Interview Series – Decoding Digital Marketing Careers
Digital Marketing can be seen as a new philosophy and business practice emerging with improvements in technology. Goods, services, and even ideas and information can be marketed using the internet today. Traditional marketing still exists, but it has slowly begun to dissolve for a majority of the market. Digital marketing makes shopping easier for the consumer. If a seller knows what his target audience wants, it makes marketing so much easier. This is exactly how digital marketing helps. It allows brands to analyze what worked where, for who, and how much. So that, the next time, they can target a more specific audience. It can majorly benefit the promotion of any business. Be it service provision, application development, or anything practically that can be sold. It is not difficult to see why so many businesses prefer this form of marketing for promotion. It is cost-effective in multiple ways and can help small businesses to get traction.
In this interview, Prince Kumar Singh, currently a Team Lead - Digital Marketing at InnoServ Digital, talks about his journey and role, along with advising our future digital marketers.
Prince has around 10 Years of Experience in the Digital Marketing field. He has been associated with InnoServ Digital for the last 5 years and has experience working in Digital Marketing Delivery, Client Servicing, Team Handling, and Sales roles. He has worked with some of the leading clients in the Higher Education, Healthcare, Travel, and Automobile sectors. He is an expert in Social Media Marketing, Implementing Inbound Marketing Methodology, Online Reputation Management, Optimizing Website UX, and Search Engine Optimization (SEO). A regular participant in events organized by Facebook, Google, and other Digital Marketing communities to be updated with the latest trends. He is also the host of a podcast channel "Digital Marketing Gyaan" where he keeps on sharing Digital Marketing tips and also interviews global industry leaders on some of the popular Digital Marketing topics.
You’ve been in the digital industry for so many years now, how has your journey been?
Prince KS: It has been more than 9 years into the digital marketing industry, I will be completing a decade somewhere in March 2022. The journey has been amazing till now, there were several ups and downs, but I was fortunate to have a few good mentors and clients on my side who helped me and encouraged me to take the difficult paths. I started my journey as an SEO executive and currently, I am working as a Team Lead – Digital Marketing. In the initial years, I had my inclination towards website development and SEO, but gradually I shifted towards Social Media Marketing and now, more focus is on client interaction, account management, and creating digital marketing strategies.
As a digital marketer, what keeps you inspired & motivated to perform in your best interest?
Prince KS: Despite having spent a good time in this industry I think there is a lot more to learn. Each day comes with new challenges and opportunities to make campaigns better. It can be improving user engagement on social media platforms, planning innovative social media strategies, or learning from competitor analysis. The user behavior and social media strategies keep on changing with time which makes the field interesting.
To keep myself updated with the latest social media updates, I regularly attend webinars by Facebook, Semrush, Hootsuite, Moz, and by the Industry leaders. Also, to keep me motivated and inspired to give my best in digital marketing, I have recently started a podcast channel with the name Digital Marketing Gyaan. Here, I share my learning and also take the opportunity to interact and interview global digital marketing experts. It is one of the best ways for me to get my doubts cleared and have a better understanding of the concepts with the area experts who are generally at the CEO and CXO levels.
What evolution have you seen in Digital Marketing over the last few years?
Prince KS: The time spent by users on social media platforms has increased but at the same time having a trustful fanbase for brands and businesses has become more difficult. The main reason for it is, every business wants to have its dominance on social media platforms. For customers, it has become easy to select from multiple options with just a few clicks on their mobile. Because of this, getting quality leads is not an easy task now. One needs to do proper campaign planning and funnel strategy to have quality leads.
Which is that one digital campaign that stands out for you?
Prince KS: For one of our academic clients, we planned a social media campaign focusing on the Facebook Group. We encouraged the aspirants to join the group to have an instant resolution to their admission-related doubts. The strategies for the next 3-4 months were planned well in advance and when students started joining the group, we were able to observe a lot of engagement. Several activities were planned to range from Question-Answer sessions to LIVE interaction with faculties, students, and alumni. The campaign helped in building trust in the brand and led to a better admission conversion rate.
If you were asked to list down the three must-know tools for a budding digital marketer, what would they be?
Prince KS: There are many free and paid tools available today which have made digital marketing a bit easy. I would recommend these 3 free tools:
1. Google Analytics – It is a must-know for anyone who is going to practice SEO.
2. Canva – If you are not a professional designer, this tool is very useful for you. You can create social media creatives, mailer templates, and short videos very easily with its readymade templates and pick & drop facility.
3. Mailchimp – If you want to do email marketing, then you can try this tool. It has several templates to use and also a dashboard that gives the analytics of your email marketing campaign.
According to you, which is the biggest challenge currently being faced in this career profile?
Prince KS: Having RoI-focused work. Most digital marketers go on doing regular digital marketing tasks without understanding the results and expectations. As digital marketers, we must understand the end-users or customers first and then plan our digital strategies to meet the objective. Having more focus on analyzing the tasks and optimizing them is the key to outperform your competitors.
Lastly, what do you think is the next major trend in Digital Marketing?
Prince KS: The consumption of the audio form of content is increasing day by day. It is because of the ease it provides for continuing our regular work and listening to amazing conversations. More and more players are entering into this field such as Spotify Greenrooms, Clubhouse and there is news that Facebook is also experimenting with LIVE audio rooms. Brands have also started taking it seriously in India and are in the initial stages of creating their podcast channels. According to KPMG, India is the third-largest podcast-listening market globally and is expected to be valued at INR 17.62 Cr by 2023. Therefore, it will be the next major trend which we will see in the next 1-2 years.