Why digital marketing lost its glory too early !
Digital marketing has sooner or later ended up even more before making a steady impact.
Normally, any skills specific trend remains out to be for say 4-5 years until people with that specific skill set are available in abundance.
According to a data by JustDial, Hyderabad alone had more than 300 institutes running digital marketing training in Hyderabad alone.
These institutes have different price bands across various contents and duration of the course.
No institute had any up to date information to make aspirants job ready because of the industry is still evolving at a growing rate. The skills or methodologies learnt now would be obsolete in near future because there will be a better way to do it.
Due to this maximum aspirants lose rhythm to be in sync with the industry standards which are in demand.
It was quoted by leading institutes like Udacity, DSIM, Digital Vidhya among few that there is a demand of more than 1 lakh digital marketers and atleast digital marketing person is required per business.
Opportunity seems to be very large, but the medium to reciprocate the demand is very poor.
Nearly 80% of the 30 institutes I visited lacked very basic quality of teaching, and had poor clarity of concepts of digital marketing. few institutes are being run by people who are had just learnt recently and set up their own shops to take advantage of the situation.
Let's see what has gone wrong with regards to digital marketing in India.
Digital Marketing is not for everyone.
Every institute markets by saying digital marketing can be learnt by anyone, from any education background regardless of age and subjects.
That's not true, as the term itself defines digital marketing, marketing digitally - you should be thorough with the concepts of marketing like STP, research of target group, understanding the industry, identifying gaps and learning competitors too. A person who is a well qualified marketer is the right fir for the digital marketing learning.
For example, a sales person is actually very good fit for this course, because the sales people scan the market for various opportunities, know the pulse of the market, and infact understand how to persuade the customer. Where as the point to remember and understand is it is very hard to convince a a customer face to face how it can be done digitally where no human interaction?
That's all the above mentioned skills are highly important.
Not relevant content
Institutes have largely been dependent on making the courses understandable only but not making it worth performing practically.
The content is like guide, which says writes an overview about each and everything which is understandable when you login and start operating it. But why, how, and the relevance behind that feature and history of that feature is never discussed which forms a gap between the purpose of the feature and how it is being used.
This makes them aware about all the things that are inportant but aspirants become blank and less confident when it comes to performing it live as its usage in real life is not known.
Hype around digital marketing
Digital marketing was a buzz word from 2016 end to 2018 end. Daily searches regarding digital marketing shot up to 1 crore per day too.
Companies who were training digital marketing concepts were into it to create profits and make much of the market share to drive growth. Claims like job assistance, practical training, free tools, eminent faculty have created a very good impact on people who wanna pursue the course. But the tools being provided for a certain cost or which are said to be free or enrolled aspirants are already available for free, just due to lack of awareness thousands of people were duped into it without even knowing how its possible. An average salary of a digital marketer is getting is Rs 16k keeping in mind all the technologies or platforms learnt. But the job roles are more into operations where learning of digital marketing was not even required, it was just like managing your own account to check comments, notification, customer support while the cost of the courses started from minimum Rs 20k to maximum Rs 1 lakh for the whole course.
Specialization in courses
Digital marketing is a simple term but has numerous career opportunities.
Job profiles that can be created solely from digital marketing like Content Marketers, Digital Strategy, Digital Marketing manager, Social Media Manager, Community Manager, Digital Transformation specialist. These job roles required a very specific content to be taught but it was lacking.
The present people who are working into these job roles have either learnt themselves by trial and error method or through specialized blogs from different countries. The opportunity and demand is big but the supply is getting too low with poorer quality.
Certificates don't have any value
The institutes which deliver courses promote their own certificates too. Where as certification from the very own platform is required and that's what is important, but institutes started issuing certificates which have got no use for the companies to trust that and hire people. But the publisher companies like Google, Facebook, have their own certification process which makes one eligible and technically sound for performing on their platforms.
There are set of untold rules which makes digital marketing a diverse course where you just cannot rely on data by strong assumptions and in depth understanding of platforms is very much necessary too which will help you focus on how each feature can be used to add value to the campaign in action.
Normally, any skills specific trend remains out to be for say 4-5 years until people with that specific skill set are available in abundance.
According to a data by JustDial, Hyderabad alone had more than 300 institutes running digital marketing training in Hyderabad alone.
These institutes have different price bands across various contents and duration of the course.
No institute had any up to date information to make aspirants job ready because of the industry is still evolving at a growing rate. The skills or methodologies learnt now would be obsolete in near future because there will be a better way to do it.
Due to this maximum aspirants lose rhythm to be in sync with the industry standards which are in demand.
It was quoted by leading institutes like Udacity, DSIM, Digital Vidhya among few that there is a demand of more than 1 lakh digital marketers and atleast digital marketing person is required per business.
Opportunity seems to be very large, but the medium to reciprocate the demand is very poor.
Nearly 80% of the 30 institutes I visited lacked very basic quality of teaching, and had poor clarity of concepts of digital marketing. few institutes are being run by people who are had just learnt recently and set up their own shops to take advantage of the situation.
Let's see what has gone wrong with regards to digital marketing in India.
Digital Marketing is not for everyone.
Every institute markets by saying digital marketing can be learnt by anyone, from any education background regardless of age and subjects.
That's not true, as the term itself defines digital marketing, marketing digitally - you should be thorough with the concepts of marketing like STP, research of target group, understanding the industry, identifying gaps and learning competitors too. A person who is a well qualified marketer is the right fir for the digital marketing learning.
For example, a sales person is actually very good fit for this course, because the sales people scan the market for various opportunities, know the pulse of the market, and infact understand how to persuade the customer. Where as the point to remember and understand is it is very hard to convince a a customer face to face how it can be done digitally where no human interaction?
That's all the above mentioned skills are highly important.
Not relevant content
Institutes have largely been dependent on making the courses understandable only but not making it worth performing practically.
The content is like guide, which says writes an overview about each and everything which is understandable when you login and start operating it. But why, how, and the relevance behind that feature and history of that feature is never discussed which forms a gap between the purpose of the feature and how it is being used.
This makes them aware about all the things that are inportant but aspirants become blank and less confident when it comes to performing it live as its usage in real life is not known.
Hype around digital marketing
Digital marketing was a buzz word from 2016 end to 2018 end. Daily searches regarding digital marketing shot up to 1 crore per day too.
Companies who were training digital marketing concepts were into it to create profits and make much of the market share to drive growth. Claims like job assistance, practical training, free tools, eminent faculty have created a very good impact on people who wanna pursue the course. But the tools being provided for a certain cost or which are said to be free or enrolled aspirants are already available for free, just due to lack of awareness thousands of people were duped into it without even knowing how its possible. An average salary of a digital marketer is getting is Rs 16k keeping in mind all the technologies or platforms learnt. But the job roles are more into operations where learning of digital marketing was not even required, it was just like managing your own account to check comments, notification, customer support while the cost of the courses started from minimum Rs 20k to maximum Rs 1 lakh for the whole course.
Specialization in courses
Digital marketing is a simple term but has numerous career opportunities.
Job profiles that can be created solely from digital marketing like Content Marketers, Digital Strategy, Digital Marketing manager, Social Media Manager, Community Manager, Digital Transformation specialist. These job roles required a very specific content to be taught but it was lacking.
The present people who are working into these job roles have either learnt themselves by trial and error method or through specialized blogs from different countries. The opportunity and demand is big but the supply is getting too low with poorer quality.
Certificates don't have any value
The institutes which deliver courses promote their own certificates too. Where as certification from the very own platform is required and that's what is important, but institutes started issuing certificates which have got no use for the companies to trust that and hire people. But the publisher companies like Google, Facebook, have their own certification process which makes one eligible and technically sound for performing on their platforms.
There are set of untold rules which makes digital marketing a diverse course where you just cannot rely on data by strong assumptions and in depth understanding of platforms is very much necessary too which will help you focus on how each feature can be used to add value to the campaign in action.
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