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Scope of Digital Marketing in India & Globally – COVID-19 Updated

Updated on: Dec 19, 2022

If you’re wondering what the scope of digital marketing in India and worldwide 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 and globally. 

But before we delve into the need and scope of digital marketing, 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. Here’s an interactive and highly insightful Free Masterclass on digital marketing basics if you wish to learn from the industry leader Mr. Karan Shah, CEO & Founder of IIDE. 

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.

Digital Marketing Courses in Delhi - masterclass

The Growth of Digital Marketing – Covid Updated

The scope of digital marketing in 2020 and 2021 has seen drastic growth. Even despite the pandemic affecting us for 2 consecutive years, the growth has been nothing less than amazing.

With new developments and variants like Omicron and Delta, there’s a significant fluctuation in the trend patterns across the industry but digital marketing remains to stand strong. Further, it is projected to take an even higher leap in 2023.

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.

Also Read: Global Digital Advertisement Growth

Scope of Digital Marketing in India

When we look at the numbers globally, here’s a statistic depicting the growth of internet users worldwide over the years along with predictions for the years 2023 and 2023.

Scope of Digital Marketing - Growth of Internet Users Worldwide

By 2023, the number of active Indian internet users will grow to almost 666 million in India and more than 5.3 billion globally. 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% in 2021 as an increased number of people started subscribing to various platforms for video consumption as well other dependencies on the Internet. 

In 2023, the numbers are expected to rise even more because of the digital revolution that’s been going on. Carrying out from the most basic to advanced tasks on the Internet is going to become a thing that will consequently increase our consumption of data.

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 the world. 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!

Scope of Digital Marketing in India

Scope of Digital Marketing in India

And as of today in 2023, the search volume for the same term stands strong at 1,35,000 per month! That’s another 49% of the jump rate.

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. Globally, here’s a look at the digital advertising spend in 2020, 2021, and predictions of 2023. 

Scope of Digital Marketing - Digital Advertising Industry

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. 

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 the world. 

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

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 would be 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. Even though we have started living with the pandemic and adapting to it, 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. Thus, the number multiplies at least by 3x when it’s considered on a global scale. Many companies are shifting their focus from traditional marketing to digital marketing. 

 Also Read: Digital Marketing Salary in India 2023: 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 followed by USA, Brazil, and Japan. 

It is also expected that more than 500 million Internet users will consume online video both for entertainment, sharing, and learning, making YouTube an extremely lucrative place for 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:

Scope of Digital Marketing in India

The success of Digital Marketing Worldwide 

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.

Scope of Digital Marketing in India

They also launched a social media campaign with the hashtag #ReconnectWithStarbucks. They asked their followers to share how they were reconnecting with their loved ones and their favorite Starbucks memory.

This was a great social media campaign as it not only reminded the people of all the good memories with Starbucks but also made them feel important and valued. This way Starbucks was successful in building its brand recognition, value, and loyalty. 

To know more about this, head to this Starbucks Case Study

Also, if you found this interesting, you can explore more such case studies here.

You May Ask ‘Is Digital Marketing A Good Career in India and Abroad?

Now that we’ve seen the growth of digital marketing over the years and what the future holds, the career scope in digital marketing and the kind of job opportunities it has to offer, a career in digital marketing is definitely a good choice. 

Read this blog on Is Digital Marketing A Good Career? IIDE Weighs In if you want to dig deeper. 

If you wish to embark on this journey, here’s how you can get started. 

Digital Marketing Courses in Delhi - masterclass

How can you become a digital marketer?

Digital Marketing is an industry that allows people as employees to explore various options and techniques. It is not meant for just one kind of person; it fits many kinds of people, including those who are creative, analytical, insightful, technologically inclined. 

The digital marketing industry is constantly changing, where sometimes the trends will be for Voice Searches, other times understanding trends like Virtual Reality and Artificial Intelligence will be needed. The digital marketing industry is still at a very early stage.

Now, you can also become a digital marketer with high-quality education right from the comfort of your home with IIDE’s Online Digital Marketing Course. The curriculum is highly customized, concise, and real-world relevant. It is a futuristic way of learning. 

In this course, you will learn from top-industry professionals through self-paced video courses. This is followed by weekly live online sessions with the trainers to solve doubts/queries and revise topics. You also get to ‘Book a Mentor’ for a 1-on-1 online session for additional questions. 

For undergraduates, a BBA in Digital Marketing is an excellent option to start early in their careers.

In case if you have recently graduated and are looking for further studies at a postgraduate level, check this IIDE’s 11-month MBA in Digital Marketing in India

To know more about IIDE, connect with us at [email protected] for a free counseling session.

What is the future of Digital Marketing?

The future of digital marketing is all about mobile apps.

This year, 30% of the world’s population will be connected online through a mobile device. So it only makes sense that this technology would be heavily incorporated into marketing strategies now more than ever before.

We hope this blog has helped you with insights into the scope of digital marketing in India and on a global scale. Do let us know about your views in the comments section below. 

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Karan Shah

Founder and CEO at IIDE

He is a passionate public speaker and teacher for over 10 years. He has trained over 60,000+ students and 25+ corporates in Digital Marketing via online and offline channels. He is a Harvard alumnus specialising in E-commerce......[Read full bio]


  1. Sonia Soni

    The best information to start a career in Digital Marketing

  2. ankita

    Hi, I am Ankita. I have completed my MBA in Marketing last year. However, I felt that I needed more skills in the field of digital marketing to complement my college degree. The world is going digital and without the skills to market a product or service digitally, it is very difficult to get placed in good companies.

    • Karan Shah

      I definitely agree with you, Ankita! Learning digital skills is the need of the hour for every ambitious marketer. If you are interested in learning digital marketing, I suggest you contact our academic counselor to get all information, queries, and opportunities that you may have. Here is how you can get in touch with them:

  3. Rajveer

    Thanks for sharing your views on the scope of digital marketing in India. I just read your article and it is well defined.
    Especially the point where you shared digital marketing is a trendy career option with their job and salary package in India is quite impressive.

    • Karan Shah

      Thanks, Rajveer! Glad you found it valuable.

  4. Rishabh

    Hi, I am Rishabh. I am in 12 standard .Nowdays I am figuring out some good career options so I reach here. I know I haven’t learn anything in these 12 years of my school,and I also know in this world with competition at every door my college won’t be able to help me.So, what I get at the end that if anything I want to achieve I need “skills” to water my dreams. So please tell me, is digital marketing can help me as a good career. And please tell me the effort which I must give to it while being in college. I can give my every second to druge for it. Please anyone tell it to me

    • Rashmit

      We suggest you get in touch with our academic counsellor. you can find the contact details here:
      They would help you out with all your queries and give you a proper career guidance.

  5. IndeedSEO

    Thanks for sharing this valuable information with us.

    • Karan Shah

      Hey! I am glad you liked our blog and found it informative.

  6. Indusedu

    Well, the information is quite motivating and informative to make a decision

    • Karan Shah

      Glad you found it valuable!

  7. Shaurya Jain

    Nice post! Thanks for sharing such informative stuff. COVID 19 has changed the complete marketing scenario, now every business entity wants to go online and it has surely increased the demand of digital marketers. And I think it must be because digitalization makes everything easy, comfortable, and hassle-free.

    • Karan Shah

      Indeed, and this digital transformation will bring in new opportunities for digital marketers too. Hence, learning digital skills is the need of the hour for every ambitious marketer.

  8. tejaswini

    Thanks for sharing great information about digital marketing, it helped me a lot.
    Especially the point where you shared digital marketing is a trendy career option with their job and salary package in India is quite impressive. It would be so helpful if you keep sharing this type of information.

    • Karan Shah

      More than happy to! Stay tuned for more.

  9. Pankaj solanki

    nice comment, this article gives valuable information.

    • Karan Shah

      Thanks, Pankaj!

  10. Mayank

    This is a superb blog. Thank you for this digital marketing information. I plan to pursue a course from IIDE very soon!

    • Karan Shah

      That’s awesome! I am glad you liked this blog and found it informative.

  11. Karan Shah

    Thanks, Arya!


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