Digital marketing picking up fast in India

Updated on: Monday, April 11, 2011

Ever been tempted to click that attractive advertisement while browsing your favourite websites? Welcome to the world of digital marketing, which has managed to take marketing to a global audience with its novel and interactive features. Not surprisingly, it has become one of the most promising career choices.

OPTIONS GALORE

"Digital media, such as the internet, email, mobile marketing, TV and radio, now play an increasingly important role in tactical initiatives and act as key components within fully integrated, multi-channel campaigns. The industry has already grown over a billion dollars worldwide in the last three years and is expected to continue its upward trend. No marketing budget, plan or strategy is now considered complete unless it includes a digital component .
Organisations need people who can plan and direct online campaigns, execute them cost-effectively and integrate them with their traditional marketing activities," opines Rachna Gupta, founder director, International Institute of Creative Marketing.

Digital marketing encompasses a wide variety of specialised fields like search engine optimisation (SEO), search engine marketing (SEM), custom designing, website designing, internet marketing consulting, e-commerce solutions, online marketing , email marketing and digital marketing copywriting . Says Gautamm Mehra, business head ( Mumbai), Ignitee Digital Solutions Pvt Ltd, "There is a huge opportunity that exists in digital marketing today.
The first thing every brand manager looks at today is digital marketing for the brand. In fact, agencies like ours are looking for talented individuals who understand digital marketing technologies and their applications. There is enough scope for professionals to do exciting work. The extent of opportunities is mind boggling and the best part is that clients are willing to pay."

SKILL-SETS

Paresh Parmar, Proprietor, Digital Arts IT Solutions, feels that one of the most important skill-sets a professional in this field requires is a sound sense of logic. "You must be able to think of what the clients and the target audience want. No website will attract visitors unless it is marketed well. And at the end of the day, your most important asset will be your marketing skills. Apart from this, a basic knowledge of various web related software is extremely helpful," he opines. Gupta adds, "Good communication skills, analytical abilities, interest in the internet and new media are essential .
The work is demanding as it delivers real-time results and is measurable with more ease and accuracy . Having said that, every digital career aspirant must value deadlines and be ready to have a great time since most of the teams are very young." Mehra believes that social media skills are increasingly becoming important today in this profession . However, one of the most important skills that a digital marketing professional must possess is the ability to stitch together good digital strategies .

CRITICAL CREDENTIALS

Says Gautam, "If you are working on branding, then a BMM degree is desirable. However if you are working in an agency, all you need is a graduate degree with an understanding of digital media and marketing." Gupta states, "There is room for everyone in the field.
However, acquiring some sort of certification in digital marketing gives recognition of competency, shows commitment to the profession and helps with career advancement." Lastly, knowledge of web designing can be a plus.

REMUNERATION RADAR

"Remuneration varies as per the role, experience and the overall profile of the professional, while students in college or pursuing MBAs can expect starting salaries in the range of two to three lakh perannum ," concludes Gupta.

Times of India

Digital marketing picking up fast in India

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