Saptashi Bhowmik in Career Guide |   January 4, 2023 . 13 min read

Which Digital Marketing Specialization Should I Choose?

Which Digital Marketing Specialization Should You Choose
So many students have asked our counsellors about this.

“Which digital marketing specialization should I choose? How do I know if I’ll be growing in this field? What if I want to change my role in the future?”

You have these questions, and it’s understandable why. Choosing a digital marketing specialization that you’ll spend learning for five months, then in the job for a couple of years feels like a big decision. And maybe it is?

Let’s drill down on this.

Table of Contents:

Digital Marketing Specialization: Paid Digital Media Marketing

Digital Marketing Specialization: Content Writing And Social Media Marketing

Digital Marketing Specialization: Search Engine Optimization

Helping You Narrow Down Your Choices

What Do We Teach in Each Digital Marketing Specialization?

Digital Marketing Specialization: Paid Digital Media Marketing:

Paid digital media marketing is a part of the digital marketing industry that is driven by Spends and ROI. In this space, you have to make a lot of decisions that have to be almost always backed by data because this field involves a lot of big budgets and investments.

Like, say you have a fashion product.

If you want to make people aware of your product through digital advertising, you’re going to be deciding how much money should you invest in the awareness marketing campaign, who should you target, and how should you target them as you push them down the consumer acquisition funnel.

Now, among the same group of people you’ve targeted when you were driving awareness for your product through ads, some showed interest but did not purchase the product. So, you’ll be retargeting them to convince them to purchase your product. So, which creative should you use for this marketing campaign? How much money should you allocate for this retargeting marketing campaign?

Kraftshala Prepares You for These Roles in the Paid Digital Media Marketing Industry:

Media Manager: where you deal with paid media strategies for a brand and sometimes with media agencies (online and offline).

Client Servicing: where you communicate with the client on a daily basis to understand business challenges and simplify them to the internal teams and deliver smooth results.

Media Planner: here, you strategize paid media campaigns basis the brief and budget given.

Platform Expert: where you execute the media plan and bring campaigns to life across various advertising platforms.

Sales Strategy: where you deal with planning media campaigns for a brand/agency for publisher platforms like Hotstar for instance.

Performance Marketing: an all-rounder paid digital media marketing role where you’re responsible for creating and executing media campaigns, and managing accounts of different platforms.

And to simplify further,

As Paid Digital Media Specialists, you’ll be taught to be responsible for strategizing and executing the day-to-day management of paid digital marketing campaigns. This can include paid search, display, and social advertising strategies across B2B and B2C businesses.

Now, Why Choose Paid Digital Media Marketing As A Career Option?

Spending on Digital Advertising has been increasing every year and is projected to cross even traditional advertising in the near future.

The paid digital media advertising industry has seen a common trend. According to Statista , there has been spending of $602.25 Billion and is likely to grow up to $876.1 Billion by 2026.

So, say if a brand was spending INR 50 Crores on advertising (online and offline) in a year, the contribution in digital advertising would be 5% of that budget. But, as you’ve seen the growth of the Internet over the years where people spend most of their time today, that 5% has become 25%.

Then there are some brands for whom this is the other way round. They spend most of their budget on digital advertising.

And some more who spend 0 on offline advertising, like us, Kraftshala. It’s because, as we’ve seen the growing trend of people spending more time on the internet, they are more likely to spot an ad online than offline. Why? Because you can always personalize the communication through different marketing campaigns.

Paid Digital Media Advertising Helps You Track ROI Much Effectively (And FASTER!):

Paid digital media advertising is like a thin tube that can fit into any corner of your house. You can target a wider audience worldwide and can target them through different marketing campaigns.

Like, remember when you searched for a product online and three days later, it found you while you were scrolling through Instagram?

This is one of the strategies called retargeting where you can reach people beyond the typical borders that were there before in offline advertising. And thus, helps keep track of your return on investment. Isn’t that what people want, anyway?

So, What Will the ROI on Your Skill Building Look Like?

If you begin your career in paid digital advertising as a fresher, depending on whether you’re on the brand side or the agency side, the salary and compensation in the industry might look like this:
Which Digital Marketing Specialization Should You Choose
And director might not be the end for you. You might even grow beyond these roles as you move forward depending on whether you’re on the brand side or the agency side of the marketing industry.

You’re Perfect for Paid Digital Media Advertising if…

Now that you know paid digital media advertising involves a lot of big budgets, user-centricity, and data, a person with the following skills make a mark in the industry:

Analytical Skills: Being data-oriented means successful paid media campaigns. Because campaigns often involve analyzing data to optimize ad targeting, bid strategies, and other factors. This is almost always a necessity.

Time Management Skills: Being quick on your feet, managing time well, and in a way that you execute campaigns on time is a huge plus. Why? Because paid media gives results fast, here time means money, literally. So, the more you optimize your time, the more you get returns on your spending.

Excellent User Centricity: It’s quite remarkable how some marketers just know their target audience so well. Because paid media involves creating ads for almost all occasions to make people tick, being user-centric, and knowing how users think is an advantage.

Digital Marketing Specialization: Content Writing And Social Media Marketing

This creative, creative field nurtures people with a knack for making a mark with words, visuals, and ideas. It offers the opportunity to use one's creative skills and ideas to develop marketing campaigns and materials that effectively promote products, services, or brands.

The digital marketing specialization - Content and Social Media opens up a broad range of options from content marketing, social media marketing, copywriting, influencer marketing, to email marketing. Now, these fields might look different as they have different roles and responsibilities, but they largely belong to the creative marketing industry.

And this paves the way for the creative marketing field to be on demand at all times.

Kraftshala prepares you for the following roles in the creative marketing industry:

Social Media Analyst/Executive: where you handle the day-to-day tasks of creating and posting content on social media platforms like Instagram, LinkedIn, Twitter

Online Reputation Management (ORM) Specialist: where you monitor and engage with the brand’s audience and keep a positive brand image on social media platforms

Creative Writer/Content Writer: here, you execute the tasks of collaborating with the SEO team in creating blog posts for the brand’s website

Content Marketer: where you strategize the content strategy for a brand’s website and execute the tasks of generating content.

Influencer Marketing Specialist: where you’ll be responsible for identifying and working with social media influencers to promote a brand or product through sponsored content and partnerships.

Brand Associate: here, you’ll be responsible for managing and promoting the reputation and image of a brand, and ensuring that all marketing efforts align with the brand's values and messaging.

For salary - Social Media Manager Salary in India | AmbitionBox

Now, What’s The Upside to Choosing Content and Social Media As A Career Option?

Content Marketing, Social Media Marketing Set the Base for Creating a Brand:

The phrase "content is king" is often used to emphasize the importance of high-quality, relevant, and valuable content in marketing and branding efforts. Observe yourself, you’ll find yourself getting swayed by good content that makes you feel, and good advertisements that sway you away.

High-quality content can help establish a brand as a thought leader in its industry, and can also help build trust and credibility with potential customers. Another reason why content is a key factor in attracting and retaining an audience. Even Deloitte agrees and has given its point of view.

So, while content may take many forms, including written articles, videos, podcasts, social media posts, and more, the outcome of it remains the same. It helps a brand establish its true identity. This way, it becomes a key factor in attracting and retaining an audience.

Content is “king”, remember?

Demand and Demand Everywhere: SEO, Paid Digital Advertising

Be it making a mark on search engines by creating epic website content, or through paid media advertising by creating copies, what makes people tick is content. Hence for SEO, content becomes a critical ranking factor. For advertising, it is the vehicle that drives conversions.

And as new businesses come to realize that, we’ve also seen our hiring partners returning to more creative people, those who understand marketing and can also convey a brand’s message through words.

With So Much Demand, What’s The Salary Like for People in Content and Social Media Marketing?

In any of the scenarios among content marketing, social media marketing, copywriting, influencer marketing, or email marketing, your average salary, and compensation will look like this:
Which Digital Marketing Specialization Should You Choose

You’re Perfect for Content And Social Media if…

No matter the role you choose, you’re going to be involved in the creative industry. So, among creativity and marketing, these skills are going to be an absolute add-on to your career.

Knack for Writing: Copywriting, content writing, social media marketing. Anything. They all require you to write in a way that engages your audience is an absolute must for you to thrive in this industry.

User-Centricity: You write content well when you know who you’re writing to. So, being able to understand users is another skill that helps you bring out the best in content.

Adaptability: To keep writing content, coming up with campaign ideas, and brand execution ideas, you also need to expose yourself to learning more about things. So, being able to keep up and organize your thoughts well is a good skill you should have.

Having a Mind for Data: While the industry wants you to be creative at all times, you also have to make sure that your creative investment is making an impact. So, having a mind for data, while not a necessity is a huge advantage that can help you stand out from the crowd.

Digital Marketing Specialization: Search Engine Optimization

Everyone wants to reach the top. Not everyone ends up there.

Typically, for search engines like Google, and Bing, search engine optimization is the process that becomes the vehicle that drives you to the top: 1st page of the search results.

Say, you run a local business, such as a pizzeria in a touristy city like Goa. You want to attract the maximum number of people organically, without having to spend a lot of money every time you run an advertisement. You want to attract the people who visit your city during the season.

Trying to optimize your website in a way that ranks on top is one (call sustainable) way to go about getting business. Search Engine Optimization helps you do that.

Kraftshala Prepares You for These Roles in the Field of Search Engine Optimization

SEO Analyst/Executive: a basic starting level job where you identify and execute a lot of SEO duties involving keyword research, getting backlinks, etc.

Digital Marketing Analyst/Executive: a more diverse role where you get to work on both paid digital advertising and SEO. You’ll still work on the execution of tasks related to these two fields, but one of the pros of this role is that you get a diverse range of experience.

Associate Project Manager (SEO): if you’re way more proficient in SEO than a fresher. In this role, your day-to-day responsibilities will include executing SEO duties but also strategizing plans for the SEO of the company you’ll work for.

SEO Outreach Specialist: where you’ll build relationships with other websites and online influencers to obtain high-quality backlinks in order to improve a website's ranking in search engine results.

But, Why Should You Even Choose SEO As a Career Option?

Well, for starters, there’s a global requirement for SEO professionals.

As of 2022, there are about 1,139,467,659 websites in the world. The number is so huge you’d rather skip reading it. But, it’s 1.14 billion websites. And the number is only preparing to grow over the years. How so?

Think of how many businesses have moved from offline to online ever since the pandemic hit in 2020. Since then, the SEO industry has grown up to $80 Billion and is likely to reach $122.11 Billion by 2028 .

Also, while businesses have transitioned from offline to online, there’s still a huge gap in resources to amp up these businesses’ digital presence organically, especially in search engines. Think of this from the supply chain’s perspective. Where there’s immense demand, the supply of exceptional SEO professionals is much lower.

The takeaway? You’ll be high in demand and cough indispensable.

Let’s back this theory up with numbers.

What’s the average pay scale of an SEO Professional?

Depending on the years of experience you hold in the SEO industry, your average compensation will look like:
Which Digital Marketing Specialization Should You Choose

You’re Perfect for SEO if…

The constant updates and changes in search engine algorithms make SEO a career where you’re constantly growing and solving executive problems for a company.

If you have the following qualities. you’ll make it big in this industry:

High Learning Agility: SEO is an ever-evolving field, with constant algorithm updates, and trends constantly emerging. You’re always learning here. Being able to adapt to new developments and learn new skills is a necessity to stay on top.

Patience: Because SEO shows results in 6 months rather than a week. So you have to think of the long-term benefits and prioritize them over what would be a shortcut to showing results immediately.

Technical Know-How: While not a necessity, it is still a huge advantage to know how websites are built. Some knowledge of web development, HTML, and other technical aspects of the web helps you stand out.

You’re Technically-Oriented But Have a Mind for Content Too: SEO and content go hand-in-hand. SEO becomes the medium that helps content reach its maximum potential. So, if you’re into writing content, and strategizing, you’re perfect!

Helping You Narrow Down Your Choices:

Think about ten years down the line. You’ll grow in your chosen career and if all’s well, you’ll grab a higher position there. And to reach the top of the mountain, you’ve got to start somewhere.

Picking a specialization is like choosing candy from a jar. In the short term, it’ll feel like it's a big deal to get the "right" candy. Your tastebuds matter after all. But eventually, you'll get to the bottom of the jar, and have all the candies. It’s just a matter of time till you get to the bottom while carrying on to eat one candy after another.

Companies hire you because they need you to solve problems. And as you just start your career, solving specific problems relating to one field is more important than being a jack of all trades and master of none. That’s why you’re given the choice.

And no matter which digital marketing specialization you choose, it teaches you to be a master of that specialization. Then as you proceed in your career, you learn and become a master of some more fields. In time, you evolve into a kickass all-rounder marketer!

So, if you’re ambitious in hitting the spot in the marketing industry, the Marketing Launchpad could be a good starting point in that direction.

What Do We Teach in Each Digital Marketing Specialization?

What’s The Difference Between Paid Media, Content And Social Media, SEO, and E-Commerce?

Consider this. You have a brand that sells caps. You need to market your brand through different channels. On the macro level, to successfully market and scale your brand, you’ll be required a lot of things. And to start somewhere, each digital marketing specialization teaches you these skills:

Which Digital Marketing Specialization Should You Choose
And now, if your doubts have been cleared, head over to the digital marketing course to get started!