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Scope of Digital Marketing in India – COVID-19 Updated

If you’re wondering what the scope of digital marketing in India looks like, then reading this blog may be a good headstart! You can find out about the growth, future, nature, job scope, and a lot more and dive deeper into the scope of digital marketing in India. 

But before we delve into the need and scope of digital marketing in India, let’s understand the importance of digital marketing and why do companies use it.  

Digital Marketing is the marketing activity of promoting goods/services using digital channels. And today, almost everyone is online. With access to cheap data and affordable smartphones, the number of people across the globe who have access to the internet has increased exponentially. 

So, connecting the dots, if the companies want to connect with their 

  • Potential customers on a global level
  • Engage with them
  • Create brand awareness
  • Sell and promote products/services at affordable prices
  • Earn higher ROI 

Then they can carry out all of this through digital marketing. 

Businesses today leverage digital channels such as social media, search engines, email, and websites to connect with current and prospective customers. Companies also hop on the bandwagon of the latest digital marketing trends to update themselves with the current industry standards.


Now, let’s look at the growth of digital marketing.

Contents  show 

The Growth of Digital Marketing – Covid Updated

The scope of digital marketing in 2020 and 2021 has seen drastic growth. When we think of the key indicators of success in marketing, the first thing we think of is the number of people reached through marketing practices. The internet’s penetration has reached outstanding numbers. Looking at India, it has the 2nd largest number of internet users in the world.\


By 2023, the number of active Indian internet users will grow to almost 666 million. Thus, this indicates that a larger share of people are shifting online and hence it makes complete sense to start marketing online.

As a consequence of so many people online, we saw an increase in the consumption of data. Earlier a user consumed approximately 500MB to 1GB monthly data in 2016, whereas an average user is recorded to utilize around 13.5GB of monthly 4G data in December 2020. This number further grew by 20% as an increased number of people started subscribing to various platforms for video consumption as well other dependencies on the Internet. 

Another significant impact of covid-19 has been the tremendous growth of OTT platforms which resulted in being one of the fastest-growing markets in India. The lockdown elevated the consumption of content on the OTT platforms right from 181 billion minutes to almost 204 billion minutes in the last 365 days!

Furthermore shocking was that the search volume per month for ‘digital marketing courses’ was nearly 60,500 in the month of May 2019 and it further experienced a whopping growth rate of 49.5%, which means 90,500 searches for it in May 2020, right when we were at the peak of the pandemic. And the number of searches continues to grow even while you’re reading this blog!




This shows that people are realizing the importance of digital marketing and are showing interest in pursuing a career or knowledge in this field.

As reported by Dentsu Aegis Network, the total advertising industry of India in 2019 was valued at INR 68,475 crores and it was calculated to be INR 75,952 crores by the end of 2020. That’s a massive 10.9% growth rate. This goes on to showcase that even during the pandemic, there was an increase in the amount of money that was channeled into advertising, especially the digital channels.

Companies are giving so much importance to digital marketing that some of the biggest ones are restructuring their marketing budget to shift their focus to digital. 

Another important thing that we noticed was that the major contributors to the growth of digital marketing in India were these metropolitan cities- Delhi, Mumbai, Hyderabad & Chennai. Directly proportional to the growth that they bring in is the number of digital marketing jobs that they produce each year.

Needless to say, if you belong to any of these cities and planning to build a career in digital marketing, you are absolutely on the right track. In case you are looking for top institutes in these cities, check out these blogs:

  • 6 Best Digital Marketing Courses in Delhi – 2021 Edition
  • 6 Best Digital Marketing Courses in Hyderabad – 2021 Edition
  • 6 Best Digital Marketing Courses in Chennai – 2021 Edition

In light of the COVID-19 pandemic, businesses are relying on digital marketing now more than ever. According to GlobalData, the growth of the Indian e-commerce market is pushing to ₹7 trillion by 2023 due to the lockdowns. With every consumer locked down in their homes, all traditional marketing efforts are out of the question. Businesses that didn’t even have a social media page will now have to speed up their digital transformation and design a digital strategy to communicate with their audiences. 

Thus, to conclude from all the growth statistics that we saw above in different digital channels strongly suggests that the growth of digital marketing is on an upward trend and has been positively impacted even after the covid-19 pandemic hitting India. 

Let’s see what the future holds for digital marketing in India

Scope of Digital Marketing in the Future 

As mentioned above, the growth of digital marketing has been very impressive and the numbers show that the growth is going to see an upward trend in the future. Simply put, the future of digital marketing looks secure and bright.

More and more opportunities will keep coming in and thus, being creative, innovative, and updated with the latest trends is the basic principle of every digital marketer. 

The growth that we have witnessed on the Internet over the years especially since covid, is here to stay. People are adapting to the new normal and in fact are now very comfortable with carrying out things online, be it for shopping, ordering food or medicines, or even carrying out banking transactions online!  

Hence, to cater to these new-formed demands of the consumers, digital marketing is extremely essential. 

In addition to this, an important aspect to consider is the future generation will be a part of the already digital world and will be accustomed to everything being online. So to be able to deliver to these future consumers, companies must make digital marketing efforts starting today. 

An important takeaway from all this is that the future of careers in digital marketing is very promising and if you have an inclination towards digital marketing, now is the time to grab this opportunity to your advantage. 

Pst, stick till the end to see how you can become a digital marketer

Now, let’s take a look at the scenario of careers in digital marketing.

Careers in Digital Marketing

With the rising popularity of digital marketing, companies are demanding digital marketing professionals and experts. Especially considering the current coronavirus crisis, the job market will increasingly focus on digital and technology skills as it will enable them to work remotely. Thus, companies are looking for people who are skilled to handle digital marketing jobs.

Thus, it is highly recommended that you start learning digital marketing skills and pave a career in digital marketing. Another perk of entering this field is that if you’re a skilled digital marketer, you can expect to bag high-paying jobs at top companies.

The digital marketing career scope in the Indian internet industry alone is going to be worth $160 billion by 2025, according to a Goldman Sachs report, which is three times its current value. Many companies are shifting their focus from traditional marketing to digital marketing. 

 Also Read: Digital Marketing Salary in India 2021: 10-Year Plan Included

In terms of the job scope of digital marketing, the kind of jobs that are available in the digital marketing sector, one of the biggest jobs includes Social Media Marketing. Facebook now has 320 million active users in India — a million more than it does in the U.S. — making India the country with its largest user base. 

Social Media Marketers not only take care of digital ads which we see on social media platforms like Facebook and Instagram but the organic posts on these social media sites as well. Read these benefits of social media marketing to understand its importance.

Within Social Media Marketing, there is a further division of jobs which include Digital Ads Manager, Content Strategist, and Video Marketers. Looking at videos, Google-owned YouTube announced that India was its largest and fastest-growing audience in the world with more than 265 million monthly active users.

It is also expected that 500 million Internet users in India will consume online video both for entertainment, sharing, and learning, making YouTube an extremely lucrative place for Indian companies to advertise. 

Check This Out: Top Digital Marketing Jobs for Freshers & How to Land One

Along with Social Media Managers, SEO experts and Google Ads experts are also in high demand. SEO refers to Search Engine Optimization, which is where certain links rank on search engines like Google. Google receives over 63,000 searches per second on any given day. Stats show that a link that ranks higher on a Google Search page is likely to get more clicks. 

This makes SEO an important marketing strategy for companies. There are also jobs where people look after Google Ads for a company. This is because Google accounts for over 79% of all global desktop search traffic and Google Ads convert 50% better than organic search results.

Bonus Read: 10 Proven Benefits of a Digital Marketing Career

Companies also hire people for jobs like Email Marketers, Bloggers and E-commerce Experts, Marketing Automation all of which fall under the umbrella of Digital Marketing.

Here is the careers family tree:


Success of Digital Marketing in India

Let’s look at the example of Starbucks and how the coffee giant used social media campaigns and other channels to mitigate the economic impact due to covid. 

Starbucks launched its drive-thrus and home delivery services to better engage with its consumers and stay connected to them in the difficult pandemic times. They also launched their app to offer smooth navigation and offerings of their products.