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A Complete Career Guide on Digital Marketing

“Digital marketing is an umbrella term that includes any and all of the online strategies that companies use to identify, build, and target an audience in the hopes of turning them into customers.”

Top Roles in Digital Marketing

1.     Search Engine Optimization Specialist

·         Search Engine Optimization (or SEO as it’s called in the digital marketing world) is marketing jargon for “making sure your online content comes up when people search for it online.”

·         If technical jobs and analytical skills are your strong suit, search engine optimization roles might be right up your way.

·         A Search Engine Optimization Specialist’s primary goal is to generate targeted website traffic and make it rank on Google’s first page for relevant keywords.

·         Keyword research, SEO copywriting, search engine algorithms are a few key skills required by a Search Engine Optimization Specialist.

Salary 

·         An entry-level digital marketing salary for a Search Engine Optimization Specialist with less than 1-year experience is an average of ₹1,76,578 per annum in India.

·         A Search Engine Optimization Specialist with less than 4 years of experience earns an average of ₹234,460 in India.

·         Search Engine Optimization Specialists with 5-9 years of experience can expect an average of ₹4,58,532 in India. 

Key Responsibilities

      • Conduct on-site and off-site analysis and optimization
      • Help create prime quality SEO-friendly content
      • Conduct detailed keyword research to drive website traffic
      • Plan and execute link-building strategies

Key Skills required

§  Critical Thinking

§  Speaking & Writing Ability

§  Technical & Programming Skills

§  Social Skills

§  Analytics Skills

§  Data Skills

§  Drive, Motivation & Adaptability.

§  A Sense of Humor

2.     Pay-Per-Click Analyst 

·         Pay-per-click Analyst is one of the emerging digital marketing careers in 2022. This particular job role requires a person who has the right knowledge and ability to obtain profit that is equal to or greater than the investment. Someone who can fulfill this will get hired by the company. 

·         Companies, after getting organic results, focus on pushing their boundaries and attempting paid advertising. You must have a thorough knowledge of campaign creation and an understanding of the psychology behind every relevant click. This will enable you to bag a job as a PPC Analyst in top companies. 

Salary 

·         An average salary of an entry-level PPC Analyst with less than 1 year of experience is around ₹3 lakhs per annum in India.

·         A PPC Analyst with more than 2 years of experience can expect to earn an average of ₹4-5 Lakhs per year in India.

Key Responsibilities

      • Manage Paid Ad Campaigns on Google Ads, Search & Display, Bing & other Ad Networks
      • Manage advertisement campaigns on Facebook, LinkedIn, Quora, and other social media networks
      • Correctly implying keyword bids
      • Improving quality score
      • Monitoring daily and monthly budget
      • Understanding of Google Analytics
      • Oversee graphic design for the campaign

Key Skills required

      • Analytical Mind.
      • Managing Time and Tasks.
      • Technical Skills.
      • Creative Skills. Best Digital Marketing Courses Online.
      • Understanding Customer Intent.
      • Communication Skills. In-demand Digital Marketing Skills.
      • Quick Adaptation.
      • Always Learning.
      • Critical Thinking
      • Curiosity, Trials, and Experiments

https://www.upgrad.com/blog/wp-content/uploads/2020/09/pay-per-click-process-1.png

3.     Web Developer

·         A web developer is expected to be updated with the various coding languages used, and have a flair to create a functional and attractive website for the business. 

·         A highly skilled web developer analyzes user needs to ensure the content, graphics, and navigation provide a positive user experience.

·         In all cases, a web developer has knowledge of computer software, HTML coding, and graphic design to create a website that has the best user experience and can achieve business goals. 

·         It is one of the many in-demand digital marketing skills to have in today’s digital world.

Salary 

·         An entry-level digital marketing salary of a Web developer with less than one year of experience is  ₹ 2 lakhs per year in India.

·         while those with more than 2-3 years of experience can expect 3-5 lakhs per year in India.

Key Responsibilities

      • A better understanding of HTML, JavaScript, PHP, CSS, and other relevant web design coding languages
      • Create and test applications for websites
      • Maintain websites
      • Monitor website performance and website traffic
      • Integrating data from the back-end services

Key Skills required

      • Computer literacy.
      • Strong numeracy skills.
      • Strong creative ability.
      • Attention to detail.
      • Strong communication skills.
      • Excellent problem-solving skills.
      • A logical approach to work.
      • The ability to explain technical matters clearly.
      • Analytical Mind.

 

4.     Social Media Marketing Specialist

·         Social Media Marketing Specialists design and execute a complete social media strategy for a company. Just like an individual uses social media to portray the best version of themselves, brands today are hiring experts to get them at the top of their social media game. 

·         As a Social Media Marketing Specialist, you have to maintain positive engagement and quality content (paid or organic) across all social media platforms. 

Salary 

·         An entry-level digital marketing salary for a Social Media Marketing Specialist with less than 1 of year experience can expect to earn an average of ₹2,52,444 in India

·         A Social Media Marketing Specialist with less than 4 years of experience can earn an average of ₹3,40,924.

·         And those with 5-9 years of experience can expect an average of ₹6,85,923 per annum based in India.

Key Responsibilities

      • Design and implement social media marketing campaigns
      • Monitor activities on all social media accounts 
      • Develop engaging and creative content to promote the brand’s message
      • Audit social media advertising costs and returns
      • Explore potential social media sites to capitalize on

Key Skills required

      • Excellent Communication. The first social media skill you must have is - communication
      • Creativity. One of the most important attributes of social media marketing skills is creativity
      • Writing Ability
      • Content Curation
      • Project Management
      • Aptitude to Learn
      • Marketing
      • Flexibility

5.     Search Engine Marketing Specialist

·         Search Engine Marketing Specialists are responsible for paid ads across all search engines and display networks. If numbers don’t intimidate you and have great analytical skills, search engine marketing could be right up your alley. 

·         For this role, one also needs to be well-versed by some technical skills required to get the job done, such as basic code, website design principles, and an understanding of search engine algorithms. 

·         PPC and SEM are the digital marketing skills that usually get used interchangeably, however, PPC refers to online advertising, but SEM isn’t just limited to advertising, it is in fact, a blanket term used for any kind of activity intended to improve website search results through the search engine. 

Salary 

·         An entry-level digital marketing salary for a Search Engine Marketing Specialist with less than 1-year experience is an average of ₹2,80,000 per annum in India.

·         A Search Engine Marketing Specialist with less than 4 years of experience earns an average of ₹3,63,547 based in India.

·         Further, a Search Engine Marketing Specialist with over 5-9 years of experience earns an average of ₹9,75,000 in India.

Key Responsibilities

      • A better understanding of Google Ads (Here’s an Online Google Ads Course if you want to strengthen your understanding of Google Ads)
      • Create search engine campaigns to achieve maximum ROI
      • Measure, analyze, and report website analytics and campaign performance
      • Manage campaign budget and determine monthly costs
      • Optimize landing pages for paid search marketing campaigns

Key Skills required

      • Proven SEM experience and success managing PPC campaigns across Google, Yahoo and Bing.
      • Well-versed in performance marketing, conversion, and online customer acquisition.
      • Up-to-date with the latest trends and best practices in search engine marketing

6.     Data Analyst

·         A Data Analyst interprets data and turns it into information that offers ways to improve business, thus affecting business decisions.

·         Data Analysts collect information from various sources and interpret patterns and trends

·         Analytics is one of the main parts of a digital marketing team and one of the most technical digital marketing skills. Analytics is what tells a company if they’re on the right track and thus gives them an understanding of what’s working and what’s not. 

Salary 

·         An average entry-level digital marketing salary for a Data Analyst is ₹3lakhs in India,

·         however, a data analyst with more than 2-3 years of experience can expect ₹4-5 lakhs per year in India.

Key Responsibilities

      • Collecting and interpreting data
      • Analyzing results
      • Identifying patterns and trends in data sets
      • Working alongside teams within the business or the management team to establish business needs
      • Knowing Google Analytics to see how data analytics works and how it is beneficial for a company. 

Key Skills required

      • SQL. Structured Query Language, or SQL, is the standard language used to communicate with databases
      • Statistical programming
      • Machine learning
      • Probability and statistics
      • Data management
      • Statistical visualization
      • Econometrics

 

7.     Paid Media Specialist

·         A paid media specialist is responsible for bringing in traffic to your web portals via online advertising on platforms like Facebook, Instagram, Google, etc.

·         As a paid media specialist, you need to have the best of both worlds – a mix of a creative and analytical mind. 

·         As a Paid Media Specialist, you are expected to be quick in identifying which platforms would be best for reaching their audience and creative with their media buying skills to get the best optimization of input for greater output.

Salary 

·         An entry-level Paid Media specialist can expect a salary of ₹3 lakhs per annum, in the beginning, further your salary will increase as per your experiences and expertise.

·         A paid media specialist with more than 2-3 years of experience can expect an average salary of ₹5-6 lakhs per annum in India.

Key Responsibilities

      • Provide execution-based PPC recommendations
      • Analyze and measure the effectiveness and ROI of all PPC activities
      • Developing, implementing, and optimizing digital campaigns
      • Providing ongoing actionable insights into campaign performance to relevant stakeholders
      • Overseeing and managing the overall budget for paid media
      • Conducting in-depth keyword and website research

Key Skills required

      • Self-Starter, Self-Motivated Work Ethic.
      • Critical, Forward Thinker.
      • A minimum of 2 years of hands on Paid Media experience.
      • Google Ads Certified.
      • Google Analytics Certified.
      • Excellent written and verbal communications skills.
      • Strong creative writing skills.

8.     Digital Marketing Manager

·         Digital marketing managers strategize and implement a brand’s complete digital presence.

·         They leverage every channel under digital marketing to promote a business’ product/services with the key goal of increasing their sales cost-effectively.

·         A digital marketing manager should be competent in all works of the trade and updated with the newly emerging digital marketing trends in the market.

Salary 

·         The average salary of a Digital Marketing Manager (entry-level) is ₹5,48,755 per annum in India. Whereas, a Senior Digital marketing manager’s salary ranges between ₹7,09,800- ₹10 lakhs, who has over 5-9 years of experience in India.

Key Responsibilities

      • Plan and monitor the brand’s digital presence
      • Ability to do data-driven analysis
      • Ability to analyze and run Email Marketing campaigns (Here’s an online email marketing course to learn everything you need to know about email marketing)
      • Design and manage paid and organic online campaigns on all platforms 
      • Measure and report the performance of all digital marketing efforts using a Web analytics tool 
      • Update ongoing strategies according to recent trends in the digital space
      • Sustain partnerships with agencies and other vendor partners

Key Skills required

      • Project Management
      • Strategic Thinking
      • Data Analysis
      • Paid Social Advertising
      • Email Marketing
      • Copywriting
      • SEO
      • Knowledge of the free tools available

9.     Marketing Automations Specialist

·         A Marketing Automation Specialist is responsible for managing the marketing automation platform and fully increasing its capabilities. 

·         They have to work closely with project managers, designers, developers, operational initiatives designers, developers, and project managers.

·         Marketing automation specialists are expected to develop marketing strategies and improve promotional campaigns to leverage the company’s customer base and overall revenue. 

Salary 

·         An average salary of an entry-level Marketing Automation Manager with less than one year of experience is ₹4 lakhs per year in India.

·         A Marketing Automation Manager with more than 2-3 years of experience can expect an average salary of 6 lakhs per year. 

Key Responsibilities

      • Build and implement marketing campaigns
      • Refine analytics procedures 
      • Analyze prospect database 
      • Understand and evaluate campaign metrics
      • Brainstorm and develop marketing strategies

Key Skills required

      • Tech savy.
      • Communication skills.
      • Content creation.
      • Creative writing.
      • Data Analytics.
      • Marketing automation processes.
      • Project Management and collaboration skills.
      • Data-driven decision making.

10.  Content Marketing Manager

·         Content Marketing Managers oversee and create a company’s overall content across all platforms.

·         As the role suggests, content is a key part of this job. If you have a way with words, are creative in general, along with exceptional communication skills, you can thrive in this area of digital marketing. 

Salary 

·         An entry-level digital marketing salary of a Content Marketing Manager is expected to be an average of ₹4,79,323 in India.

·         A Content Marketing Manager with less than 4 years of experience earns an average of ₹5,13,369 in India.

·         Whereas Content Marketing Managers with 5-9 years of experience can expect an average of ₹8,18,583 in India.

Key Responsibilities

      • Design and present content in an appealing way
      • Research to define given subjects and topics
      • Create content marketing strategies and plans 
      • Content creation
      • Collect content for a website, portals, and internal use.

Key Skills required

      • Content creation skills. ...
      • Editing skills. ...
      • Deep understanding of sales funnels. ...
      • Planning skills. ...
      • Research skills. ...
      • SEO skills. ...
      • Content promotion skills. ...
      • Data analysis skills

 

 

11.   Email Marketing Manager

·          Email is one form of marketing that all of us have been using for ages, and yet it still remains one of the most valuable marketing strategies out there. Statistics state that email marketing has a return on investment (ROI) of $42 for every $1 spent, which makes it a higher return than you can expect from any other form of marketing be it digital or otherwise.

·          The medium is quick, accessible, and cost-effective, making it a powerful tool for businesses to connect with people. 

·          As an Email marketer one has to focus on building an email list, creating personal and customizable emails tailored to customer interests, and nurturing leads through written communication. 

·          An Email marketer will also have to run end-to-end campaigns, create newsletters, and update customers about new products to promote the brand and increase customer acquisition. 

Salary 

·         Email Marketing Specialist salary in India ranges between 1.8 Lakhs to 10.1 Lakhs with an average annual salary of 4.1 Lakhs.

Key Responsibilities

      • Creating and monitoring a wide variety of email marketing campaigns.
      • Ensuring design and layouts of emails are optimized, user and mobile-friendly.
      • Proofreading key messaging in and out of email templates.
      • Sending graphics requests to designers.
      • Compiling email lists.

Key Skills required

      • excellent written communication skills
      • Exceptional proofreading and editing skills
      • High level of understanding of marketing messaging.

12.  AR – VR Developer

·          Augmented reality adds digital elements to a live view often by using the camera on a smartphone.

·          Virtual reality offers a completely immersive experience that shuts out the physical world and makes the virtual world feel real.

·          The adaptation of AR and VR for marketing is going to happen quickly. That is why marketers will need to be ready to create content for AR and VR.

·          These skills will help them get an early kick start to using a technology that offers to make it very easy to influence customer opinions.

Salary 

·         AR VR Developer salary in India ranges between 1.9 Lakhs to 16.2 Lakhs with an average annual salary of 3.4 Lakhs

Key Responsibilities

      • Setting up virtual environments for a wide range of AR or VR scenarios, depending on the project type.
      • Implementing user interfaces based on mockups and storyboards.
      • Crafting intuitive user interactions for both novice and experienced users.

Key Skills required

      • Proficiency in programming languages such as C++, JAVA and C# 
      • Ability to use 3D tools like 3D MAX and Autodesk 3D.

 

13.   Video Producer

·          Video production and marketing have quickly become the central focus of every marketing strategy. Every business pushes video content as they grab the attention of users quickly.

·          It is not only a medium of entertainment anymore but a powerful tool for promotion and lead generation, especially on social media platforms. 

·          As social media platforms like TikTok come up, brands have to be ready to attract consumers to these platforms. These companies will need Video Producers who can produce engaging content that would work on newer platforms. If you have these skills, they are going to be very useful in the coming decade.

Salary 

·         Video Producer salary in India ranges between 3.0 Lakhs to 10.0 Lakhs with an average annual salary of 5.7 Lakhs.

Key Responsibilities

      • Understanding the requirements of the video.
      • Planning concepts and stories for video production.
      • Finding and booking venues.
      • Preparing the production schedules.
      • Using artistic elements to communicate the information.
      • Selecting appropriate camera, audio, and lighting equipment.

Key Skills required

      • Good oral and written communication skills.
      • Outstanding project management techniques and procedures.
      • Excellent organizational and interpersonal skills.
      • Exceptional knowledge of lighting and audio equipment.

 

14.  Affiliate Marketing

·          Affiliate marketing is a form of digital marketing which help you to develop a passive source of income as long as the product’s affiliate link is valid and the product is available for sale on the concerned platforms.

·          There are varieties of ways to promote our affiliate link we can create YouTube videos, write blogs, or even we can go for paid promotion to various advertising channels, which creates a source of income for us.

·          Affiliate marketing is completely based on a pay-per-sale basis, which means the greater number of purchases through your affiliate link, the better will be the earnings for you.

Salary 

·         most of the affiliate networks pay in the range of 5% - 15% of the successful conversion of lead into sales from a given link. However, a good number of sellers offer lower commission specially in highly competitive product segments.

Key Responsibilities

      • To establish, maintain, and improve business relationships.

Key Skills required

      • Knowledge in Website Design
      • Problem Solving and Decision Making Skills
      • Should Have a Technical Skill
      • Creativity Skill
      • Data Analytic Skill
      • Should Have Communication Skill
      • Leadership Skill
      • Marketing and Sales Skills

 

Pros & Cons of Career in Digital Marketing

Pros

Cons

·         Decent Income Level

·      Long Exposure to Computer

·      Chance to Connect With People Throughout The World

·      It’s a Time-Taking Process

·      Companies Depend on You For Scaling Up

·      Difficult to Determine Your ROI.

·      Every day You Get A New Challenge

·      Creates Some Negative Public Opinion

·      Digital Marketing has Diverse Fields

·      Digital Marketing Campaigns are Very Easy to Copy

·      No Boundaries On a Place to Work From

·      Don’t have Full Control

·      Your Future is Safe

·      Choosing The Wrong Niche Can be Problematic

·      You Can Work for Many Different Companies or as A Freelancer

·      Never Stop Study

·      Digital Marketers can Start Their Own Business

·      Being a Digital Marketer Can be Stressful

·      You can Learn Many Skills by Yourself

·      Presence of Many Fake Digital Marketers

 

References:

·         https://iide.co/blog/career-in-digital-marketing-in-india/

·         https://digitalscholar.in/pros-and-cons-of-digital-marketing-career/#3-affiliate-marketing


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