As per the recently released figures by the Government of India, unemployment is currently at 6.1%. This figure is the highest in last 45 years. The good news is that, even in this rather gloomy scenario the digital marketing is, perhaps, the only industry experiencing a job boom. The prospects of growth of digital marketing have been discussed a couple of times earlier in, ‘Job Opportunities and Trends in Digital Marketing – 2019’ and ’How is the career opportunity in digital marketing in 2020’. Let us now try to understand the underlying reasons for this phenomenon.
Growth in the number of internet users: There was a time, not long ago, that only the educated members of Generation X and the Millennials (those between 23 and 53 years of age) were tech savvy enough to use internet. This scene has completely changed. Today, people of all ages, from small children to octogenarians from all strata of society can be seen using internet. In fact, an increasing number of schools give home work through internet. This phenomenal growth in the number of internet users forced companies of all hues to go digital to reach out to their target audience.
Drastic changes in traditional marketing: traditionally, companies used to advertise their wares in print media and radio. With the arrival of Tele-vision in India, it became a popular medium for marketing one’s products. Today advertising in mass media is fast losing its effectiveness because an increasing number of people prefer to spend time on internet, chatting or socialising than to sit at one place and watch TV or read newspaper. This shift in the preferences of the audience has given impetus to digital marketing.
Digital marketing does not mean advertising only through websites, emails or ecommerce applications. It effectively uses social media platforms like LinkedIn, Facebook, twitter, Instagram etc to promote products. It enables the promoters to make their campaigns participative by inviting comments from readers, encouraging the past users to share their experiences etc. In fact, the ability of internet to get into the most private spaces of the audience is the main reason for the meteoritic growth of digital marketing.
Another reason why an increasing number of companies are adopting digital marketing is its ROI. Digital Marketing campaigns cost merely a fraction of what it would cost to give an ad in TV, Radio or Print media or through any other outbound marketing effort.
Government’s “Digital India” initiative: Government of India’s initiative has also given a boost to ever growing popularity of internet. Today most of the transactions can be carried out on line from any place and at any time. On line shopping has now become a norm. You can order any household requirements like groceries, garments furnishings gadgets etc on line. You can also carry out B2B transactions on line. Hence, the obvious thing for a seller to increase his business is to showcase his wares on the internet to reach out to the target audience. This will, naturally, need the services of digital marketers.
Digital marketing is an umbrella term that includes a number of sub-disciplines like Search Engine Marketers and SEO; Social Media Marketing Management; Content Writing and content Marketing Management; Digital Marketing; seamless marketing and addressable TV advertising management. Its newer trends include AI, marketing automation, voice search and video content. The list is still growing.
This is why even in this gloomy employment scenario; digital marketing is shining like a moon in a dark starless sky. It is for you to make hay while the sun shines.