Why Digital Media is the next best career opportunity

Why Digital Media is the next best career opportunity
Tarini Mohindar – Programme Director - Ignition

Every one is talking about Digital Marketing these days. Politicians, marketers, actors, brands, agencies, the list can go on. Brands are waking up and wondering how to integrate this new medium in to their marketing plans. Agencies are working out innovative way to engage customers. It’s the hot new topic and everyone is wondering how to get a piece of this pie.

So what is Digital Marketing? Wikipedia defines it as ‘the promoting of brands using the Internet, mobile and other interactive channels’. It encompasses providing any kind of brand solution on the internet. This could be anything from developing a website, to creating an online banner campaign, search marketing or social media. Brands are increasingly using social media sites such as facebook and twitter to engage their audiences with their brands. In fact, social media has become the highlight for marketers using digital media.

According to Eric Qualman, the author of "Socialnomics", social media is not a fad. It is a fundamental way in which we communicate. His book highlights some interesting facts:

• Social Media has overtaken porn as the number one activity on the web.
• Research shows that it has taken TV 13 years to reach 50 million users, where as it has taken the internet only 4 years!
• Facebook added 100 million users in less than 9 months.
• If facebook were a country, it would be the worlds 4th largest.
• 34% of bloggers post opinions about brands and services.
• 78% of consumers trust peer recommendations. Only 14% trust advertisements.

In India as well, internet usage is no longer niche. Internet penetration has increased from 16 million users to 81 million users since 2004.

The business of Internet advertising is also growing at a very rapid pace. According to reports by PricewaterhouseCooopers and The Indian Entertainment and Media Outlook 2009, overall global spending on internet advertising will increase to $87 billion in 2013, growing at a 7.7% compound annual rate from $60 billion in 2008. And Internet advertising will account for 89% of the overall market in 2013.

In India, the highest growth in the Entertainment and Media Industry was recorded by internet advertising, growing by 69.9% over the period 2004-08 and 85.2% from 2007.
And Internet advertising is projected to reach an estimated Rs. 20 billion in 2013 from the Rs. 5 billion in 2008.

These figures really demonstrate the strength of the industry.

Moreover, Digital Media being such a dynamic industry, the learning curve is immense. The Industry is filled with young professionals who know how to have fun at work and yet ensure their job is done and enjoy their job satisfaction and success.

This dramatic growth has also led to a shortfall of trained media professionals to keep up with the demand of the industry. There is just not enough talent. Moreover, there are limited, if any, structured programs to get a comprehensive induction and training in digital media.

‘Ignition’ is the first ‘Digital Media Professional Practice Program with Guaranteed Jobs’ to be launched, which focuses towards giving a comprehensive understanding on all aspects of Digital Marketing as well as rigorous on –the- job training. This will enable young professionals to fit into any digital agency or a marketing role from the time they graduate.

Ignition has also joined hands with ITM to offer a combined Certified Digital Media cum Masters in Business Administration Program.
This program has been designed to evolve professionals for the digital world. It is the perfect platform for graduates and young professionals pursuing a career in the online industry that will also aim at honing their skills to prepare them for being part of the industry. ‘Ignition’ is a nine month program, where during the week, for the first four months, the young professionals will learn about the various aspects of digital media. This learning will happen in a classroom. The next five months of Professional Practice allows them to specialize in Business Development and Client Service; Social Marketing, SEO, SEM, Online Media and Planning or Strategy and Research. Here the young professionals will get to work on live projects with the agency teams and interact with clients, along with some classroom training.

And in the tenth month, interviews will be arranged with leading organizations with whom the job tenure will be for the at least the next 12-14 months.

Simultaneouslythe weekends will be spent with ITM on the Masters Program in Business Administration for 24 months.

The entire program is also certified by Ignition, ITM and the Southern New Hampshire University, USA.


Source: PricewaterhouseCooopers I Indian entertainment and media outlook 2009 / Internet World Stats/ Socialnomics


Date: 21st May, 2010

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