Digital Marketing: Meaning, Scope and Importance


Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and their websites to connect with current and prospective customers.

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

Enter digital marketing — in other words, any form of marketing that exists online.

Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they spend much of their time: online. From the website itself to a business’s online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a spectrum of tactics that fall under the umbrella of “digital marketing.”

The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals. And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid channels at their disposal.

A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company’s social media marketer might then help promote these blog posts through paid and organic posts on the business’s social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company.

Scope and Importance

Digital Marketing industry is booming not just in India but all parts of the world. The year 2016 took the industry by surprise with over 1.5 lakh job opportunities in the Digital Marketing domain. Well, the following was a bigger surprise when only the first quarter of 2017 marked for 8 lakh job opportunities.

The surveys conducted by several forums have predicted this number to grow with Digitalisation in the nation. Our Prime Minister has been actively promoting the idea of Digital India. PM Modi’s digital India campaign gained massive popularity. The initiative of Government of India is aimed at providing easy services to its natives.

Now imagine when a nation’s government is promoting the digital interaction, what do you think will be the Digital Marketing scope in that nation.

The Digital Marketing industry is at its peak at the moment due to many reasons, take a look at some of them:

It is the newest thing in town

Hasn’t the internet driven all of us crazy? well, it sure has. There was a time when a new serial on the TV used to be the hot topic whereas today, the online posts or a new music video on YouTube grabs our attention. What is this? this is a shift in the choice and preferences. Digital media is gaining mass attention because of the fresh air it has got with itself. It’s like living in a new era. We are experiencing a revolution, while we are shifting from the traditional to the Digital media.

It is flexible

Since the entire work is to be done on the internet, there is no restriction of the place. It doesn’t matter if you are at the office or at home. All you need is a device that is connected to the internet and you are sorted.  Yes, it is actually that easy. Do you want to check your bank balance? do it on your smart phone. Want to book movie tickets? pick up your smartphone and book! This is the digital age, everything is available at your fingertips.

It is easy

Accessing the digital media is no rocket science. It is a piece of cake. The newest of users also take a maximum of few days to learn how to operate the digital media. This is purely because it is designed in such a user-friendly manner that its primary objective is to ease the operations for human beings, the reason why our mobile phones are now called smartphones.

Eco- friendly

Being responsible citizens of the world it is important that we operate through mediums that do not harm our atmosphere cause being ignorant to the atmosphere will only have an adverse effect on us. The digital media additionally cuts down on paper usage. We operate the digital media over the internet and thus can save ourselves a lot of hustle in terms of hard work, long process of work and all the other drawbacks of using the traditional medias.

Fastest Reach

Previously radio was considered to have the fastest reach because of the live communication feature. Radio is still the medium with the widest reach but the new media is gradually overshadowing the most popular medias like a newspaper, television, etc.

Today, you post anything online and it gets trending within a few hours. This is because the number of users of the digital media are touching heights with each passing day.


The man kind is used to being influenced by whatever is trending the most. The virtual media has not fallen short of influencing the masses of its own new style. The social media occupying the most space has infused itself so well in the lives of the users that it is like the early morning newspaper that is a must. Only this newspaper is carried forward all day long (pun intended).

Job Opportunities

The massive user engagement calls for more and more job opportunities. The employment sector has seen a major share of jobs generated by the Digital Marketing Industry. The statistics show that the total number of job opportunities in the Digital Marketing industry to cross 8 lakh job in 2017. The career scope in Digital Marketing seems attractive to masses and that is the reason why many professionals are learning this course to enter the industry.

High engagement

It is true that the traditional media are being completely overshadowed by the internet- led Digital Marketing due to high engagement factors. The brands and companies have begun to give extra emphasis to the ad campaigns run on the internet over television ads. The revolution is here!

Small investments and big Returns

Digital Marketing ad campaigns ask for a very little amount of investments as compared to television and print ads. The high ROI is attractive enough to draw the attention of the marketers and advertisers.

Measure immediate results

An advertiser running a social media campaign can easily measure the performance of the campaign in real time without waiting for long intervals. The leads generated and online purchases are a direct measure of the performance of the campaign.

The campaign is run over the internet and the performance is measured in real time what can be better than this for a business?

There must be many more reason to the list of why  Digital Marketing industry is at its peak but we will move further from here to briefly discuss the scope of Digital Marketing jobs in India.

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