Career in Digital Marketing in India: A fresher’s guide

  • Author: Aishwarya Shaw
  • |
  • Published Date : 11 September , 2020
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In this day and age, when people are evolving from their antiquated thoughts and actions, you have the liberty to have any career option you like. Gone are the days, when doctors and engineers were the most suitable career options.

Remember the times when you were forced to opt for PCM+B, whether you liked it or not, but now, it has changed to “Do what you love!”? From being a professional photographer to being an artist/painter/writer/ anything under the sky, your elders are more open to newer career prospects. Times are changing and so should you. 

It's time to do what you love and absolutely nail it! 

One thing the pandemic has taught us is that we must evolve and adapt to any changes that come our way and use it to our advantage. We all have adapted to newer technologies and have accepted the new way of living, popularly known as the “New Normal”.

In this new normal, a few sectors have taken a hit, but many are still standing strong and thriving in this storm. One such industry is digital marketing.  It is necessary for brands to keep their names visible in the market to sell their products. Though the traditional marketing won’t die, digitalization will accelerate and help grow a business 3x times more than through traditional media. However, the traditional way is also a powerful way, but not as cost-effective as marketing via digital mediums. No wonder, there’s an increasing demand for careers in digital marketing. 

Why choose a career in marketing? 

Well, apart from the fact that marketing is a very progressive field and the money involved is huge in terms of both salary and advertising budgets, it is a very innovative field. Right from thinking, executing to delivering the final product in the market to filling the gaps in consumer demand and supply. But it doesn’t just stop there. The main work starts when your product is out there in the market, and you are studying consumer behavior to understand what are all the things you must do to improve quality and drive higher consumption. 

The main responsibilities include analyzing the market demand, designing the product, promotion & price setting, and distribution of the product to the final consumers.

Below are the 5 reasons why you should choose marketing as a profession: 


Businesses don’t thrive on just one route of marketing, but also a lot of other factors and channels that help make your strategies stronger and stand out in a crowd. Social media, organic & paid advertising, email marketing,  affiliate marketing are some strategies to strengthen your business. 


If you are a people’s person, marketing is for you. In this profession, you need to communicate well, be dedicated & fully devoted to the daily challenges you face. You need to invent strategies for convincing the customers to buy a product, try to predict customer behavior, and if you can do this, you will be a highly successful marketer. 

Attract the audience and always look at the bigger picture of how you can engage better.  Marketing is all about your consumers, and in every step of your strategy, you are only thinking about how you can connect better with your customers.


Marketing always has something new to offer. The more the experience you gain, the better you become. Every day is different, you have new things to learn and an opportunity to apply your learnings in your marketing plans. 

Your Growth

Your growth will be seen in the efforts you have put in for the brand that you are working for. Your due diligence will take you to places. You may choose to work at an agency or on the client-side. Both have a different experience and you get to learn a lot on either side. Although, when you work with an agency you don’t just work in one sector but in multiple sectors. which gives you an edge over those who have only been working on the client/brand side. 

You will be able to see growth every 6 months, or even sooner. It is different from the usual monotonous work. You enjoy it even more and success just paves its way in!

Innovation & creativity

One of the most important reasons you should choose marketing as your profession is if you are a creative, adaptive & flexible person. Today, things are constantly changing. You must consistently be innovative and creatively adapt to all situations.

Marketing boosts your thinking skills. It helps think beyond the set rules and regulations & helps you create newer approaches for different situations. This makes all the difference in the business world.

Now if you are ready to face the corporate world, you must know why Digital Marketing is the most suitable career for you in marketing. 

Digital Marketing has been quite the talk of the town in the present times. Its popularity over the past few years has seen quite an uptick. 

Digital marketing is a comparatively new stream, but is remarkably rewarding, with innumerable opportunities. It is the future of marketing and is here to stay! As a fresher, a job in digital marketing is extremely attractive, and the industry is fast-paced, exciting & one of the highest-paying jobs in the industry. Your career path is accelerated by promising digital marketing agencies in India and you have a pool of choices to choose from! 

It is estimated that by the end of 2020, there will be 2 million jobs in the digital field. Moreover, by 2022 there will be approximately 2.4 million digital career opportunities, proving that the jobs in this field will only grow exponentially.

Let’s see how your career would look in the digital marketing field

Below are the most in-demand digital marketing roles, along with the qualifications required & the average pay scale.

Social Media Specialist/Executive

A social media executive is essentially responsible for planning, ideating and executing an overall social media strategy for a brand on a daily basis. It’s an entry-level digital marketing role, for which you might or might not require any prior experience.

Skills required:

  • Basic understanding of social media handles- Facebook, Instagram, Twitter, LinkedIn, Pinterest, etc.
  • Understanding social media KPIs
  • Good communication skills, creativity, and innovative thinking
  • Keen on knowing the latest trends 

Key responsibilities:

  • Planning, ideating & executing social media campaigns.
  • Managing social media accounts & ensuring quality content
  • Coming up with engaging and creative ideas to promote the brand’s message
  • Budgeting the campaigns for maximum return

Average salary - The average salary of a Social Media Specialist/Executive in India is about Rs. 2,80,000 - Rs. 3,50,000 per year. 

Digital Advertising Specialist/ SEM Specialist

A digital marketing executive is essentially responsible for a brand’s complete online presence. For example, planning and executing online advertisements on all platforms, to increase brand awareness and generate leads.  It does not necessarily require any prior experience. There are plenty of digital marketing roles in SEM. 

Skills required:

  • Basic understanding of Google platform and affiliate marketing platform advertising channels
  • Up-to-date with the latest trends and using best practices in SEM
  • Strong analytical skills

Key responsibilities:

  • Plan and monitor the brand’s online presence on every relevant platform
  • Planning and executing online advertisements on all platforms to increase brand awareness and generate leads
  • Tracking, analyzing website analytics & reporting, pay-per-click initiatives for campaigns

Average salary: The average salary of a Digital Advertising Specialist in India is approximately Rs. 3,00,00/year and upwards. 

Content Writer

If you have a flair for writing and have a unique way with words then you must choose this as a career profession. You will be expected to create, improve, and maintain uniformity on any brand’s content you work on, to help raise brand awareness.

Skills required:

  • Creative writing skill, editing, and proofreading skills
  • Communication skill
  • Strong research skills
  • Basic business knowledge
  • Keyword research and SEO 
  • Basic understanding of website analytics tools

Key responsibilities:

  • Create long-form content in the form of blogs, website content, and more. 
  • Conduct on-site and off-site analysis
  • Create prime quality SEO-friendly content
  • Plan and execute link building strategies
  • Conduct detailed keyword research to drive website traffic

Average salary - The average salary of a Content Writer in India is approximately Rs. 3,50,00/year and upwards, depending on your experience.


The role of a copywriter is very similar to a content writer, except a copywriter writes short-form content. For example, Taglines, ad copies, short copies for social media creatives, headlines, etc.

Skills required:

  • Grammatical sense, punctuation skills
  • Catchy copywriting skills
  • Up-to-date with the popular culture, and new advertising trends and techniques.

Key responsibilities:

  • Write short-form error-proof content
  • Create a witty, attention-grabbing copy based on the campaign brief.

Average salary - The average salary of a Copywriter in India is approximately Rs. 4,20,000/year and upwards, depending on your experience.

SEO Specialist

If you have great analytical skills you can consider SEO specialist as your profession as it is a fairly technical job. Your main objective is to increase the website’s traffic and make it rank on top of Google search page.

Skills required:

  • Analytical skills
  • In-depth knowledge in keyword research, SEO copywriting, search engines, and their ever-evolving algorithms
  • Familiarization with website analytical tools such as Google Analytics.
  • Experience with website optimization tools.

Key responsibilities:

  • Conduct on-site and off-site analysis
  • Help create of prime quality SEO-friendly content
  • Conduct detailed keyword research to drive website traffic
  • Plan and execute link building strategies

Average salary - The average salary of a Copywriter in India is approximately Rs. 3,50,000/year and upwards, depending on your experience.

Graphic Designer

If you are an artist and love to express your thoughts and ideas in the form of art, you must definitely go for Graphic design.  

Skills required:

  • Familiarity with design software and technologies such as Photoshop, Illustrator & any other designing tools
  • To be able to visualize and create graphics that depict the brand
  • Attention to details
  • Think creatively and develop attention-grabbing designs

Key responsibilities:

  • Design social media creatives, ad creatives, banners
  • Understand the brand and design specific creatives according to the brand guidelines
  • Build the brand’s identity

Average salary - The average salary of a Graphic Designer in India is approximately Rs. 4,00,000/year and upwards, depending on your experience and skill set.

Web Developer 

A web developer as the name suggests is a programmer who specializes in web application development and is expected to create tools and user interface. They should also have a degree in computer science or a related field. As a web designer, you would be in charge of coding, developing, and maintaining websites right from the homepage design to site layout and function. 

Skills required:

  • Knowledge in programming languages and databases such as JavaScript, jQuery, HTML, HTML5, CSS, CSS3, Web Programming Skills, etc 
  • Knowledge of server-side frameworks such as python, ruby, PHP, Java, ASP, ASP.NET.
  • Strong programming skills, and the ability to write efficient code.
  • Knowledge of database systems such as SQL and Oracle.
  • Communication skills 

Key responsibilities:

  • Create a website UI by using standard programming languages
  • Integrate data from back-end services and databases
  • Collect and improve specifications based on technical needs
  • Build and maintain software documentation
  • Develop APIs 

Average salary - The average salary of a Web Developer in India is approximately Rs. 4,00,000/year and upwards, depending on your experience.


The above were a few of the roles, and responsibilities you’ll have when you enter the field of digital marketing. If any of the above is your area of interest, then why wait? Apply right away. You must also know that you’ll learn a lot on the job! 

You can start off by doing a certification course in digital marketing, to garner all the necessary skills you need to be eligible for digital marketing roles. 
Digigrad offers a range of courses on Digital marketing to equip you with all the right skills to help you set out on your digital marketing journey!