Has Digital mmarketing lived up to the hype around it?
As a digital marketing trainer who has had the privilege of training thousands of students online and offline, I get asked the above questions time and again.
Two years back, I had written an article on a career in digital marketing. It has been two years since I last wrote the article “Career in Digital Marketing.”
Since then, a lot has changed in the world of digital marketing.
The digital marketing industry has evolved into a mature industry. Thereby leading to new digital marketing career options and opportunities.
Looking at the growth of industry very carefully as a digital marketer and as a trainer, I can say that a career in digital marketing has lived up to the expectations.
All this has prompted me to revisit my old article and write a fresh copy of the article
“A Career Guide to digital marketing” that not only answers all the questions asked about digital marketing career but also provides information about how the industry will shape up in the future.
Before I start with the digital marketing career guide, I must answer an omnipresent question asked in all my training: Why is digital marketing such a popular career choice?
Well! I think digital marketing is a career that attracts top talent because of its openness to accept professionals from all aspects of life.
Unlike the engineering, medical, or financial industry, digital marketing does not define you by your qualification. All you need is a knack of understanding how the internet works and what does it take to succeed on the web, and then, as they say, “the internet is your playground.”
Also, I think digital marketing is a boon for introverts like me who like to make sales hiding behind the computer screen.
I am done with the warm-up.
Time to jump to the article to help you decide: whether digital marketing is a Career for you?
Here are the topics I will be covering in the blog.
What is Digital Marketing?
Before I jump to discussing the career as a digital marketer, let me go back a few steps and start from the basics.
I know – it is tiresome for some of you (I can already see you with your mouth wide open. Please do not yawn).
Let me cut to the chase and keep it short and sweet – In layman language, digital marketing is the method of marketing or selling a product or service using the digital platform such as the Internet.
Digital marketing includes techniques such as Search Engine Optimization, Social Media Marketing, Pay Per Click Techniques, and email marketing.
Scope of Digital Marketing
We live in an era where our eyeballs are glued to the Internet more than they are on TV. i.e., unlike the good old days when the idiot box (read: TV) always had us hooked, we are not glued to the Internet through our mobile, Laptops, and PCs.
(According to We Are Social, the average individual spends only one hour and 58 minutes per day watching TV, compared to five hours and four minutes accessing the Internet from a PC or tablet each day.)
In January 2019, 5 hours 4 minutes is the average daily time spent by Australians browsing the Internet? The fashion e-commerce industry has witnessed a 26% growth in Australia, and from January 2018 to January 2019, Australia’s’ active social media user base grew by 5.9% (source: https://wearesocial.com/au/blog/2019/02/digital-report-australia).
You cannot ignore the above statistics.
We are on the Internet and are using the majority of our time on the Internet to search, buy and browse
To tap us – the buyers, companies need techniques that rely on the Internet as a platform for promotion.
This is what makes digital marketing so relevant in today’s era.
The scope of digital marketing is nothing less than magical.
40% is the current growth rate in the digital marketing industry.
In 2018, an average company allocated 41% of their budget to online marketing. (source: https://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing-in-2014)
And the pace at which digital marketing is growing, it is estimated Internet advertising’s revenue will reach $260.4 billion by 2020 beating TV advertising, at a CAGR of 11.1 percent.
Digital marketing sees consistent growth because of the trust Companies have placed in this medium of advertisement and promotion.
No doubt, digital marketing is on the rise. And the growth of digital marketing has increased the demand for digital marketing professionals.
Spending on digital marketing grew by 44 percent last year in the United States and Britain to $52 billion; a study has found, estimating that global outlays on such tactics are approaching $100 billion.
Digital marketing is in high demand today, and the future looks positive for the digital marketing industry.
It is estimated that by 2020, 87% of the marketing budget will be spent on digital marketing. (source: https://www.cmo.com.au/article/641955/digital-advertising-continues-dominate-marketing-budgets/)
Digital Marketing is a field that has grown organically over the years and is expected to get the lion’s share from the company’s marketing budget in the future is definitely the right career option for anyone looking to get into a futuristic industry.
A career in digital marketing is the right career for qualified professionals who are looking to get into a domain that is high growth and futuristic.
Digital Marketing as a Career
Since digital marketing is growing at a rapid pace, the demand for digital marketing professionals has seen a proportional growth.
The average salary paid to digital marketing professionals is quite high as per industry standards. Since the industry is becoming an extended arm of the marketing division of every company, there is going to be a surge in demand for digital marketing professionals, thereby leading to better salaries.
Also, digital marketing is a diverse career option that has a place for everyone willing to try something creative and out of the box.
Digital marketing can be done using different methods, including paid ads, search engine optimizations, social media marketing, and email marketing. It gives a wide array of career options for professionals who want to get into digital marketing.
Though I am addressing all the questions asked about digital marketing career in the FAQ section, I think this one needs to be discussed at the starting of the article.
I don’t want to waste your time reading a long article if you are not convinced about starting a career in digital marketing in the first place.
Let me cut to the chase-
The growth of digital marketing career has been tremendous over the last few years. To start with – it is a prerequisite for every marketing job.
As per a recent survey, four into ten marketing jobs require some digital marketing skills.
Besides, the majority of the skills required by the industry from marketers today are the ones used in digital marketing. Here is a graph from marketing charts (link: https://www.marketingcharts.com/charts/important-future-skill-marketers/attachment/econsultancy-most-impt-future-skill-for-marketers-feb2019) to validate the same:
And it’s not just a skill set that is required in marketing.
It is estimated that in 2020, 2 million new digital jobs will be available in the U.K. alone, and as per the labor available to fill the jobs, there are not enough digital professionals to fill them.
Another smart way to validate the goodness of digital marketing career is to find the growth and scope of any skill is to search in job portals.
Here the growth chart reflecting the number of vacancies posted on indeed.com for the keyword digital marketing over the years. It’s old info but an effective one:
As per the marketing hiring report published at https://mckinleymarketingpartners.com, the demands for digital marketing outweigh the supply heavily by 59% to 19%.
- Digital marketing has all the right ingredients to be a perfect career for you. It is:
- A career that accepts professionals from different educational backgrounds.
- A career that has seen constant ever gropw9ng demand over the years
- A career that pays well
- One of the rare professions where the demand (59%) is far more than the supply (19%). Thereby creating a massive opportunity for those willing to get into the digital marketing industry.
Career Opportunities and Salaries in Digital Marketing
Digital Marketing is a diverse field comprising of different careers tied to varying methods of promotion in digital marketing. For example, there are generic careers like social media marketing, search engine Optimisation, email marketing, and then, there are specific careers like:
- Content writing
- Web designing
I cover all the professions in-depth, discussing career opportunities, the pay scale, and the scope of each area.
The most searched and sought after line of work in digital marketing is Social Media Marketing. In Social Media Marketing, your job is to produce engaging content which keeps your social media followers coming back to your page – time and again.
And social media marketing gets its popularity from the results it gets from business Owners. Consider this – According to www.newsmediaandigital marketingarketing.com –
Social networking is used by about 76% of businesses to achieve their marketing objectives.
Business retailers experience about 133% increase in revenues after marketing their business in the mobile market that promotes social media marketing value for their business.
The majority of successful brands have a social media page to widen their marketing coverage of making their brand more accessible among social media users.
As a social media marketing executive, You also get to strategize and contribute new strategies and ideas to the brand’s social media campaign.
Job Titles and Salaries in Social Media Marketing
There are various job roles one can take up in social media marketing such as-
Public Relations Specialist/ Public Relations Manager- Looking after the image of the organization through various means.
Market Research Analyst- Understanding consumer behavior through analysis of consumer data
Content Writer- Creating content that can catch the eye of the customer while solving customer needs.
An insight into the pay-scale of the different roles in social media marketing:
|Job Title||Median Salary (2017)*||Job Growth (2016-26)**|
|Public Relations Specialist||$45,731||9%|
|Content Writer||$40,291||8% (writers and authors)|
|Public Relations Managers||$60,553||10% (public relations and fundraising managers)|
|Market Research Analyst||$49,266||23%|
|Advertising, Promotions and Marketing Managers||$49,149 (social media marketing managers)||9%|
Sources: Study.com, payscale.com, U.S Bureau of Labor Statistics
|SMO Job Position||Experience In Year||United States Salary Per Year||Australia Salary Per Year||India Salary Per Year|
|SMO Executive||0-1||$41,817||$49,815||INR 1,80,000|
|SMO Specialist||3-Jan||$55,016||$86,863||INR 2,64,000|
|SMO Manager||7-Mar||$77,806||$99,639||INR 8,48,787|
Salary Range of Social Media Manager in The USA
Pay by Experience Level for Social Media Manager
Search Engine Optimization
Search Engine Optimization is the technique used to increase the visibility of a website or a web page on a search engine.
As long search engines exist, there will be a demand for SEO.
SEO Specialists are responsible for helping to get websites ranked on top in search engines for target keywords.
SEO Experts are the professionals whose job is to take care of technicalities required to get your website on top of Search Engine Rankings.
They perform tasks such as on-page, off-page Optimisation, and are responsible for doing competitor research and generate reports from analytics and webmaster.
Sounds Geeky? Trust me, it is a fun field to be in.
And SEO as a profession now has two different roles: On page experts and link builders.
The on-page experts usually are more concerned with updating and improving the website to make it more “SEO” friendly.
The link builders build links. They get you the best of links to make your website rank higher in Google. Both the profiles perform in parallel to improve rankings of the website.
A comparison of SEO salary between countries.
|SEO Job Positions||Experience In Year||United States Salary Per Year||Australia Salary Per Year||India Salary Per Year|
|SEO Executive||0-1||$43,303||$67,204||INR 1,72,260|
|SEO Specialist||3-Jan||$51,749||$73,942||INR 1,98,000|
|SEO Manager||7-Mar||$65,689||$86,159||INR 3,36,000|
SEO Manager Salary Range in The USA
PPC or Pay Per Click Marketing is more comprehensive in scope as compared to search engine optimization.
Adwords, now known as Google Ads, is where you pay Google an amount to display your website or webpage in the ‘sponsored ad’ section which appears first in the search result on typing specific keywords is where you pay Google for every click your website receives.
PPC has been popular since the earlier days of search engines and is a significant revenue generator for Google.
PPC has helped businesses get quicker results.
As per stats:
- 49 percent of people said they click on text ads; 31 percent on Shopping ads; and 16 percent on video ads (Search Engine Land, 2019)
- 63 percent of people said they’d click on a Google ad (Search Engine Land, 2019)
Google Ads results receive 65 percent of the clicks that started with buying keywords, while organic results only receive 35 percent (Craig McConnel)
This digital marketing career option allows you to work around Paid Campaigns on Google, Linkedin, Facebook, and other platforms.
You start as a PPC executive who is supposed to get the best ROI on every PPC campaign for the client. If you are into numbers and insights, this is an excellent career option for you in digital marketing.
Career and Pay-scale in PPC
A career in social media marketing would require a bachelor’s degree.
You would also require knowledge of popular and common programming languages.
You could explore different career opportunities as an SEM specialist, SEM coordinator,
SEM analyst, etc.
The ranges of annual salaries for PPC specialists are:
- PPC specialist – $41,000-$89,000
- PPC coordinator – $38,000-$55,000
- PPC analyst – $41,000-$125,000
Source : Onwardsearch.com
|PPC Job Positions||Experience In Year||United States Salary Per Year||Australia Salary Per Year||India Salary Per Year|
|PPC Executive||0-1||$44,000||$60,000||INR 2,40,000|
|PPC Specialist||3-Jan||$49,404||$65,080||INR 3,00,000|
|PPC Manager||7-Mar||$64,003||$67,300||INR 6,02,256|
PPC Manager Salary range in the USA
Pay by Experience Level for Pay-Per-Click (PPC) Manager
Affiliate Marketing is a result-oriented business model where you are rewarded for every customer or visitor you bring in for the business.
Right now, one of the most popular programs is the Amazon Affiliate marketing program.
Affiliate Marketing requires you to have an in-depth analysis of what type of content drives traffic, the basis of which you would be promoting your product.
Some of the top affiliate marketing networks are Amazon, Clickbank, GiddyUp, Jvzoo, etc.
You could sign up as an affiliate, promote products, and start making some good money.
Potential earnings through Affiliate Marketing
Statista reported that spending on affiliate marketing in the U.S. was predicted to reach $8.2 billion by 2022.
That’s up considerably from $5.4 billion in 2017 and $1.6 billion in 2010.
A study from VigLink offers a closer look at just how much income affiliate marketers are making.
According to the survey, 9% of publishers produced more than $50,000 in affiliate income in 2016. The majority of merchants—65%—said they were making between 5% and 20% of their annual revenue from affiliate marketing.
However, according to top affiliate marketers, the per-days earnings in affiliate marketing can be extremely variable.
How much money can you make as an affiliate marketer?
Affiliate income is not consistent.
To understand affiliate income, you need to look at annual income from that monthly income to make sense of numbers.
A decent affiliate can make anywhere from $10,000 a year to $400,000. A super affiliate can earn upwards of $1,500,000 a year.
As they say, ‘Content is king’. If you have the knack of creating content, then this field has excellent opportunities for you.
Content marketing is considered as one of the most effective forms of marketing.
Career options and Pay-scale in Content Marketing
You could explore different career options in content marketing such as-
Digital Content Marketing Manager- The average pay for a Digital Marketing Manager is $59,750 per year.
Marketing Writer- The average pay for a marketing writer is $20.61 per hour. For a year, the average pay is $50,898 per year.
Content Marketing Specialist- The average pay for a content marketing specialist is $44,331 per year.
|Content Marketing Job Positions||Experience In Year||United States Salary Per Year||Australia Salary Per Year||India Salary Per Year|
|Content Writer||0-1||$34,560||$78,030||INR 1,92,000|
|Content Marketer||3-Jan||$58,059||$75,405||INR 4,56,319|
|Content Manager||7-Mar||$90,647||$106,877||INR 5,42,044|
Content Marketing Manager Salary range in the USA
Pay by Experience Level for Content Manager
Apart from the above, one of the most popular options you could take up in content marketing is blogging. Since the world has gone online, one of the significant benefits of working online is being your boss and what better than blogging to achieve this goal.
Some of the blogs that can make you most money would be related to Finance, Health & Fitness, Food, Travel, etc.
How much money can you make as a Blogger?
Blogging income is not consistent. World-famous blogger Neil Patel makes $381,772 per month. I know that’s a lot of money but you can aim for small (like a 1000$ per month) and then gradually move towards that number.
Email marketing is one of the cheapest ways of marketing where you can send a high volume of emails to customers or potential customers.
Considering that almost half of American users check or send an email on any given day, this is one of the viable options for digital marketing.
However, you also need to keep in mind that professionals receive tons of emails per day, and they might not bother to open yours. Deliverability of the email is another issue.
Email marketing also has a set of legal requirements that need compliance. Else you can end up facing penalties.
Salaries of Email Marketers
As of Nov 7, 2019, the average annual pay for an Email Marketing Manager in the United States is $75,899 a year.
While ZipRecruiter sees annual salaries as high as $118,000 and as low as $35,500, the majority of Email Marketing Manager salaries currently range between $60,000 (25th percentile) to $83,500 (75th percentile) across the United States.
The average pay range for an Email Marketing Manager varies little (about $23,500), which suggests that regardless of location, there are not many opportunities for increased pay or advancement, even with several years of experience.
|Email Marketing Job Positions||Experience In Year||United States Salary Per Year||Australia Salary Per Year||India Salary Per Year|
|Email Marketing Specialist||3-Jan||$54,433||$54,000||$50,886|
|Email Marketing Manager||7-Mar||$94,171||$72,000||$82,011|
Salary range for Email Marketing Manager in the USA
Pay by Experience Level for E-Mail Marketing Manager
Mobile Marketing is a form of marketing where companies can reach the target audience on their tablets or mobile devices via SMS, MMS, social media, apps, and other means.
Pay-scale in Mobile Marketing
A manager with expertise in mobile marketing could earn $100,000 to $120,000 annually in New York City, or $110,000 to $130,000 in San Jose, CA, for 2011, while the national average salary range for this position was $90,000 to $105,000.
According to the Digital Insights Salary report, senior marketing manager salaries increased by 33% from 2009 to 2011, which indicates that professionals with this skill set are generously compensated.
According to SimplyHired.com, the average annual salary for mobile marketing professionals was $57,000 in 2012.
According to payscale.com average mobile marketing manager salary is $74,874 per year
How to make a career in DIGITAL MARKETING?
Using digital marketing to become an Entrepreneur or a freelancer:
Digital marketing can help you to be an Entrepreneur. You can learn to be an affiliate marketer, earning money to sell products of others, or run an eCommerce store or be a digital marketing freelancer.
You can also earn by sitting at home.
Also, you do not need an astronomical budget to start a digital marketing agency.
All it takes is a laptop, decent internet connection, and knowledge of digital marketing to start an agency. (I am assuming you already have a roof over your head. Use it to good use by starting a company from your bedroom or living room)
Steps to become a digital marketer:
IF (and that’s a big “if”), you decide to become a digital marketer to gain independence from the shackles of the job industry. Here are the steps to become a digital marketer:
- Select a Niche
- Take the baby steps
- Find a revenue source
- Learn from the experts
- Keep learning, keep failing and keep experimenting
Starting a Job as a Digital Marketer
The digital marketers in our company never miss a chance to show Facebook, Twitter screens to our development team whenever they are running a campaign (which is almost from morning to evening).
Guess what; they flaunt the fact they get paid to sit on Facebook, Twitter, and other social sites. So, while the technical team is slogging with code, these guys are calmly working on Fb and getting paid for being in a profession that others use as a “hobby” option.
Being a Digital Marketer helps you to be a part of an industry where creativity, innovation, out of box thinking are not luxuries but a part of the job.
The company expects you to think of innovative ways to promote the content or think of out of box ideas to make satisfying, user engaging content.
Digital marketing is a career worth starting.
The best place to get started in digital marketing is by enrolling in a course. There are a plethora of courses available online and offline to become a digital marketer. However, finding the right course is what will make the difference in you becoming a good digital marketer and an average digital marketer.
These are the tips which will help you select the right digital marketing course
- Decide whether you want an offline course or an online course: Both the courses are like chalk and cheese in terms of how the courses are given. Offline courses are the ones where you have time to go to class and learn digital marketing dedicatedly sitting in a class over the weekend or standard working days.
- While online courses are on the web. You will either get live classes or recorded class videos in online courses.
- Search for an institute which offers more hands-on learning than theoretical learning. I have personally learned digital marketing by trying everything I read on the internet.
- I highly recommend the approach of hands-on learning to everyone. Do not select a course where the weightage is on theoretical knowledge. (You can easily buy a digital marketing book to read the theory, and it would not even cost you a fortune). Why waste money only learning the theory?
- The experience of faculty is a crucial factor when you decide to select a course. I usually believe in seeing live examples of past work if I should learn from someone. The same holds for you.
- Do not get bedazzled by the history of institutes. There are a lot of institutes that are sitting idly on their past laurels. You need an excellent instructor to learn about digital marketing. Consider yourself unlucky if the right course with a fantastic reputation gives you a low-grade instructor. All your money will go down the drain.
- Ask about the Flexibility, of course. What if you missed a few classes? Does the course provide an online recording of the missed classes? Or can you repeat a few lessons?
Here is the list of excellent digital marketing courses
Simplilearn ’s Digital Marketing Specialist Masters Program
The Simplilearn “Masters Programs” are designed to provide comprehensive education on career-changing skillsets. Specifically, the Digital Marketing Specialist Masters Program does just that by covering all of the core digital disciplines in-depth – SEO, PPC, social media, content marketing.
- $1,499 for five key digital marketing disciplines
- Blended learning model: virtual live classrooms + self-paced videos
- Virtual simulations with Mimic Pro-environment
- 40+ marketing tools used on real-world projects
- Top instructors and “Dream Team” of Silicon Valley experts
- Monthly mentoring sessions and community of marketers
- In-depth preparation for key digital marketing certifications
Coursera’s Digital Marketing Specialization
Coursera’s Digital Marketing Specialization is a beginners’ course that explores several aspects of the new digital marketing environment, including digital marketing analytics, search engine optimization, social media marketing, and 3D printing.
- MBA-driven theory and practice with digital marketing techniques
- Six four-week courses taking 8-10 hours per week
- Open availability but no on-demand support for premium customers
- Hands-on project course takes place at the end of the training
- Affiliation with University of Illinois MBA
Udacity Digital Marketing Nanodegree
Udacity offers two options for digital marketing training. The Nanodegree program is a full-immersion, full-feature learning experience suited for someone seeking a digital marketing career after graduation. The program offers you the opportunity to master platform-specific skills, while at the same time establishing a broad-based understanding of the whole digital marketing ecosystem.
$999 for full-immersion Nanodegree program, $599 for independent study
- Projects included in 7 of the 9 modules
- Display advertising as a separate course offering
- Assigned mentor
Digital Marketing Institute’s Masters in Digital Marketing
The Digital Marketing Institute’s online training program is the lengthiest of the bunch. It’s a two-year program that you take part-time.
Part 1 of the program (60 weeks to complete) consists of 150 hours of digital marketing course content via on-demand e-learning: video lectures, downloadable slide presentations
Part 2 is a 15,000-word thesis (52 weeks to complete) with the support of academic and industry mentors and a series of webinars. While there are merits of doing one deep project like this, it is a lot of time to spend on one project that may or may not be applicable in the future (i.e., you’re putting all your eggs in one basket).
- $10,735 for two-year masters course
- Part 1: 150 hours of coursework (60 weeks)
- Part 2: 15,000-word thesis (52 weeks)
- 6-module curriculum
- The higher set of prerequisites for most participants
This short and precise course from us is to help you get started in Digital Marketing. The project covers fundamentals and helps you build a base to move to any of the advanced courses in the market.
- Less than $10
- The course includes 7 modules
- All basic of digital marketing
- All the basics of different methods of digital marketing like SEO, SMO, Content Marketing, Email Marketing, Paid Advertisement and Affiliate Marketing
- Chance to one to one web meeting with the trainer
Digital marketing as an add-on skillset
Learning digital marketing does not confine you to starting a career as a digital marketing professional.
Digital marketing also helps professionals from other job industries.
“As per Mckinsey, 90% of marketing roles required some digital marketing experience or analytical skills.”
As you can notice, digital marketing helped Marketers who are not mainly digital marketers with their careers.
The usage of digital marketing is widespread. Today, recruiters are using social media as a platform to hire the best from across the globe. Developers are leveraging the power of the internet to share their ideas by writing blogs.
Everything we do on the internet can be efficiently done once we know about digital marketing.
Digital marketing is a skill set that invariably helps everyone who is on the internet in using the power of the internet to their advantage by learning to create, promote effectively.
To learn digital marketing, you can join any of the online or offline digital marketing courses offered by different agencies.
Clear your doubts before you decide to take a digital marketing course.
I have met so many students who have spent a fortune (since they haven’t started earning anything, any amount is a fortune for them) in taking digital marketing courses, and their knowledge level is all theoretical.
Some of them have also cleared Google, FB certifications only to go blank when they are asked questions about them.
I would recommend you do your research well before deciding to take the wrong course.
Wrong or right course will be the difference between your success or failure as a Digital Marketer.
FAQs (Frequently Asked Questions) about Digital Marketing Career
Although I have covered everything related to digital marketing career in the blog, I am, recapping everything in the form of an answer to the questions frequently asked by students planning to start their digital marketing career.
- Is digital marketing a good career in 2020?
Yes – digital marketing is the right career choice in 2020.
There is massive growth in how digital marketing budgets have grown over the years and are expected to take the lion’s share of marketing budgets in 2020. This, in turn, creates enormous job opportunities.
In 2018, the demand for digital marketing professionals was 59%, and the supply was 19%, the gap has still not been bridged, and I only see it widening in the next few years.
Digital marketing is a career to get into 2020.
- What jobs are in digital marketing?
Digital marketing allows you to start a career in a different line of work, including social media marketing, search engine optimization, email marketing, PPC expert, content writer, designer, and copywriter, and so on.
However, all skills are not equally in demand. If stats are to be believed, data analysis and marketing automation are two topmost skills in order.
I have discussed the job scope and career opportunities in digital marketing earlier. Please refer to them to get an in-depth answer to your questions.
- How do I start a career in digital marketing?
You can either start a career as a freelancer/entrepreneur in digital marketing by learning digital marketing on your own or can join one of the famous courses to study digital marketing and start a career in digital marketing.
- How much do you make in digital marketing?
Digital Marketing jobs start at 50K USD per annum, and with a steady career path, you can expect to earn as high as 250K per annum in the next 10 to 15 years at managerial level positions,
And that brings us to the end of a long yet fruitful (depends on your opinion) digital marketing career guide.
Feel free to comment and ask me any queries you might have.