What is the scope of Digital Marketing?
In simple terms, ‘Digital Marketing’ is promoting products on the internet through digital technologies.
Many concepts of traditional marketing can be applied to the digital medium as well.
Due to the demand for jobs, many people today are inclined to join this field.
For students who are pursuing a degree related to commerce, digital marketing is a very good option.
In most cases, students who complete their BBA course go into digital marketing.
Marketing is always based on what the customer is using. When radios became a household essential, radio marketing was born. Similarly, TV marketing began when customers started watching TV.
Currently, everyone is on the internet, therefore, digital marketing is the best way to market products right now.
According to internet usage statistics, in July 2017, 50% of the world’s population was using the internet.
This number is expected to grow in the next few years, which will increase the scope of digital marketing. India has surpassed the USA as the country with the second largest amount of internet users.
Recruiters today are looking for talented employees who will be able to fit in the organization without any problem.
If you already have some experience in digital marketing, then you have a better chance of getting a job.
This is why students are encouraged to take up digital marketing courses to help them gain experience.
There are many kinds of digital marketing roles available in a company.
Some firms want all-rounders who have knowledge about all aspects and some firms want people with a particular skill set for a particular task.
It is a huge field, with various specializations, here are some of the most popular roles:
Digital Marketing Manager:
This is one of the top positions in the field of Digital Marketing.
Only experienced candidates are chosen for this job.
The job of the digital marketing manager is to overlook all digital marketing activities that will help any organization receive more traffic.
They are responsible for creating and designing websites. A web designer can also be called a web developer, however, they aren’t the same.
A web developer’s role is a specific one whereas a web designer has a lot of tasks.
The web designer will work on designing, modifying, updating, and coding the website.
They also have to make sure that the website looks appealing and is able to get the customer’s attention.
Social Media Manager:
This is considered one of the most interesting jobs. There is a lot more to this job than just tweeting and updating statuses on Facebook.
As a social media manager, you will need to be up to date with the latest marketing strategies used online.
You will also need to coordinate with all the teams to make sure that strategy is being implemented effectively and efficiently.
Search Engine Optimization (SEO) Executive:
A website which is designed by the web designer/ developer will be useless unless there is an SEO Executive who promotes it.
They have to make sure that there is traffic on the website and that the website has visibility.
Their tasks include making sure that the content on the website is optimized so that it appears on Google’s SERP.
Search Engine Marketing (SEM) Expert:
The SEM Expert is behind the advertisements that show up on websites when people are browsing.
SEM experts generate leads and this is why there is a lot of demand for Pay per Click (PPC) professionals.
The tasks include managing PPC keywords, refine landing pages, generating reports, etc.
The content marketer is responsible for creating content that can go viral or is related to popular searches by users.
The content marketer has to coordinate with the SEO expert to make sure that the content is promoted properly in order to make sure that the website receives maximum traffic.
Email marketing is very important for retargeting customers and rebranding a company.
The consumers perceive the email as an exclusive opportunity that only they get.
Email Marketing can also be used to target individuals and update them with the latest information.
Affiliate marketing involves promoting the brand name.
The aim of this is to increase the popularity of a brand.
Anyone can be an affiliate marketer. A good example of this is social media influencers (SMI).
Companies approach SMIs and offer them money in exchange for promoting their brand name.
Since SMIs have an audience, the company wants it’s brand name to reach out to that audience.
Some other roles include analytics manager, e-commerce manager, etc.
The scope of digital marketing is only going to increase in the next few years.
It is indeed a good career option but, there are a lot of vacancies because companies are not able to find competent candidates.
There is a gap between what is being taught in institutions, and what is needed on the job.
Therefore, there is a need to refine the syllabus of these institutions so that the students can fit the requirements of the companies.
The other modes of marketing are slowly declining and digital marketing is replacing all of them.
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