Extent of digital marketing in India and around the globe is huge from starting in 1990s to till date in 2019. In this journey digital marketing made a lot of impact in the field of marketing & advertising, reason behind this huge impact is cost efficiency, immediate response, flexibility, accessibility and so on.
In India last year reports shows that this industry achieved market capture of 185 billion US$, which is approximately 30% of the entire advertising market. Ascent of digital marketing has brought forth huge employment opportunities worldwide, it also offers chances to work from home or as a freelancers. Scope of digital marketing in terms of career or sales aspects has increase significantly as all other industries are struggling to retain a growth rate of 6%- 10%, digital marketing industry is booming high having 40% growth rate, but the most remarkable point is that this growth rate is not going to be constant in upcoming year. The reason behind is that with more than 460 million internet users, India is the second largest online market, just behind China and it is expected that, by 2021 there will be around 635.8 million internet users in India, and with the pace at which Digital Marketing is growing, it is estimated Internet advertising’s revenue will reach US$260.4 billion by 2020 beating TV advertising, at a CAGR (compound annual growth rate)of 11.1 percent.
Indian government has also started digital India campaign that aims at encouraging each Indian citizen to use digital platforms in form of money transfer/banking/bill payment/ online ticket booking etc. Also e-commerce sector which is directly associated with digital marketing shows a huge and rapid presence in Asian region. The digital buyers is projected to pass the more than one million mark for the first time in 2019.in Current year active e-commerce penetration in India stands having 28% and CAGR(compound annual growth rate) is projected to reach 23% from 2016 to 2021.
Digital Marketing is on the rise, and the rise of Digital marketing has increased the demand of digital marketing professionals. As per market statistics, more than 180,000 jobs are expected in Digital Marketing by the year 2020. The average salary paid in terms of industry standards is very high to Digital Marketing professionals and as the industry is becoming a dependable option for the marketing there is a speculation of a surge in demand for digital marketing professionals in upcoming years.
As per the basis of economics when the demand exceeds supply, the price increases. The digital marketing skilled professionals are not sufficient for the Indian market hence the companies are willing to pay a premium for experienced and certified professionals in this field. To become a digital marketing expert, one does not need a particular specialization or a technical background. Students from any stream can pursue a course in digital marketing to understand and implement its strategies. Anyone with hands-on experience in internet browsing or who knows how to handle computers can apply for a job with a company looking to implement a digital marketing strategy. Current scenario tells us that more than 70 % of marketers are moving their budget from traditional marketing models which they believe will not sufficient to grow their business. They are modifying their marketing strategies quickly keeping digital marketing as their main priority .In year 2016, 35% of companies already adopted digital marketing strategy in place. They believe that this initiative will help them to increase their revenues by 30%.
One may also become an entrepreneur or work as a freelancer by offering digital marketing services. Growth in annual package in this industry is very rapid in co
mparison to other industry, a fresher graduate can grab a job of 3-4 lac per annum and move up the ladder quickly with earnings around 7-10 lacs having an experience of 5 yrs.
In my opinion this is the perfect time and best option for fresher’s looking to start their career in Digital Marketing and for the professionals looking for a shift in their career.