Breaking free from mindset of government job dependency with digital marketing: A focus on Nagaland

The dependence on government jobs in Nagaland is not a recent phenomenon. It is rooted in the state's history, where government jobs were perceived as symbols of stability and prestige. The government sector has consistently remained one of the largest employers in the state, providing a sense of security and a steady income. Today, this dependency continues to persist, with many young people in Nagaland aspiring only for government jobs. This trend is reinforced by societal pressures and the perceived lack of alternative career opportunities. However, this mindset poses several challenges. It limits the career aspirations of the youth, stifles innovation, and leads to intense competition for a limited number of government job vacancies. Moreover, it hampers the growth of the private sector and the exploration of new-age careers like digital marketing.

Digital Marketing as a Viable Alternative: Digital marketing involves promoting products or brands through one or more forms of electronic media. It differs from traditional marketing in that it utilizes channels and methods that enable organizations to analyze marketing campaigns and understand what is working and what isn't, typically in real time. The key components of digital marketing include Search Engine Optimization (SEO), Search Engine Marketing (SEM), Content Marketing, Social Media Marketing, Email Marketing, and more.

Digital marketing is a multifaceted field that encompasses marketing products or services using digital technologies, primarily on the internet. It encompasses various strategies like Search Engine SEO, Pay-Per-Click (PPC) advertising, social media marketing, email marketing, and more. The scope of digital marketing in Nagaland is vast and continuously expanding. With the increasing penetration of the internet and mobile devices, more and more people are becoming connected to the digital world. As of 2020, India's digital population amounted to approximately 622 million active users, according to Statista. This presents a massive opportunity for businesses to reach out to their target audience through digital channels. The digital marketing industry offers a wide range of job opportunities. Here are some of the top digital marketing jobs in India in 2023:

1. SEO Specialist: An SEO specialist is responsible for improving a website's visibility on search engines like Google. They utilize various techniques such as keyword research, on-page optimization, link building, and more to enhance a website's ranking on search engine results pages (SERPs).

2. Social Media Marketer: A social media marketer is responsible for managing a company's presence on social media platforms. They create and share content, engage with followers, monitor trends, and analyze the performance of their social media campaigns.

3. Content Marketer: A content marketer creates and shares valuable content to attract and engage a target audience. This can include blog posts, videos, infographics, and more. The goal of content marketing is to build trust and authority with an audience, leading to increased brand awareness and conversions.

4. Email Marketer: An email marketer is responsible for creating and sending emails to a company's subscribers. They use email marketing software to segment their audience, personalize their messages and analyze the performance of their campaigns.

5. Digital Marketing Analyst: A digital marketing analyst uses data to understand the effectiveness of a company's digital marketing campaigns. They utilize tools like Google Analytics to track website traffic, user behavior, and conversion rates.

6. PPC Specialist: A PPC specialist manages pay-per-click advertising campaigns on platforms like Google Ads. They are responsible for setting up campaigns, optimizing ads and landing pages, managing bids, and analyzing the performance of their campaigns.

The benefits of pursuing a career in digital marketing are numerous. Firstly, there is high demand for digital marketing professionals, and this demand continues to grow. According to a report by DQ India, digital marketing jobs are among the top 10 in-demand jobs in India in 2023. Furthermore, digital marketing offers a wide range of career paths, from SEO and content marketing to social media and email marketing. It also provides the opportunity to work in a fast-paced, ever-changing industry where there's always something new to learn.

Career Benefits: A career in digital marketing offers numerous benefits. It provides a platform to unleash creativity, offers flexible working hours, and presents opportunities to work with a global clientele. Moreover, with the increasing demand for digital marketing professionals, the field promises attractive remuneration and ample career growth. Building a career in digital marketing requires acquiring the necessary skills. This includes understanding the basics of marketing, learning how to use digital marketing tools, and staying up-to-date with the latest trends and best practices.

There are many resources available online, including blogs, webinars, online courses, and more, that can help you learn these skills. Finding clients and employment opportunities in digital marketing can be accomplished through networking, job boards, and social media. Many companies are actively seeking digital marketing professionals to help them reach their target audience and achieve their business goals. Overcoming societal pressures can be a challenge when pursuing a career in digital marketing, especially in a place like Nagaland where the dependency on government jobs prevails. However, with the right mindset and determination, it's possible to break free from the government job mentality and build a successful career in digital marketing.

Challenges and Roadblocks: While digital marketing presents a great opportunity, there are also challenges and roadblocks to consider. One of these is the limited infrastructure in Nagaland. While internet penetration is increasing, there are still areas with limited access to high-speed internet, which is crucial for digital marketing. Competition and market saturation are also challenges. With the growth of the industry, more and more people are entering the field. This means that digital marketers need to constantly upskill and stay ahead of the latest trends to stand out from the competition. The sustainability of digital marketing jobs is another concern. While the demand for digital marketing professionals is high, the industry is also constantly changing. This means that digital marketers need to be adaptable and willing to learn new skills to stay relevant.

Strategies for Overcoming Challenges: Despite these challenges, there are strategies for overcoming them. One of these is creating awareness and promoting digital education. By educating people about the benefits and opportunities of digital marketing, we can help shift the dependency on government jobs and encourage more people to consider a career in digital marketing.

Strengthening the digital infrastructure is also crucial. This includes improving internet access and speed, especially in rural areas. With better infrastructure, more people will be able to access digital marketing resources and opportunities. Collaboration and networking are also important. By collaborating with others in the field, digital marketers can learn from each other, share resources, and support each other's growth.

The future of digital marketing in Nagaland and beyond is bright. With the number of internet users in India projected to exceed 1.5 billion users by 2040, according to Statista, the opportunities in digital marketing are vast. By embracing digital marketing, we can create more job opportunities, drive economic growth, and shape a brighter future for Nagaland and India as a whole.

In conclusion, while the dependency on government jobs has deep roots in Nagaland, digital marketing presents a viable alternative. With the right mindset, skills, and resources, it's possible to build a successful career and contribute to the growth of the digital economy in Nagaland and beyond.

The Degree of Thought Column is a weekly community column initiated by Tetso College in partnership with The Morung Express. The column explored contemporary social, cultural, political, and educational issues and challenges around us. However, the views expressed here do not reflect the opinion of the institution. Tetso College is a NAAC-accredited, UCG-recognized Commerce and Arts college. Currently, the Degree of Thought Column is managed by the department of Mass Communication, and the editorial team are Dr Jenny Lalmuanpuii, KC Gabriela and Rinsit Sareo. For feedback or comments, please email: [email protected].