Career Wise: From SEO to Social Media Marketing, How to Start a Career in Digital Marketing?

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Career Wise: There are numerous facets in digital marketing and a plethora of options to choose from. But to choose a particular specialisation in the domain, it is necessary to have a fair knowledge of all the different niches that digital marketing has to offer

By 2027, there will be approximately 6 billion internet users. Consumption of digital content is burgeoning with every passing day and very soon might entirely replace the traditional forms of marketing. Therefore, choosing digital marketing as a career option can prove to be highly fruitful.

There are numerous facets in digital marketing and a plethora of options to choose from. But to choose a particular specialisation in the domain, it is necessary to have a fair knowledge of all the different niches that digital marketing has to offer. To gain a comprehensive understanding of the diverse digital channels and methods used for promoting goods and services, you can pursue several learning avenues.

Different Career Options

If you are planning to embark on your digital marketing career, here are a few options to consider.

SEO Specialist: Search Engine Optimisation plays a crucial role in the life of every digital marketing professional. It is the cornerstone of every single piece of content written on your website. From performing keyword research, and managing content quality and competitor analysis to drafting link-building strategies, optimising the website for mobile searches, and making data-driven decisions, an SEO specialist is entrusted with the responsibility of boosting the organic visibility of a brand.

Though there is no particular college degree pertaining to SEO training, it is advisable to leverage certification courses in SEO to demonstrate your commitment to learning and expertise in SEO. Some qualifications that might be helpful to pursue a career in SEO are a bachelor’s degree in communications, marketing, writing, etc. The salary of an experienced SEO professional can go up to 20 LPA.

Social Media Marketing: A social media manager plays a pivotal role in planning, executing, and overseeing an organisation’s online presence across various social media platforms. They are endowed with the responsibility of creating, curating, and scheduling posts that resonate with the target audience of the brand alongside maintaining consistency in the brand’s voice and messaging.

Candidates must have a bachelor’s in Digital Marketing, BBA Marketing, or bachelor’s in Journalism and Mass Communication (BJMC), a Diploma in Digital Marketing, and MBA Marketing Management to apply for these roles. It is advisable to have additional certifications like Google Analytics and AdWords. The salary of an experienced social media manager ranges from 10-20 LPA.

Content Marketing: The content marketer is primarily responsible for creating, publishing, and distributing content that caters to a specific target audience. They conduct market research and create blog posts, how-to guides, white papers, infographics, etc. with the sole purpose of attracting potential customers.

A degree in marketing, communications, advertising, public relations, or journalism can prove to be effective in kickstarting your career as a content marketer. Taking up courses pertaining to content marketing strategy can also be helpful in getting a detailed understanding of B2C, B2B, Saas, and e-commerce content strategies. The salary of an experienced content marketer can go up to 15 LPA.

Brand Manager: A brand manager is basically responsible for how the target audience perceives the brand and create strategies to enhance that perception. They define the brand’s positioning, manage product launches, and ensure consistent brand messaging across various media channels.

While formal education like a bachelor’s degree in marketing, business administration, or communications is essential, practical experience and skills in marketing, market research, product management, and brand strategy are also highly valued. The salary of an experienced brand manager ranges from 30-40 LPA.

Search Engine Marketing: A search engine marketer plans, executes, and optimizes online ad campaigns with the goal of boosting website visibility, driving targeted traffic, and achieving marketing goals. Their roles and responsibilities necessitate technical skills, data analysis, and marketing expertise

A bachelor’s degree in marketing or advertising is preferable. Given the digital nature of search engine marketing, courses in digital marketing, SEO (Search Engine Optimization), and SEM can be highly beneficial. The salary of an experienced search engine marketer can go up to 20 LPA.

Media Planning & Buying: A media planner is responsible for strategically designing advertising campaigns. They conduct market research and analyse target audiences alongside choosing the right media platform (TV, digital, print, etc.), decide ad placement and negotiate the ad space. They optimise campaigns to ensure the best return on investment and monitor performance metrics for data-driven decision marketing.

A degree in marketing, advertising, or media studies is preferable. Taking courses specific to media planning and buying, including media strategy, media buying, and media analytics, can provide valuable knowledge and skills. The salary of an experienced media planner/buyer ranges from 12-20 LPA.

Affiliate Marketing: Affiliate marketers identify the right mix of online channels, select appropriate affiliate programmes, and employ marketing strategies to promote the products and services of a brand. They create engaging content that resonates with the target audience alongside overseeing the legal facet of affiliate relationships. They analyse the data, monitor campaign performance, and regularly optimise the campaigns for driving sales and generating commissions.

Though a bachelor’s degree in marketing, business, or a related field can be beneficial, success in this field is dependent on a concrete understanding of online consumer behaviour and effective communication skills. Essential qualifications include proficiency in search engine optimization (SEO), social media marketing, email marketing, and content creation. The salary of an experienced affiliate marketer can range from 11-15 LPA.

— Written by Delphin Varghese, Co-founder & Chief Business Officer, AdCounty Media