Understanding The Scope Of Digital Marketing

Understanding The Scope Of Digital Marketing

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Scope Of Digital Marketing

Today, almost everyone is online. With access to cheap data and affordable smartphones, the number of people across the globe who have access to the internet has increased exponentially. This means that if the companies want to connect with their potential customers, engage them, create brand awareness and sell them some products or services, they can easily do it through online channels.

That is what Digital Marketing is all about.

Businesses today leverage digital channels such as social media, search engines, email, and websites to connect with current and prospective customers.

The Growth of Digital Marketing

When we think of the key indicators of success in marketing, the first thing we think of is the number of people reached through marketing practices. The internet’s penetration has reached outstanding numbers. Looking at India itself, it has the 2nd largest number of internet users in the world.

The Growth of Digital Marketing

When we think of the key indicators of success in marketing, the first thing we think of is the number of people reached through marketing practices. The internet’s penetration has reached outstanding numbers. Looking at India itself, it has the 2nd largest number of internet users in the world.

In India, 67% of internet users will be under 35 by 2020 according to Statista and the total population in India under 35 is around 65%. This means, their biggest audience is this group and in order to reach them, they must enlist employees who are capable of doing so, which is the job of Digital Marketers.

Existing Careers in Digital Marketing

In terms of the kind of jobs that are available in the digital marketing sector, one of the biggest jobs includes Social Media Marketing. Facebook now has 241 million active users in India – a million more than it does in the U.S.– making India the country with its largest user base. Ad spending in the Social Media Advertising segment amounts to US$3,283m in 2019 in India. Social Media Marketers not only take care of digital ads which we see on social media platforms like Facebook and Instagram but the organic posts on this social media sites as well.

Within Social Media Marketing, there is a further division of jobs which include Digital Ads Manager, Content Strategist and Video Marketers. Looking at videos, Google-owned YouTube announced that India was its largest and fastest-growing audience in the world with more than 265 million monthly active users. It is also expected that 500 million Internet users in India will consume online video both for entertainment, sharing and learning, making YouTube an extremely lucrative place for Indian companies to advertise.

Along with Social Media Managers, SEO experts and Google Ads experts are also in high demand. SEO refers to Search Engine Optimization, which is where certain links rank on search engines like Google. Google receives over 63,000 searches per second on any given day. Stats show that a link that ranks higher on a Google Search page is likely to get more clicks. This makes SEO an important marketing strategy for companies. There are also jobs where people look after Google Ads for a company. This is because Google accounts for over 79% of all global desktop search traffic and Google Ads convert 50% better than organic search results.

Companies also hire people for jobs like Email Marketers, Bloggers and E-commerce Experts, Marketing Automation all of which falls under the umbrella of Digital Marketing.

Success of Digital Marketing in India

Let’s look at the example of Dabur and how the company used Google’s channels to transform itself into a digital brand. Dabur has been a traditional brand for ages but wanted to change its image to a brand for Modern Indian Women. By understanding that at the time of its first campaign online, 80 million women were active users on the internet, it must use this channel to communicate with them. Dabur started a YouTube channel with a pivotal video – an anthem video called “Brave and Beautiful” which garnered 2.4M views.

Dabur also started organic content creation for Google Search through their site mybeautynaturally.com which included various interactive content perfect for SEO and Google ads. These activities led to Dabur’s brand awareness increasing by 11% in the 18-24 age category, 245% lift in ad recall in viewers vs non-viewers (best in class in the India FMCG category, with 82% lift in females aged 18-24 and 113% lift in ages 25-35—their key audience) and even a Grand Prix award at AdFest 2015.

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