By: M.S.Yatnatti: Editor and Video Journalist Bengaluru: The Content is the one word that encompasses and best defines what the internet and digital media are all about today. In the present evolving digital landscape, content isn't mere information; it is information curated for and presented creatively to a specific group of people on a channel, like the television or social media platforms such as YouTube or Facebook. Reportedly Much like how Google democratized the access to information, social media and video sharing, a common person too can share her/his perspective on events that impact them and others and build strong communities of like-minded people. Over the past decade, the media landscape has been in a constant state of flux, with each new development making the previous one obsolete. The applications of emerging technologies are evolving ceaselessly at breakneck speed, and everyone involved in the production of creative content knows that with new-age digital media channels, nothing is as it once was. The impact of these media on digital platforms is extremely high, and its influence on individual behaviour is also far greater than that of the television, which until the advent of the internet was the most powerful medium to send and receive information. Hence, the popularity of digital and social media channels has heralded a phenomenon that can be best described as the arrival of Public television .
At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Reportedly with the rise in the internet and digital networks, digital marketing has become an indispensable need for businesses looking to promote themselves. As consumers are turning tech-savvy, entrepreneurs and digitally-enabled companies are building their brand on digital marketing platforms, in the next five years, India will add half a billion more internet users, which will compel most companies to turn to digital channels for promotions to reach out to more number of people.This will lead to a rise in demand for people with digital marketing skills, as a result of which more than 18,00,000 digital marketing jobs will be generated by the end of 2020. This will open new doors for fresh talents with an in-depth knowledge of digital marketing.It is to be noted that everyone has to take the first step, and your first potential step into the digital market space might be an opportunity at the lowest level. Do not hesitate; you can always keep updating yourself on better options through employment sites, and look for alternatives while building up a portfolio and learning while you work.Making a foray into digital marketing can be challenging . Its components, including social media marketing, email marketing, SEO, content, web development, mobile marketing, analytics, AdWords, have its separate rules and operational system. Experts can help you navigate through these different yet connected realms to help you understand the basic concepts well enough to conceptualise, design, and execute online campaigns for different companies with latest online marketing tools. Taking up training and getting certified can help remove the conventional barriers to enter this career.The internet is vast, and digital marketing has to cater to a variety of different channels and media to communicate with potential customers. The digital marketing field, therefore, offers a wide range of career options that you can choose from on the basis of your interest or existing skills. You could choose to be anything from a digital marketing executive, to social media marketing executive to SEO expert or a Conversion Rate Optimisation (CRO) specialist.In each of these roles, there is a hierarchy based on your skillset, experience, and other factors. Personal branding is one of the tactics to market or showcase one's talent to attract better opportunities to improve one's digital marketing career. Make it a point to exhibit your skills and achievements on your social media networks, especially LinkedIn as it is one of the best professional platforms. Create a winning resume that showcases your competencies, to win over a potential employer.According to press reports unlike some other professions where the basic foundation of required skills does not change over the time, digital marketing is a constantly evolving space. Although the need for skilled and creative people in the field remains unchanged, changing trends mean that the methods and processes utilised can change quickly. If you do not keep yourself updated with the latest industry developments, you are likely to be replaced by someone more clued in. You can keep yourself updated on the latest in digital marketing through online resources such as YouTube channels and blogs.Reportedly knowing the right people can make a huge difference, so it is important to reach out to and build relationships to create a robust network on popular platforms such as LinkedIn, Facebook, Twitter etc. Companies looking to hire you would like to have evidence in real-time of your ability to deliver a successful digital marketing campaign; thus, you must have some examples of your work easily accessible on social media. So, make it a point to create blogs or vlogs connected to your area of interest and specialisation. It is important to remember that the best brand builders are constantly building and improving their networks, and you should do the same.