How to Build a Career in Digital Marketing Industry
Have a Glance
That’s exactly the phase Digital Marketing industry is undergoing today. The Wave associated with this industry is so strong today that it’s undoubtedly the best time to be part of this fast-growing industry. Being part of this industry since the last 18 years, I believe these are some of the top reasons to build a career in Digital Marketing industry in 2019:
Top 5 Reasons for a Digital Marketing Career
Over 20 Lac Jobs in Digital Marketing by 2020: According to a combined study of CII & KPMG, over 20 Lakh jobs are expected to be created in Digital Marketing space by the year 2020. While this number would include various kinds of Digital Marketing as a Career, the demand for few profiles including technical & analytics skilled professionals is always going to exceed the available talent pool.
While a large number of brands and agencies don’t advertise for jobs related to Online Marketing, there are over 28.5k jobs on Naukri.com updated on a daily basis. The number of jobs in 2017 on Naukri.com on an average day was 12k+. This marks for a substantial increase in the number of jobs just within a year’s time. Interestingly, ‘Social Media Marketing’ alone had over 14k jobs in 2017 associated with it. I thought of comparing it with other popular industries and noticed more than 7000 jobs for ‘big data’. And in the last couple of years, this trend has only inceased and will surely continue to do so.
A Digital Marketing professional earns between Rs 15,000 and Rs 4,00,000:
Given the increasing gap between demand and supply of Digital Marketing professionals, a Digital Marketer commands a much higher average salary compared to other industries. A graduate with no work experience can expect a monthly salary of Rs 15- 20k and a Head of Digital Marketing in a large brand or agency can earn Rs. 2.5- 3 Lacs per month*.
Here’s a rough range of Salary associated with titles earned by Digital Marketing Professionals based on their educational qualification and professional background. This doesn’t take into consideration exceptional educational background (e.g. IIT/IIM) or professional experience. Professionals working in high growth startups or (e.g. LinkedIn, Facebook, Twitter, Google) earn over Rs 1 Crore annual salary at a senior position.
India will cross 700 M Smartphone Users Mark by end of 2020:
According to a study by Gadgets 360, an NDTV Venture, India will cross 530 million smartphone users by 2020 and according to economic times, India will cross 800 million smartphone users by 2022. With over 4.1 billion Internet users (as on Dec 17, 2018, by Hosting Facts, Internet Statistics 2019), 51.2% of the world’s population is online. India crossed 450 million internet users mark in June 2017. 80% of these users (i.e. 400M+) have come online through a Mobile Phone. India took over 10 years to move from 10M to 100M Internet users. It took 3 years to grow from 100M to 200 M and just 1 year to grow from 200M to 300M. Facebook alone has over 242 Million users in India. With over 370 million active smartphone users in 2018, India already surpassed the US to become the 2nd largest smartphone marketing. India has the world’s second-largest internet population. It is also the biggest smartphone market after China. With growing e-commerce platforms and increasing use of social media sites like Twitter, Facebook, the number of internet users is expected to rise in the coming years. Reports have forecast that by 2021, there will be about 635.8 million internet users in India.
Digital Media Spend in India to cross Rs 19,000 Crores by 2020:
According to Economic Times, Digital advertising to grow at 32% CAGR to reach Rs 19,000 crore by 2020. The primary factors for this growth include the growing penetration of smartphones and lower data tariffs.
Indian E-commerce Industry to cross US$ 250b by 2020:
According to research firm RedSeer Consulting forecast, the Indian e-commerce industry which is currently pegged at $53bn would cross $100 bn marker by 2020.
1. Kinds of Job Opportunities in the Digital Marketing Industry:
Based on your interest, you can choose to work in either of the following 3 kinds of organizations as a digital marketing professional. The kind of work and variety of job profiles make an online marketing career even a bigger opportunity.
Digital Marketing Agency: There are a number of small, mid and large digital marketing agencies, who serve their clients by offering various kinds of digital marketing services across SEO, SEM, Social Media Marketing etc. Even a traditional advertising agency is forced to offer a digital marketing service. If you work in such an agency then you get an opportunity to work with multiple clients and enjoy the variety of work. However, you are unlikely to build depth as it would be practically impossible to go deeper for a particular client unless you are working for a particular brand.
A brand leveraging Digital Marketing: You can also choose to work for a particular brand or an organization, who are actively leveraging digital marketing for its own growth. Unlike working for a Digital Marketing Agency, where you enjoy variety, you acquire in-depth expertise when you work for a particular organization.
Digital Marketing Tool/Platform Company: Another opportunity to grow in your career in digital marketing is to work for tool or platform companies such as Google, LinkedIn, Facebook, Adobe, Salesforce. The kind of work and associated learning in these kinds of companies are going to vary a lot and will be quite different compared to working at an agency or a brand. Also, such job opportunities are limited but these kinds of jobs will offer a much higher salary.
In addition to these full-time jobs in digital marketing, one can opt for freelancing/part-time/work-from-home opportunities in this industry.
2. Popular Job Profiles in Digital Marketing:
As shared earlier in this article, based on your experience, your skills (both technical and non-technical such as communication, creativity, analytical skills) and your interest, you can consider following Job Profiles:
Digital Marketing Executive: At an entry level, you are likely to join an organization as a digital marketing executive (or maybe SEO executive, Social Media Marketing executive, Search Engine Marketing executive). You are likely to work with a team lead or manager and perform multiple tasks including research, content development, testing etc.
Digital Marketing Specialist: After acquiring reasonable (i.e. 2+ years) experience in a particular domain such as SEO or SEM, you will be promoted to a specialist position such as SEO Expert or SEM Expert or Community Lead or Content Marketing Expert. At this position, while you will report to your manager, you will make a lot of decisions independently.
Digital Marketing Manager or Team Leader: With 2-4 years of experience, you will be working as a Manager or Team Leader, e.g. SEO Manager, SEM Team Lead. At this position, you will be managing a team and will directly contribute to strategic as well as tactical plans for the organization.
Digital Marketing Strategist/Analyst: In organizations or agencies where there’s strong focus on aspects such as SEO, SEM, Social Media Marketing, there’s a need of skilled professionals for Strategic & Analytics roles. While team leads or managers will continue to head respective teams, these profiles will guide them more like consultants to improve their overall effectiveness. An analyst may contribute to teams across multiple departments as well.
Head of Digital Marketing: As the title says, a Digital Marketing Head is the senior most profile in this domain. In organizations where integrated marketing campaigns exist, Digital Marketing Head will report to Head of Marketing or CMO, who would be responsible for overall marketing function.
Since the Internet Marketing industry is still evolving, the above roles are yet to be standardized and may also vary based on the type of organization, i.e. an agency or a brand or a tool provider. Continuous learning and growth opportunities for all the profiles listed above make a great choice for digital marketing as a career option for both students and professionals.
Head of Marketing/VP Marketing/CMO (Chief Marketing Officer): While these are profiles, which are not technically digital marketing profiles, it’s important to note that any marketer who wants to rise to these top positions MUST know digital marketing really well.
Professionals at these positions are unlikely to play a direct role in digital marketing campaigns execution but will play a very critical role in defining integrated marketing strategy, plan resources (both internal and external), define metrics and analyze performance for continuous improvement.
3. Skills Required for a Successful Digital Marketing Career:
Creativity: Given the amount of content & conversations on a digital medium, creativity plays an important role in differentiating a brand among its peers.
Analytical Ability: Given measurability is one of the key strengths required, analytical skills are critical to being a successful digital marketer.
Communication Skills: For most of the profiles in this domain, good communication skills especially, written communication are important. In absence of good communication, one has to rely on an external resource and that’s not always feasible & is inefficient.
A quest for Learning: Given the dynamic nature of digital media, one has to be open and should be hungry to learn newer trends & skills to move ahead of others.
Passion for Digital Media: Digital Marketing professionals who are genuinely passionate about digital media will surely see more success coming their way in terms of results of their campaign and their career growth.
Multitasking: Most of the internet campaigns involve multiple digital media channels and continuous activities. In order to successfully manage this spread of online marketing campaigns, multitasking is another important skill for any digital marketer.
Networking: As shared earlier, Quest for Learning is a desired attitude in any digital marketing professional. Networking skills (especially online) play an important role for any digital marketer to stay abreast of the latest trends & techniques in internet marketing.
Comfort with Technology: While knowledge or experience of technology is not required for a digital marketer, one’s comfort with technology and associated changes is another important element for success in online marketing.
Willingness to Experiment: Digital Marketing is an evolving field and there are no defined rules for success. One’s willingness and ability to experiment in digital marketing also plays an important role in determining the success of such campaigns.
Since your Personal Brand can play an important role in your success, leverage relevant soft skills to demonstrate your competency in digital marketing to continuously grow in your career.
4. Career Resources:
Here is a list of various resources you could be interested in related to building career in this industry. Let me know through the comments sections if you have a suggestion for any other important resource I should have listed.
Job Sites: You should check following online marketing internship sites – LinkedIn, Naukri, Shine, iimjobs, Social Samosa, Jobswitch, Digital Defynd. You can also check Top Digital Marketing Jobs and apply for a suitable one. If you are interested in working with a Digital Marketing Agency, you should check this list of Top Digital Marketing Companies.
Internship Sites: You should check the following digital marketing internship sites – Letsintern, Internshala, Twenty19
Freelancing Sites: You should check following digital marketing freelancing sites – Upwork, Guru.com, Freelancer.in
Books: Since internet marketing is a dynamic field, there’s no book which is about tactical aspects (e.g. digital media channel related) remains relevant beyond a few months. However, we recommend you to read these 10 Must-Read Digital Marketing Books which cover foundational skills to be a successful digital marketer.
Tools: Check this Top 10 Digital Marketing Tools list for most recommended tools. You should also check these Digital Marketing Tools Guides for tools related to specific aspects such as SEO Tools Guide, SEM Tools Guide.
Webinars: You should check these over 100 Digital Marketing Webinars led by Industry Experts.
5. FAQs about Digital Marketing Career:
Given the number of questions asked on this blog, I thought of creating a list of Frequently Asked Questions (FAQs) for your benefit:
Do I need to know technology to be a successful Digital Marketing professional?: This is one of the most frequently asked questions about a career in digital marketing. To be successful as a digital marketer, you don’t need to know technology. However, if you know the basics of HTML, it will be useful.
How important are communication skills?: For most of the positions e.g. Social Media Marketing, SEO, SEM, Email Marketing, good communication skills are specially written English is necessary. Here’s a list of top 25 grammatical mistakes one should avoid by HubSpot.
Should I look for internationally recognized Digital Marketing certification?: Given the fact that this industry is still evolving and hands-on/practical skills are most important, one should not worry too much about the kind of certification. For the same reason, industry certifications like HubSpot Inbound Marketing, Google AdWords & Analytics doesn’t carry any significant weight.
Do I need to be a graduate?: While your educational qualification may play a role in terms of your career growth in digital marketing especially in large corporations, it’s not a major factor for success herein. Interestingly, brands & agencies who ask for an MBA as a pre-requisite for digital marketing profiles actually end up missing some great talent.
Should I specialize in areas such as SEO/SEM or learn entire Digital Marketing?: At the current stage of the industry and for the reason that various digital marketing avenues contribute to the success of others (e.g. Social Media plays a role in improving SEO rankings), I don’t recommend you start your career by looking specialization.
I am already an SEO expert. Should I learn other aspects of digital marketing?: For the reason mentioned above, a digital marketing professional such as SEO/SEM/Social Media Marketing/Email Marketing expert must broaden his/her horizon to be able to rise to senior job roles in this particular industry.
6. Other Advantages of a Career in Digital Marketing:
While above-mentioned statistics and trends speak about the opportunity of building a rewarding career in this growing industry, what’s fascinating is the excitement related to job profiles in Digital Marketing. Here’s a cartoon I’d created to capture the same:
You will also find this recording of my session on Career Opportunities in Digital Marketing during Career Cafe show on Lok Sabha TV useful.
Are you excited to build a rewarding career in this booming industry? Master Digital Marketing through our Digital Marketing Certification course. Start with our upcoming free online orientation session on Digital Marketing for Career & Business Growth.
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By now, I believe, that you have a fair idea why Digital Marketing is important for pharma sector. Some pharma companies have not yet fully embraced the digital revolution and changing times, while others have. Well, you should understand that it doesn’t matter to the patients out there, the patients are increasingly expecting, and rightly so, and demanding the pharma and healthcare industry to engage themselves and provide end-to-end services.
The pharma companies that are aligned to changing times, and are using digital mediums, are also the ones reaping the benefits. Big prizes are waiting for those who can cut through all the digital noise and come-up with sustained competitive advantage using digital mediums. The others will also align soon or go out of business.
There are different ways to learn digital marketing. You can teach yourself using online material and tutorials, or you can Learn Digital Marketing from a Reputed Training Institute. These training institutes have highly experienced professionals and provide you focused and personalized training with lot of live assignments, and also provide you guidance for your placements. There are digital marketing courses specialized specifically for pharma sector.
So, go ahead, learn Digital Marketing and shine on!
-Pharma must be in the conversation so to know how to develop better drugs.
-Digital marketing offers many ways to communicate with customers (HCPs and patients).
-Pharma must offer great content that interests customers and helps them do their jobs better. This type of content is easier to approve, less risky and leads to better long-term customer loyalty.