Career in digital marketing
Digital Marketing is for those who find within themselves a creative spark and passion for the internet.
If you have ever received an e-mail offering a variety of numbers or websites to contact for free wall papers of Bollywood stars, you’re no stranger to the world of digital marketing. Digital marketing is the use of the internet for advertisement and publicity. With increasing human interest in online pursuits, digital marketers indeed have an enviable job!
Course Watch Most institutions which provide these courses require a bachelor’s degree from any stream. As digital marketing pertains to knowledge in science, statistics, artistic visualisation and e-commerce, student of any field can take up digital marketing as a career. However, those with degrees in technology and/ or marketing do have an upper-hand. Following this, an aspirant can opt for a number of courses such as Diploma in Digital Marketing, Executive Programme in Digital Marketing (EPDM), MSc in Digital Marketing (following a diploma or certificate) and numerous IAMAI (Internet and Mobile Association of India)-approved programmes. Many management institutes (such as IIMs) offer programmes by NIIT. Student must make sure that the covers search engine marketing, search engine optimisation and e-mail marketing.
Skill Speak Krishna Mohan, AVP of business development and regional head, Magnon Solutions, advises, “The candidate must be a complete internet-freak! He should have more than a basic knowledge about the internet and should have a strong presence in it. They should be creative and understand how to create strategies which are campaign-specific.”
Work Wise What do the digital marketers do before companies put up ads on web pages? “With a clear campaign objective and set deliverable/ expectation from the activity, the communication is worked out and the required landing pages are created. Banner creatives with communication are used on the sites and tracking mechanisms are used to keep a track of the performance,” answers Satya Prabhakar, CEO and founder of Sulekha.com
Detailing the job profile of a digital marketer, Subrata Roy, founder of Vervecom Media, adds, “A digital marketer understands the needs of a client. It is his job to hand over brand promise to the client.”
A professional working in the SEM sector of digital marketing deals with earning revenue from Pay per Click advertisements. R Krishna Kumar, who trains clients in Google’s Ad-sense and runs way2onlinejobs, provides his insights, “Through the AdSense Affiliate Programme, you are actually helping Google advertise on your site and they pay you a percentage of what they earn. Through Ad-sense, you have full control of your advertisement expenditure and even receive a report on the success of your ad, how many customers it attracts and so on.”
Lately, social media optimization has also been growing. Here, the marketer is responsible for promotion through social networking sites. Piyush Khanna, executive of customer care at Bestylish, an online shoe store, comments, “Through our ads on Facebook, Twitter and Youtube, we are able to garner maximum attention of people across the nation and not limit it to one region.”
Moolah Matters A fresher can expect between Rs 15000-30000 rupees per month. Sky is the limit for experienced professionals.
Potential Growth Brand promotion is peaking with internet-based public relations. The rise of online education, shopping and other activities translates into more growth for digital marketing. It scores well because companies can estimate the number of people who receive their advertisement more accurately. Raghu Chaitanya Koorella, head of Marketing at MedPlusBeauty, a site catering to beauty and personal care, says, “Considering we have an e-commerce website, online advertising is a must for us. Customers don’t go to a website immediately after seeing a billboard or hearing an ad on radio. When we advertise online, our customer is just a click away from us as opposed to traditional marketing means.” Rajesh Iyer, chief marketing officer at Pepperfry, a site dedicated to changing the relation between people and lifestyle, shares a similar view, “If there is a great offer, consumers can instantly click on the advertisement, land on your website and complete the transaction. It is a lot more efficient than traditional advertising.”
School look-out IIMs Indian Institute of Mass Communication, Delhi Institute of Direct and Digital Marketing, UK