The newest and fastest growing channels for communicating and selling directly to customers are digital. Hence, there are immense opportunities in digital marketing. The internet provides marketers and consumers opportunities for greater interaction and individualisation. Digital marketing involves online, social media, and mobile marketing activities, with programs designed to engage customers, raise awareness, improve image, or boost sales of products and services.
Mobile marketing is a special form of online marketing that works by communication to consumers’ cell phones, smart phones or tablets. According to a research, about 1.5 lakh jobs are expected to be created in India in 2017-18 in the area of digital marketing.
The main fields of online marketing communication are websites, search ads, display ads, e-mail, social media, blogs viral marketing and mobile marketing. The variety of online options means companies can offer or send tailored information that engage consumers by reflecting their special interest and behaviour. Globally and in India also, digital marketing is showing rapid growth as compared to the traditional media.
The new digital era enables brands to selectively target their customers who may potentially be interested in their product, or based on previous browsing interest. Businesses can now use social media to select the age range, location, gender and interest of whom they would like their targeted post to be seen by. Furthermore, based on a customer’s recent search history, they can be followed on the internet so that they see advertisements from similar brands, products and services. This allows businesses to target a specific group of customers that they know and feel will most benefit from their products or services.
The influence of digitalisation is being witnessed in all types of commercial sectors, such as retailing, manufacturing, banking, insurance, communication, airlines, tourism, etc. About 43% of the world’s population makes use of digital communication and in India 30% of the population use the internet. India took over 10 years to move from 10 million to 100 million Internet users, 3 years to grow from 100 million to 200 million, and just one year to grow from 200 million to 300 million. Facebook alone has over 110 million users in India. India has already surpassed USA to become the second-largest smartphone market. Moreover, number of smartphone owners has already overtaken desktop/laptop users in India.
Digital marketing offers plethora of career options in different kinds of organisations. The kind of work and variety of job profiles include: digital marketing and advertising agencies, brand leveraging digital marketing, digital marketing tools/platform companies. In addition to these, one can opt for freelancing/ part-time/ work-from-home opportunities in this industry.
Based on individual experience, their technical and non-technical skills such as communication, creativity, analytical skills and interest, the following job profiles are available in digital marketing:
1. Search Engine Optimisation (SEO): At an entry level an individual can join an organisation as a digital marketing executive. In this case he or she is required to work under a team leader and perform multiple tasks including research, content development, testing, etc. The task of the SEO is to improve the ranking of web pages and their visibility on various search engines such as Google, Yahoo, Bling, etc.
2. Search Engine Marketing (SEM): To increase the visibility of web pages through sponsored placement and advertising. An SEM specialist should know how to run campaigns and how to purchase traffic through paid search engine listing to maximise visibility of web pages on search engines.
3. Social Media Marketing (SMM): Social media allows companies to establish a public voice and presence online. There are three main platforms for social media: (a) online communities and forums, (b) blogs, (c) social networks such as Facebook, Twitter, LinkedIn and others. Popular blogs help in creating ‘influencers’. A good digital marketer should know how to harness the power of social media to market the brand image of the company.
4. E-mail Marketing: E-mail allows marketers to inform and communicate with customers at a fraction of the cost of a direct mail campaign.
5. Mobile marketing: More and more people are nowadays using smartphones, among all age groups. Mobile marketing provides instant updates, promo offers, and information of customers’ interest. Mobile apps can perform useful functions, such as convenience, incentives, entertainment, and social engagement.
6. Web Analytics: Web analytics is a very interesting aspect of digital marketing which involves traffic analysis, business and market research and enhancing the website traffic. For example, Google Analytics give insight into how your website is working. Forty percent of the content marketers in India make use of infographic and visual media.
The future belongs to digital marketing. Websites, social media, blogs and e-newsletters would dominate techniques for sharing content. As the brand realises that customer feedback, comment and content are extremely valuable, huge job opportunities would emerge for those who are net savvy.
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WANI LUQMAN