Career Research Report on Digital Marketing

This report covers the trends related to digital marketing and its impact on future employment generation within the industry. It identifies the skills and knowledge required to find a job in this sector. The report discusses the impact of globalization and technology on the digital marketing sector, the skills and knowledge required, and the job role of a content strategist.

CAREER RESEARCH
REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
General trends which will impact the digital marketing..............................................................3
Skills/ knowledge and experienced required...............................................................................4
Evaluation....................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
Appendix..........................................................................................................................................8

INTRODUCTION
In this report, I have chosen digital marketing as a profession for the purpose of my
career planning. The aim of this report is to cover the trends related to the digital marketing and
its impact on the future employment generation within the industry. I will try to identify the
impact of globalization and technology on the digital marketing sector. With the help of
secondary research, I will try to determine the skills and knowledge that I need to develop in
order to find a job in this sector.
MAIN BODY
General trends which will impact the digital marketing
As investigated by (Bala, and 2018.) , for the purpose of choosing digital marketing as a
career option in the future, the marketing professional will need to broaden their minds in order
to influence the minds of their targeted audience. In the coming years, all the businesses even the
small one will make use of digital marketing strategies for the purpose of promoting their
products and services. For the same, the professionals will need to work on their skill set and
come up new and innovative ideas to survive in the market as competing the other businesses
will not be easy.
As stated by (Ghai, and Rahman, 2018) , it has been identified that currently digital
marketing involves the use of SEO, data analytics and artificial intelligence and are considered
as an essential part of the field. However, as the artificial intelligence evolves, it is expected
that about 85% of the ads will be automated. Therefore, the major field of digital marketing in
which the people will be able to get a job will be data analytics. So, the people who are willing to
plan their careers in the field of digital marketing will need to learn the skill of data analytics in
order to analyse the insights received on a specific advertisement, post, or digital marketing
campaign.
(Hanlon, 2021) states that in order to plan a career in the field of digital marketing in the
future, it will essential for the professional to bring innovativeness within their work. For the
purpose of developing a sense of importance in the minds of the consumers, the digital marketers
will be focusing on personalized and automated email marketing as it helps the marketing
professional to keep the audience engaged. Therefore, the upcoming digital marketing
professionals will require developing skills which help them in email marketing by using

innovative techniques and ideas that attracts the audience and keep them engaged with the
company.
The globalization has led to increase in the competition existing the profession of digital
marketing. As a profession, the value of digital marketing is increasing and gaining popularity
among the young individuals as in today's world, each and every company use digital marketing
tools for the purpose of promoting their products and services in the market. For the same, it has
led to an increase in the competition between the companies as well as between the employees
that work for digital marketing. In the future, the urge to be successful and compete with other
companies will make it hard for the digital marketing professionals to work within the sector.
As investigated by (Herhausen, and et.al 2020) in the future there will a special place for
content strategist professional in the field of digital marketing. Content strategists help in
identifying what kind of content should be posted online, how it will create an impact on minds
and hearts of the target audience, what would their strategy of developing the content. They
make sure that the content that will be posted is unique, new, innovative and is high quality
content that will definitely create a brand value and influence the customers towards getting
engaged with company.
As per the views of (Rosokhata, and et.al 2020), it can be stated that for the upcoming
digital marketing professionals, it will be important for an employee to be extremely comfortable
with the use of technology as day by day, the processes of doing the market research, analysis,
and other relevant tasks are becoming automated. Therefore, it will be important for the future
generation of the digital marketing professionals to be tech savvy, learn the skills of search
engine optimization, data analytics, innovative generation of content, customer relationship
management, becoming well versed with the use of social media and know how to design in
order to work as a successful digital marketing professional.
Skills/ knowledge and experienced required
In the modern era the economy is driven through the technology ad digital platforms because
each and every individual person is totally depend on the technology. In the digital profession no
prior experience is required in order to become professional it only required the relevant skills
and knowledge in proper manner. In order to to become professional digital market some to the
skills and knowledge is necessary that I consider during the journey of my career which are
mentioned as follow:

Data analysis : it is considered as one of the most important functions which the individual
person can use in order to collect the wide range of the information from different online portals,
sites as well as interaction of the target marketplace (Di Gregorio and et.al 2019). Through the
online interaction it will be easy to consume the information, quarries and any sort of transaction
related to the business. In order to analysis the market demand and the market decision the
particular person need to acknowledge from the tools and techniques related to the data analysis.
Content creation: in digit marketing it is important to create the relevant content in order to
increase the brand value as well as to satisfy the workers of the company in effective and
efficient manner. In order to bring creativity it is important to have the high quality content
knowledge in appropriate manner. With the content creation skills the one can address the values
and information in adequate manner. The content creation play vital roles in the digital
marketing as it engage the numbers of the people in the marketplace.
Communication skills: with the effective communication skills the individual person is able to
deliver the relevant information the customers that allow the audience to understand the values
of the company in right manner. With the assistance of the skills the specific person impact the
growth of the organisation and able to deliver the transparency to the buyers along with other
working members of the company (Thompson and Weldon, 2022). The motive of developing
these skills is to increase the profitability and communicate the ideas with the numbers of the
people. The communication skill allow the visitors or the audiences to exchange the ideas and
services for the further growth of the organisation.
Social media advertising skills: social media is not easy in term of digital marketing. In the
digital marketing profession it is hard to target and get response from the the buyers or the
customers from different market that includes domestic as well as international marketplace. In
current period of time it is becoming important platform to convince and interact with the client,
the social media required relent content and information in order to attract the large numbers of
the customers. The different social media platform consist of the different algorithm that play
crucial role in specifying and targeting the right buyers.
Evaluation
The job role that I will be preferring related to the field of digital marketing will be the
position of a content strategist. In my opinion, digital marketing of a company gets successful
only when they a their content ready. No matter, how much the technology changes, in the field

of digital marketing, there will always be a place for content strategists. As per my personal
opinion, I think I am good at making strategies. I am innovative and I have a keen interest in the
use of digital media, and I am eager learn how the digital media actually functions. While surfing
the internet, on Instagram and on Facebook, I try to observe the content that is posted online by
big brands. I try to gain an understanding about the strategy of the company and how it is
targeting the audience. This analysis helps me in developing an understanding of the thought
process of big brands and behind their content. Therefore, I am interested in the profession of a
content strategist in the future as in order to conduct the process of digital marketing, there will
always be a requirement of a content strategist which can provide the brands with the content and
the strategy in order to engage the audience towards the company.
CONCLUSION
In the present report, it has been identified that there are a variety of changes that will
come under the field of digital marketing in the future which will require the development of
skills such as content strategy, use of automation processes, improvement in the personalization
of email marketing, Search engine optimization and many more. However, the job role of a
content strategist is the one that the company needs today and will need in future too.

REFERENCES
(Books and Journal)
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Di Gregorio and et.al 2019. Employability skills for future marketing professionals. European
management journal, 37(3), pp.251-258.
Ghai, S. and Rahman, O., 2018. Measuring effectiveness of campaigns using digital marketing &
its impact on youth. International Journal on Global Business Management & Research.
7(3). pp.19-30.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Herhausen, D., and et.al 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90. pp.276-290.
Rosokhata, A.S., and et.al 2020. Improving the classification of digital marketing tools for the
industrial goods promotion in the globalization context.
Thompson, J.D. and Weldon, J., 2022. Digital Marketing. In Content Production for Digital
Media (pp. 35-46). Springer, Singapore.

Appendix
Hyperlink Infosystem
Position: Content Strategist
Roles and responsibilities
 Carry out extensive research in the market and analysing the consumer preference
and the current trends within the industry.
 Based on the consumer preference, aims and objectives of the company,
developing content that attracts the audience and engages the audience.
 Carrying our periodic audits in order to analyse the content check whether it needs
to be altered.
 Make sure the strategy meets the business objectives
 Planning on how the strategy will be implemented
 Collaborating with content management teams, writers and make sure if it can
efficiently implement or not.
Eligibility criteria
 Bachelors degree in graphics, marketing and communication.
 Minimum 3 years of experience in the content creation.
 Portfolio of past work.