The Ever-Growing Scope of Digital Marketing in India in 2024
Find out why you will enjoy a long-lasting career in digital marketing, across different domains - from paid marketing to social media. Along the way, you will be able to explore the hottest trends that are taking over the landscape and how talented professionals are in demand.
Today, you will know why digital marketing in India is an excellent career option in this decade. Along with that, you will learn about the highest-paid digital marketing jobs and the ongoing trends in the industry since the pandemic. So, explore the scope of digital marketing if you are an aspiring professional.
- Key Technological Trends in the Digital Marketing Industry
- Why Digital Marketing is a Booming Field in India
- Highest-Paid Careers in Digital Marketing
Key Technological Trends in the Digital Marketing Industry
Digital marketing relies on technology. Any new technological advancement opens up new opportunities for digital marketers to enhance customer experience. In recent years, the rise of big data and predictive models have taken centre stage in determining business growth. The main reason is global competition.
Artificial Intelligence
Artificial intelligence is all the rage among digital marketers today. SEMrush states that AI will increase global GDP by 26%, i.e., $15.7 trillion. SEMrush also states that 71% of marketers think AI is beneficial for personalisation.
Marketers now can predict customer behaviour more accurately than before. AI can make targeting audiences efficient.
Even Google uses AI in its products like GA4 that can recommend optimisation strategies to based on current engagement stats with its in-built prediction tools. In 2024, we also saw Google release its very own Search Generative Experience. It enhances the user experience beyond basic keyword input and providing helpful results through AI-written texts and overviews how websites cover the topics. Then there is Google Bard. This is a helpful chatbot that can provide comprehensive blog outlines, create buyer personas based on the data points available on the biggest search engine on the planet!
You may even want to now go explore the tug-of-war between ChatGPT and Google Bard.
Now, content marketing can be more successful with AI. Whether it's about driving organic traffic to your website, posting on social media, or even sending professional marketing emails, generative AI today has marketers covered.
AI will also help with data privacy. Google is going to stop third-party cookies in its Chrome product by 2024 or 24. And Gartner predicted that 40% of privacy compliance technology will use AI by 2024.
Data Analytics
Businesses today use data analytics to predict outcomes. Based on that, they can make full-proof decisions. Since data is created every minute, businesses can make decisions in real-time.
Digital marketing practices are too becoming data- and cloud-driven. As per ZoomInfo, data-driven marketing help in customer acquisition for 78% of businesses.
But, there are challenges too. Statista estimates that more than 180 zettabytes of data will be created by 2025. This excess of data in the post-pandemic world is likely to create confusion while predicting outcomes. This is because storing, accessing, and processing data will require robust cloud systems.
Businesses that need digital marketers will demand backgrounds in data analysis, data science, etc.
NFTs
Non-fungible tokens or NFTs are digital assets that can be traded securely. They were the next big thing on social media platforms.
One of the major benefits for digital marketers is that they can engage with customers with rewards that are non-replicable. They come with a digital certificate that is unique to each customer. Due to their popularity, Twitter, Instagram, and Reddit are taking an active part in promoting them.
Metaverse
Meta, formerly known as Facebook, is now leveraging augmented and virtual realities. Though AR and VR are not new, digital marketers can now offer immersive experiences while communicating. This will improve the customer experience in the metaverse.
Also, the metaverse is populated by Gen Zs. Research from Vice Media Group and Publicis Groupe’s Razorfish agency shows that this demographic spends twice the time socialising in the metaverse than in reality.
Another study on Marketing Dive showed that one-third of the Gen Z population wants brands to have virtual stores in the metaverse. And by 2030, their spending power in the metaverse is going to exceed that of millennials (Millennial Marketing). This digital marketing trend has started in 2024 and will push marketers to develop strategies that cater to this age group for this decade, at least.
Best-suited Digital Marketing courses for you
Learn Digital Marketing with these high-rated online courses
Why Digital Marketing is a Booming Field in India
Let’s look into the top reasons why the digital marketing industry in India is growing at a rapid pace.
Digital Surpasses Television in 2022 and Beyond
In an annual forecast from GroupM, digital overtook television in 2022. Ads spend in India were estimated to ₹107,987 crores this year. In 2021, the ads spend was ₹88,334 crores, according to Business Standard.
Now, the expenditure on digital is estimated to reach ₹48,603 crores in 2022. The main reason for this increase is the lockdown caused by the pandemic. Coming back to the post-pandemic era of 2024, digital ad spend will cross USD 13 billion.
Definitely, you can infer, the benefits of digital marketing over offline marketing are more.
Rise of eCommerce and Omnichannel Marketing
As the pandemic continued, consumer buying behaviour changed to the online mode. Even payments for everything switched to the online mode to prevent the risk of COVID-19 infections.
That’s how in-store purchases reduced. This saw a rise in eCommerce sites. While in-store shopping is not over, businesses are now resorting to an omnichannel approach. Solely relying on in-store shopping is not going to work in today’s scenario.
Social Media For Everyone
India has a population of 1,404,384,066, according to Worldometers. Out of which, 46.7 crores of people use social media (The Global Statistics). It is estimated that there will be one billion smartphone users in the country (Deloitte).
The Global Statistics study also states that 76.5% of the current smartphone-using population uses Instagram. This is followed by Facebook (now Meta) and Twitter users. And these are the stats for this year. The numbers will grow more in the coming years. You can check the top social media platforms with the most number of users to get an idea.
For businesses in India, using social media is a total win-win. But they have to use the relevant channels with the right messaging.
Do have a look at the digital marketing strategies of Zomato and Swiggy. See how they use social media along with other digital channels to drive engagement, traffic, and conversions.
Read Later
Highest-Paid Careers in Digital Marketing
There are many types of digital marketing where you can specialise in one or more domains. You also have many ways to learn digital marketing at any point in your career.
Now that you have seen the growth of digital marketing in India, let’s find out the top careers.
Search Engine Marketing Specialist
Search engine marketers can help businesses grow faster. This type of digital marketing relies on paid ads. It can offer more conversions with higher click-through rates in a short time, as compared to other digital marketing practices.
As per AmbitionBox, the annual salary range of SEM specialists ranges from ₹ 4.2 Lakhs to ₹ 42.0 Lakhs.
SEO Manager
SEO takes time for businesses to earn revenue with it. As Google owns the majority of the market share among search engines, SEO professionals who know Google are quite valued.
The annual salary range of an SEO Manager is from ₹ 3.1 Lakhs to ₹ 16.4 Lakhs. This is a stat from AmbitionBox.
Content Manager
Content managers are responsible for developing brand identities through website content. They have to create plans for content creation of products and services the business provides.
The annual salary ranges between ₹ 2.4 Lakhs and ₹ 15 Lakhs, as on AmbitionBox.
Email Marketing Manager
This type of digital marketing professional is responsible for identifying the target audience. They also have to run various email marketing campaigns and generate leads.
AmbitionBox states the annual salary ranges from ₹ 2.4 Lakhs to ₹ 15.2 Lakhs.
Social Media Marketing Manager
Social media marketing managers implement various strategies for multiple social media channels a business has. They create editorial calendars, track the performance of marketing campaigns, and more.
An average salary for this role ranges between ₹ 1.5 Lakhs to ₹ 19.4 Lakhs, as per AmbtionBox.
Parting Thoughts
As you can see, there are a lot of career opportunities for digital marketing professionals in the core domains. To grow in this career, consider enrolling in some digital marketing courses that offer certifications. If still overwhelmed by ads for irrelevant courses, check out our page on how to choose digital marketing courses.
Aquib is a seasoned wordsmith, having penned countless blogs for Indian and international brands. These days, he's all about digital marketing and core management subjects - not to mention his unwavering commitment ... Read Full Bio
Top Picks & New Arrivals
