The internet is a universe in itself and with the growing rise of E-commerce sites, one can find almost anything over the click of a button. Take for example Amazon. They have even cow dung cakes available as they know their target audience in India would do appreciate this traditional good on the site. But what helps these online companies and other traditional companies penetrate their ideas deep down in all their potential customers’ minds. Well, it is marketing and in today’s developing world, it is Digital Marketing which is taking the world by storm.
Digital marketing is an umbrella term covering various methods of product or service marketing over digital forms of media like the internet, digital ads, email marketing, optical disks and similar other channels.
The most used digital marketing techniques include Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Content Marketing, Influencer Marketing, Social Media Marketing, Social Media Optimisation, Display Advertising, E–books, Email Marketing, Content Automation, Campaign Marketing, Data-driven Marketing and E-commerce Marketing.
This kind of online advertising is gaining popularity worldwide due to its exceptional feature of reaching a wide audience with just the click of a mouse and its cost effectiveness.
With the ongoing changes in internet availability in India post the launch of Jio, a report by market research agency Kantar IMRB that came out in the first half of the 2019 stated that our country’s total Internet users will rise up to a whooping 627 million in 2019. With India’s steady economic growth, this news is definitely a bright spot in the world economy. Therefore, global as well as national giants would take full advantage of the scenario. And here the role of Digital Marketing increases as there has also been a rise in people with communication tools or those indulging in online consumer behaviour.
The Digital Marketing industry in India was worth 62$ billion in 2017 as per a report by Digital Marketing Association. The Digital Marketing Industry Report 2016, release by Social Beat, points at the increasing share of Digital Marketing expenses which stands at a handsome one-third of the total cost in marketing expenditure. Also, the study found out that 87% brands leverage digital marketing and the main goals for these companies are brand awareness and lead generation among other things. Though Facebook and Google are the major platforms which brands use for their digital marketing, one cannot ignore the relevance of other channels like Twitter, LinkedIn and YouTube.
YouTube, for instance, has been garnering a lot of interest from marketing agencies due to the inherent charm of video content and the increasing use of YouTube by people from all demographics. Almost everyone today has a smartphone and therefore access to these channels is just a click away. Therefore, a lot of studies done by agencies and individuals point to the fact that newer marketing strategies in the digital domain need to target mobile search options and optimization. Handheld devices are taking over desktop traffic and the penetration of mobile phones is definitely going to increase in the coming years.
Also, as per IDC India, by the end of 2019, the digital marketing industry will be worth over $102 billion! This kind of digital boom will open a whole lot of avenues for both employers and employees. The latest trends in Digital Marketing point towards an increase in Voice Search technology, Video Ads, Direct Social Media Conversion like the one we noticed in 2016 as Facebook launched their e-commerce store. Apart from this, the development in Virtual Reality through wearable technology and Augmented Reality seems to have made a significant mark. Even, marketers taking advantage of Micro-Moments due to the rise in use of smartphones has led to a new way of targeting potential customers.
With so much happening online, one cannot help but be washed away in the galore of online options that we are being spoilt for. If you are in the digital marketing sector, be calm as you are the one with the brightest career opportunities waiting for you. With the employment rate standing at 34.8% in 2017, a report by an educational institute pegged the job requirement at a whopping 800,000.
Do you need any other reason to ignore these overwhelming statistics? In whatever domain you are, digital business is going to affect you. There is literally no escape.