Digital Marketing Overview: Types, Challenges, and Required Skills

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Last Updated: 22 Jan 2024

Digital marketing in India is on a meteoric rise. According to reports, digital advertising in India is estimated to surpass the INR 50,000 crore mark within the next five years! This has led to a 200% increase in applications for Digital Marketing Courses in Ahmedabad and other tech hubs! 

What is digital marketing?

In a nutshell, it's promoting goods or services via online channels. It flourishes in many types - SEO (Search Engine Optimization), SMM (Social Media Marketing), Email Marketing, and Content Marketing, to name a few. 

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Digital marketing is an enticing arena for anyone who finds tech and communication fascinating. If you're innovative and have a knack for problem-solving, this might be your cup of tea!

Pay Range in Digital Marketing in India:

Of course, these values can swing based on geography and company scale.

So, if you're the kind who:

  • Is always in sync with the latest trends
  • Mixes creativity with data-driven decisions
  • Adjusts swiftly to sudden changes
Digital marketing could be your true calling. Buckle up and embrace the exciting journey that lies ahead!

Roles of a digital marketing specialist

The role of a digital marketer is vast and involves wearing multiple hats. Some of the key responsibilities include:

  • Strategy Development: They formulate the overall digital marketing strategy to achieve the company's goals.
  • Content Creation: Whether it's blog posts, infographics, or video content, creating engaging and informative content is a crucial task.
  • SEO: Optimising content and websites to rank higher in search engines, thus driving more traffic.
  • Social Media Management: Running campaigns, publishing content, and interacting with customers on various social media platforms.

Pursuing a Digital Marketing Course in Ahmedabad is an excellent choice. The city's vibrant start-up scene and evolving digital landscape make it a hotspot for learning and growth. Plus, the quality courses offered here equip you with practical skills, preparing you for the dynamic world of digital marketing.

What are the disadvantages of digital marketing?

Below are some common challenges faced in digital marketing:

To navigate these challenges, one requires robust guidance and mentoring. This is where enrolling in a comprehensive course like the Digital Marketing Training Course offered by TOPS Technologies can be incredibly beneficial. 

Types of digital marketing jobs

Numerous career possibilities are available in digital marketing, including those for SEO experts, content marketers, social media managers, and others. 

1. Search Engine Optimization (SEO)
SEO involves optimising your website and its content to achieve higher rankings in search engine results. It includes keyword research, link building, and improving site speed. The higher your pages can rank on Google/Bing/Yahoo/etc. results pages, the more traffic your site is likely to get.

Average Salary: INR 3-6 Lakhs per annum

2. Pay-Per-Click Advertising (PPC)
Pay-per-click (PPC) marketing charges advertisers a fee each time one of their ads is clicked. Essentially, it's a method of purchasing visitors to your website rather than trying to "earn" those visitors naturally. One of the most well-known PPC systems is Google Ads.

Average Salary: INR 4-8 Lakhs per annum

3. Social Media Marketing (SMM)
SMM is all about using social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content, listening to and engaging with followers, running social media advertisements, and analysing your results.

Average Salary: INR 3-7 Lakhs per annum

4. Content Marketing
To draw in and keep the attention of a clearly defined audience, content marketing focuses on producing and disseminating useful, pertinent, and consistent information. This kind of advertising gives customers useful information while also assisting businesses in building long-lasting brand loyalty.

Average Salary: INR 3-7 Lakhs per annum

5. Affiliate Marketing
Affiliate marketing involves referring a product or service by sharing it on a blog, social media platforms, or website. The affiliate earns a commission each time someone purchases through the unique link associated with their recommendation.

Average Salary: INR 4-9 Lakhs per annum

6. Influencer Marketing
Influencer marketing uses key brand advocates to drive your message to the larger market in an organic way. It pinpoints people with large social followings who have sway over your target audience, then focuses marketing endeavors featuring those key influencers.

Average Salary: INR 4-10 Lakhs per annum

Comprehensive Digital Marketing Training in Ahmedabad, recognized for its top-notch programs that provide the skills and information you need, may help you get an advantage in this cutthroat industry.

High-Paying Digital Marketing Jobs

To kickstart a career in any of these roles, it's essential to have a sound understanding of the fundamentals of digital marketing. Gaining hands-on experience through internships, projects, or freelancing can be quite beneficial. 

In addition, enrolling in Digital Marketing Certification Courses from reputed institutes like TOPS Technologies can further enhance your profile and increase your marketability in the job market. 

What is a digital marketing strategy?

A digital marketing strategy is essentially a roadmap to achieve your business's digital goals. 
This involves:

  • Identifying clear-cut objectives such as improving brand awareness or increasing sales.
  • Defining your target audience based on demographics, interests, and online behaviors.
  • Choosing the right digital marketing channels that align with your audience’s online activities.
  • Using data analytics to track progress and refine the strategy as needed.

What is SEO in digital marketing?

SEO, or Search Engine Optimization, in digital marketing, is all about making your website and content more appealing to search engines. 
It includes:

  • Keyword Research: Identifying words and phrases your audience uses when searching for products or services like yours.
  • On-Page SEO: Optimising your website's HTML tags (title, meta, and header) and creating quality content that's easy to understand.
  • Off-Page SEO: Building high-quality backlinks from reputable sites to boost your site’s credibility and rank.
  • Technical SEO: Enhancing the technical aspects of a website, like improving site speed and making the site easy to crawl for search engines.

Read More: 7 Skills You Need to Become an SEO Specialist

How to create a successful digital marketing campaign?

Creating a successful digital marketing campaign can be distilled into these critical steps:

1. Define Your Goals
First things first, decide what you want to achieve with your campaign. This could be increasing brand awareness, generating leads, boosting sales, etc.

2. Identify Your Target Audience
Understanding who you're targeting is key. Use tools like Google Analytics to gain insights about your audience's demographics, interests, and behaviors.

3. Choose Your Digital Marketing Channels
Based on your target audience, choose the right channels. This could be SEO, social media, email marketing, PPC ads, etc.

4. Create Engaging Content
Create content that resonates with your audience. Make use of Canva for designing engaging visual content and Grammarly to ensure your content is free from errors.

5. Optimise For SEO
To increase visibility, make sure your content is SEO-friendly. Use tools like SEMrush or Yoast to help with keyword research and on-page optimization.

6. Monitor and Analyze
Use tools like Google Analytics or Facebook Insights to track your campaign’s performance. These insights will help you tweak your campaign for better results.

How to measure the success of a digital marketing campaign?

Measuring the success of a digital marketing campaign is key to understanding its effectiveness. 

Here are some ways to do it:

1. Set Key Performance Indicators (KPIs)
KPIs are metrics that align with your campaign goals. They could be impressions, clicks, 
conversions, etc., based on what you're aiming to achieve.

2. Track Traffic
Monitor the traffic on your website or specific landing pages using tools like Google Analytics. Look at metrics like users, sessions, and pageviews.

3. Monitor Engagement
Keep track of how people interact with your content on different platforms. This could be likes, shares, comments on social media, or open and click-through rates for emails.

4. Conversion Rates
A key indicator of success is the conversion rate - how many people completed the desired action? This could be a sale, form submission, or any other goal-specific action.

5. ROI
Lastly, calculate the return on investment. Compare the cost of your campaign to the revenue generated to determine if your efforts are paying off.


Embarking on a Digital Marketing Course can be a game-changer for your career, and TOPS Technologies is a promising place to start your journey. With a plethora of over 50 tailored courses, you can pick one that suits your interest and career goals.

As per industry insights, a certified digital marketer in India can expect a significant salary hike, with figures ranging from a 20% to 50% increase post-certification. 

What makes TOPS Technologies stand out is its track record of placing over 1 lakh students in esteemed organizations, further proof of its quality training and commitment to student success.

In addition, with more than 19 offices spread across various cities, TOPS Technologies is accessible and convenient for many. 


What percent of marketing is digital?
Digital marketing is steadily taking centre stage. As of this year, it accounted for nearly 50% of the total global ad spending, according to eMarketer. This figure is set to rise as businesses continue to tap into the potential of online marketing.

What are the latest trends in digital marketing?
Some noteworthy trends currently shaping digital marketing include:

  • Artificial Intelligence: AI is becoming more prevalent in helping businesses understand customer behaviours and preferences.
  • Voice Search: With the rise of smart speakers and virtual assistants, voice search optimization is increasingly important.
  • Personalization: Tailored content, products, emails, and more - customers appreciate personalization, and it significantly boosts engagement.
How to stay up-to-date with the latest digital marketing techniques?
Keeping up with the rapid pace of digital marketing can be challenging. Here's how to stay in the loop:

  • Follow industry leaders on social media. They often share valuable insights and the latest news.
  • Subscribe to digital marketing newsletters like Marketing Land, Search Engine Journal, or Moz.
  • Take Digital Marketing courses from top-rated institutes like TOPS Technologies.

Is digital marketing more effective than traditional marketing?Both have their strengths, but digital marketing often has the upper hand in today's connected world. It offers targeted reach, precise audience segmentation, real-time data analysis, and cost-effectiveness. 

Traditional marketing, like TV, radio, or print ads, can still be effective, especially for certain demographics and regions. Ideally, a blend of both can result in a robust marketing strategy.

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