Marketing goes digital – What are you waiting for?


Business has evolved just like every sphere of life in today’s world. Marketing more so, because communication with the client takes place over the Internet and other electronic or digital media more than in the real space.Digital marketing covers all uses of electronic devices and the Internet for marketing purposes. Businesses use digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers and conduct their daily business.


What exactly is Digital Marketing?

As defined by SAS, “Digital marketing is the promotion of products or brands via one or more forms of electronic media, and differs from traditional marketing in that it uses multiple channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.” Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include text messaging, instant messaging, apps, podcasts, electronic billboards, digital television and radio channels, etc.In digital marketing there is a multiplication of media and marketers have to know where their clients are most receptive to which kind of message.


Why does every Business need digital marketing?

No business can do without digital marketing nowadays because clients only communicate on digital media whether it is the Internet or television. Clients are receptive to messages on Internet, mobile and TV if you want to sell products and services. Without these channels to communicate through, every business is dead and therefore the need for digital marketing. According to Forbes, all business owners plan to have a digital marketing strategy. They know this is necessary in order to be relevant today. But, they struggle to integrate this into their current marketing strategy and it is difficult to strike a balance between the offline and online marketing plans. This is the challenge most businesses face. While the need to have a digital strategy is understood, the challenges of implementing are many.



Scope of Digital Marketing in India

Digital marketing is the fastest growing skill in the industry today. It is really in demand and is likely to continue to be. Companies need to recruit people who know how to use digital media and optimise it to sell products and services. Between the use of social media, SEO, SMS, TV and multiple channels, skilled people are required to handle marketing products. The industry is likely to generate 20 lakh jobs by the year 2022. Big and small players are investing heavily in digital marketing activities. There is a huge demand for skills in this area and there is no dearth of jobs. One can easily earn between 4-7 lakhs per annum in these jobs and move up the pay ladder quickly.


Digital marketing courses in Top Institutes

Growing industry demands and need for good training in Digital Marketing has given rise to a plethora of courses n the market. We have listed the Top 10 here.

1. Manipal ProLearn

Digital Marketing Professional Program – a joint certification by Manipal ProLearn and Google India, that comprises of e-learning, classroom training and live projects.

2. TalentEdge

Specialised Executive Programme in Digital Marketing from MICA, Ahmedabad, ideal for early beginners and working professionals.

3. Digital Vidya

Digital Vidya also offers Digital Marketing (CDMM), Mobile Marketing (CMMM) and Social Media Certification programs (CSMMP) in association with V-Skills, a Govt. of India initiative.

4. Simplilearn

30 courses in digital marketing that provide hands-on experience in various Digital marketing domains.

5. Internet & Mobile Research Institute(IMRI)

One-month Executive Programme course in SEO, PPC advertising, SMM & Web Analytics, a six-month Professional Program In Digital Marketing (EPDM) and a one-year Graduate Program for aspirants to jumpstart their digital marketing career.


Joint Certification Programme in Digital Marketing and Analytics. Three months, this online course is divided into 6 modules.

7. Digigyan

E-commerce and digital marketing courses and training to students, professionals, entrepreneurs and corporates. Online course is certified by the Internet and Mobile Association of India (IAMAI).


6-month with classes conducted thrice a week, and independent certification courses conducted for three hours over one week.


Professional Diploma in Digital Marketing for graduates and working professionals at their centres in most major cities in the country. This course is accredited by Further Education and Training Awards Council (FETAC) of Ireland.

10. DMTI

Digital Marketing Training Institute conducts a Post Graduate Program in Digital Media Marketing in Mumbai. The course is a one-year, full-time program that focuses on the strategic and practical aspects of Digital Marketing.



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Industry trends

According to the Economic Times, the main factors that are driving the evolution of Digital Marketing are:

  • Technology
  • Storytelling
  • First Mover Advantage
  • Mobile Focused Digital Marketing

Technology is evolving fast and marketers are using its latest applications to seduce the customer. Mobile apps are used to reach out to the customer in a fast and friendly manner to market the product, wasting no time in lengthy communication. Content formats are taking the form of interesting stories to differentiate from others and to stand out, to keep the customer entertained. Newer stories are being told every day to keep up with the competition. These are the trends of digital marketing this year.