The COVID-19 pandemic has created a huge impact on almost every business and economy across the globe. In a journey towards revival, businesses come up with innovations to survive the new normal in a low touch economy. In a career perspective, there is a lot that has changed in terms of the demands of the skillset. Predominantly businesses that have a digital-first approach are seen to be early adopters to the new normal. In light of increased job cuts across industries, there is also a huge need for employees to learn and adapt to newer skill sets to survive the evolving job market. On this note, we have made a genuine effort to bring the skill sets that will be in demand and why there is a huge potential for digital marketing as a career in this new normal.


1. Skills that are in demand in a COVID-19 era

According to Bernard Marr, a Forbes Enterprise Tech contributor the following eight skill sets will be in greater demand in the post COVID-19 era. The transformation to adapt to the new normal given rise to these skill sets that can stand out in a low touch and digital-first economy. These skills include an equal mix of professional, technical and interpersonal skill sets. 

1.  Adaptability and Flexibility

The work-life environments have drastically changed to due social distancing recommendations. The resilience, adaptability & flexibility to the changing environments is the need of the hour for every employee and business to grow in these adverse situations. The workforce must have the ability to continuously evolve and upskill to adapt to these changes.

2. Tech Savviness

Upskilling with the updates in technology is one of the best ways to prepare for the post-pandemic era. In reality, the technologies such as artificial intelligence, big data, the Internet of Things, virtual and augmented reality, and robotics will make businesses more resilient to future crises due to pandemics, and anyone that can help companies make the best use of these technologies will be most sought after in the upcoming years.

3. Creativity & Innovation

In the time of crisis, skills like creativity and innovation contribute to new products to beat the storm in these tough times.

4. Data Literacy

Data is a critical asset to a business to grow. The skill to be able to effectively utilize available data is important. Thus Professionals with data literacy will be sought after to prospective employers than ever before. The World Economic Forum identified artificial intelligence specialists as the number one emerging data job in the future.

5. Critical Thinking

During the pandemic, there is widespread misinformation and fake data. Therefore businesses will need to rely on critical thinking as a skill to understand what information should inform decision-making.

6. Leadership

In the era of social distancing and work from home environments, teams need to stay positive and collaborative. Good leadership skills will help to bring the best out of their teams and inspire them to be positive.

7. Digital And Coding Skills

The transformation of organisations into a digital-first business makes professions with digital skills, including coding, web development, and digital marketing, will be even more important to the workforce than they were earlier. As the efficiency of in-person business is in serious low during this pandemic situation people with these skills are in the must hire list. This sets the Scope of Digital Marketing Career in India on high demand. 

8. Emotional Intelligence

Employers are seeking staff who possess emotional intelligence, or the ability to identify and manage one’s own emotions, as well as the emotions of others. Sometimes when people might feel uncertain about their job security and the future of their business, it is key to connect with people on an emotional level. It is going to be a vital skill that is going to be sought after by businesses of all sizes and industries.  

2. Introduction to Career in Digital Marketing

Before diving into exploring the scope of digital marketing, Let’s understand what is digital marketing? and why is it important in a pandemic crisis?. 

What is Digital Marketing?

In simple terms, digital marketing is the effort of businesses to connect with their potential customers, engage them, create brand awareness and sell them some products or services, they can easily do it through online channels. The digital marketing goals are achieved through online activities which include blogging, search engine optimisation, website designing, social media and email marketing, and marketing on mobile apps.  

Why is Digital Marketing Important?

Based on the Global Digital Growth Report by We are Social and Hootsuite almost everyone around the globe has access to the internet thanks to smartphones and easy availability of data.

 Additionally, this pandemic situation has stimulated a drastic increase of almost 7% in global internet usage. People forced to stay at home are stuck to the internet and businesses have chosen to reach their audience through their online channels where they spend most of the time. It is also clearly visible that currently, businesses on the digital-first model like amazon, swiggy and dunzo are less impacted.

In clear evidence from the above statistics, digital marketing careers in India and across the globe are going to be on high demand. 

3. The Scope of Digital Marketing in India

Based on the statistics report on the value of the digital advertising market prepared by We are social and Hootsuite, projects the 2019 total digital ad spend in India alone to be $ 6.62 Billion. The value has increased by 20% compared to 2018. This opens up in-demand career opportunities in Performance advertising on Search engines like google and social media. These Performance advertising experts manage paid advertising campaigns across platforms like Google, Facebook and Instagram etc.

 On the other hand, to manage their organic online presence brands hire Social Media Experts and Search Engine Optimisation Specialists who strategise their content ideas on their websites and social media channels.

On the Creative and Innovation front brands hire Graphic designers, Video Editors and experts in web design and development. On the mobile front, App developers are most sought after under the field of digital marketing.

Apart from these brands also Hire Marketing Automation specialists like email marketers. Content marketing specialists like Bloggers & Influencers.

4. The Future of Digital Marketing Jobs

The digital marketing career scope in the Indian internet industry alone is going to be worth $160 billion by 2025, according to a Goldman Sachs report, which is three times its current value. Digital Advertising spends in India alone has increased by 20% in 2019 when compared to 2018. This is going to give rise to more opportunities in Social Media, Performance Advertising, Content Creation & Marketing etc. 

Digital Marketing Career is listed one among the Linkedin’s Top 15 emerging career opportunities in India for the year 2020.

The corona crisis has also contributed considerably towards businesses changing gears towards digital marketing from their traditional marketing approach. In respect to the fact that in-person marketing and sales are not going to work in this crisis, there is an indispensable need to rely on digital skills to grow any business. This will ultimately lead to opening up more opportunities in Digital Marketing.   

5. Scope of Digital Marketing as a Business

The recent COVID-19 crisis has created a lot of Job Loss and salary cuts. The need for generating a passive secondary income has become the need of the hour to survive such crises. Digital Marketing Scope offers a lot of such streams, Let us discuss a few high earning opportunities using your digital marketing skills.

1. Freelance your Digital Marketing Skills

If you’re confident and proficient in the skill you possess you can choose to offer your digital marketing services on a freelance basis. You can acquire clients online through platforms like Fiver or Acquiring clients in your network and word of mouth too works and is one of the best and trusted ways of making business.

The top services that are offered on a freelance basis are content writing, SEO, Social Media Optimization, Graphic Design and Web Development etc.

2. Become a Successful Blogger or Influencer

If you possess extraordinary content creation skills the blogging is your stream of opportunity. Today most professional digital marketers have a blog or make a part-time or full-time income through blogging.

You can own a blog which can generate traffic through SEO and gradually monetize it through affiliate marketing and online advertising.

3. Earn from an Affiliate Program

Affiliate marketing is a concept where you can associate with brands like Flipkart and Amazon and generate income by promoting their products on your website or blog.

4. Become a Youtuber

YouTube is another great platform for content creators. You can create videos in a particular niche and create a base for your YouTube channel by increasing your views and subscription.

Currently, YouTube lets you monetise your content if you have 1000 Subscribers and 4000 hours of watch hours. 

5. Start your own Agency 

If you have a passion for business and entrepreneurship then you can own your agency to offer your services to your set of clients. Experience in managing the business, people and client relationship is key to owning a successful agency.  

An agency of your own will require a very minimum investment. With some good network and contacts, you can very start an agency and help your clients in strategising their digital marketing efforts. 

6. Why should you choose a career in digital marketing? 

In helping the reasoning out why you should choose a career in digital marketing? We have listed out key advantages of choosing a career in digital marketing. 

1. Opportunity to work in different domains and Sectors

Digital Marketing is a domain where professionals have open opportunities across all industries, domains and sectors. Talents are not confined to one particular industry there is a lot of scope to explore across sectors.

In digital marketing, Aspirants have two major job streams where they can opt to work with an agency working with brands across domains in strategising their online marketing efforts. The other, professionals are directly hired by a brand to work in their specific digital marketing portfolio.

2. High-Income Prospects

Digital Marketing is one domain that offers some handsome remuneration. The pay depends on your experience and skill set. The approximation of salaries that can be expected in each role is as follows.

3. Fast-Growing Industry

The statistics showing a growth of almost 10% – 20% a year in ad spends across digital channels digital marketing is going to drive through the business ecosystem for at least half a decade. 

Increased usage of internet and social media across the globe and Indian subcontinent plays a major role in this. India has a major share of Facebook advertising audience. These factors will make digital marketing one of the most sought after skills in the job market.

4. Versatile Skill-based Profile

Digital Marketing includes a variety of skill sets like Content, Analytics, Planning, budgeting, Social Media and Creativity. 

These skills are applied in SEO, Social Media and paid Advertising etc. Professionals have the freedom to explore multiple streams rather than confining to one particular skill set. 

5. Opportunity for Business Consulting and Building a Personal Brand

Gradually as professionals gain the experience they can opt to offer to consult for brands digital strategy and build a personal brand. As a consultant, they will play a major role in the decision-making process of a brand’s digital strategy. 

7. How to kickstart your Digital Marketing Career?

Digital Marketing is a dynamic profile where there is no specific educational requirement. You just need to possess the right skills like Content, Analytics, Planning, budgeting, Social Media and Creativity etc.

Digital Marketing Trends keep changing from time to time. It is important to stay updated with current trends. Digital Traffics has drafted a Digital marketing course with 7-Level learning path curriculum that explores the current updates and trends.

If you have a marketing degree and skills in web development and design skills then you are already in the run having few skills that will be in need to kick start your digital marketing run.

We would recommend you to start a blog and create an active presence on social media displaying your skills. This will help you stay updated with updates by applying what you learn in building your personal brand. Thus you will be standing ahead of your peers in your digital marketing journey.

Author: Abdul Aziz

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