What are the Digital Marketing Jobs & Scope in India?
Many businesses today are changing over from traditional marketing practices to digital marketing.
Only a few years ago, businesses were reluctant to adopt online marketing. Not anymore.
Digital Marketing has now become a primary and mainstream channel for Marketing.
Businesses have realized that Digital Marketing is now not optional. Either they start adopting Digital Marketing and grow or lose customers.
Before digital marketing was adopted as a mainstream strategy, many freelancers and new-age tech entrepreneurs were already into it and got a huge first-mover advantage. These tech entrepreneurs or tech startups did good content marketing and search engine marketing to scale up their businesses very fast.
Companies with traditional marketing methods were shocked to see their growth as they didn’t know what online marketing was.
Companies that don’t have a digital marketing strategy and an online presence are bound to fail. Every day more and more companies realize this. Some have discovered it late, but it’s better late than never.
The personalization that digital marketing mediums offer today has changed the way businesses talk to their customers.
I can’t change the direction of the wind, but I can adjust my sails constantly to reach my destination. – Jimmy Dean
This paradigm shift in marketing practices from traditional to digital is a massive opportunity for tech professionals who aspire to jobs in the digital field.
DIGITAL MARKETING JOBS AND SCOPE IN INDIA
TOI has reported that Digital Marketing will create 5 Lakh jobs in India by 2020.
“With companies increasingly shifting their focus to the digital medium, there will be five lakhs jobs available by 2020 ″ – Manipal Global Education Services.
India has seen a surge in digital marketing growth from 2013 onwards and the trend will continue in 2023.
The industry is growing at 28-30% in India annually. As per the latest statistics, India will have reached 700+ million internet users by the end of 2022.
India also has the World’s largest population of Facebook users.
As per a recent study done by IMRB, India currently spends 32% on digital marketing. Some businesses and brands spend up to nearly 60-65% of their marketing budgets on digital media. It also predicts that the numbers are set to rise to 75% over the next two years.
The Indian Government initiative & promotion of Digital India propels this high-speed digitization.
This is leading to a growth in demand for Digital Marketing professionals. In this article, I will share job positions and the salaries offered to digital marketing professionals in India. Many of these jobs are listed on Naukri & Monster India.
Here is the list. This gives you a fair idea of where you can fit in.
- Digital Marketing Head / Manager
- Content Manager
- Social Media Manager
- Search Engine Marketer / Performance Marketer
- SEO Executives
- Copy Writers
- Digital Marketing Executive
I am sharing a rough hierarchy of a digital marketing team in a mature organization in India.
The above chart is a relative reporting structure that will differ for different companies.
Let’s look at the roles, responsibilities, and purpose of each digital marketing position I shared above.
Digital Marketing Head / Manager
Suppose you have 5+ years of experience as a digital marketing executive and have developed and implemented digital marketing projects with proven strategies. In that case, companies will hire you quickly as Digital Marketing Manager.
Responsibility: As a Digital Marketing Manager, You have to plan and execute all digital marketing activities of the company, including SEO/SEM, marketing database, email, content marketing, social media, display advertising, and re-marketing campaigns. You will lead a team of digital marketing professionals.
As a Digital marketing manager, you will be responsible for bringing together the different components of digital marketing and making it efficient.
Skills: You should possess good knowledge of all digital marketing channels and experience with online marketing tools and best practices. Have hands-on experience with SEO, Google Analytics and CRM software. You should be able to generate reports on the marketing campaign’s performance.
As a digital marketing expert, if you possess the above skills, you will be in huge demand as companies are looking out for such people.
If you have projects to prove your experience, it will add much weight to your resume. You don’t need any digital marketing certifications or an MBA degree, though if you have one, it will be preferred.
You will report to the V.P. of Marketing in the company. DMM is a mid-senior-level manager position.
Salary: The salary range of experienced digital marketing managers is from 8 to 20 Lakhs INR per annum, depending upon the company. You may have to go for a smaller salary band if it is a startup but you can get stock options.
A content manager is responsible for having insightful content across various channels or digital mediums. He reports to the digital marketing manager.
Responsibilities: Includes managing the blog, website content, Content for Landing Pages copywriting the sales page, email communications, drip marketing campaigns, content for P.R. Announcements, ebook publications, video marketing and also guest blogging.
His sole objective is to engage the readers and generate leads. He has to work closely with the leadership and sales teams to develop strategies and tactics to communicate the benefits of their products. He has to drive qualified traffic on data-driven insights.
The content marketing manager may contribute solo or have a team of content writers (in-house or freelancers) depending on the organization’s work scale.
Many freelancers do an excellent job of writing content from their homes or as part-time jobs. The content marketing manager must get work done by freelancers or build an in-house team.
Salary: A Content marketing manager will earn between 12-14 lakhs per annum on average.
Skills: He should possess a Content/ Editorial mindset that seeks to understand the audience and be able to create content according to the audience.
Experience: There is no explicit requirement for qualification. Though a Graduate/P.G. with a minimum of 3-5 years relevant working experience will be preferred.
Qualifications: If you have a project that you have delivered, then certifications and degrees are unnecessary.
Social Media Manager
Social Media Marketing manages the distribution of content on every social media platform. A social media manager has to Set and implement social media and communication campaigns to align with marketing strategies.
He should have an extensive understanding of social platforms like Facebook, Twitter, Instagram, LinkedIn, and any emerging platforms.
Responsibilities: He should be able to develop a social media strategy for audience growth, high fans/followers engagement and drive organic or paid ad traffic via Social Media.
Experience: He should have proven experience in creating high growth in the audience for each social media platform. He should be experienced in creating/testing social media content. Strong experience using social media publishing tools and Google analytics is an added advantage.
Search Engine Marketer / Performance Marketer
Search engine marketer is also known as a performance marketing specialist. It is one of the essential aspects of digital marketing. It means marketing via search engines, especially Google.
As Google is now the unanimous leader in search engines – search engine marketing invariable refers to marketing via Google AdWords.
For a small company with an in-house team, search engine marketing is taken care of by the digital marketing manager. It is often outsourced to a digital marketing agency that will take care of the search engine marketing campaigns for a monthly retainer fee.
More prominent companies hire a dedicated SEM (search engine marketing) specialist and may have a team of search engine marketers.
Responsibilities: The Performance Marketing Specialist will be responsible for working on Multiple AdWords accounts to buy traffic on Search and Display ads. He has to perform daily AdWords account management for website apps. He has to be proficient and hands-on with every aspect of SEM, Google Display & Re-marketing campaigns.
He has to provide insights and suggestions to the creative team on copy, graphics and user experience to improvise text banner ads & landing pages. His goal is s to bring the target number of leads and clicks from the given marketing budget. His work involves analysis, bid management, keyword research and testing the paid ad campaigns.
He reports to the digital marketing manager.
Experience: There is no specific experience requirement for a search marketing expert. Small companies usually hire freshers, but some established companies need people with several years of experience.
Search Engine Optimizer (SEO) Executive
Instead of spending a lot of money on Google ads, it is possible to get free organic traffic from Google by applying good search engine optimization.
An SEO expert or Search Engine Optimizer does keyword research and user experience optimization. They develop optimization strategies that increase the company’s search engine results rankings. They use Google webmaster tools, get web pages indexed, and manage duplicate content.
An SEO expert should be experienced in using various kinds of SEO tools in the market. Moz.com is a well-known and reliable SEO tool for digital marketers and web admins. Other tools like SEMrush, Ahrefs, and Ubersuggest will help you analyze keywords and improve your performance in search engines.
Thrillophilia, one of the adventure tour companies, has competent SEO experts. Thrillophilia.com receives most of its traffic via the search engines (Google organic search), and it helps them save a lot of money in AdWords and quickly rise above their competition in terms of traffic.
SEO experts report to the digital marketing managers and mostly work independently.
A copywriter works closely with many people in the digital marketing team. He works with Design, Client Servicing, and overall Marketing Teams to create compelling marketing communication.
The copywriter helps the search engine marketer write better ad copy. He helps the social media manager post better words on social media channels and assists the content team in refining their content for better reception.
He has to Develop creative ideas and communication concepts for Mailers, Print Ads, Email Drafts, Social Media, Landing Pages, Banners, Blogs, and so on.
He should possess Skills to deliver high-quality and engaging copy aligned with the brand identity and Digital Marketing plan.
Digital Marketing Executive
A Digital Marketing executive should have a good knowledge of all aspects of Digital Marketing, like Search Engine Optimization -SEO, Search Engine Marketing, Social Media Management, Social Media Optimization, and Keyword Planning.
He should update himself with changing Digital Marketing Tools and Strategies. He should have good knowledge of website development.
Digital Marketing Executive is responsible for delivering and optimizing digital marketing activities. He should be able to maintain and update content on the website, including SEO, and manage new pages and landing page projects. He should be able to track and manage analytics for ongoing optimization.
He reports to the Digital Marketing Manager
Salary: The current salary for the DigitalMarketing executive is in the range of Rs. 1,80,000 per anum for freshers to Rs 3,60,000 for candidates with 1-2 years of experience.
This article gave you a good idea about India’s digital marketing jobs and career options.