Is pursuing a profession in digital marketing still worthwhile in 2024?

Put simply, digital marketing involves promoting and advertising through digital channels using electronic technologies. From enhancing SEO to static banner ads, sponsored reels, and even affiliate news content, digital marketing employs various tools to seize customer attention. Thanks to the widespread usage of smart devices and social media platforms, digital marketing is increasingly synonymous with marketing in its entirety. Establishing websites and social media profiles is now imperative for businesses. Companies are increasingly resorting to viral marketing to boost engagement and sales, resulting in phenomena like the PizzaBurg rage-inducing memes and the eccentric Duolingo reels that have become part of our digital culture.

However, despite its integration into mainstream practices, digital marketing still diverges significantly from traditional advertising.

"Though it falls under the marketing umbrella, digital marketing allows for broader experimentation and swift execution," asserts Maisha Tasnim*, a content marketing executive at a local marketing firm. "For example, if something is trending at the moment, digital marketing enables you to capitalize on that trend almost immediately."

So, why should one delve into learning digital marketing? When questioned about the benefits for students, Ehfaz Nowman, a lecturer at the Department of Marketing and International Business at North South University, explains, "Students acquire practical experience by devising and managing genuine digital campaigns. They become adept at utilizing platforms and tools such as Google Ads, social media platforms, and web analytics, all of which are utilized by corporations globally." Furthermore, learning digital marketing entails mastering data analytics, an essential skill in today's data-driven world.

Now, let's get down to business – you've explored digital media and are eager to embark on your digital marketing journey, but where do you begin? Every profession has specific prerequisites, and digital marketing is no exception. While it's implicit, digital marketing necessitates fundamental marketing knowledge. However, this doesn't mean you can't enter the field from alternative academic backgrounds.

"Acquiring digital marketing skills from scratch is exceedingly simple," affirms Ehfaz. "There is an abundance of free resources available online and on YouTube. If you prefer a more structured approach to learning digital marketing, peruse platforms like Udemy, MasterClass, or Google Skillshop."

Ehfaz also points out that these courses and certifications offer the added advantage of enhancing your marketability to potential employers.

Digital marketing careers demand considerably more hands-on involvement and are more demanding than other marketing roles, constantly keeping marketers on their toes. Therefore, individuals with strong time management, negotiation, and multitasking abilities hold an edge in this field. Concerning functional roles, digital marketing encompasses a myriad of responsibilities, contingent upon your job designation.

"You may find yourself crafting copies or captions, collaborating on visuals, liaising with clients, managing social media, and so forth," elucidates Minhaz Badhon, a former marketing executive at a local digital marketing agency.

Nevertheless, being a dynamic and evolving domain, digital marketing requires more than just theoretical knowledge. Possessing ideation and visualization skills and staying abreast of current trends are essential for thriving in this field.

"If a challenge or a dance goes viral on TikTok, and you're not strategizing or devising a marketing campaign around it promptly, you'll miss out on significant brand exposure," explains Maisha. In essence, one could say that digital marketing, particularly social media management, entails being consistently online and deeply entrenched in internet culture.

It's worth noting that digital marketing offers various career trajectories. The most common path involves working for marketing agencies, which can be either traditional agencies or those specializing in digital advertising. These agencies serve as intermediaries for large corporate clients, handling most aspects of the client's digital marketing and branding endeavors. Agencies typically operate in a dynamic environment, managing a diverse clientele and projects, leading to exposure to a frequently chaotic yet vibrant workplace.

"You can't specialize at agencies for a specific product or company. You must adapt to whatever comes your way," asserts Minhaz. Consequently, working for an agency may entail extensive research into the client's brand identity and image.

Conversely, in-house digital marketing positions are more streamlined and focused.

"Unless the company is launching a new product, in-house marketing requires minimal research and adaptation since the brand voice remains consistent across all campaigns," notes Minhaz. While lacking the adventurous flair of agency roles, in-house marketing positions are prevalent in every corporate sector, from multinational corporations to telecommunications and pharmaceutical companies, making them equally lucrative, at least from a financial standpoint.

So, what are the local job prospects for digital marketing? Bangladesh boasts over 130 million internet users, with an average of 50 million active social media users across all platforms, presenting lucrative opportunities and immense untapped potential in pursuing a digital marketing career. In recent years, numerous digital marketing startups, such as ADA and HypeScout, have emerged as dominant players in the sector, overshadowing many established industry stalwarts and underscoring the high local demand for digital advertising.

"Having worked in digital agencies myself, I recall spending hours convincing brand managers of the benefits of utilizing digital media and platforms. Now, brand managers seek agencies with digital marketing expertise before engaging with them," reflects Ehfaz. Digital advertisements have evolved beyond static banners, becoming more dynamic and fluid with advancements in technology, such as computer-generated imagery.

"There's significant potential, especially with the emergence of AR/VR technology we're witnessing nowadays," remarks Maisha.

However, as with any innovation, challenges persist, and implementing cutting-edge technology into everyday life poses its own set of hurdles. When questioned, Maisha remarks, "Despite sincere efforts to integrate these new technologies, assuming that Bangladeshi agencies can seamlessly execute them would be premature."

So, is a career in digital marketing worthwhile?

In short – yes. In long – yes, since you're already immersed in online activities, why not monetize your screen time?

While it's a fulfilling and enjoyable career path, it comes with its fair share of challenges, necessitating significant commitment and dedication. So, even if it doesn't catapult you into the realm of clickbait-y influencers, lavishly spending beyond your means, digital marketing remains a future-proofed career trajectory, reflecting evolving marketing methodologies and consumer behavior patterns, with numerous present opportunities and even more on the horizon.