What is the Digital Marketing Scope in the Future in India and globally?

What is the Digital Marketing Scope in India and globally?

Why companies are embracing digital marketing in India?

The evident answer is- digital marketing is effective in reaching and engaging with the audience.

In today's digital age, businesses are harnessing the immense potential of digital marketing to reach, engage, and convert their target audience. This shift from traditional advertising to the online realm is not merely a trend; it's a fundamental necessity for staying competitive in the modern marketplace. So, why is digital marketing in demand? 

The world of marketing has evolved dramatically, and digital channels have become the cornerstone of successful campaigns. Companies of all sizes and industries are leveraging digital marketing to gain a competitive edge, boost brand visibility, and drive revenue growth.

Let's dive into the compelling reasons behind this transformative shift and explore how it's shaping the way businesses connect with their customers.

As per the Statista report of 2022, internet users have seen a huge spike since 2018 due to the pandemic. The number are only expected to rise. The colossal development of OTT platforms, digital marketing courses, online courses, online shopping, and more have kept web users glued to their screens. Thus, by 2023, the internet users are expected to surpass 600 million in India and 5.3 billion globally. 

Navigating the Scope of Digital Marketing: From social media to Uncharted Territories

In the ever-evolving digital marketing landscape, the scope has transcended the boundaries of social media platforms and ventured into uncharted territories. In this digital age, businesses are redefining their marketing strategies to stay ahead in the competitive game. This article delves into the multifaceted scope of digital marketing, exploring its reach beyond social media and into the vast, unexplored realms of the online world.

Beyond social media: While social media remains a pivotal part of digital marketing, it's only one piece of the puzzle. Consider Apple's "Shot on iPhone" campaign. It leveraged user-generated content from iPhone users beyond social media platforms, displaying their stunning photos on billboards, in galleries, and even on TV commercials.

Search Engine Optimization (SEO): Discover how SEO has become the cornerstone of online visibility. The importance of optimizing your website to rank higher on search engine results pages (SERPs) and its role in attracting organic traffic cannot be defined in text. When you search for "best smartphones," the results you see at the top of the page have aced their SEO game. Companies like Samsung and Apple invest heavily in optimizing their product pages for high search engine rankings.

Content Marketing: Content is king, and its kingdom consists of creating valuable, relevant, and consistent content to engage and retain their target audience. From blog posts to videos, content marketing strategies are evolving. Neil Patel is a prime example. They consistently publish informative and valuable content that educates their audience about inbound marketing, attracting leads, and nurturing them into customers.

Email Marketing: Explore the enduring power of email marketing campaigns. Top companies know how to leverage email to nurture leads, build relationships, and drive conversions. Amazon's personalized email recommendations are legendary. They analyze your browsing and purchase history to send you tailored product recommendations, increasing the likelihood of a purchase.

Pay-Per-Click (PPC) Advertising: Understand the intricacies of PPC advertising, where businesses pay a fee each time their ad is clicked. Look at Google Ads. When you search for something like "best running shoes," the top results are often PPC ads. Companies bid on keywords to display their ads to users actively searching for their products.

Influencer Marketing: Influencers hold immense sway over consumers in the digital age. Companies collaborate with influencers to amplify their brand messages. An example is the collaboration between actor Alia Bhatt and MakeMyTrip, a leading travel booking platform. Alia Bhatt, with her massive following on social media, often shares travel stories, photos, and experiences related to her trips booked through MakeMyTrip. These posts not only promote the brand but also inspire her followers to consider MakeMyTrip for their travel needs. This partnership showcases how influencer marketing is used effectively in India to reach a wider audience and build brand credibility.

Emerging Trends: Brace yourself for a glimpse into the future. From artificial intelligence (AI) to voice search optimization, chatbots, powered by AI, are becoming more prevalent. For example, Sephora uses chatbots to assist customers with product recommendations and purchases, providing a seamless shopping experience.

Measuring Success: Finally, the importance of data analytics in evaluating the success of digital marketing campaigns can’t be overlooked. Metrics such as click-through, conversion, and bounce rates provide invaluable insights. Airbnb extensively analyzes user behavior. By tracking metrics such as how users interact with listings and respond to messages, they refine their platform to deliver a better user experience and drive bookings.

And, the global domination of the digital world has just begun!

Digital Marketing Sector to Reach $209.43 Billion in 2027-Report by Research and Markets

The global digital advertising market is projected to reach $185.17 billion by 2023, boasting a compound annual growth rate (CAGR) of 3.9%. Looking ahead to 2027, experts anticipate further growth, with the market expected to surpass $209.43 billion at a CAGR of 3.1%. These promising figures highlight the thriving nature of the digital advertising industry.

What is leading to this boom?

These factors are leading to the unending growth of digital marketing industry, globally.

1. Increased Internet Usage: As more people across the globe have access to the Internet, companies see the potential to reach a vast audience online. For example, the rise of smartphones, tablets in developing countries have led to a surge in internet users, making it an attractive platform for businesses.
2. Measurable Results: Unlike traditional marketing methods, digital marketing offers precise analytics. Consider an e-commerce company using tools like Google Analytics to track website traffic, conversions, and user behaviour. This data helps them understand what strategies are working and where improvements are needed.
3. Cost-Effectiveness: Through digital marketing, startups and small businesses can compete with larger corporations. Social media platforms, for instance, allow them to run highly targeted and cost-effective ad campaigns, making it affordable to reach their target audience.
4. Personalization: Customers expect personalized experiences. A scenario is an email marketing campaign that sends tailored product recommendations based on a customer's browsing and purchase history. This personal touch can significantly increase conversion rates.
5. Global Reach: Digital marketing transcends geographical boundaries. A multinational corporation can run a single online campaign accessible to a global audience. For instance, a smartphone manufacturer can promote its latest model worldwide through social media and online advertising.
6. Content Marketing: Companies leverage content marketing to provide valuable information to their audience. Visualize a health and wellness brand creating blog posts and videos about healthy living. This content educates and builds trust, leading to increased sales.
7. E-commerce Boom: With the growth of online shopping, companies need a strong digital presence. During the COVID-19 pandemic, many brick-and-mortar businesses had to quickly adapt to selling products online to survive.
8. Social Media Influence: Social media influencers have become digital marketing powerhouses. Brands collaborate with influencers to promote their products or services to their engaged and loyal followers.
9. Technological Advancements: Innovations like artificial intelligence and chatbots enhance customer interactions. An example is a chatbot on an e-commerce website that assists customers with product inquiries and purchasing decisions.
10. Competitive Edge: Companies realize that embracing digital marketing is no longer optional but essential to stay competitive. Failing to establish a solid online presence can result in losing market share to more digitally savvy competitors.

The Outlook for the Indian Digital Marketing Market in 2023

In 2022, the Indian digital marketing market reached USD 3,931.3 million. It is projected to grow at an impressive CAGR of 30.2% from 2023 to 2028, poised to reach USD 19,268.7 million by 2028. This signifies a remarkable expansion in the industry's scope and opportunities.

The digital marketing arena in India is in a state of constant evolution. In recent years, several trends have reshaped the industry. Notably, video marketing has surged in popularity, with businesses leveraging platforms like YouTube and Instagram to engage audiences visually. Influencer collaborations have also become a dominant strategy, allowing brands to tap into the credibility and reach of social media influencers. Moreover, integrating artificial intelligence and data analytics drives more personalized and data-driven marketing campaigns.

Within the Indian digital marketing sphere, numerous players compete for dominance. Established agencies, emerging startups, and global giants contribute dynamically to the sector. Key players like Google, Facebook, and Amazon play pivotal roles, but homegrown agencies have also made their mark. Understanding the competitive landscape is crucial for businesses navigating this diverse market effectively.

One example of a local agency making an impact in the Indian digital marketing industry is Webchutney. They have won numerous awards for their work and have worked with major clients such as Google, Red Bull, and HDFC Bank. Their focus on creativity and innovation has helped them stand out in the competitive market.

The Current Global Trends & Stats of Digital Marketing

Digital marketing is a dynamic and evolving field using various digital channels and platforms to reach and engage potential customers. Some of the current global trends in digital marketing are:

• Influencer marketing: This is a form of marketing that leverages the popularity and trust of social media influencers to promote a brand, product, or service. Influencer marketing can increase brand awareness, generate leads, and drive conversions. According to a survey by HubSpot, 89% of marketers who currently engage with influencer marketing will increase or maintain their investment next year. 
• Video marketing: This form of marketing uses short, engaging, and informative videos to capture the attention and interest of the audience. Video marketing can boost brand recognition, increase traffic, and improve customer loyalty. According to research by Harvard Business School, video ads on social media platforms like TikTok and YouTube can be more effective if the product is complementary or well-synched to the video content.
• Machine learning: This form of artificial intelligence enables computers to learn from data and improve their performance without explicit programming. Machine learning can help marketers analyze large amounts of data, optimize campaigns, personalize content, and predict customer behaviour. According to research by MIT Sloan, machine learning can help marketers identify successful product pairs for bundling and co-purchasing. 

Here's more on the current and future scenario of Digital Marketing...

• According to a report by Dentsu India, digital advertising in India is expected to grow by 33% in 2022 and reach Rs. 35,809 Cr by 2023.
• The share of digital marketing spends in India is projected to increase from 28% in 2022 to 38% in 2023, surpassing television as the largest medium.
• The digital population in India is expected to reach 907 million by 2023, with an internet penetration rate of 64.4%.
• The most popular digital marketing channels in India in terms of return on investment (ROI) are social media (74%), search engine optimization (SEO) (66%), and email marketing (56%).
• With this growth, how do you as an aspiring candidate see yourself making a niche in this growing industry?

Digital Marketing Career Scope-The Top Job Profiles for You!

Digital marketing is a dynamic and rapidly evolving field encompassing a wide range of job profiles, each contributing to businesses and organizations' online presence and success. From strategists who devise comprehensive online marketing plans to content creators who craft compelling messages and from data analysts who extract valuable insights to social media managers who engage with audiences, the digital marketing industry offers a diverse array of roles. These professionals collaborate to harness the power of the digital landscape, driving brand awareness, customer engagement, and, ultimately, business growth. Whether you're interested in SEO, email marketing, paid advertising, or social media, there's a digital marketing role suited to your strengths and passions.

• Digital Marketing Manager: This is a senior-level position requiring a higher level of experience with strong knowledge in digital marketing to mentor and manage people appropriately and lead them well. A digital marketing manager is responsible for planning, organizing, executing, and measuring various online marketing functions like SEM, PPC, SEO, content marketing, email marketing, and social media marketing. The average salary for a digital marketing manager in India is INR 8,09,777 per annum.
• Digital Marketing Specialist: This is a mid-level position that requires a specialization in one or more digital marketing domains, such as SEO, SEM, SMM, email marketing, content marketing, etc. A digital marketing specialist creates, implements, and optimises digital marketing campaigns for a specific channel or platform. The average salary for a digital marketing specialist in India is INR 3,54,292 annually.
• Digital Marketing Executive: This entry-level position requires a basic understanding of various digital marketing functions and tools. A digital marketing executive is responsible for assisting the digital marketing manager or specialist in executing and monitoring digital marketing campaigns. The average salary for a digital marketing executive in India is INR 2,40,000 annually.
• Digital Marketing Analyst: This data-driven position requires strong analytical and statistical skills. A digital marketing analyst collects, processes, and interprets data from various digital marketing channels and platforms. The digital marketing analyst also provides insights and recommendations to improve the performance and ROI of digital marketing campaigns. The average salary for a digital marketing analyst in India is INR 3,00,000 per annum.
• SEO Copywriter: This creative position requires writing skills and SEO knowledge. An SEO copywriter is responsible for producing engaging and relevant content that attracts and retains the target audience while also following the best practices of SEO. The average salary for an SEO copywriter in India is INR 3,01,000 annually.
• SEO Executive: This strategic position requires analytical and problem-solving skills. An SEO consultant is responsible for providing expert advice and guidance on improving the organic visibility and performance of a website or a web page. The average salary for an SEO consultant in India is INR 4,50,000 per annum.
• Content Marketing Specialist: This tactical position requires planning and execution skills. A content marketing specialist creates, distributes, and promotes content across various channels and platforms, such as blogs, social media, email, etc. The average salary for a content marketing specialist in India is INR 3,60,000 annually.
• Content Marketing Analyst: This data-driven position requires research and reporting skills. A content marketing analyst is responsible for measuring and analyzing the impact and effectiveness of content marketing campaigns and strategies. The average salary for a content marketing analyst in India is INR 4,00,000 annually.

These are some of the common job profiles in digital marketing in India. However, many other roles and sub-roles can vary depending on the industry, company, and project. Digital marketing is a dynamic and evolving field that offers many opportunities for growth and learning.

What Can You Do as A Digital Marketer?

In this competitive, cut-throat world of digital marketing, how do you achieve a breakthrough?

As a digital marketer, you can pursue a variety of opportunities and experience significant growth in your career. The career scope in digital marketing is massive, here are few of the key things you can master. 

• You can create and manage various digital marketing campaigns across different channels and platforms, such as search engines, social media, email, video, etc. You can use tools like Google Ads, Facebook Ads, YouTube Ads, Mailchimp, etc. to reach and engage with your target audience.
• You can optimize your website or web page for better organic visibility and performance on search engines. You can use tools like Google Analytics, Google Search Console, Moz, SEMrush, etc. to analyze and improve your SEO (search engine optimization) strategy.
• You can produce and distribute high-quality and relevant content that attracts and retains your audience. You can use tools like WordPress, Medium, Canva, etc. to create and share various types of content, such as blogs, articles, infographics, eBooks, podcasts, etc.
• You can leverage the power of social media to build and maintain a strong online presence and reputation for your brand. You can use tools like Hootsuite, Buffer, Sprout Social, etc. to manage and monitor your social media accounts, such as Facebook, Twitter, Instagram, LinkedIn, etc.
• You can measure and analyze the impact and effectiveness of your digital marketing efforts. You can use tools like Google Data Studio, Tableau, Power BI, etc. to visualize and report your digital marketing metrics and KPIs (key performance indicators).
• You can learn new skills and trends in digital marketing by taking online courses, reading blogs and books, watching videos and webinars, attending events and workshops, etc. You can also get certified by various organizations and platforms, such as Google, Facebook, HubSpot, etc.

Top Digital Marketing Tools in 2023 To Get You Ahead in Career

In the fast-paced world of digital marketing, having the right tools at your disposal can make all the difference in your career growth. From optimizing website performance to automating email marketing and tracking social media engagement to analyzing data, a vast array of digital marketing tools is designed to streamline tasks and boost efficiency. These tools save time and provide valuable insights to enhance decision-making and drive results. In this ever-evolving landscape, staying updated with the top digital marketing tools is essential for marketers aiming to stay competitive and maximize their impact.

Google Analytics: This is a free and powerful tool that allows you to measure and analyze your website traffic, user behavior, conversions, and goals. You can use Google Analytics to track and optimize your SEO, PPC, social media, email, and content marketing campaigns. You can also create custom reports and dashboards to visualize and share your data. Google Analytics is a must-have tool for any digital marketer who wants to understand and improve their online performance.

Google Ads: This is a paid tool that allows you to create and run online advertising campaigns on Google’s network of websites, apps, and videos. You can use Google Ads to reach and attract your target audience with various types of ads, such as search ads, display ads, video ads, shopping ads, etc. You can also use Google Ads to optimize your bids, keywords, ad copy, landing pages, and conversions. Google Ads is a great tool for any digital marketer who wants to increase their online visibility and sales.

Facebook Ads: This is a paid tool that allows you to create and run online advertising campaigns on Facebook’s network of social media platforms, such as Facebook, Instagram, Messenger, WhatsApp, etc. You can use Facebook Ads to reach and engage with your target audience with various types of ads, such as image ads, video ads, carousel ads, stories ads, etc. You can also use Facebook Ads to optimize your audience network, placements, budget, and results. Facebook Ads is a fantastic tool for any digital marketer who wants to leverage the power of social media advertising.

Mailchimp: This is a free or paid tool that allows you to create and manage your email marketing campaigns. You can use Mailchimp to build and grow your email list, design and send beautiful and personalized emails, automate your email marketing workflows, and measure and improve your email marketing performance. Mailchimp is an essential tool for any digital marketer who wants to communicate and connect with their customers via email.

WordPress: This is a free or paid tool that allows you to create and manage your website or blog. You can use WordPress to choose from thousands of themes and plugins to customize your website or blog according to your needs and preferences. You can also use WordPress to create and publish various types of content, such as blogs, articles, infographics, ebooks, podcasts, etc. WordPress is a versatile tool for any digital marketer who wants to showcase their brand and content online.

Canva: This is a free or paid tool that allows you to create and design stunning graphics for your digital marketing campaigns. You can use Canva to choose from hundreds of templates and elements to create various types of graphics, such as logos, flyers, posters, banners, infographics, social media posts, etc. You can also use Canva to edit and enhance your images with filters, effects, stickers, text, etc. Canva is a creative tool for any digital marketer who wants to make their visuals stand out online.

Hootsuite: This is a free or paid tool that allows you to manage and monitor your social media accounts. You can use Hootsuite to schedule and post content across multiple social media platforms, such as Facebook, Twitter, Instagram, LinkedIn, etc. You can also use Hootsuite to track and analyze your social media metrics and KPIs (key performance indicators), such as likes, comments, shares, followers, etc. Hootsuite is a handy tool for any digital marketer who wants to streamline their social media management.

SEMrush: This is a paid tool that allows you to conduct comprehensive SEO (search engine optimization) research and analysis. You can use SEMrush to perform keyword research, competitor analysis, site audit, backlink analysis, rank tracking, and more. You can also use SEMrush to optimize your SEO strategy and improve your organic rankings and traffic. SEMrush is an advanced tool for any digital marketer who wants to master SEO.

Google Data Studio: This is a free tool that allows you to create and display interactive dashboards and reports for your digital marketing data. You can use Google Data Studio to connect and integrate your data from various sources, such as Google Analytics, Google Ads, Facebook Ads, Mailchimp, WordPress, etc. You can also use Google Data Studio to visualize and customize your data with various charts, graphs, tables, maps, etc. Google Data Studio is a useful tool for any digital marketer who wants to present and share their data in a clear and compelling way.

How to Get a Digital Marketing Job?

Securing a digital marketing job in today's competitive market requires a strategic approach, a blend of skills, and a keen understanding of the industry's nuances. To embark on a successful digital marketing career, one must prepare thoroughly and explore opportunities with reputable agencies and organizations. This guide outlines key steps to help you land a digital marketing job, from honing your skills to identifying top agencies in India that can offer exciting career prospects.

Ways to Get a Digital Marketing Job:

1. Acquire Relevant Skills: Begin by mastering the fundamental skills in digital marketing, including SEO, social media management, content creation, and data analytics. Consider taking online courses, obtaining certifications, or even pursuing a formal education in marketing.
2. Build a Strong Portfolio: Create a portfolio showcasing your work, including sample campaigns, blog posts, social media management, or any other relevant projects. This provides tangible proof of your capabilities to potential employers.
3. Networking: Attend digital marketing events, webinars, and workshops. Engage with industry professionals on social media platforms like LinkedIn. Building a robust professional network can lead to job referrals and opportunities.
4. Internships and Freelancing: Gain practical experience through internships or freelance projects. These opportunities help you apply your skills and serve as valuable additions to your resume.
5. Certifications: Consider obtaining industry-recognized certifications such as Google Ads, Google Analytics, HubSpot, or Facebook Blueprint. These certifications demonstrate your expertise to employers.

How to Prepare for the Job in A Digital Marketing Agency?

With hard work and preparation, the world of digital marketing is your oyster. Here's how you can bag a job at a digital marketing agency.

Stay Updated: Digital marketing is constantly evolving. Follow industry blogs, podcasts, and news sources to stay current with the latest trends and technologies.

Practice Tools: Familiarize yourself with digital marketing tools like Google Ads, SEO tools, social media management platforms, and email marketing software. Hands-on experience is invaluable.

Develop Soft Skills: Effective communication, creativity, problem-solving, and analytical thinking are crucial soft skills for digital marketers.

Learn Data Analysis: Proficiency in data analysis tools like Google Analytics or Excel can set you apart, as data-driven decisions are central to digital marketing.

Adaptability: Adapt to changing algorithms, consumer behaviours, and technologies. Flexibility is a valuable trait in this field.

Content Creation: Develop strong content creation skills. Practice writing engaging blog posts, creating eye-catching visuals, and producing compelling videos. Content is at the heart of many digital marketing strategies.

Understanding User Experience (UX): Familiarize yourself with UX principles. Understanding how users interact with websites and digital assets can help you optimize campaigns for better engagement and conversions.

Coding Basics: While not mandatory, having a basic understanding of HTML and CSS can be advantageous, especially if you'll be working on website optimization and landing page creation.

Marketing Automation Tools: Learn how to use marketing automation platforms like HubSpot, Marketo, or Mailchimp. These tools can streamline marketing processes and improve efficiency.

A/B Testing: Understand the concept of A/B testing. Knowing how to set up and analyze A/B tests for different digital elements can help you optimize campaigns for better results.

Digital Advertising Platforms: Gain proficiency in various advertising platforms like Google Ads, Facebook Ads, LinkedIn Ads, and Twitter Ads. Each has its nuances and features.

Budget Management: Develop budgeting skills. Learn how to allocate budgets effectively across different marketing channels to maximize ROI.

Conversion Funnel Understanding: Familiarize yourself with the concept of a conversion funnel. Understand how to create content and strategies that guide users through the various stages of the customer journey.

Competitor Analysis: Learn how to conduct competitive analysis. Understanding your competitors' actions can provide valuable insights into potential strategies and opportunities.

Ethical Considerations: Be aware of the ethical considerations in digital marketing, including privacy regulations (like GDPR), and ensure your strategies comply with these standards.

Project Management: Develop project management skills. Digital marketing often involves managing multiple campaigns, timelines, and tasks simultaneously. Tools like Trello or Asana can help with this.

Critical Thinking: Hone your necessary thinking skills. Be able to assess the effectiveness of marketing campaigns and adapt strategies based on data and feedback.

Presentation Skills: Improve your presentation skills. Communicating your strategies and results effectively to clients or team members is vital.

If you imbibe these skills, there is a great job waiting to hire you. 

Let’s get to know the top digital marketing agencies and the secret of their hiring process!

Top Digital Marketing Agencies in India + How They Hire!

Webchutney

This is one of the leading digital agencies in India, with offices in Mumbai, Delhi, and Bengaluru. Webchutney offers services such as digital strategy, web design and development, social media marketing, mobile marketing, online advertising, and SEO. Webchutney works with clients such as Flipkart, Airtel, Swiggy, HDFC Bank, etc. Webchutney hires talented and passionate people with a flair for creativity and innovation. 

Hiring Tip: Webchutney looks for candidates with relevant skills and experience in digital marketing, web development, design, content writing, etc. Webchutney also conducts online tests and interviews to assess the candidates’ abilities and fitment.