Career in Digital Marketing in 2024: Detailed Guide

Digital Marketing in India

Digital marketing has revolutionized business connections online, offering career opportunities due to the internet’s growing role in our lives. It’s essential for reaching customers effectively. Digital marketing includes making websites, using social media, and emailing people. These things help businesses get noticed and sell their products, which is why jobs in digital marketing are in high demand. 

Career options in digital marketing offer a promising path. It’s rapidly expanding, providing various roles like content creation, social media management, and data analysis. Continuous learning and growth opportunities make it a bright choice. This blog explores the different jobs you can do in digital marketing and why it’s worth considering as a career.

Career in Digital Marketing

Digital Marketing is one of the most sought-after fields in the digital era. It offers many career opportunities. Let’s examine them one by one.

1. Digital Marketing Manager

They are the classic generalist. The digital marketing manager plans and oversees the implementation of digital marketing initiatives, delegating to specialists. For example, the SEM (search engine marketing) specialist executes the campaign in an organization running search engine campaigns for lead generation. In contrast, the digital marketing manager is responsible for leading the SEM team, measuring performance, optimizing results, setting goals, etc.

Generally, a digital marketing manager heads the marketing team and reports to the head or marketing VP. As part of their daily tasks, they might also work with various external agencies or freelancers for content, advertising, analytics, event management, etc. Some of their key responsibilities include:

  • Set marketing goals aligned with the business goals
  • Design plans for annual, quarterly, monthly, weekly, and everyday activities
  • Create project schedules and timelines
  • Plan and manage social media campaigns
  • Improve design, traffic, and content on the website
  • Manage project budgets

Given the deliberate nature of this role, a digital marketing manager should have a solid understanding of marketing activities, good business acumen, and a few analytical skills. Candidates with at least 5 years of experience usually hold this role. A digital marketing manager draws an average salary of ₹75,230 annually.

2. SEO Specialist

An SEO (search engine optimization) specialist makes sure that a company’s site and content rank highly on search engine results pages (SERPs). They develop SEO strategies to upsurge their content’s visibility, drive traffic, and generate leads. 

A few of the tasks they perform are:

  • Keyword research
  • Content planning and creation
  • Content research and tracking trends
  • User experience optimization
  • URL and backlinks management
  • SEO analytics

There are two kinds of SEO specialists: one who focuses on content and the other on technical SEO. The content SEO specialist identifies trending topics, creates content around those topics, repurposes content, etc. A technical SEO specialist builds backlinks, optimizes the site for better search results, etc. To upskill, consider going for an online SEO course.

Moreover, most SEO specialists use tools such as Ahrefs for backlink analysis and URL rankings, SEMrush to identify keywords and trends, MOZ for improving search engine visibility, Screamingfrog for web crawling, Google Analytics, Google Search Console, etc.

An SEO specialist earns an average salary of ₹52,000 annually.

3. SEM Specialist

While an SEO specialist concentrates on organic—as in free—ranking on search pages, the SEM (search engine marketing) specialist manages paid ads that accomplish the same goal and strategizes ad campaigns across all search engines. Based on the display network or search engine, these advertisements can be either images or texts. 

The vital responsibilities are:

  • Keyword research
  • Create a pay-per-click (PPC) advertising strategy, including bidding, budget management, performance measurement, etc.
  • Writing ad copy 
  • Optimizing landing pages

An SEM specialist must be data-driven, analytical, and aware of trends. They must have experience with various tools, such as MarinOne and ClickEquations for bid management and Google Analytics and Webtrends for analytics.  An SEM specialist earns an average of ₹54,984 annually.

4. Email Marketing Manager

An email marketing manager runs productive email campaigns, ensuring robust and meaningful customer relationships. Their tasks comprise:

  • Create and nurture email databases
  • Write effective emails
  • Create and design calls to action (CTAs)
  • Set email marketing key performance indicators (KPIs)
  • Measure performance
  • Optimize results

They should be familiar with email management tools like Mailchimp, Constant Contact, and other large CRMs. Also, they need impeccable communication, analytical, copywriting, and project management skills.  An email marketing manager earns about ₹80,680 yearly.

5. Content Marketing Manager

Their role includes planning and managing content operations, strategizing content, and managing teams. Their significant responsibilities comprise:

  • Understand business goals and their content implications
  • Build annually, quarterly, monthly, and weekly plans for content
  • Develop and maintain the editorial calendar
  • Ideating for blog posts, videos, case studies, etc.
  • Editing and proofreading
  • Collaborate with SEO and SEM teams to ensure effectiveness
  • Collaborate with the writing and design teams to produce stellar content

A content marketing manager requires 3 particular kinds of digital marketing skills:

Strategic Skills: Digital marketers must know how content can achieve business goals. They need a clear and specific understanding of their brand, the products and/ or services they provide, their audience, etc.

Content Skills: While a content marketing manager may not be a videographer or a content writer, a background in content creation helps them guide their team more effectively.

Analytical Skills: A content marketing manager needs a bird’ s-eye view of the entire initiative. They must understand how content performs across readership, SEO, email, social media, etc. Typically, they use various analytical tools to paint a more holistic picture.

Leadership and Interpersonal Skills: As this is a leadership position, a good content marketing manager requires time management, decision-making, and excellent interpersonal and communication abilities.  A content marketing manager earns about ₹76,147 annually.

6. Editor

Content leaders decide what gets published: audio, video, or text. A content editor edits and reviews content, ensuring it’s suitable for online publication. For example, if they receive an article post, they will proofread it, provide no factual errors, adjust spelling, grammar, syntax, add hyperlinks, etc. Audio editors abolish gaps, adjust sound, add intros and outros, etc. Video editors, too, do the same for video content.  

Depending on the content you edit, you may require skills in word processing tools or image editing software like Adobe Photoshop and InDesign. Podcasters use SoundTrap, Adobe Audition, and GarageBand editing tools. Video editors work in Adobe Premiere Pro, InVideo, etc. 

Editors on content teams can be proficient in some of these tools. Tools like Canva for design or Grammarly for proofreading are adequate.

7. Social Media Marketing Manager

A social media marketing manager’s job is to create and maintain a brand’s online presence, voice, and identity through social media channels. 

Some of their key responsibilities include:

  • Build a social media strategy
  • Track viral trends and ride them as appropriate
  • Create content suitable for each platform
  • Publish and manage content
  • Answer to queries and comments on social media
  • Measure performance and optimize campaigns

They must also understand popular social media platforms and how to use each platform efficiently. A social media marketing manager earns about an average of ₹58,016 annually.

8. Content Strategist

Typically, a content strategist is a writer who forms a long-term content strategy aligning with business goals and customer needs. Their day-to-day work comprises:

  • Perform competitor analysis
  • Plan compelling content
  • Write, edit, and publish
  • Perform content audits
  • Develop style guides and best practices
  • Work with the SEO team to optimize content

They use tools like SmartDraw for content planning, UserEcho for understanding customer requirements, BuzzSumo for benchmarking, and HubSpot for lead nurturing. 

A content strategist earns about an average of ₹70,215 a year.

9. Paid Media Specialist

Businesses are gradually investing in digital marketing. No wonder paid media requires a specialist; however, it is crucial to know that paid media involves more than just advertising. 

It also includes:

  • Build relationships with influencers for specific campaigns
  • Develop sponsorships for virtual events
  • Identify publications and portals for advertising opportunities
  • Plan contests and engagement activities
  • Measure performance and reassign budgets to successful campaigns
  • Create a combination of offline and online activities for better outcomes

A paid media specialist needs multiple skills based on the role and responsibilities. For example, suppose the role is heavy on search, display, and social advertising. In that case, the specialist must be proficient in Google Ads, Google Tag Manager, Google Analytics, PowerPoint, MS Excel, and numerous marketing automation systems. 

If the role focuses on influencer marketing, it requires skills in social media, video engagement, storytelling, interpersonal relationships, etc. A paid media specialist earns about an average of ₹56,086 annually.

10. Copywriting

A copywriter writes short copy. While a content writer writes case studies and long-form blog posts, a copywriter writes headlines, taglines, product descriptions, banners, emails, ads, video scripts, etc. They tell stories briefly in a way that grabs the audience’s attention. 

This role includes:

  • Knowing the audience
  • Writing a clear copy that reflects the brand voice
  • Interpreting briefs 
  • Building a solid and differentiated brand identity 

Copywriters must be skilled at words. They also help monitor current trends, emerging language, industry jargon, and other such matters. A copywriter earns about ₹64,348 annually.

11. Data Analyst

They, too, are marketing professionals. To enhance the effectiveness of a campaign, they organize, explore, and interpret external and internal data. 

Their primary responsibilities are:

  • Collect the appropriate data
  • Analyze data and interpret results
  • Create dashboards, data visualizations, and website performance reports
  • Present learnings to business and marketing teams
  • Conduct competition research
  • Identify opportunities to boost campaign performance

A data analyst is often expected to have a bachelor’s degree in statistics, computer science, mathematics, or a related field. They also need skills in several marketing analytics tools, such as Google Analytics, SEMrush, Mixpanel, Optimizely, Klipfolio, etc. A data analyst earns about ₹82,847 annually.

Benefits of Digital Marketing Career

Digital marketing presents an exceptional financial and personal growth opportunity in today’s ever-changing world. This field has revolutionized how businesses engage with their customers, making it a vital skill set for experts in diverse fields.

Let us look at the advantages of the digital marketing career path:

1. Offers Constant Creativity

Career opportunities in digital marketing will satisfy you because they enable constant creation and creativity. Digital marketing thrives with new ideas, creative campaigns, and innovative strategies. Whether developing groundbreaking social media initiatives or crafting engaging content, every day offers a chance to showcase your creative talents.

2. The Dynamic and Learning Nature of Digital Marketing

Digital marketing includes many skills, such as improving search engine rankings, managing email campaigns, creating content, and analyzing data. As you explore these aspects, you will consistently refine your capabilities. This dedication to growth boosts your knowledge and establishes you as a desirable asset to any company.

3. Among the Top Highest-Paying Jobs

Considering job opportunities, digital marketing stands out as a field. With the landscape widening, businesses are actively searching for talents who can navigate this complicated terrain. Thus, digital marketing positions rank highly among career options with expected solidity.

4. Escalating Career Growth

Career in digital marketing is expected to rise exponentially, as reflected by the following details:

  • Digital India – campaign by PM Narendra Modi aims at encouraging digital platforms
  • Every company must be present on the digital platform, requiring experts.

Digital marketing is a growing arena. Every business needs digital marketing, whether an MNC, a unicorn startup, or a local neighborhood store. The good news for those who dream of becoming digital marketers is that the industry is still young and has massive growth opportunities. However, there’s a huge gap between demand and supply.

Hence, if you plan to pursue digital marketing as a career, think little; it is the right time to jump into this ocean of opportunities.

How to Start a Digital Marketing Career in India?

You are probably wondering how do I begin a career in digital marketing. Since digital marketing requires many transferable skills, learning a few valuable skills is an excellent place to start. Honing your skills can set you on the right path in your career in digital marketing.

If you have a degree or skills in web development, marketing management, design, or copywriting, you already have some skills used in digital marketing. An excellent way to enhance your exposure is to create your brand and build a portfolio to develop your digital presence. 

When you create your brand, try to stay on top of the trends. This helps you understand how trends work and provides information about trends like AI and virtual reality. Try to understand how these trends change the marketing department.

Keep your social media pages consistent with your skill set so that they adequately display your skills publicly. Remember to advertise yourself. 

Next, you can take the best online digital marketing course to give your skills an appropriate accreditation. While degrees, diplomas, and certificates aren’t always mandatory in digital marketing, they can boost you in the long run. 


The dynamic field of digital marketing presents numerous lucrative career opportunities in digital marketing. The industry’s rapid expansion assures a promising future with plenty of job opportunities, from tech-savvy strategists to data-driven analysts and creative content creators.

As you hop on your digital marketing journey, remember that learning and staying updated with the latest trends is crucial. Consider pursuing certifications and courses to boost your skills and credibility in the industry.

Lucy Mitchell
Lucy Mitchell
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