Category: Marketing Madness

Importance and Scope of Digital Marketing for Online

What is Digital Marketing?

The Main Types of Digital Marketing

1. SEO Optimization
2. Content Marketing
3. Email Marketing 
4. Pay Per Click 
5. Affiliate Marketing

How is Digital Marketing taking over Traditional Marketing?

1. The Reach 
2. Cost
3. Versatility 
4. Interactivity 
5. Results

Why is Digital Marketing Important for the Future? 

The Scope of Branding and Digital Marketing as a Career 

Frequently Asked Questions (FAQs)

1. Why is marketing important in online business? 
2. What is the importance of digital marketing in India? 
3. What is digital marketing for e-commerce?
4. What is the scope of digital media?
5. What is the scope of digital marketing in the current business scenario?

Digital marketing for online business plays a significant role in the success of any brand. In today’s digital landscape, it can be considered the heartbeat of modern advertisement and product promotion. This is an innovative and powerful tool that can help companies grow and reach new potential customers. 

Increasingly, companies have started to recognize the scope and humongous potential of online advertising. With the rise in digital marketing for online business, there has been a subsequent rise in demand for talent who can leverage its power. This has led to an influx of students enrolling in online marketing courses to prepare better for a prosperous future. 

What is Digital Marketing?

A revolutionary new tool, digital marketing can be considered an art! The art of advertising a company’s products and services through different virtual channels. These products could be promoted through social media, online websites, email, and many more such avenues. The primary goal of digital marketing is to connect potential customers to your business in an engaging and meaningful manner to boost engagement and drive sales. 

But did you know that digital marketing is actually an umbrella term, under which is a whole spectrum of unique marketing techniques? Let’s delve deeper into the main types of digital marketing for online business.

The Main Types of Digital Marketing

Here are the five predominant types of digital marketing for online business that are most popular and useful. 

1. Search Engine Optimisation

   Search Engine Optimization or SEO optimization entails taking certain steps to improve your brand website’s visibility on Google and other such search engines. The philosophy of SEO optimization is simple, and can be explained using a quick example.

   Suppose you wish to find the best restaurant to order food from. Typing out ‘best restaurant’ on Google will give you hundreds of results, but you are most likely to select only the first link. Hence the owner of the restaurant that ranks first on the SERP (Search Engine Results Page) is bound to get the most traffic, and thus the most sales. 

   This is SEO optimization. The goal is to rank as high as possible on the results page to garner more organic traffic to your website. The tips and tricks you require to achieve this feat are central to digital marketing for online business, and can go a long way in boosting sales without having to pay for advertising.  

2. Content Marketing

   Next up, let’s examine content marketing. Content marketing ties in very well with SEO optimization. This is because content marketing pertains to creating relevant and meaningful content on your website that aims to engage audiences and attract more readers. This content can then be optimised using keywords to ensure that it ranks higher up in the SERP.

   This form of digital marketing for online business is highly useful in demonstrating your company’s expertise in a particular domain, and is responsible for enhancing brand awareness. Content used for this type of marketing can be in the form of videos, reels, infographics, and more.

3. Email Marketing

   To everyone who thinks emails are outdated, we have some news for you! Email marketing is actually quite an important tool for digital marketing for online business, and is regularly leveraged by brands even today. 

   Email marketing serves as a personal connection between your online business and the customer. To reach potential customers, companies can send targeted emails to a list of subscribers. This has the potential for building relationships, promoting products and services. Additionally, this enables directly connecting with your users, fostering better relationships and keeping them informed about your latest products. With carefully crafted email campaigns, you can drive higher sales as well as loyalty among your customer base.

4. Pay Per Click

   Pay Per Click (PPC) is an advertising style akin to putting up billboards on your different websites. It is a strategy that provides immediate visibility for your brand or company. This is a form of digital marketing for online business where advertisers pay a fee each time their ads are clicked on by users. Search engine advertising is the most common form of PPC advertising, and the most popular example is Google ads. 

   By bidding on specific keywords, PPC marketing ensures that a company’s products or services are on the front and centre of a person’s search, when potential customers try and research relevant terms or keywords. 

5. Affiliate marketing

   The form of digital marketing for online business is affiliate marketing. We can wrap up affiliate marketing in just one word. Want to know which? It’s “influencer”! 

   That’s right. An influencer is just an affiliate that promotes your company’s products or services, usually for a fee. This form of digital marketing for online business involves collaborating with popular figures who encourage their fan base to try out your products or services, using their digital reach. 

How is Digital Marketing taking over Traditional Marketing?

Conventional marketing is a relic of the days gone by. It involves newspaper advertisements, posters, print media, billboard advertisements, and radio broadcasting among many others. While these mediums were helpful, the new age of digital marketing is here. 

Digital marketing for online business is rapidly overtaking these traditional methods in several essential ways, and fundamentally changing how brands promote their offerings and attract customers. Here’s five reasons why digital marketing is succeeding over traditional marketing. 

1. The reach

   One of the greatest benefits of digital marketing for online business is its reach. Most forms of conventional marketing like billboards and hoardings are geographically restricted. Digital marketing is different. It allows brands to reach a global audience, and increases the potential for garnering new customers. 

   Through online channels like webpages, social media, and search engines, you can connect with new users anywhere in the world.

2. The cost

   Traditional forms of marketing relied heavily on print media. Printing is extremely capital intensive, as well as ecologically unsustainable in the long run. Since digital marketing doesn’t involve any printing, it helps save profit margins by a lot. 

   Online advertising platforms thus allow companies to use those resources in more appropriate areas. Furthermore, digital marketing also allows real-time monitoring of your marketing campaign as well, which means you can alter/fix customer issues immediately without losing too much money. 

3. Versatility

   Digital marketing for online business allows companies to use a wide range of different options and tactics to attract their customers, such as content marketing, pay-per-click advertising, social media, and email marketing. Additionally, it also gives versatility in the way these are optimised, for example, using reels, or video packages. 

   Print media and other traditional forms don’t offer the same flexibility. Companies can use pop culture in real time to leverage higher engagement through likes and reports as well. This versatility is also essential as it allows businesses to tailor their strategies to their specific target audience and goals, so companies can offer particular campaign ads to particular demographics, increasing their chances of success.

4. Interactivity

   Digital marketing for online business fosters direct engagement with their audience. Social media platforms, for instance, enable real-time feedback on posts and stories which can be really helpful for brands. They can implement interactive and engaging content like online polls, quizzes, hashtags and even live streaming to boost engagement as well as customer participation in their campaign. When users feel involved, they are more likely to shop from that particular brand over its peers, driving higher sales. 

5. Results

   Digital marketing allows companies to experiment with different advertisements and be more creative in their content, and strategies to find what works best. Because of the real-time nature of social media websites, campaigns which are popular will go trending while those which aren’t will not get much engagement. This iterative approach can lead to continuous improvements in campaign performance to find out what works best. 

That said, this is not to diminish the importance of Traditional Advertising, which is important in its own right. However, it’s clear how Digital Marketing benefits brands today.

Why is Digital Marketing Important for the Future?

If the above points aren’t reason enough for you to believe that the benefits of digital media are vital for all businesses in the future, we have a lot more advantages to give you.

Post the pandemic, the merits of e-marketing really paid off and there was a sharp rise in spend overall in Digital Marketing, with an increase of over 22% in budgets from 2020 to 2022. This goes to prove that even the largest and most established companies are restructuring their traditional Advertising budgets and giving Digital Media promotion more focus than before. Apart from the convenience of Digital Marketing and all it’s remote capabilities, these could be the other possible online advertising benefits, making it everyone’s hot pick:

1. Digital Marketing helps you to effectively target your audience. Even if you don’t have the clearest idea of your target audience, you can use Digital Marketing tools to extract data and see what group of people work best for you, as an audience. You can then best align your marketing strategy with their needs, and going forward you can base all your marketing efforts around them, saving a lot of time and energy.
2. Further, digital marketing benefits brands and allows them to choose from a wide range of content with ease. Using different content buckets you can build a solid digital media plan to effectively reach your target audience on multiple platforms, with each platform being optimised in different ways. This gives you the freedom to explore and experiment with various digital marketing trends.
3. As new technologies constantly come into the market, the possibilities with Digital Marketing are just going to increase and people are just going to push the envelope of what is creatively possible. Digital Marketing may have come into the forefront because of the pandemic, however, now that people have started to realise its importance, its presence is only going to dominate the market more.

The Scope of Branding and Digital Marketing as a Career

As our lives adapt to the new post-pandemic landscape, digital marketing for online business has surged to the forefront. Companies are actively seeking out digital marketing experts to take on pivotal roles and manage the responsibilities that come with the profession. 

In terms of career prospects, the field of digital marketing offers a vast scope, with high demand for professionals possessing specific skill sets. Students can imbibe these skills by enrolling in online marketing courses to better prepare for these positions of responsibility.  

Digital marketing courses with placement will help students improve their CV and enhance their skill sets. While there are lots of digital marketing courses online, the best digital marketing course will be the ones which have all the most sought-after skills in the digital marketing arena today. These skills are:

• Video Production
• Content Marketing
• Data Analytics
• Search Engine Optimization
• Copywriting
• Pay per click
• Graphic Designing

Now that you have a fair idea of what skillsets are prioritised, you can work on them and get jobs in the following positions:

• Digital Marketing Manager
• Search Engine Optimizer
• Social Media Marketer
• Content Marketer
• Email Marketer
• SEM Specialist
• SEO Specialists for Voice Assistants (Alexa, Siri etc.)
• Video Producers
• Data Analyst

Final Thoughts

With over 30% of the world’s population (too many zero’s to count) being connected online, reaching them there just makes sense from a brand’s perspective. Adding technology to age old web marketing strategies is the smart route to take for brands that want to stay relevant in the long run. 

The demand for Digital Marketing makes it a highly competitive field, starting your career earlier itself, in this field, is best. Check out our digital marketing courses online which are especially curated for freshers and makes use of blended learning for the most effective way to pick up new skills.

If you think this blog was helpful leave us a comment below and stay tuned for more such content.

Happy learning!

Related : 10 Tips on How to Advance Your Digital Marketing Career 

Frequently Asked Questions (FAQs) 

1. Why is marketing important in online business? 

A: Marketing is fundamental for online brands and businesses because it allows them to reach their target audience, increase brand awareness, and boost sales. Marketing strategies offer companies an opportunity to stand out from the crowd. Their goal is to engage with customers and maintain a strong presence to drive brand loyalty and retention. 

Marketing is fundamental for online brands and businesses because it allows them to reach their target audience, increase brand awareness, and boost sales. Marketing strategies offer companies an opportunity to stand out from the crowd.

2. What is the importance of digital marketing in India? 

A: Digital marketing for online business plays a pivotal role in this country. This is down to its large pool, and increasing internet connectivity of the masses. Digital marketing thus offers a lesser capital intensive way for brands to tap into this population pool and connect with a wide and diverse range of customers.

3. What is digital marketing for e-commerce?

A: Digital marketing for e-commerce pertains to the online marketing strategies which are specifically used for virtual retail businesses. It includes tools such as SEO optimization, PPC advertising, email/social media marketing and content marketing. These tools harness the power of digital marketing to convert online customers into sales.

4. What is the scope of digital media? 

A: The scope of digital media in India is huge to say the least. And it is still in its infancy. Digital media encompasses various different forms of online content, such as videos, images, reels and podcasts. Thus the scope of digital media is vast and prosperous.

5. What is the scope of digital marketing in the current business scenario?

A: The scope of digital marketing in the current business landscape is immense. Brands are increasingly shifting their marketing strategies to harness the power of digital advertising. Their cost-effectiveness and ability to attract a larger customer audience is enough for companies to want to leverage its benefits. 

The demand for digital marketing professionals is thus skyrocketing. Whether it’s SEO optimising roles, content development or data analytics, this is a field with continuous growth and innovation. This makes it a promising field to pursue a career in. 

Disclaimer: The success of job placement / interview opportunity depends on various factors including but not limited to the individual’s qualifications, experience, and efforts in seeking employment. Our organization makes no guarantees or representations regarding the level or timing of job placement / interview opportunity. Relevant terms and conditions will apply for any guarantee provided by upGrad.

Anyone who ever even considered travelling, has heard of Airbnb and may have also used their facilities – their app in particular – multiple times. After seeing and using the app, you might’ve noticed how user friendly Airbnb is. This is because Airbnb has and continues to take user experience into account. It is the main driving force behind their app’s design. So let’s understand why Airbnb works through a psychological lens using the concepts of FLOW. 

Just go with the ~FLOW~

Before we talk about Airbnb, let’s first understand what Flow means briefly. Flow and its 8 concepts were developed by positive psychologist Mihaly Csikszentmihalyi. Mihaly had always been interested in the positive aspects of human psychology. He wanted to find out which aspects of a person’s brain made life worth living and truly fulfilling. On his educational journey to fulfil his career’s purpose, Mihaly found that during a state of deep engagement with a product or activity, the Prefrontal Cortex of the brain recorded minimal activity. The Prefrontal Cortex is the part of the brain that deals with self-reflection and consciousness. Now lowered Prefrontal activity might sound potentially alarming, but I promise you it is actually a positive occurrence. 

With minimal activity in the prefrontal lobe, one can surrender themselves fully to the task at hand and let go of any self-consciousness or self-criticism. This, in turn, leads to heightened levels of creativity and concentration, which results in better performance overall.

How Airbnb ~FLOWS~

Coming back to the case at hand, Airbnb’s success is because of their insane retention rate they incur through their app. And Flow plays a big role in this. 

Let’s see how the 8 elements of Flow shape the user experience of the AirBnB app: 

Element 1

Clarity of goals and immediate feedback~

Airbnb makes it really simple to understand what a consumer needs to do in order to achieve “their goal” i.e to live locally. The start page itself guides me to the search bar, underneath which are other fields which will help the user live their authentic fantasy – be it “Islands” “Tiny houses” or “Tree houses”, they provide a complete 360 in every kind of accommodation possible. The latest update- called the biggest change in the last decade pushes it’s users to discover the most authentic and one of a kind experiences by adding categories like “Nature parks” “Castles” and many more.

 Element 2

A high level of concentration on a limited field~

Airbnb provides a higher state of flow by limiting or altogether eliminating distractions.

There is no unnecessary clutter on their app that would provide for useless stimuli and distract the consumer from his/her goal. The app also provides for a clean and structured hierarchy of the content they offer. An example of their content appearing in a hierarchy would be:

• Search for accommodations
• Explore other travel types
• Finish booking a trip
• Become a host (in ten easy steps)

Element 3 

Balance between skills and challenge~

The difficulty of a task has to provide the right degree of challenge to a person’s ability. A very complicated recipe will leave an aspiring chef frustrated and disappointed, a very basic recipe leads to boredom of routine. So flow occurs in the range between ‘too much’ and ‘too little’.

Airbnb does this by not making their consumers fill out unnecessary details that would bore them or cause them to lose sight of their end goal. They only ask relevant details and information. Their app also provides an option of “popular filters” that comprise the popular needs of a common traveller, so one doesn’t have to go through the arduous task of reading a long checklist, only to tick two boxes.

Element 4 

The feeling of control~

The feeling of ‘control’ in Flow refers to the feeling of security and relaxation, which can further translate to the feeling of control over a situation and its outcomes.

When it comes to mobile apps that deal with monetary transactions, they are often followed by a feeling of caution which in turn stresses the user since they would prefer to not make any accidental payments or mistakes that would literally cost them. Airbnb could easily be one of those apps, since they not only deal with online payments, but they also deal with information and a lot of steps or processes. However, they have an extremely consumer friendly cancellation policy that allows their users to make relaxed decisions that are reversible.

Element 5

Effortlessness ~

The lack of strain on your mind allows for a harmonious experience that retains Flow.
And Airbnb achieves this effortlessness through its user interface.

Airbnb is straightforward and easy to use for even the most non native tech user. The ease with which one can use the app is extremely rewarding; it provides a sense of accomplishment for those select few who otherwise struggle to manoeuvre around new age inventions. 

Element 6

An altered perception of time ~

When one is in the deep state of flow, their perception of time changes. Two hours can feel like ten minutes, or conversely, seconds can feel like hours. That is why, sometimes flow-mode is also referred to as ‘timeless’. 

Users of Airbnb experience this timelessness often. Since there are a lot of activities that engage and take up one’s time, it is easy to lose track of time. In an enjoyable way, of course.

From exploring different kinds of Vacation homes- and some of these rentals are crazy- to finalising your stay- it’s easy to occupy yourself on this app. For instance, don’t these properties make you go “Omg!”?

Element 7

The melting together of action and consciousness ~

Since complete involvement creates a state where there is no need for worry or self consciousness, performers become one with their performance. Airbnb creates involvement by reducing self consciousness. They reinforce the user’s choice on multiple occasions by providing reassurances in the form of statements such as “good location.” “ Friendly staff” etc. These statements boost  confidence in the choice the  user made.

Element 8

The autotelic quality of flow-experiences ~

The word auto means self and telos means goal. The completion of a goal set by oneself for oneself is extremely rewarding. Completion of a task boosts Dopamine in the brain which is a neurotransmitter that translates to a feeling of satisfaction and happiness. At the end of your time on the Airbnb app, the user is made to feel “rewarded” since they got a good deal and completed the task of planning a ‘local’ experience.

~Final Learnings to take away from this study~

Flow is related to the engagement part of product management. It alone can not provide for an extremely wholesome experience, but its presence does elevate user experience and add on to an already good product, making a “good” experience “excellent”.

Once upon a time, in a far away kingdom there lived a student, grappling with the inevitable choices they would have to soon make in their career. After a disastrous pandemic took their kingdom by storm, all their plans lay foiled. The only silver lining of the pandemic was a team of knights, part of a group named Social Media, traveled from door to door delivering news and keeping the entire kingdom connected. The student, inspired by the reach of this team, wants to now join their quest and be a part of their team. There’s just one hurdle the student has to cross – knowing where to even begin. Can you relate to this story?

Luckily for you, we decided to put together a list of possibilities for somebody looking to get into social media. Social media is a much broader umbrella term that consists of all sorts of roles that you can fit into. First thing to keep in mind, are your strengths and which part of social media specifically interests you. Whether it is content creation or the cool graphics you come across. It is also vital to understand that to work in this field one has to take on multiple roles whether as a leader, a writer, a data analyst or a researcher, it all depends on the job you choose. 

Now to the main bit, which jobs are most commonly available in this stream?

1.  Social Media Manager : As a Social Media Manager, you are responsible for curating your company’s brand online and making sure the company’s online presence reflects what it stands for.. The exact sites you will use will definitely depend on the company’s brand but they will mostly include Facebook, Instagram, Quora, Linkedin, Youtube, Snapchat and Twitter. But knowing your way around these sites alone will not help you. In order to manage all the content being put out on all the sites, you will likely need to work with a Data Analytics software to meet all your deadlines as well as analyse how your content is performing in real time.

Some important skills to work on in order to be a social media manager would be – time management, since you will have to juggle multiple projects in a go and they all need to be completed within the set deadline. Creativity in order to always be set apart from the crowd. Writing since you’ll either be writing captions or you will need to judge what is written. Communication, you need to communicate well because you will have an entire team, plus clients depending on you and any miscommunication can cause massive delays. You have to have a keen eye for trends and how they can be applied to your brand.

Challenges as a Social Media Manager look like, having no fixed hours and oftentimes having to work longer hours to meet deadlines or to complete a project. This is also why time management is important, so that you have time to yourself as well. 

2. Copywriter – A copywriter is responsible for coming up with all the writing material of a content piece. The writing can range from captions to blogs to emails to web page copies; it can include anything. As a copywriter, you are expected to be well versed with what the company stands for and what the company sells. Along with these, you also need to know the consumers well in order to write to them.

As a copywriter, you are expected to be a good communicator, creative thinker, interpersonally skilled, able to conduct thorough research apart from which you also need to have technical knowledge.

Copywriters often struggle with having to be creative constantly and not be too creative at times. Sometimes being overly creative can cause the copywriter to lose sight of what their company/ client originally asked for. So, as a copywriter, you need to balance your vision with your brand’s vision. Writing can sometimes be isolating, and therefore, having good interpersonal skills can help you avoid loneliness.

Talking about experience, copywriters usually need at least a bachelor’s degree in journalism or English. However, sometimes even a high school diploma with relevant experience and strong writing skills are enough to get you hired.

3. Creative Designer– A Graphic Designer typically works with their intuition, while working commercially, to create art for brochures, logos or any other marketing material. Designers are also needed in the tech and advertising or publishing industries, so you could find yourself working in any of these fields that interest you.

Consider Creative Designing if you have an eye for aesthetics, art  and details. To become a creative designer, you need to be familiar with designing softwares and have an excellent portfolio. To increase your skills and knowledge, taking up a graphic designing course will help. Take up internships to gain experience in different fields and it will also reflect well on your resume.

4. Brand Ambassadors– Brand ambassadors are responsible for representing a company and their products. You need to be influential and have a strong online presence and at least some knowledge of Marketing. College students fit best into the role of a brand ambassador as they are young and energetic, plus they have access to their campus community. 

If you are a people’s person or someone who already has an established online presence, consider brand endorsement. You can endorse any brand that fits within your values and whose products you stand by. Brand endorsements can also take place in any sector. 

You don’t typically require any specific educational qualifications for becoming a brand ambassador. 

5. What else is there? Freelancing as anyone of the above job roles, is a great alternative to working for one corporation solely. Freelancing is great if you have good networking skills and can therefore find work easily. It also helps if you want to work remotely. You can also make use of websites and apps to find potential clients and increase your client base.

The term “Content Creator/ Influencers”, although vague, is actually an amalgamation of several of the above roles. As a content creator, you can either work for small brands as a brand ambassador or work on your brand itself. You also need to have knowledge of marketing and you need strong writing skills to write captions/ scripts etc.

There are many more career options out there that work within the social media arena whether directly or indirectly. You are bound to find something that fits your niche sooner or later, so don’t fret! In the meantime, check out our course on Digital Marketing to get the necessary skills, essential to your career in Social Media. Hope now you have a better picture of where you best fit in the vast and ever-changing universe that we call Social Media.

Glassdoor, LinkedIn, Monster.com, or any other job portal that you have bookmarked; do a quick search on the most in-demand jobs and you will definitely find a listing for Product Management.

Product Management, in its loosest definition, is the process of translating customer needs into a great product experience. It is akin to minimising the difference in an ‘Expectations vs Reality’ meme.

And as you may have already guessed, it’s easier said than done. A lot of research, planning and liaising comes with the role. But trust us. If you have the skills to become a product manager, you are in for an exciting and rewarding career.

So how do you become a Product Manager? And most importantly, how do you explain this to your parents?

Here’s a quick guide to help you with most of these questions.

1. Do product managers create a product?

One could argue that other than actually building the product, a product manager is responsible for pretty much everything else. The product manager doesn’t develop the product – that’s the responsibility of the product development team. 

A product manager’s responsibility starts with understanding the customer, who they are, what their needs and pain points are. Next, the product manager articulates these needs to the research, design and development teams so that they can arrive at the right product that addresses those needs and pain points.

But the job doesn’t end with getting the product built. The product manager must further align the marketing, sales and customer success teams to ensure that they understand the functionalities and limitations correctly as they communicate with the customer. 

To sum it up, a product manager ensures that the company builds the right product and the product right, by:

✔ identifying the customer’s needs and problems

✔ liaising with all the stakeholders from across the company

✔ ensuring that the product meets the customer’s requirements and business objectives

2. Does a product manager do the same work as a project manager?

Not really, although some of their responsibilities may overlap. 

A project manager is in charge of a single project and drives project success, breaks down initiatives into tasks, plans timelines, allocates resources, monitors progress and communicates the progress to all stakeholders.

A product manager is responsible for a single product, starting from its discovery or changes in an existing product. This involves researching the customer and the competition, setting a vision for the product, communicating this vision to all the stakeholders, developing a strategic plan, and creating and maintaining a product roadmap.

The role of the project manager is a tactical one, while the product manager plays a strategic role. However, since both the roles involve a certain degree of seeing through tasks and problem solving, a product manager sometimes works as a project manager and vice versa.

3. What skills should a product manager have?

A product manager must have an innate ability to solve problems. Not Maths problems, but real-life challenges that call for thinking out-of-the-box. Only then will they be able to understand exactly how the product can meet the customer’s needs.

Other than this ability, a product manager is also expected to have a certain degree of technical skills (depending on the domain of the product) and soft skills.

Generally, it is preferred for a product manager to have:

• A technical background (although this is not mandatory)
• Understanding of business (through experience or degree)
• Knowledge of domain and competition
• Organisation skills to manage both high-level product information and details of the features
• Listening and communication skills to understand information from various sources, articulate complex ideas, negotiate with stakeholders, etc. 

As the product manager has to work closely with multiple teams, they must have a basic understanding of the roles, responsibilities and challenges of each of these teams and ensure that the product roadmap is followed. It’s this prerequisite that makes the product manager a jack of all trades.

4. Can I become a product manager as a fresher?

It’s clear that a product manager plays a key role in driving product, and subsequently, business success. That’s why most companies prefer a product manager with a few years of experience under their belt. Because of this, it can be challenging for freshers to start a career in product management. Moreover, most colleges and universities do not offer product management as a specialised discipline. 

However, as start-ups are mushrooming everywhere, the need for capable product managers is also rising. Even veteran companies like Google and Microsoft keep an eye out for promising individuals who can join as entry-level or Associate Product Managers.

As long as you can demonstrate domain knowledge, communication skills, innovative thinking and problem solving, you should be able to join a company without prior experience. Of course, it helps if you can showcase an understanding of product roadmaps, product lifecycle, go-to-market strategy and other product management related concepts. The best way to do so is by acquiring a specialised certification in product management.

5. What is the salary range of product managers in India?

A great, holistic customer experience today needs the active involvement of product managers. After all, a product manager must know the ins and outs of everything concerning a product. This is why companies are willing to offer product managers a promising package. 

In India, a product manager can start from earning Rs. 5 lakhs and even earn up to Rs. 35 lakhs after a few years of experience. The average salary of a product manager in India is around Rs. 15 lakhs.

The career path of a good product manager is quite fruitful. Product managers in India, upon gaining sufficient experience, can secure high paying jobs outside. Alternatively, they go on to build their own companies. Besides the monetary benefits, a typical day in the life of a product manager involves applying creativity, being curious and constant learning, all of which can be ultimately soul-satisfying for the right candidate.

Digital marketing is the method of marketing products or services using digital platforms and devices. Digital marketing involves the application of techniques and sharing information for the purposes of promoting new products and services and engaging with customers through online platforms. A career in digital marketing can be a good choice as there is an increased demand for digital marketing managers in companies.

Digital Marketer Skills

A career in Digital Marketing offers a lot of opportunities but one needs to acquire a range of skills and prove his competency to become a successful digital marketing professional. To be successful in getting a desired digital marketing job one has to be equipped with the following set of digital marketing skills. Let’s check out the most important digital marketer skills.

Data Analysis: Digital Marketers must have good knowledge to use analytical tools to process information from various online sources about customer profiles including their interests and preferences.

Content Creation: The success of digital marketing depends on suitable content creation that helps to pull the target audience to the brand. The goal is to make the information relevant to their needs and give a solution to their problems. It’s important to communicate your ideas clearly and in a manner compelling to the people.

Knowledge of SEO/SEM: As a digital marketer, driving traffic to online content is the most vital step in connecting with your audience. A digital marketer must have a solid knowledge of the dynamics of SEO along with the procedure to optimize all forms of content for better client engagement.

Social Media Expertise: Digital Marketing managers must have a clear idea of how to use social media platforms to reach out to different segments of the audience. The quality and relevancy of the content are major factors that marketers need to understand while creating social media strategies. Each social media platform is different so digital marketers have to design their content accordingly which helps to establish their brand.

The prime focus of business nowadays is gradually being shifted towards adopting digital technology for marketing products and services. Digital marketing managers are responsible for implementing, monitoring, and managing marketing strategies that help an organization to attain greater exposure and reach a broad audience. The results of their efforts include increased sales, revenue, and growth.

Digital Marketing Career Opportunities

To be a successful digital marketing professional you need to acquire a strong knowledge base and range of digital marketing skills as required. To get a digital marketing job, you need to be equipped with some basic skills like Search Engine Optimization, Email Marketing, Web Analytics, Content Marketing, and Conversion Optimization techniques. To cope with the changes happening in the digital marketing industry you have to put in a lot of effort to bring tangible results. If you can show some great work you will be rewarded with promising careers in digital marketing.

Digital Marketing Jobs in India

The scope of digital marketing has seen drastic growth in recent years. Huge multinational companies spend a significant proportion of their marketing budgets on digital marketing. India has the 2nd largest number of internet users in the world so the digital marketing career opportunities have been very impressive and showing an upward trend. Digital marketing agencies are now at the forefront of business and work with some of the best brands in the country. In the digital marketing field, you can also grow laterally and you can handle different job roles depending on your skill-set.

A digital marketing career also offers lucrative salaries. The average salary of a digital marketer at an executive-level position can be in the range of INR 2.50 lakhs to 5.0 lakhs per annum. A digital marketing manager’s salary varies between INR 8.0 lakhs to 10.0 lakhs per annum. The job demand in the digital marketing field is likely to increase by 10% in the next five years. This will increase the scope of digital marketing jobs in India and abroad. 

Some of the best digital marketing jobs in India not only offer a high salary package but also provide opportunities for career growth, job security, and reputation which make the career in digital marketing really attractive. With the ‘Digital India’ campaign, the entire job scenario in digital marketing is likely to experience a boost in future days. A brief idea about the job roles of a digital marketing manager is given below: 

Digital Media Managers: This managerial role is responsible for designing marketing campaigns in digital channels to create awareness about a brand, product, or service.

Pay-Per-Click Managers: These professionals are responsible to enhance PPC campaigns in organizations using keyword selection, copy improvement, and comprehensive search strategies.

SEM/SEO Specialists: Search Engine Marketing (SEM) and Search Engine Optimization (SEO) experts are required to evolve techniques to improve brand visibility in a digital platform. 

E-commerce Specialists: This role has emerged as a very important role in organizations that work for cost-effective E-commerce solutions for retail business. 

Brand marketing Managers: They have a very effective role in business as they apply brand positioning strategies that stimulate the emotions of target consumers and influence their purchasing decisions.

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Social media use has become pervasive and people have also evolved in terms of communication and content consumption, and so videos are becoming a more and more trending way of communication. This is why video marketing is used as a source of online marketing strategy.

What is Video Marketing?

One of the most popular and effective online marketing strategies nowadays is video marketing. It is a method to promote or market any product or service using videos through an online platform, inform and educate the customers, and engage your audience to get a better response. Over the last few years, the importance of video marketing has grown extensively and this format of marketing is gradually dominating the digital channels. It is being considered the most important technique in the marketing portfolio of a business. Audiences have proven to be much more receptive to videos than other forms of media because they get the content they can rely on and engage with. Even the most detailed written description about a product will not get the level of engagement that a video marketing on the same would be able to achieve. 

• YouTube Marketing

The best digital medium for video marketing is YouTube which is one of the most popular digital channels in the world. YouTube Marketing is the process of promoting products on the YouTube platform by uploading valuable videos that audiences are expected to view and like. Youtube has consistently proven itself as one of the best-performing platforms in terms of viewership and engagement. Video is a great way to showcase your products or services. These product videos can be prepared with an aim to educate viewers on product features, highlighting new service updates, or announce new offerings for the customers. Consistency is very important on YouTube which increases the chances of reaching a wider and targeted audience. It’s important to put varied content to keep your audience engaged. Also, it’s worth experimenting early with different types of videos to get an idea of which ones work best. There has to be a good YouTube marketing strategy to connect to audiences via video and make their brands noticeable. 

The Youtube marketing strategies should include the following steps:

• Do the Research to get full information on what competitors are doing, how successful is their video content and where are the gaps in terms of customer experience.

• Make useful, creative content so that people find videos more personal and engaging.

• LinkBack to Your Website is one of the best ways to drive traffic to the company website. 

• Create Calls-to-Action for your users at the end of the video asking them to take some action that can bring some valuable outcome or benefits.

• Be Consistent with the frequency of posting videos as well as with their quality.

Online Marketing Strategy

The internet has radically transformed the face of business promotion and marketing. People have access to far more resources in the online space than ever before. Therefore there is a need for a strong online marketing strategy that can help companies improve their performance and boost their business. Given below are some of the online marketing strategies that help companies to make effective use of the online platform to reach targeted customers.

• Web Design​​ : A good web design must be considered as a marketing strategy because it influences the amount of time and attention a user will spend on it. 

• Search Engine Optimization: This strategy helps to make the relevant topic appear higher on a list of search engine results and increases the chances of being noticed by an individual searching online content on their choices and preferences.

• Affiliate and Associate Programs:   An affiliate program aims at engaging people who can share product information online on a commission-based platform and helps to grow your market.
• Email Marketing: It is a strategy to present a personalized approach to marketing through emails and respond to the specific needs of an individual.

• Maintain a Blog: A blog becomes a channel of communication where you can offer advice, share information, and connect with your customers. It can also be used to consistently post new keywords and optimize your search engine strategy. 

• Contests and Giveaways: To encourage response from the customer, one can follow the strategy of contests or giveaways in form of free or discounted products or services, that usually see a surge in purchases or connections.

A strong digital marketing campaign is essential to achieve the business goals. There has to be some structured plan and consistency in implementing the strategies. This is where a strong foundation comes into play. The campaign must focus on the audience’s challenges and pain points, identify preferences and expectations, and create content that projects your business as their best solution. 

Digital Marketing Campaigns

The digital marketing campaign can be basically divided into the following steps:

• Attract More Prospects – Create a wider audience network through content marketing (blogging), email marketing, search engine optimization (SEO), pay-per-click marketing (PPC), and social media campaigns.
• Convert More Leads – In this phase, we need to convert the prospects from various digital platforms to identifiable leads who are genuinely interested in the product or services. This needs more follow-up and value generation through varied content and compelling videos.
• Close More Sales – The final stage is to close the sales with leads with the help of new tools and data and building a base of mutual trust for a long-term relationship.

Challenges of Video Marketing

The biggest challenge of video marketing is to build an effective video marketing strategy that focuses on how to create a video that people want to consume or get engaged with. These challenges give rise to the best video marketing practices or strategies. To get effective results from video marketing one must plan, test, and analyze the video content. The videos must also align to your sales funnel as per marketing perspective, but at the same time, they must tell a story and engage your customers. Video marketing is a great way to promote brand awareness. So you can ensure that this marketing method is bound for success by getting started with these key strategies:

• Brainstorm to decide what stories you want to tell in the video and how.
• Strategize and plan your videos well advanced to publish new content regularly
• Create variations in every video to appeal to a wider audience with diverse interests
• Focus on quality content to engage with viewers and try to boost engagement
• Optimize your channel and your videos for the search engine to expand your reach
• Keep the videos short to make the best use of the time
• Use decent equipment, good editing, and preferably a video marketing team

There are many opportunities that can be explored in video marketing. It’s one of the in-demand job courses too as organizations prefer to use this platform to market their business products and services.

“Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin, author, entrepreneur, teacher

The above quote talks about the importance of marketing. It has been proved right especially during the pandemic when most of the businesses had to create an online presence to survive. Digital marketing has shown positive results in revenue and reputation building in recent times. There is increased demand for digital marketing professionals especially in the present scenario of massive application of online platforms in businesses. To start a career in digital marketing, one needs to build up skills and acquire a clear understanding of digital marketing concepts. 

There are different options available in India and abroad to learn digital marketing through various courses and training programs which help to develop necessary digital marketing skills for aspiring candidates.

Digital marketing has different disciplines with unique career opportunities. But one needs to thoroughly understand the basics of digital marketing and then learn to apply the skills in the best possible ways. There are some best digital marketing courses available offline and online that will help to build the skills needed to become a successful digital marketer and boost your career.

Digital Marketing Courses 

Digital marketing skills are important not only for digital marketing professionals but also for anyone who wants to build an online presence like business entrepreneurs and marketing specialists. The best digital marketing courses give a holistic knowledge and cover a wide range of topics and specializations, along with living projects and applications to help students get a better domain experience. It focuses on digital marketing practices and procedures that are proven to work. Each course covers a wide range of actionable procedures to apply in the digital marketing field. The following list explains some major topics that are generally covered in Digital Marketing courses:

SEO Foundation: Different tools and techniques for Search Engine Optimization 

Mobile Marketing: Utilizing mobile applications for sales and meeting

E-Mail Marketing: Development and advancements in E-mail marketing trends and mapping customers

Content Marketing: Creating high-quality and SEO-friendly content to effectively get engage audiences

Website Optimization: Increase traffic and impact by improving the performance of the website.

Pay-per-click: Different types of PPC, compelling search ads, using keywords to improve display and engagement of advertisements.

Marketing Automation: Sales conversion from leads, and techniques to build an effective conversation with customers for increasing revenue

Digital Analysis: Evolution and update on digital features for information sharing and end-to-end customer experience

Digital Marketing Syllabus

The Digital Marketing Courses Syllabus varies as per course level, but the prime focus lies on developing two main skills, Executive Skills-which includes all the knowledge required to begin a career in digital marketing, and Managerial Skills-which prescribes the ways to use your knowledge in the practical scenario. Some of the major topics covered in the digital marketing course syllabus are as follows: 

• Introduction to Digital Marketing
• Affiliate Marketing
• Social Media Marketing
• Search Engine Optimization (SEO)
• Mobile Marketing
• Email Marketing
• Content Creation, Management & Promotion
• Customer Relationship Management (CRM)
• Advertising Optimization Strategies
• Digital Marketing Project Management
• Introduction to Web Analytics
• Digital Marketing Budgeting, Planning & Forecast
• Marketing Data Analytics
• Competitor and Website Analysis

Digital Marketing Institutes

There are quite a few leading institutions that offer digital marketing courses in India to enhance the knowledge of aspiring candidates and equip them with effective skills to apply in marketing. Some of the Digital Marketing Training Institutes that use offline as well as online platforms for providing training to suitable candidates willing to learn digital marketing concepts and strategies for building a successful career:

UpGrad Campus

UpGrad has launched a very recent training program in digital marketing especially for college students. They have collaborated with the industry’s best experts to improve their educational programs. It provides the best job-oriented online courses for college students. Their world-class online courses and live classes help one to become job-ready. Their best-in-class faculty teach digital marketing skills like SEO, SEM, Social Media and Content Marketing, Branding and Marketing Analytics, which makes you job-ready.

Digital Marketing Institute

This institute helps you to build digital skills and advance your career. They offer both short and comprehensive digital marketing programs.

There are many online and offline platforms to learn Digital Marketing. You must choose one that covers a wide range of digital marketing concepts and not just one area. 

Digital Marketing Skills

One needs to acquire a range of skills to become a successful digital marketing professional. To be successful in getting a desired digital marketing job and prove your competency, one has to be equipped with the following set of digital marketing skills:

Data Analysis

Digital Marketers must know how to use analysis tools to analyze data about the source of traffic and customer profiles including their interests and online preferences. This is perhaps the most valuable source of audience insight.

Content Creation

The heart of digital marketing is to create content that helps to pull the target audience to the brand. The goal is to make the information relevant to their needs and give a solution to their problems. It’s important to communicate your ideas clearly and in a manner compelling to the people.

Knowledge on SEO

As a digital marketer, driving traffic to your online content is the most vital step in connecting with your audience. To succeed in digital marketing, solid knowledge of the dynamics of SEO is crucial along with the procedure to optimize all forms of content for better client engagement.

Social Media Expertise

Digital Marketers must have a clear idea about the social media platforms they use to post content and reach out to different segments of the audience. The quality and relevancy of the content are major factors that marketers need to understand while creating social media strategies. Digital marketers have to design compelling content which can help establish their brand in social media. They also have to be mindful of the algorithm of each social media platform while they create content. 

Digital Marketing Jobs

There are various levels of digital marketing courses available which provide certifications, diplomas, bachelors, and master’s degrees in digital marketing. Popular digital marketing courses include PG Diploma in Digital Marketing, BBA in Digital Marketing, MBA in Digital Marketing. There are facilities to pursue the digital marketing course online. Digital marketing online courses offer many advantages. They are suitable for beginners as well as working professionals who need to learn advanced-level courses.

For somebody who has just graduated from high school, a digital marketing course online is the first step to learn about the basics of digital marketing. For this, different opportunities are there like Google, upGrad Campus, Udemy, or other similar web platforms. After that, they can apply for a job in the same field.

Some top institutions offer digital marketing certifications for a short duration to a long duration. Students of 10^th or 12^th standard can also start a digital marketing course online, provided they are aware of the basic concepts of the internet and social media. For entry into diploma-level digital marketing courses, or PG Diploma level digital marketing courses, a candidate must secure at least 50% in 12^th standard or graduation level respectively. Candidates having exposure to IT, marketing, commerce and professional experience can also take admission in master’s level courses in digital marketing.

The fees for digital marketing courses vary depending on the level of the course. The below details give a brief idea about course fees in digital marketing for different levels.

Certifications:  INR 10,000 – INR 50,000

Diploma:  INR 5,000-20,000

Bachelors’: INR 1 lakhs – INR 5 lakhs

Masters’: INR 4 lakhs -10 lakhs

Private Institutions: INR 15,000 – INR 1.50 lakhs

IIMS: INR 45,000 – INR 1.80 lakhs

Learning digital marketing offers several career opportunities. So one can consider focusing on this field but it is important to learn the strategies thoroughly that can be applied in the industry as a whole when it comes to professional digital marketing. This is exactly what the upGrad campus Digital Marketing course focuses on to make you job-ready.

Disclaimer: The success of job placement / interview opportunity depends on various factors including but not limited to the individual’s qualifications, experience, and efforts in seeking employment. Our organization makes no guarantees or representations regarding the level or timing of job placement / interview opportunity. Relevant terms and conditions will apply for any guarantee provided by upGrad.

There is an increased demand for digital marketing professionals across the globe. Especially in the covid situation has made all organizations adopt new business strategies based on developing and applying digital skills, to get the advantage in marketing plans and business profitability. So any professional with digital marketing skills will be offered high-paying jobs as there is a shortage of competent personnel to meet the demand. But digital marketing is not a single thing that one can learn by taking a course and getting to work. It is necessary to have acquaintance with the basics of digital marketing for a strong foundation, and then apply the knowledge and skill for successful results. Here are some digital marketing tips which you need to know to land the best job as well as create your own business for making a handsome income.

Choose Your Digital Marketing Career Path

Beginners in digital marketing must first understand the fundamentals of digital marketing and its main components. Digital marketing or online marketing is used as a broad term to describe the process of marketing products and services using the Internet. It has several fields that cover all aspects of online promotion. The various streams that use digital marketing strategies are as follows:

• Content Marketing – Use of different types of content in the marketing campaigns.
• Email Marketing – Use of the email for Marketing products or services.
• Social Media Marketing – Marketing using social media. 
• Mobile Marketing – Marketing using the various App Store.
• Video Marketing – Creating videos on YouTube and other channels for promotion.
• Affiliate Marketing – Making sales by promoting third-party products and getting an affiliate commission.

It will be always useful to go through some training or courses to get an idea about the fundamentals of digital marketing. It helps to build the necessary skills required to start a career in digital marketing. Some leading online coaching platforms have recognized and ISO-certified training programs for beginners. These programs offer structured learning and provide digital marketing tips which you need to know to land the best job.

Gain Confidence in the Online Platform and Digital Marketing

The success of digital marketing depends on how effectively one can promote different kinds of websites to either increase their organic traffic through search engine optimization (SEO) or make sales through social media advertising. To gain the necessary skills and expertise, it is recommended to create your website to build your presence and get noticed on the online platform. It requires some very basic technical know-how but effectively allows you to develop confidence in the online platform and digital marketing. 

Use Social Media as a Starting Step to Learn Marketing Techniques

Digital marketing is not theory-based, but you need to apply the different techniques in practice. It is advisable to start with social media marketing by leveraging social media accounts for marketing campaigns. 

As a digital marketing professional, you need to know how to use different social media networks (Facebook, Instagram, LinkedIn). Normally digital marketing specialists spend a good amount of their time and efforts on these social media platforms, which besides being used for a great social network, is considered as one of the most important tools for a digital marketing campaign. But first of all, one needs to develop a branding for himself to make his presence worthy in social media. This can be done by profile optimization and personal branding.

Always Be a Learner and Keep Yourself Updated!

Digital marketing strategies keep on changing all the time. Some digital marketers take this as an opportunity while others do not but it’s a fact that digital marketing is a very fast-changing field. To be successful in a digital marketing career, you should keep in mind that learning will be part of your regular activities. One must have updated knowledge about the industry and new developments, be passionate about learning new tools, and be smart enough to face the changes and implement new strategies. Therefore it is important to get associated with a platform where you can get valuable mentorship and guidance to show you the right track, while you are on your journey.

Gain Hands-on Learning Experience to Get Confident!

There are many different digital marketing strategies as mentioned earlier, each carrying its unique strength and opportunities. You may not afford to be choosy at the initial stage of your career but following a path by matching your current interests and strengths in particular digital marketing, discipline can bring you the best results. You can start with an entry-level job in digital marketing which gives adequate exposure to multi-faced digital activities like search engine optimization (SEO), content marketing, cost per action, and many more. Your involvement in such a role is a fantastic way to build skills and confidence. It will facilitate the hands-on learning experience and accelerate career growth in digital marketing.