Technological advances and the speed with which new technologies are being embraced by
organizations, along with the rising power of the consumers and their ability to get what
they want, when they want it, from whomever they want, have opened up new challenges
for Digital Marketing. With this in mind, the need for understanding the digital world and its
application becomes one of the greatest competitive aspects for a business’s survival. The
buzzword of “globalization” holds no meaning without the concept of what is being termed
WHAT IS DIGITAL MARKETING
Digital Marketing is an umbrella term used for all of your online marketing efforts which
includes digital advertising, email marketing, online brochures, Ad world, Google search,
social media and many more. There is a huge spectrum of tactics and assets that fall under
Digital Marketing. From your website itself to all your online branding assets comes under it.
If I talk at a high level, then digital marketing is the advertising delivered through digital
medium or channels such as
Search engines like Google, Bing, Yahoo, etc
Social media like Facebook, Twitter marketing, You-tube marketing, LinkedIn,
Email marketing & mail chimps
Google Ad-world or campaigns
Today each and every company is opting digital marketing as a source of online marketing,
advertisement etc. Digital marketing is at a booming stage in India and the entire world too
and entering this industry will help one to gain experience of digital world. It has been said
that by 2020 India will be at a digital platform.
OBJECTIVE OF DIGITAL MARKETING
Digital Marketing is a platform where one can market their products or services using digital
channels to reach consumers. The key objective of this platform is to promote brands
through various forms of digital media.
A Digital Marketer is responsible for developing, implementing and managing marketing
campaigns that promote a company and its products and/or services. He or she plays a
major role in enhancing brand awareness within the digital space as well as driving website
traffic and acquiring leads/customers leading to the growth of the organization.
Significant to marketing is revenue optimization, by appropriate utilization of resources, and
identification of cost-effective means for better marketing assets allocation. The best digital
marketers have a clear picture of how each asset or tactic supports their overarching goals.
Your website: The website platform can be used to convey business people’s
services or products to the customer. It can be useful to the management by
providing their goals, mission, product details, services details, packages & pricing,
payment methods, offers, contact details, feedback and complaint forms which
are easy for the customers to be in touch with management.
Blog posts: This platform enhances your online visibility through writing
quality posts that can turn visitors into loyal readers or customers.
E-books and whitepapers: E-books are written for non-experts at a low or no
subject level expertise level and can be any attention-getting pieces. White
papers are written for experts at a higher subject level expertise level and are
Info graphics: It is a visual creative media where one can communicate
information in a condensed and highly visual way, when designed well.
Interactive tool: An interactive tool is a way to increase engagement with a target
audience by allowing them to interact with the page itself. For example, a medical
information website may offer an interactive food calculator or BMI calculator to
help users track food intake and exercise or weight track.
Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.): Social
media platforms are increasingly being used by businesses for the acquisition of
new clientele. It is an effective means of engaging customers for your business
Earned online coverage (PR, social media, and reviews): Media activity related to
a company or brand that is not directly generated by the company or its agents
but rather by other entities such as customers or journalists.
Online brochures and look books: Online or digital brochure is an online
interactive version of your physical brochure produced for easy distribution and
reading. It allows people to easily flick through your brochure online. While look
books are beautifully curated image composites and a direct link to the patterns.
Branding assets (logos, fonts, etc.): Brand Assets are the consistent signals that
make it quite easier for the consumers to recognize and identify the brand and
recall the associations related to the consumer and the brand. Like coca cola,
pepsi, Mahindra, jio, etc etc
Search Engine Optimization (SEO): Search Engine Optimisation is the technique to
rank your web page or to create your visibility in search engine.
Content Marketing: The creation and promotion of content assets for the purpose of
generating brand awareness, traffic growth, lead generation, or customers.
Inbound Marketing: Inbound marketing refers to the ‘full-funnel’ approach to
attracting, converting, closing, and delighting customers using online content.
Social Media Marketing: Social media marketing is one of the effective ways to drive
traffic to your website & to accelerate your business growth. “Social media is not just
an activity; it is an investment of valuable time and resources.
Pay-Per-Click (PPC): PPC is one of the paid marketing techniques where you can
advertise your brand with your targeted audience which could help you to drive sale
or to drive traffic to your website.
Email Marketing: Companies use email marketing as a way of communicating with
their audiences. Email is often used to promote content, discounts and events, as
well as to direct people towards the business’ website.
Online PR: Online PR is the practice of securing earned online coverage with digital
publications, blogs, and other content-based websites. It’s much like traditional PR,
but in the online space.
Native Advertising: Native advertising refers to advertisements that are primarily
content-led and featured on a platform alongside other, non-paid content.
Affiliate Marketing: A type of performance-based advertising where you receive
commission for promoting someone else’s products or services on your website like
Amazon, Healthkart, etc
Marketing Automation: Marketing Automation refers to the software that exists
with the goal of automating marketing actions.
ADVANTAGES OF DIGITAL MARKETING
- Less costly: With affordable digital marketing tactics, one can get more for their
marketing spends. Though SEO, content marketing, and social media engagement
take time to work. However, there are still some tactics such as pay-per-click,
display, and social media advertising, Ad-world; etc that can produce quicker &
effective results in less cost.
- Wide Reach: No matter what industry your business is in, there’s a good chance
that your buyers are spending their time on social media channels like Facebook,
Twitter, etc to search from a small thing to large items/business online. Digital
marketing helps you reach these engaged consumers.
- Instant Results: Social media also provides an effective platform for
communicating with and engaging your target audience. Rather than only just
posting content and never connecting to your consumers, you can have one-on-
one conversations in real-time that allow you to gain valuable insight into your
brand and customers.
- Flexible: Digital marketing is more affordable, flexible, and engaging than
traditional marketing methods. The speed of gathering or trading information has
also increased over recent years, and customers’ patience has proportionately
- Instant Feedback: Customer feedback is critical when rolling out a new
product or updating the features of the existing one. Social media plays a
fundamental role in this process. A client when online for help, needs an
instant feedback or reply from a particular customer team for their solution
or needs, if not helped they move to some other organization.
- Easy Analytics: Every digital marketing tactic that you use is measurable. Digital
marketing analytics helps one determine whether your marketing strategies are
actually working or not. By measuring your digital marketing strategies (campaigns
or ads) in real-time, you can see which tactics are working and which are not.
Then, you can adjust your campaigns accordingly for greater success. You can also
track the insights from the process to improve future campaigns.
- Wide Scope: As India is in the second position for social media. Digital marketing
became necessary to reach a lot of people and gather their attention. Being in the
second position requires a lot of manpower for different works. The future of
digital marketing is very bright.
- Trending: The key is to stay on top of the trends and figure out what is the best for
your business today. As 2018 progresses, the digital market is witnessing a
dramatic shift which businesses can no longer ignore.
- Greater Engagement: Today Social Media are used by almost everyone. It directly
engages consumers and invites and encourages them to participate in the
evolution of a brand or a function.
- Realize higher ROI or revenue: Return on investment (ROI) is an important part
of digital marketing. It’s the most widely-used profitability indicator. It measures
the profit or loss generated by an investment based on the amount of money
invested. ROI is also an excellent ally of marketing and helps you logically justify
investments in this area.
- Easy to share: Sharing is been made so easy and fast that if you are reading a blog
and want to share a point, one can easily select that point and share via social
media icons. In every blog/post/article/image share option is now been a part of
all. In every social media, online shopping, everyone in this Internet, you will find
the share option available.
- Optimized Targeting and Conversion: With digital marketing, you can target the
right consumers. SEO plays a very important role as it allows you to reach those
consumers who are searching the web for content and topics that are relevant to
CAREERS IN DIGITAL MARKETING
Digital Marketing is for creative and passionate people. Digital marketing job field is highly
result driven and enhances your knowledge and creativity skills. There are many digital
marketing job roles. Here is a list of the digital marketing roles and responsibilities in a digital
- Analytics Manager: They are responsible for coordinating data analytic tasks for
their organization like creating effective strategies to collect data, analyse
information, conduct research and implement analytic solutions for their products or
services with the team.
- Content Manager/Content Marketing Manager: Content Marketing Managers are
usually responsible for planning, developing and implementing the overall
company’s content strategies. They are responsible for the overall management of
the creation and production of online and offline marketing content.
- CRM Manager (Incorporating Email marketing): A CRM (Customer Relationship
Manager) is someone who knows their customer’s needs, requirements, wishes and
dreams. She/he should be well versed in the value delivered to customers and the
problems customers are trying to solve or facing. Email marketing manager work
closely with the Head of CRM to develop a clear CRM strategy.
- Digital Account Manager/Sales Director (Agency role): They are responsible for
planning, developing, managing, tracking all the records of client’s digital strategy to
improve their web presence and achieve their marketing goals.
- Digital Director/Head of Digital: They are generally responsible for planning,
developing, implementing and managing the overall digital marketing strategy of the
organization. They are also responsible to make a healthy working environment
among their team members by managing, guiding and training them accordingly.
- Digital Integrated Copywriter: They are responsible to engage the reader and
motivate them to spend in the website, by buying a product or service. They also
write copy designed to convey valuable information about a brand, industry or issue.
- Web Manager: They are responsible for maintaining, designing or developing
a website. They are in-charge of publishing content, maintaining continuity of
themes, designing layout, streamlining navigation and increasing online presence to
- Ecommerce Manager: They oversee a company’s overall online sales. They are
responsible for the growth and image of the company and generate sales through
the internet. They coordinate with the web and software developers who contribute
to the look and systems of the website. They also are responsible for interviewing,
bringing their preferred candidates to upper management, and providing
- Marketing Director: They oversee the marketing department by planning, directing
and coordinating marketing efforts and communicating the marketing plans. They
are responsible for evaluating and developing all the marketing strategies and plans.
- Marketing Executive: They develop and oversee the marketing campaigns to
promote products and services. They are fully involved in planning, developing and
implementing the effective marketing communication campaigns by using the full
marketing mix for the company’s marketing communications.
- Marketing Manager: They are responsible for developing, implementing and
executing strategic marketing plans for an entire organization in order to attract
potential customers and retain existing ones. He/She needs to have an outgoing,
gregarious, creative, motivational skills and spontaneous nature.
- PPC Search Manager: They are responsible for implementing Pay Per Click media
strategies for clients and hit goals and ROI, both short term and long term. He/She
has to quickly understand, manage, and support initiatives that will contribute to the
goals and success of client campaigns.
- Social Media Manager including Community Manager: A social media manager is
responsible for being the brand on social media; manages social media marketing
campaigns and day-to-day activities. A community manager is responsible for
advocating a brand on social networks for managing and engaging with the
organisations online community in a way which builds brand awareness and loyalty.
They create their own social persona and actively go out within the
online community to connect with potential customers and advocate accordingly.
- Web Developer / Designer: The role is responsible for designing, developing, coding
and modifying websites, from layout to function and according to a client’s
specifications. They are responsible create visually appealing sites that feature user-
friendly design and clear navigation. In short, they design the overall architecture of
the web application and evolve it to ensure maximum gain and popularity.
The above digital marketing roles and responsibilities provide a range of practical
descriptions of digital marketing jobs. Digital marketing field is growing day by day and is
coming up with immense more job opportunities for you.
WHY DIGITAL MARKETING IS NECESSARY?
Today your entire life almost works digitally. You are literally in a sea of everything digital
and online. Your entire life can be mapped to various links on the internet. Now a day,
people manage their relations on social media like Facebook, Instagram, etc more than
meeting personally. With online banking people manage their finances (online banking, net
banking). Careers are searched through online medium like LinkedIn or indeed or naukri.
The upcoming world is moving more digitally that too very fast. Bill Payments, Sending
Invitations, Video calling, Teaching online through many apps and websites, etc are adding a
pace in everyone’s life and making it easier too.
Future and Scope of Digital marketing
Digital marketing has the potential to transform the way that you reach and engage your
customers. Such rising industry is demanding huge requirement for skilled and expert
people in digital marketing. Today the requirement of digital marketing is so much that
companies are ready to pay huge bulks of money to the experts of digital marketers. Today
more than half of the inside office work are done digitally. Very soon the entire office tasks
will be done digitally and demand for manpower for digital marketing is going to reach the
Observing the marketing industry and career requirements, it is found that digital marketing
seems to be a great career for the present as well as future years.