Digital Marketing as a Career Option

Many of us might have experienced cab rides with Uber or Ola. Uber services have become popular in many cities around the world. But do you know how many cars Uber actually owns? If you find out the number of vehicles owned by Uber, then one may find that they actually own no vehicle at all. Similarly, another popular word nowadays for traveller is Oyo rooms. If you look at how many hotels or resorts or home stays are owned by Oyo rooms, then we will find that they actually own no hotels or rooms. Now the big question is: if they do not have their own arrangement or infrastructure, then how are they doing business?

These things remind us of an emerging career option. Well, we are talking about digital marketing or digital ways of doing business. Online business is something that takes place online or through the digital mode. It is done through the internet or online services. 
Today, in this edition we are talking about career options related to digital marketing. Digital marketing (also known as data-driven marketing) is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
All of us use mobile phones. Gone are the days when we used to use simple phones with torch lights but now we can see smart phones everywhere. Android or iOS or similar operating systems are available which are making our lives easier and simpler. Communication has improved tremendously and now it is easy to communicate with any person living anywhere on earth. I am writing about digital marketing as many students ask me about the scopes of digital marketing and how one can build a career related to digital marketing. 
Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as more and more people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.
Digital marketing techniques such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games are becoming more common in our advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), call back, and on-hold mobile ring tones.
Digital marketing, the promotion of products or brands via one or more forms of electronic media, differs from traditional marketing which has been practised for a long time. The person engaged with digital marketing can be termed as digital marketers and they monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn't work, etc. 
Well, the most essential knowledge needed to be associated with this field is knowledge about technology. Initial knowledge should be digital literacy. Anyone who is an expert in internet knowledge may get involved in digital marketing. There are short term courses designed for digital marketing. Digital media is so pervasive that consumers have access to information any time and any place they want it. Digital media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers products which are tailored to their needs and preferences.
We need to know some of the key words connected with digital marketing. In this regard, mobile marketing is a multi-channel online marketing technique focused at reaching a specific audience on their smart phone, tablets, or any other related devices through websites, e-mail, SMS and MMS, social media or mobile applications.  
We are also familiar with many online portals engaged in trade and commerce. Many of us shop online and order items through the internet. There are websites like Amazon and others. Online sites have more or less all the products and customers can easily buy those products using mobile phones or laptops or computers. Apart from buying through digital marketing, we may also market our products. For getting involved in digital marketing, all we need is our website, Blog post, Infographic, Interactive tools, social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.), earned online coverage (PR, social media, and reviews), online brochures and look books, branding assets (logos, fonts, etc.). It is not difficult to become a digital marketing professional.  
As most of us are using Facebook, this tool can be used to become digital marketing professionals. One may learn more about the Facebook family of apps and services with Facebook blueprint. Lots can be learned from Facebook blueprint. There are many other online courses related to digital marketing. 
The digital marketing industry in India has now spread to almost all the business sectors. Some of the applications of E-Marketing are shopping and order tracking, online banking, payment systems and content management. The power of digital marketing allows geophysical barriers to disappear, making all consumers and businesses on earth potential customers and suppliers. 
Readers' Questions: 
Q. I would like to know about some of the reputed international scholarships which are available for Indian Students to study aboard? 
Swaraj Saikia, Dibrugarh
Reply: There are many international scholarships available for Indian students. I have been writing about different scholarships in this column. I would like to mention some of the scholarships which are available for Indian students. Please check their websites separately for further details. 
Some of the scholarships are: Dr Manmohan Singh Scholarships, Oxford and Cambridge Society of India Scholarship, USIEF Fulbright-Nehru Fellowships, Chinese Government Scholarship, International PG Research Scholarship by Australia, Israel Government Scholarships, Raman-Charpak Fellowship for Indian and French Ph.D students, Tata Scholarship for Cornell University, Oxford University's Rhodes Scholarship, University of Sheffield's Scholarship, India4EU II Scholarship to study in Europe, Commonwealth Scholarship and Fellowship, Inlaks Scholarship, etc.  Some of the foreign scholarships are coordinated by Ministry of HRD and some are directly coordinated by other universities or institutes. 
Q. I would like to know more about exams conducted by SSC? 
Urmila Phukan, Guwahati
Reply: Some of the exams conducted by SSC includes: Combined Graduate Level Examination (CGL), Combined Higher Secondary Level (CHSL) 10+2 Examination, Multitasking (Non-Technical) Staff Examination, Scientific Assistant Exam, Stenographers Grade 'C' and 'D' Examination, SSC Constables (GD) in CAPFs, NIA & SSF Examination, Sub Inspector In CPOs Exam, Junior Engineer (Civil & Elect) Examination, Junior Translators (CSOLS) /Junior Hindi Translators Examination, Section Officer (Audit | Commercial) Examination, Food Corporation of India (FCI) Examination, Lower Division Grade Limited Departmental Competitive Examination (LDC). You may get all details from the official websites of SSC or you may visit the office in Guwahati for further details. 
1. Eiffel Scholarships for International Students in France: The French Ministry of Foreign and European Affairs offers Eiffel scholarships for international students annually. These scholarships are awarded for pursuing a master degree at French host higher education institutions and a PhD through a thesis joint supervision or co-tutorship with a foreign higher education institution partner. Last date for sending application is 12th January, 2018. 
2. Japan Foundation for UNU (JFUNU) Scholarship: The United Nations University is offering sustainability scholarship for outstanding applicants from developing countries. Scholarships are available for undertaking MSc programme at UNU. Last date for sending application is 28th February, 2018. 
Ranjan K Baruah is a social activist and career mentor who has conducted career awareness programme in different parts of Assam and Northeast India and can be reached at [email protected] or 98640 55558 for any career related queries