Digital Marketing in India

Digital Marketing In India: India’s Digital Landscape

“Each business is a victim of Digital Darwinism, the evolution of consumer behavior when society and technology progress faster than the power to take advantage of it. Digital Darwinism does not discriminate. Every business is threatened.”

-Brian Solis

So, if you have any intention of remaining competitive in today’s online business, you must adapt to the rapid evolving changes in Digital Marketing in India.

Businesses are relying on Digital Marketing, in the light of the COVID-19 pandemic now more than ever.

Paving the way for Digital Marketing, traditional marketing practices have become a thing of the past with most businesses forced to shift online.

This article will help you get a bigger picture of Digital Marketing in India:

  • Understand the broad concept and dynamics of Digital Marketing Market and the Current Scenario of Digital Marketing in India
  • Understand the Digital Marketing Opportunities in India
  • Key barriers of the industry.
  • Strategize marketing, market entry, market expansion and other business plans by understanding the factors driving Growth of Digital Marketing in India.
  • Know the future career prospects in Digital Marketing
  • How to Get Started with Digital Marketing in India

Let us first understand this industry.

Digital Marketing Industry in India

Brands are seeking to develop deeper and meaningful relationships by designing marketing campaigns that resonate with their target audience due to the high competition in modern markets.

One of the most efficient ways for brands to connect with larger audiences and gather data on their behavioral patterns is through Digital Marketing.

Social Media, Search Engines, Email, and Websites are Digital Channels leveraged by businesses today to connect with current and prospective customers.

Influencing the consumers online with mediums of content to increase a brand’s influence over the audience is Digital Marketing.

With its positive ability to create a worldwide network and flourish even the small businesses internationally, Digital Marketing in India has thrived into bringing a large percent of business online over the years.

In the financial year 2020, the revenue generated by Digital Advertising in India was valued at around 199 billion Indian rupees. 
That same year, India’s total advertising revenue was over 700 billion Indian rupees and India was ranked as the third largest advertising market across the world in terms of ad spends, according to Statista.

Digital Marketing Industry in India - Advertising Revenue 2008-2022

One of the primary reasons the Digital Marketing Industry in India is growing is that marketers are getting new ways to effectively target their audiences.

With increasing influences, rapid career growth, and widespread activities, Digital Marketing in India is becoming a favourable industry.

With brands looking to go beyond the urban market, India is now at the edge of a massive revolution.

Digital Marketing Scope in India

With every target audience locked down in their homes, all traditional marketing efforts are out of the question.

Businesses that do not have a social media presence, will now have to speed up their Digital Transformation and Digital Strategies to communicate with their audiences.

To understand the Scope of Digital Marketing in India, we must understand how it can sustain over the period of time until we get a new generation of communication.

221 billion Indian rupees, India’s Digital Media Market in 2019 was valued at with forecasts expecting it to reach over 414 billion rupees by 2022. 

Overall, the Digital Media Industry in India was poised for a strong growth of 23 percent compounded annually in the stated time frame.

This shows how the market is expanding and the way it is expected to expand in the next few years. So, the opportunity is huge and the way marketers use it changes everything.

Digital Marketing Opportunities in India

Exponential rise in the Digital Marketing Industry in India has been recorded. 

It is visible from both statistical figures and otherwise.

Revolution in digital operations has opened doors for Digital Marketing in India. 

This shift in marketing practice has given rise to enormous opportunities in Digital Marketing Jobs in India.

Digital Marketing Jobs in India 

Digital Marketing in India would generate 2.5 Lakh jobs within India by 2022, reported by Times of India

For those seeking a career in this arena, here’s a list of the various Digital Marketing Jobs in India available.

Junior & Mid Level Job Options

  • Digital Marketing Intern
  • Digital Marketing Executive
  • SEO Executive
  • Link Building Specialist
  • Social Media Specialist
  • Google Ads Specialist
  • Email Marketing Specialist
  • Web Analyst
  • Online Reputation Executive
  • Content Marketing Executive
  • Conversion Rate Optimizer
  • Copywriters
  • Content Creator

Higher Level Digital Marketing Job Titles

  • Digital Marketing Strategist
  • Digital Marketing Manager
  • Social Media Manager
  • Inbound Marketing Manager
  • Digital Marketing Head
  • Paid Advertising Manager
  • Digital Branding Head
  • CRM Manager
  • Automation Expert

The major contributors to the Growth of Digital Marketing in India were metropolitan cities – Delhi, Mumbai, Hyderabad & Chennai.

The number of Digital Marketing Jobs that they produce each year is directly proportional to the growth they bring in.

Digital Marketers working in cities like Bangalore, Mumbai, and Delhi are likely to receive an average salary of 27 percent more than the national average, according to PayScale.

They earn higher than the national average salary in Chennai, Tamil Nadu (12.4% more) as well.

Cities such as Jaipur and Haryana reported the lowest salaries (7.0% less).

Freelance Digital Marketing

Many of the organizations and startups are seeking the service of a Freelance Digital Marketer owing to flexibility and freedom of working.

Based on the knowledge, skill set, and interest, a niche of freelancing can be selected.

Before venturing into freelancing, it is important to classify expertise and specialization.

On different freelance websites, there are multiple projects available.

Depending on the rules of a particular website, one can bid for single or multiple projects.

Having updated knowledge and the required skill sets is what Freelancing is all about.

When you think that the client has got the requirement that matches your skill set, you can pitch your services and reach out to prospective customers.

When factoring in bonuses and additional compensation, a Freelance Digital Marketer in India can expect to make an average total pay of 4L. 

Customers will always come back to you when they find the best quality solutions at an optimum price.

Digital Marketing Influencer Marketing

An individual who has a certain following they actively engage with in a specific niche is an Infuencer.

Brands realise the power of, peer influence and customer recommendation due to which Influencer Marketing in India has risen.

A lot of Indian companies are following western companies by leveraging this strategy of marketing.

To build a social media presence, the main objective is to create awareness, build a community and engage with customers.

Increasing engagement rates, content creation and measuring effectiveness are some of the challenges brands faced while marketing on social media.

Due to which various Influencer Marketing platforms are being outsourced by brands to do this job.

Many digital marketers have built their personal brand as per industry statistics by becoming an influencer in a selected niche.

  • Professional Blogger
  • Affiliate Marketing & AdSense
  • YouTuber

One of the preferred and fastest-growing online customer acquisition channels Influencer marketing is estimated to be.

Digital Marketing Scope in India after Covid-19

A shift towards digital marketing for advertising and marketing by many companies is seen due to Covid-19.

The demand of digital platforms has increased, 50% more time is spent by users on social media as per some reports.

Due to this companies have a great opportunity to target these specific users.

All consumers and businesses are potential customers and suppliers with physical barriers out of the way due to the power of Digital Marketing.

The usage of digital platforms in India has been increasing day by day ever since the Digital India scheme has launched.

This scheme could boost GDP up to US$1 trillion by 2025, according to analysts. 

Employment generation, labor productivity, growth in the business sector, and revenue generation for the government are few of the benefits of the scheme.

Thus, the Digital Marketing Scope in India in the future will not only let businesses survive in the market but also thrive.

Challenges of Digital Marketing in India

Challenges of Digital Marketing in Cities

Many businesses do not know where to start, spend time, money, and effort on strategies in spite of knowing the importance of Digital Marketing.

Due to the rise in automation most jobs will be replaced with automated softwares.

Challenges of Digital Marketing in Rural Areas

  • Low data speed
  • Unstable connection
  • Low broadband penetration
  • Lack of awareness of new technology
  • Cost of technology
  • Low computer literacy 

This causes major hindrance to the growth of the digital market in the rural areas.

Future of Digital Marketing in India

Change is an integral part of life. It’s more applicable to Digital Marketing.

Indian television ad market in fiscal year 2018 generated the highest share of ad revenue, followed by the print market.

However, the Digital Ad Market will rapidly overtake print as well as television revenues according to the projection patterns for each segment.

Digital Marketing Growth Factors

The first thing we think of when it comes to key indicators of success in marketing, is the number of people reached through marketing practices.

A market size of around 199 billion Indian rupees, Digital Advertising Industry in India recorded in the financial year 2020. 

It is up from 47 billion Indian rupees in the financial year 2015.

Indicating a big growth in the industry segment, it is projected to go up to around 539 billion rupees by financial year 2024.

The number of active Indian internet users will reach almost 666 million, by 2023.

Growth of Digital Marketing in India - Number of internet users in India 2025 Forecast

Source: Statistica

The Indian e-commerce market is pushing to 7 trillion rupees by 2023 because of lockdowns, based on the report of GlobalData.

Future of Digital Marketing in India - e-commerce payments 2023 forecast

The digital advertising future is where India is heading towards is what these numbers clearly show.

Digital Marketing Trends

According to Economic Times, Digital Advertising will unfold as an effective channel to formulate incremental strategies such as testing new features and products, exploring different markets, tapping new customer segments and much more.

The scope of Digital Advertising in India will widen beyond a seamless brand recall across platforms and  building communities online.

Through personalized content curation, technologies bring a new dimension to Digital Advertising, thereby increasing conversion chances.

 Looking ahead, here are some trends that will help continue to shape this space:

Future of Digital Marketing in India - Growth Trends

Source: Emarsys

Digital Marketing Growth Trends

Most brands would prefer integrated solutions under one roof and turn to their digital agencies for support.

Hyper-personalisation will become a norm for both pre and post purchase journeys. This would be a great driver for the digital industry, creativity, and business in every way.

A pivotal role will be played in influencing customer decisions by Value-based messaging. Customers are more likely to buy from a brand that resonates with their values and experiences.

According to the Times of India, Indians spend around 4.3 hours per day on mobile phones, and this pandemic situation has made us see the power and potential of digital adoption.

Video marketing will lead the market. A website with video content drives 50x more views owing to the interactive nature of videos.

Digitization does not imply the end of traditional advertising.

Omnichannel marketing will co-exist.

Digital Marketing Career in India

Every year, India adds 12 million people to its workforce.

As digitization makes inroads to the job market, humans are competing to keep up.

The Digital Marketing Industry in India  will be worth $160B by 2025, according to a Goldman Sachs report, which is three times the current value.

As Digital Marketing in India grows, the demand for creative experts in the field is rising too, generating more employment in India and making India a hub for IT activities.

Along with Social Media Managers, SEO Experts are also in high demand, which is where certain links rank on search engines like Google. 

There are jobs where professionals run Google Ads for a company. 

This is because Google accounts for over 79% of all global desktop search traffic and Google Ads convert 50% better than organic search results.

Companies also hire people for jobs like Email Marketing, Blogging and E-commerce, Marketing Automation and much more, all of which falls under the umbrella of Digital Marketing.

How to start a Career in Digital Marketing

A plethora of new opportunities are created in the job market with rapid advancements in technology and the modern world constantly changing.

Moreover, whether you are a student, fresher, or a professional, career development forms an essential part of everyone’s life.

The first and foremost key is passion, to start any career. You can land a desired job if you are passionate about becoming a Digital Marketer and have the proper skills.

Digital Marketing Qualifications

Usually, a bachelor’s degree in marketing, analytics, or related fields can be a good means to enter the Digital Marketing India.

However, Digital marketing does not need these prerequisites, unlike other careers where you need to complete your degree or diplomas to start your career. 

Without even joining workstations, the digital world provides great opportunities to begin your Future of Digital Marketing Career.

Digital marketing is all about practical skills. 

If you have the relevant skills and are technically sound, then you can start your career whenever you want but a certification in Digital Marketing will help you to stand out in the crowd and the struggle to find your dream job will become very easy as you will have an upper hand over others.

Digital Marketing Job Descriptions

Here are some potential roles in the field of digital marketing and their responsibilities. 

RoleMajor responsibilities
Digital Marketing ManagerImplementing marketing campaigns, analytics reports, building & maintaining an online presence, etc.
SEO SpecialistIncrease website traffic through on-page & off-page search engine optimization, implement keyword research strategies, maintain performance reports
Search Engine MarketerDeveloping and implementing paid search campaigns, ensuring maximum ROI on paid campaigns, in-depth competitor & website analysis
Social Media MarketerDevelop & implement social media campaigns and strategies to increase audience engagement and promote brands via social media
Web Analyst/Data AnalystMarket research & analysis, create reports using website analytics tools
Content MarketerDevelop SEO friendly content, edit, & optimize website content, drive organic traffic, increase engagement through content
Inbound MarketerCreate & implement strategies to attract customers using content
Email MarketerCreate email marketing campaigns to promote product, page, or service & generate leads


Digital Marketing Salary

The salary in Digital Marketing majorly varies and depends on the type of organization and your role. Given below is a general idea as to what you can expect.

Digital Marketing Career in India - Digital Marketing Salary

Source – Payscale

Digital Marketing Professionals in India earn an average salary of Rs 4,00,000 per annum. 

For interns/freshers realistic salary range of Digital Marketing in India will be between Rs 1,20,000 to Rs 3,00,000 per annum.

Experienced professionals who are upgrading skills with Digital Marketing can expect a 20-30% hike by adding the digital marketing skills & certifications.

Learn Digital Marketing

The day you stop growing in this fast-paced industry, the day you stop learning.

Prepare yourself to become a Digital Marketing Expert, now that you know there is an opportunity in Digital Marketing in India.

If you are passionate and want to learn new techniques for internet marketing to add to your existing skills, here is an article on 10 Best Digital Marketing Books – Beginner To Mastery to help you get started.

Let us know in the comments below your thoughts on Digital Marketing in India.

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