Until the last decade, digital marketing was something that was almost unheard of. Almost all companies were satisfied with traditional marketing channels and did not see the reason to change. A fresh college grad would have never thought about building a career in digital marketing.
However, standing in 2019, the scenario looks remarkably different. Digital marketing is not anymore, a luxury or a ‘nice to have’ option but is a mandate for businesses that want to keep up with the competition. With the evolution of technologies, digitization, and rapidly changing market dynamics, digital marketing is the only way forward for start-ups and enterprises alike to reach their audiences.
Today’s market is content-driven and people believe more in what others are saying about a product rather than believing in traditional marketing gimmicks produced by televisions and newspapers. With this shift in marketing strategy and industry outlook, digital marketers are now in high demand, and if you know how to do it the right way, there is no dearth of career opportunities for you.
What are the top career options for a digital marketer?
More and more students and professionals are now more than willing to take up a career in digital marketing. Digital marketing is a vast field and you can pick up a career option that suits your interests and skills. Some of the career options for digital marketer include:
Content marketing manager: Content is the base of all channels of digital marketing. Whether it’s a website, blog, social media posts, or any other marketing materials, it has no value without the right content. Relevant content can build a brand, drive traffic and help sell a product. The power of content is immense and it can’t be ignored. If you have the ability to write compelling content with a thorough understanding of how digital marketing works, then making a career in content marketing can be a fulfilling one for you. To get into this field, you should have an impeccable grip over the language with a fair understanding of SEO techniques. You would be required to work in a team and need to liaise with different stakeholders to gather inputs, understand the content trend, what format works better in each of the marketing channels, etc.
Search Engine Optimization Expert (SEO Expert): With a mind-boggling number of websites coming up every day, there is cut-throat competition to rank on top of Google’s search results. Experts say that quality content with strategically used PPC can help your website grab the first spot. Hence the opportunities for SEO experts are enormous. As an SEO expert, you need to research keywords, analyse web traffic, develop a social media strategy, content strategy, and planning, and organizing campaigns to improve ranking. Apart from the technical skills, you can thrive better if you have leadership skills as well as the skill to adapt yourself quickly. The Google algorithm is changing constantly and so you need to keep on working on new strategies.
Influencer: If you’re an expert in your field with a niche and have a strong social media presence with a huge number of followers, you can become a social media influencer. As an influencer, you will promote the brand among your followers as you incorporate them in your daily life.
UX/Graphic Designer: The role of a UX designer is critical. It is all about how a user feels when he/she is utilizing the app or website. From the look and feel to the emotional quotient, you need to engage with your customers. Graphic designers visually depict the concepts and ideas to inform and inspire the audience and illustrate business value. They create layouts and designs for communication materials such as Ads, magazines, brochures, presentations and much more.
PPC/SEM expert: Have you ever come across those ads at the side/bottom/top bars when you visit a website? Or Google’s sponsored search listings in the search page? That’s the job of a PPC/SEM expert. As a PPC expert, you will be generating lots of leads for the company. You will do so by managing the PPC keywords, generating reports, managing the budget for ads, splitting different ad groups alongside working with content creators for writing the ads and graphics designers for designing the landing pages. PPC experts are always in high demand because of the value they bring to the table.
Copywriter: A copywriter works with different professionals within the digital marketing team. If you think you can write better than what you read online/offline, you’re an ideal fit for this job category. As a copywriter, you will be helping the social media manager to write posts that should go viral or help the SEO specialist to write web content that will increase the organic traffic of the website. You will also need to write ad copies and any other content requests that the organization may have. A degree in English with lots of creativity will help you to bag a job as a copywriter. You also have the option to transition to a Content Marketing Manager role once you gather enough experience.
Social media marketing expert: With the constantly increasing popularity of social media channels, social media marketing is growing by leaps and bounds. The basic idea is to leverage different social media channels like Facebook, Twitter, Instagram, LinkedIn, etc. to gain the attention of the target audience. As a social media marketing expert, you will have to understand how each of these platforms works and how you can hook your customers to convert them to leads. Along with building the brand of the company on social media, you will also have to take care of the promotions, content and do social media ‘listening’ to monitor what people are saying about your brand. This portfolio has high responsibility and hence you can expect a handsome salary.
Digital marketing is a growing industry and the opportunities are endless if you’re willing to test the water, learn, and upskill yourself. Along with technical skills, you need to have a fair mix of a number-driven mindset and creativity to excel in this field.