without the internet. We use the internet even for small and basic daily routine works. From ordering food to clothes, booking a cab or flight tickets, everything has gone online. With the increasing numbers of global internet users daily, it has become compulsory for a business to have an online presence. The current scenarios are that the businesses that have no online presence need to have one or else they will be facing huge losses.
So, why should businesses choose digital marketing? Can’t they do offline marketing and have a good profit? Is it really necessary to go online, or is it just a hoax? If yes then, can digital marketing help them? Is there any scope for its growth? What can be the career opportunities?
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There are a lot of questions so let’s clear all these queries.
Digital Marketing: Meaning and Importance
Digital marketing is a marketing technique that uses the internet and other online channels in order to engage with potential customers and sell products and services. It helps the business to engage with the potential customers and expand its reach. The use of different marketing channels and finding the best possible way to sell your product is the key feature of digital marketing.
It is not that prior to the introduction of digital marketing or the internet, there were no marketing formulas. With the change in the needs and aspects of the customer’s behavior, marketing evolved itself. But the thing is these had limited sources and audiences
Earlier, traditional marketing was used which believed in mass targeting the customers. But digital marketing gives the user the benefits of customizing the target customers as per their choices and preferences. It can be area-specified, age-specified, and niche-specified and also customize the time period.
Scope of Digital Marketing in India
Digital marketing industry is on the boom because of the reason that the customer’s choices and priorities have changed over a period. The customers now prefer the virtual stores and shops over the physical ones. They will rather order online, than walk into the stores and stand in queue and wait for their turn. The internet and technology has made us lazy. And we prefer doing the easy work.
At present more than 60% of the world uses the internet on a regular basis. And this number will keep on increasing day by day, generation by generation. This gives digital marketing more scope for growth. As per Statista: Statista Digital Market Outlook, only in India, more than 560 million internet users are expected to use the internet.
The lockdown due to global pandemic COVID-19 had made it essential for every business to have an online presence. The business has completely relied on digital marketing more than ever in light of the pandemic. Consumers have been shifting their spending from in-store purchases to online shops so as to have the minimum exposure to the pandemic. E-commerce payments in India had increased nearly 25% in 2020. So it can be said that the importance of getting your business online is not just a hoax, it’s a necessity.
An analysis conducted by GlobalData’s ECommerce Analytics, one of the leading data and Analytics companies, reports that the Indian e-commerce market will reach up to INR 7 trillion by 2023. This means annual growth rate is of about 19.6% in between the years 2019 and 2023.
Companies are now changing their marketing modules and investing more on digital marketing. Not just Indian companies but international companies such as Unilever, has changed its marketing model and has viewed itself as becoming a digital-focused company. The company believes in becoming,””future-fit, fully digitized organization at the leading edge of consumer marketing.” The company has understood that in this digital era, it can only grow by increasing its online retails.
Digital marketing career opportunities in 2023
The International Journal of Advanced Research Foundation says that, “India is undergoing a golden period of digital marketing” and this shift will continue till 2023 at least. It can be said that the Indian market is not mature enough and it will grow more in the coming 9-10 years.
Some of the career options that one can find in the field of digital marketing are as follows:
- Social Media Manager
Social media manager is the one who takes care of all the social media handles that a company uses in order to increase brand awareness, customer-business relationship and sales. Some of the famous social media platforms are Instagram, Facebook, Twitter, Pinterest, Snapchat, etc. Social media has become one of the most important parts of everyone’s life. Most of the potential customers are present on these platforms. So, your business’ success in these platforms can help you increase your sales. Some key roles are as follows:
- Planning the contents and posts according to the need and nature of the platform.
- Usage of different tools to increase the brand’s lead.
- Should be adaptable to the changing aspects of the platform.
- Choosing the right topic and posting the content at the right time on the right platform is important.
- Publishing high-quality content so that the potential audience converts into potential customers.
- Blog Manager
Blogging is one of the most popular forms of writing that helps a business to generate organic reach and grow their business. The blogs are the voice of the business that gives the exact appearance of the product or the services that they provide. Great quality content on the blog can help the business drastically. This makes it important for them to have a blog manager to handle the section. Some key roles of a blog manager are as follows:
- Writing great content that shows the audience the real image of the company.
- Gives the core message about the objectives of the business.
- Planning the blogs according to market trends.
- Know the blogging techniques that help in increasing the reach.
- SEO Manager/Specialist
SEO Manager refers to Search Engine Optimization Manager is the one that takes care of the overall website’s functioning. SEO is considered as an important part of marketing for a business. The blogs or articles that appear on the top of a search engine result page when a user searches anything, it is likely to get the highest views. So to make sure that the website appears on top of the search engine, the SEO manager uses strategies. Some key roles of a SEO manager are as follows:
- Using the right key-words to increase the chances of getting maximum reach.
- Carrying all the tests on the website so that it runs smoothly.
- Knowledge of the optimization tools that helps in better ranking of the site.
- Engaging with audiences so as to receive attention and create an organic audience.
- Keeping an eye on the behavior of the audience and adapting accordingly.
- Content Marketing Manager
Content marketing managers take care of all the posts, articles, advertisements, social media campaigns, online brochures or any kind of announcements that you see online or offline related to any business. They are the one responsible for anything that is linked with content that is published on different platforms. Their main objective is to create such content that enables customers to engage and ultimately increase the sales. Some key roles of content marketing managers are as follows:
- Study all the content marketing channels in order to generate maximum reach.
- Create content according to the nature of the audience and platforms.
- Monitoring the growth of the content and taking necessary steps if it doesn’t work well.
- Scheduling the right time for content posting.
- The article or blog must be written by targeting a specific group of audience.
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- Digital Marketing Managers
Digital marketing managers are the monitor of the classroom that includes all other managers. These are the ones that take care of overall management of the online marketing of the company. They work on helping the business get a great image among the targeted audience and work every way to drive potential customers and increase the reach and sales. They provide other team members with the roadmap for the company’s success online, which directly or indirectly impacts the offline sales. Some of the key roles of digital marketing managers are as follows:
- Should have the mindset to analyze the market and make decisions accordingly.
- Take quick and effective decisions in times of crisis that helps in solving the problem.
- Generate new and innovative marketing techniques that help in boosting the sales.
- Should have the ability to adapt according to the changing circumstances and motivates the team to rise high.
The scope of digital marketing in India is very wide and has numerous career options. But one should be able to adapt to the change and face challenges in order to build a great career ahead.