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E-Marketing/Internet Marketing & Digital Marketing

(Sales & Marketing)

Career Overview

 Connecting the dots with Digital marketing

Digital marketing is marketing carried out through the internet. A digital marketing professional is an expert at advertising products, event and services on the web. So join a career in digital marketing to know how to wield the intricate nuances of the web to your advantage.

Google… everyone who has access to internet would certainly take help from it. Have you ever noticed that there are certain websites that always appear on top of the list of search results? Some links appear on the top or to the right, several advertisements appear.  Have you observed, links of travel sites blinking in several web pages. Just, look back and take a peek at the browsing history, you will find something very curious. I will leave it up to you to explore. Christopher Nolan’s “The Dark Knight” and the academy award-winning role by Heath Ledger; remember the online marketing campaign used to promote the movie. Welcome to the world of digital marketing. 

Required Education

Similar to most other careers in marketing, education in marketing is required. The most desirable qualification would be an MBA or PGDBM in Marketing. A minors in Information Technology or a technical background will propel ones career further.

Career Path

Course Details

For a career in digital marketing, it is preferable to be a post-graduate, mostly, MBA (Marketing). Hence, the list of top business schools is given below for a quick reference.

Top Institutes (India)






Indian Institute of Management








At least 10+2+3 in any discipline







Indian Institute of Foreign Trade

New Delhi



At least 10+2+3 in any discipline


IIFT entrance exam


Indian School of Business





At least 10+2+3 in any discipline




Management Development Institute






At least 10+2+3 in any discipline



Mostly, Work-Experience is required.


Top Institutes (Overseas)

Following are the top B-schools in the world

Institute Courses Average Score in GMAT Country Website
University of Chicago – Booth School of Business MBA 720 USA https://www.chicagobooth.edu/
Stanford Graduate School of Business MBA 720 USA https://www.gsb.stanford.edu/
Harvard Business School MBA 730 USA http://www.hbs.edu/Pages/default.aspx
University of Pennsylvania-Wharton MBA 728 USA https://www.wharton.upenn.edu/
London business school MBA 700 UK https://www.london.edu/
INSEAD MBA 703 France http://www.insead.edu/home/
University of Oxford- Saïd Business School MBA 690 UK http://www.sbs.ox.ac.uk/
HEC Paris MBA MBA 690 France http://www.mba.hec.edu/
NUS Business School MBA  672 Singapore http://bschool.nus.edu/
HKUST Business School MBA  600 Hong Kong http://www.bm.ust.hk/

Source: Financial Times, QS

Other than GMAT/SAT/GRE, it is mandatory for the students to appear for IELTS/TOEFL. Scores above 100 are considered to be good in TOEFL. Again, one should remember that while applying for the MBA schools, the score in entrance is only a fraction of the parameters used for judging a candidate. Everything in the application really does matter, including the application essays and recommendations.

Cost in Fees

The cost of a MBA from a top college in India would range between INR 8.0 lacs to INR 25.0 lacs including allied costs. An MBA from abroad would range between INR 35.0 lacs to INR 90.0 lacs including allied costs. Executive MBAs, mostly for experienced candidates cost much higher, but the advantage is that the duration of course is shorter and the peer group is usually better.

Job Profiles

Broadly, one has to work in the either of the broad profiles:

  • Digital marketing manager
  • Product marketing manager
  • Account manager
  • Internet marketing manager
  • Internet channel marketing manager

The responsibilities of a digital marketing specialist would include:

  • Planning and executing all web, SEO/SEM, marketing database, email, social media and displaying advertising campaigns
  • Designing, building and maintaining the social presence of the organization
  • Measuring and reporting performance of all digital marketing campaigns, and monitoring performance
  • Identifying trends and insights, and optimizing spends and performance based on the findings
  • Brainstorming new and creative growth strategies
  • Planning, executing, and measuring conversion tests
  • Collaborating with testing teams to create landing pages and optimizing user experience
  • Utilizing strong analytical abilities to evaluate end-to-end customer experience across multiple channels and customer touch points
  • Collaborating with agencies and other vendor partners
  • Evaluating emerging technologies.
  • Stay abreast of changes in marketing environment and align the plans according to the requirement keeping in sync with the objective of the organization

Opportunities and Growth

Things have changed since Tim Berners Lee invented the world wide web in 1991. Since then, there have been some landmark events that have redefined the way we live or work. Firstly, “Google”, the search engine that brought a paradigm shift in the way we sought information. The second would be online streaming and thirdly, social media.

Do you know that 86% of the viewers do not trust traditional advertising any longer. There has been a dip of ~19% in newspaper advertising rates globally, and less than 20% of TV advertisements generate positive return on investment? In the US, 97% of people use web search for finding products! More than 50% of the companies in developed world are finding leads through internet. How do you find the best travel destinations, the best hotels, or, the phone numbers of travel agents when you travel? Most would answer, Google or internet! Yes, it is the future. And, internet marketing professional have a very lucrative career ahead.

Industries to Explore

A digital marketing manager would be working in the following industries:

  • Online travel portals like MakeMyTrip, Goibibo
  • E-commerce firms like, Flipkart, Amazon, Snapdeal
  • Hospitality companies like, The Taj Group, Hyatt, The Indian Hotels
  • Banking and Financial Services Industry (BFSI):
    • Investment Banks like, JP Morgan, Goldman Sachs
    • Banks, like, Deutsche Bank, HSBC
    • Brokerage firms like Sharekhan, Kotak Securities
  • Consulting Firms like, Ernst & Young (E&Y), Mckinsey, Accenture
  • FMCG : Companies like, P&G, Unilever, Reckitt Benckiser, Nestle

The CV of a digital marketing manager

The key skills that the recruiters look for in a digital marketing manager are:

  • Excellent communication and interpersonal skills – The job profile requires regular interaction with various stake-holders, be it the key management of the company, or, the client
  • Ability to work under pressure A digital marketing manager has to work under strict deadlines, and most entry-level profiles require to stretch long.
  • The individual should be self-motivated, proactive and passionate about marketing
  • Strong programming skills in website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends) and ad serving tools (e.g., DART, Atlas)
  • Highly creative and ability to devise digital campaigns that engage, inform and motivate target population
  • Strong analytical skills and data-driven thinking
  • Up-to-date with the latest trends and best practices in online marketing and measurement

Other than the above it is desirable to have the following:

  • Demonstrable experience in leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns
  • Experience in optimising landing pages and user funnels
  • Experience with A/B and multivariate experiments
  • Knowledge of HTML, CSS, and JavaScript development and constraints
  • Knowledge/experience in setting up and optimising Google Adwords campaign


The compensation for the digital marketing managers are good. In India, the typical salary for an entry level would range from INR 5.0 lacs per annum in the role of an analyst and if someone joins in managerial post, his salary would be around INR 12.0 lacs per annum. The US counterparts earn more than $ 40,000 per annum. For the beginners, it can go upto $ 100,000 per annum. However, the salary may vary depending on a number of factors including industry, company size, location, years of experience and level of education.

 What Next?

  • The digital marketing manager would look forward to climb up the ladder and become a product marketing manager or an account manager
  • The marketing manager looks forward to head the digital marketing division or become the Chief Marketing Officer
  • Veterans become global consultants or marketing gurus, advising firms and devising digital marketing strategies


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