Since the advent of the Internet by Vinton Cerf and Robert Kahn, the world has been rapidly moving towards the digital sphere. In 2020, the online world took a further leap from traditional forms of marketing to digital marketing. With education going completely online, to brands creating an online presence, everything went digital during the pandemic. Organizations started focusing more on digital tools rather than newspaper ad space, television commercials, or billboards. According to Statista, the digital advertising industry is expected to grow approximately to INR 360 billion by 2023.* This has opened floodgates of employment opportunities in digital marketing. 

If social media, being on top of trends, and curating content are your thing, digital marketing can be a great career for you. Before you learn how to become a digital marketing specialist, you need to understand what skills are required to become one, and what are the roles and responsibilities involved. 

Who is a digital marketing specialist?

A digital marketing specialist uses digital marketing channels to establish brand awareness, generate leads, and increase conversions. Their role is to make sure that the brand reaches potential customers, and to convert them into consumers. Digital marketing specialists manage all major digital marketing channels, depending on the size of the company. They often work in social media management or content marketing. A digital marketing specialist monitors and analyzes marketing campaign data to determine if the strategies are effective. They need to be the communication link between the internal teams and the brands they work with by collaborating and staying on track. 

If you are interested in knowing how to become a digital marketer, and you’re reading this blog because you are on the cusp of planning a career in digital marketing, be sure that you want to handle the following tasks each day. It’s crucial that you consider the day to day roles of the job and what skills it requires to see if it’s a fit for you before planning your next steps. 

Roles and responsibilities 

  • Content strategy: A digital marketer is responsible for the design and functionality of a company website, and the creation and implementation of a content strategy to ensure that the brand objectives are achieved.
  • E-commerce: A digital marketer is responsible for converting website visits into online sales. Online shopping can be made easier by introducing special deals and making the process as seamless as possible.
  • SEO and SEM: A digital marketer ensures that the website is easily visible to the target audience. Search engine optimization (SEO) or search engine marketing (SEM) are two ways digital marketers help drive relevant traffic to their websites.
  • Social networking: A digital marketer is also responsible for managing a firm’s online presence and branding. Social networks such as Facebook, Twitter, and Instagram allow businesses to engage with consumers in real-time, and a digital marketer is responsible for this communication.

Skills required to be a digital marketer

Data analysis 

Data analytics refers to the utilization of functional procedures and modern software to gather and process a wide range of information from different online interactions of the target market. These online interactions could be in the form of content consumed, online transactions, search queries, and other relevant footprints relevant to the business. With the number of online tools available to measure data across different platforms, it becomes relatively easy for marketers to analyze and make marketing decisions.

Content creation

The heart of digital marketing is generating content that will pull a company’s target audience to the brand. The aim should not only be to create high-quality content and SEO-friendly content, but also to understand the process of how to effectively get audiences to engage. It is recommended to keep evergreen content a part of the goal. This means that if a customer finds the content a day later or years later, the information will still be relevant to their needs. 


Google’s algorithm is constantly modernizing, and the importance of utilizing applicable and specific keywords has skyrocketed. Search engine optimization (SEO) becomes an essential skill that every digital marketer needs to have to support all levels of digital marketing. The technical aspects of SEO can be handled by the more technically-oriented people in the team. However, having solid knowledge of the theory behind the dynamics of SEO is crucial to effective marketing efforts.

Customer relationship management

Monitoring customer experience helps companies understand the growing needs of their target audience. Digital marketers need to develop skills in customer relationship management which involve strategies they can use to monitor and maximize customer experience. Connecting with customers on a more emotional and personal level is always an added advantage for the brand as it increases the chances of customer loyalty. Skills such as empathy and communication should be present in a marketer to improve customer relationship management. 

Communication skills

Good communication skills in a digital marketer include variables such as spreading impactful messages, establishing trust, and building relationships. The motive is to create a message and deliver it to customers in a way that is concise, interesting, and relevant. A digital marketer should look at things from a different perspective and communicate ideas in a way that the audience will understand and relate to. 

Social media  

Social media is an arena for public conversations. Digital marketers can use that to their advantage to convey relevant messages to the right audience. There is more to social media than just posting content. The quality of content, relevance, and engagement with the audience are 3 factors that marketers need to understand while creating social media strategies. Each social media platform has its own algorithm which helps businesses target their content to a specific audience and help them get accurate data. Some new tools such as paid advertising, boosted posts, and business groups help companies better establish their presence on social media. 

Basic design skills 

Visual content gives you more exposure than written content. Videos are taking over the internet because they are known to have a higher conversion rate, engagement, and higher SEO rankings. It is best for digital marketers to have basic knowledge of software such as Adobe Creative Suite (Photoshop, After Effects, Illustrator, InDesign), Canva, and Inkscape to help you create a range of visual content. 

How to become a digital marketer after 12th?

The demand for digital marketers has increased dramatically in recent times. To pursue digital marketing as a full-fledged career, there is no rule for the subjects you choose after grade 10. Generally, commerce is preferred as it gives a deep insight into marketing. Other subject combinations are also welcome. A student must complete 10+2 education from a recognized institute with an average score of at least 50%. You become eligible for admission to a digital marketing program either as an undergraduate degree, diploma, or certificate. The institutes offering this course may conduct an admission exam at the time of entry. 

Let’s take a closer look at some of the educational options you have available. 

Name of institute: Indian Institute of Digital Education

Duration: 4 months

Location: Remote (Online)

Fees: INR 72,033

Name of institute: Chandigarh University

Duration: 3 years

Location: Chandigarh

Fees: INR 2,10,000

Name of institute: YMCA

Duration: 6 months – 1 year

Location: New Delhi

Fees: INR 64,900 – INR 1,28,000

Name of institute:  Loyola Institute of Business Administration

Duration: 2 months

Location: Chennai

Fees: INR 20,000

Online courses can be found on YouTube, Udemy, Coursera, LinkedIn, and the like. There are certified courses which can be pursued according to your comfort and time. 

Digital marketing courses are provided by institutions in a variety of specializations. Students can choose from within their field of interest. Some of the specializations in digital marketing are:

  • Content marketing
  • Email marketing
  • Influencer marketing
  • Mobile marketing
  • Social media marketing
  • Video marketing
  • Website management
  • Web analytics

Career opportunities as a digital marketing specialist

Digital marketing has proven effective in establishing a presence in the marketing industry. This shift in marketing strategy has created a whole new pool of employment opportunities. Building a career in digital marketing in India is one of the best options for students and professionals. Following are the career opportunities in digital marketing that you can pursue according to your interests and skills:

  • Content creator
  • Content marketer
  • Email marketer
  • Market research analyst
  • PPC search manager
  • SEO manager
  • SEO media manager
  • SEO executive
  • SEO analysis
  • Social media manager

Advantages of being a digital marketer

A career in digital marketing comes with a lot of advantages. 

No specific education required

If you wish to learn digital marketing, you can pursue it without worrying about your educational background. Your academic background holds little to no importance. Yes, it might be slightly easier for a marketing professional to grasp the principles of digital marketing, but it does not mean it would be a great challenge to others.

Increasing demand for digital marketers

Every business is shifting its advertising dollars from conventional marketing methods to digital marketing. As a result, companies are on the lookout for digital marketers to help them survive in the market. Digital marketers are in high demand, so companies are generously compensating them.

High-paying jobs

Digital marketers are in high demand, but the supply is low. When applying for a job as a digital marketing specialist, negotiate for your remuneration and expect a higher salary.

Fast-growing industry

The digital marketing industry has been growing at a fast pace. Despite covid-19, it continues to grow and has helped businesses thrive in difficult times and re-establish themselves. Further, it is projected to grow at an even higher pace.

Diverse career paths

Digital marketing offers you the opportunity to work for multiple businesses and industries. A fresher or a working professional, you will find something for yourself. By learning digital marketing, you specialize in many skills. Hence, you can choose from diverse career paths like being a SEO Expert, SEM Expert, Social Media Manager, Analytics Manager, or Content Marketing Manager. 

Entrepreneurship opportunities

Learning digital marketing tools will help you step into the entrepreneur world. You have the option of starting your own digital marketing agency or promoting your own company. Digital marketing can be the most cost-effective form of promotion when the right audience is targeted. Analytical tools are used to track your success and develop better plans. 

Explore different sectors

Working in digital marketing will help you acquire knowledge and explore various sectors. Digital marketing applies to every business in the world. From pharmaceuticals to fashion, the demand for digital marketing remains the same in every business. Digital marketing will help you efficiently apply yourself and build a lucrative career in every sector.

Work in a diverse workplace

In the digital marketing industry, you will be surrounded by diverse individuals with diverse skills. Regularly working with people, you will grow and learn new things from a fresh perspective. Working in a diverse workplace will help you increase your productivity, creativity, and help you gain a range of skills. 

The demand for digital marketers has grown tremendously over the years and will keep growing. Internet access has become more affordable, mostly everyone has a smartphone and uses the internet to promote their brands. If you are interested in learning how to become a digital marketing specialist, you can rely on our experienced career counsellors to guide you through it. Reach out to LaunchMyCareer for more assistance. 


Statista. Indian market size of digital advertising industry. Published January 2022. Accessed June 30, 2022.