Introduction

You cannot get a job ONLY after

Class 12th This is minimum, but not enough
12th (I don't decide the rules)

The field does not matter.

Everybody is eligble to apply. You need to be a passout from the
Graduation
Great to have 60% and above, but college to be eligble for a job
Basic Qualifications not mandatory

MBA is a must for any corporate

Required for corporate roles. role (Tier-1 preferred, but if you
Post-Graduation Startups do not ask for post-grad have good experience then
experience companies take a different
approach)

Work expected: Market research,

Starting roles: Interns social posting, basic copyediting, Results expected:
competitive analysis
Career planning
Competitive strategy, marketing
plans and execution, advanced
Growth roles (1-5 years) copywriting, semi advanced
graphic designing, reporting and
KPI monitoring

Experience Requirement Agency handling, advanced

competitive strategy, advanced
Mid-Level Manager roles (5-10
reporting and KPI measurement,
years)
P/L responsibilities, targets w.r.t
leads, sales, revenue, etc

Complete management of
marketing function, team building,
Senior Corporate Roles (10+ years) corporate communication strategy,
customer management,
budgeting, etc

Excel: Used to analyse and

summarise business insights

PPT: Used to present and

communicate your work and
highlight results

Common tools: Excel, PPT, Word: Used to create basic

Canva, Word documents, checklists, and to seek
comments on important
documents relating to copies,
invoices, etc

Canva: Basic Canva knowledge is

used to add finesse to your projects
and allow you to add

Advertising tools such as

Google, Facebook, Adroll etc are
used to amplify your creatives and
videos to reach the right set of
potential customers
Advertising tools: Google, FB,
Bing, Adroll, Affiliate Networks
You need to make sure that your
work touches at-least one part of the advertising process
You should join if: You love
otherwise
technology
it will be very hard to grow in your
career.

The most common tool is GA4,

Analysis tools: Excel, GA4, Analysis tools help us to understand how our activities are adding value to the marketing objectives
Depending on the scope and while the most complex tool can
Semrush, AHREFS, Eloqua, of the company and allows us measure the core metrics required for a business to market themselves in
complexity of the business, the analysis that you perform will vary significantly range from Eloqua, Marketo,
Marketo, Hubspot the market
Hubspot, Google Data Studio, etc

The company treats emails as one of the highest priority channels

Email Marketing Tools: Eloqua, Email marketing is often the considered the backbone You must understand the basic difference between transactional, promotional, and notification based emails.
Who should JOIN this FIELD and must comply with strict privacy policy guidelines laid down by
Mailchimp, Marketo, Hubspot of every digital marketing activity. Any mistake on your end can cost the company a huge blow to their reputation
government and global instituitions

These tools are mostly used by senior marketing managers

It is a growing field and often
to fullfill their marketing objectives and execute their digital
comes under "Retention Marketing"
marketing plans at scale
CRM: Salesforce, Zoho, Hubspot, CRM tools allow us to track and define each particular user
Sugar, Leadsquared in the customer journey framework Specialised tools like Salesforce are
Companies offer specialised training on how to use these
used in almost all Fortune 500
CRM platforms, and depending on the seniority of your role,
companies and are considered the
you will be expected to sync all your data in SFDC
backbone of all marketing activities.

Marketing automation tools help to

Marketing Automation: Hubspot,
automate key interactions with
Eloqua, Marketo, Clevertap,
their potential customers and
Webengage
existing customers

You should join if: You love

playing with numbers and data

You will be using the power of your

You should join if: You enjoy As a marketer, you CANNOT OBSERVATION at all time. Failure to do so, will instantly land
looking at ads and are not afraid to AFFORD to skip ads and anything Psychology works when you you at the bottom 10% of
sell yourself and your services promotional in nature understand how other companies marketers in your company
are using ads to attract customers

People feel stagnated very easily

in this field if they do not take extra
You should join if: You are a risk-taker Please do not join with huge aspirations of stability.
initiatives and keep their mouths
and patient There is a higher risk with a much higher reward
shut and hands locked behind their
desks

Startups
Reviews You should join if: You love talking You need to involve yourself by
You cannot expect growth by
to people and communicating constantly talking and interacting
staying quiet and minding your
things for which you feel with teams that are outside your
own business
passionate/engaged domain

Free courses - I also started my

Information DOES NOT EQUATE
Fine, but what do you get? Are you journey by doing FREE courses,
There is no SUCH THING as FREE to Knowledge
Common factors to check & roles Watch a lot of youtube videos making notes? Are you doing any but most FREE courses will only
Which jobs to apply? LUNCH Information DOES NOT EQUATE
Agency to apply assignments? rehash the information that is given
TO Experience
in books

D FLAG]

Offline course = Areey sir

Obviously yaar, yeh bhi matlab koi whiteboard pe jab tak nahi Chal pinky, chorr yaar aaj class
Join a very expensive course
bolne waali baat hai? padhayega teacher tab tak kaise bunk karte waise hi kya SEO/SEM
above + samajh aayega? bakta hai teacher, mere toh samajh
nahi aati.. Momos khaayegi?
Brand
Rate
nt Growth There are always terms & conditions attached. Agar guaranteed job yeh
Job Guarantees: Blindly
sab karke milni thi toh poori duniya pagal hai jo JEE ke peeche bhaag rahi
Jugaadu Tareeka believe in all JOB GUARANTEES
hai?
(Not stereotyping everyone)
Find shortcuts
Do you think institutes are doing
Probably one of the biggest TRAP
Pay after you get job SCHEME CHARITY? T&C kuch toh honge?
offered by all kinds of institutes.
Kitne bhale log hai na?

If any SO CALLED mentor tells 80% of the students HATE digital marketing
Real Estate you sugarcoated things like: No because they never People get impressed by how a person looks, their tonality, confidence in their demeanor when
Fall for the wrong mentor
need for english, no need for skills, signed up for EDUCATION, they they should be looking at logic and rationale
just do our course and get a job signed up for FALSE promises
Manufacturing

Even the coaches know that less These courses are marketed like a
Alcohol Join overhyped FUNNEL 90% of these WORKSHOPS are not
FREE WEBINAR than 5% people will ACTUALLY be CAPSULE
WORKSHOPS, AFFILIATE designed for beginners and require
FREE EBOOK able to follow the program. It's Kha lo sir, aur agle din se lakhpati
MARKETING CHAMPION investment upwards of Rs 1,00,000
tting / Fantasy Sports FREE FREE FREE stuffed with jargons and nahi bane toh mera naam badal
WORKSHOPS, etc etc etc - Rs 5,00,000
mechanised language dena (aur kya rakhein?)
Niches to strictly avoid
ptions (Trading / F&O)
I am choosing a career that is still
evolving in India. Our country is I am choosing this field because I I know that I can live, breathe, and
Political Companies experiencing a wave of digital am SURE that this is where I WANT eat marketing for breakfast, lunch,
Mindset
revolution, but people still do not TO BE and I am willing to work and dinner and the journey is far
Marketing (#suicide) know what to expect from digital hard to reach the best companies from easy
marketing

Data Entry
I PROMISE to look for a job where
I understand that I am looking at I know that I do not possess the I will not rush into making HASTY I expect to find opportunities
t Research my prospects of LEARNING > I EXPECT to get cross-functional I expect to work in at-least 1
CAREER DEVELOPMENT and will skills that the market needs at the decisions that can compromise the myself BEFORE I can pay down any
Expectations EARNING for the next 2 years and experience across at-least 3 project across every single domain
not allow small failures to moment, and I am willing to spend course of my career and pull me kind of expectation from the
progressively focus on earning different industries (preferably B2C) in the next 5 years.
utsourcing DEMOTIVATE me spend time to develop myself back several years into a wormhole company that I am working in
more
Niches that have a lesser scope of
DM
sultancies How to start 4Ps of Marketing, 5Cs of Marketing Value Creation Model Consumer Behavior STP Basics of Business Accounting
Best Industries & Niches for JOBS
Digital Marketing
ants / F&B Complex buying behavior,
Roadmap Fundamentals of Marketing Product, Price, Place, Promotion Segmentation, Targeting,
Value to customers, Value to Dissonance reducing behavior,
Company, Customers, Positioning [Audience Segments, Gross Margin, Net Margin, Competitive Benchmarking &
agencies employees, Value to business Variety seeking behavior, personal
Competitors, Collaborators, Demographic Profiling, Brand EBITDA, Operating Income, PAT Customer Feedback
Value & Satisfaction preferences, group influence,
Climate Perception]
influence buyers
2B - SAAS
Customer Journey & Lead Generation Marketing Funnels Metrics Channels Return on Investment Retention Marketing
Fashion /
Search Engine Optimisation
Fundamentals of Digital Topline Metrics: Sales, Leads, Lifetime Value
Search Engine Marketing Retargeting, Promocodes, Push
(Marketing) RACE Framework Enquiries Cost Per Acquisition Heatmaps, User Recordings, User
n / Career Stages of customer engagement - Content Marketing Notifications, Events, Webinars,
AIDA Model Midline Metrics: ATC, Checkout Cost Per Lead Testing, Competitive Tracking (eg.
Cold, Warm, Hot Social Media Marketing Newsletters, Marketing
Niches that have a wider scope of Value Ladder Bottomline Metrics: Bundles, Net Cost Per Install SEMRUSH)
Web Analytics Automation
ss / Sports DM Operating Margin, ROAS Purchase Frequency
Email Marketing
Professional way
Healthcare
Anchoring
Meaning: Incorporating the basics Scarcity Common example: Striking off
Priming
& Tourism of Psychology into your marketing Reciprocity Decoy effect (Pricing paradox) Common example: Year end discounts on the website,
Common example: Music, tone, Social Proofing
Fundamentals of Psychology engagement framework [in other Common example: Download this Common example: Bundling, 3 season sale. Limited stocks exaggerated copy [Eg. Isko laga
color, or anything to elevate Common example: Testimonials
words avoiding COOKIE CUTTER X to get Y Tier pricing [Hotstar, Netflix] available [Apple uses this a lot to daala toh life jingalala, Do what
Transport experience
APPROACH] sell their old versions of phones] floats your boat] - Similar to
Skills priming
ationships
Brevity: Be short and concise
Engaging: Make it relatable. Channels to follow for copywriting:
Grammar check: Tenses, verbs, Do not use too many supporting Curse of Knowledge (Simplicity): Your job is to make your customers life simple. Do not assume that people are knowledgeable and avoid
Don't make it TOO SALESY Alex Cattoni
Sentence construction - Is it even adjectives, subject & verb words/verbs jarring language
Copywriting Focus on relatability Mike Nardi
making sense? agreement, active/passive voice, Avoid too long paragraphs for
Create a story - Stories sell more WS Cube Tech
adverbs, etc marketing copies Exasperating farrago of distortions, misrepresentations & outright lies being broadcast by an unprincipled showman masquerading as a journalst
than generic product features Umar Tazkeer
Less is more

Emphasis : Heading, titles, font

Whitespace: Too much Alignment: Alignment allows you
Contrast : Color scheme and sizes, bold, italics, underline,
FIRST THING FIRST: Basics of Proportion: Consistency in whitespace can cause an to create consistent and neat
branding kit [Basics of color strokethrough. Adding highlights
design thinking design elements. imbalance in your design and looking designs that draws an
psychology] through colors, elements,
Get familiar with the basics of retract your users from engaging impressions of a professional work
sentences, background
Graphic designing. You do not
Graphic Design
need to LEARN ALL SOFTWARES.
Just CANVA is more than enough Image editing: Remove Advanced features:
Canva Basics: Canvas, background, Resizing elements, Organising: Creating a brand Collaboration tools, replicating
Technical aspects background, text formatting tools, changing colors, adding special toolkit, saving and organizing work into multiple sizes, sharing
layers, object placement, etc effects - Shadows, boundaries, designs, file naming, etc with client, creating project
blur, etc outlines, etc

Data Analytics

Video Editing/Video Composition

A badge after every module to A final quiz to complete your

Fundamentals of Digital Marketing 26 modules to be completed in 40 TRUE/FALSE flashcards to test you
Which ones to do? keep you motivated (quite kiddish requirement for obtaining a
(40 hours) hours knowledge
honestly lol!) certificate

Quizzes and flashcards to test your A final assessment quiz with

Format of the classes Module based learning Badge of completion
knowledge hypothetical case-based questions

No specific company, no specific Ideal for beginners. Don't expect

Mix of stock footage and customer
Average duration of each lecture 5-11 minutes problem discussed. Everything is anything advanced out of this
case studies
very elementary and generic module.

Get a digitally signed certificate

Completion criteria Complete all topics and modules Get 90% or above in the final QUIZ
from Google
Learn digital with Google
If you are looking for something
Thodi si sharam aani chahiye agar
Very EASY, requires basic common advanced, this is probably not the
Difficulty level yeh bhi fail kar dete ho. I mean
sense. place. But, a good starting point to
seriously yaar? Cmon.
refresh your concepts

Bus wazan hi padega. Udhna mat

Google hai bro! I mean, seriously.
iss thappe ko leke.. Nazre upar, par
Certification relevance Thoda toh wazan badega resume
paer zameen pe (warna isse giroge
ka.
beta, koi nahi bacha paayega)

A BIG NO! These items are too

Pappu marketers ko dekhna bandh
Will I get a job after this course? elementary. Ek paisa nahi milega
kar de bhai/behen
iska. No hands-on practice is done.

Free Courses (DM General)

A good challenging program.
A final exam of 1 hour with approx
Module based learning Small quizzes to test your Better than Google for people
Format of the class 100 questions. Passing criteria -
5 hours - 9 modules knowledge after each module looking for a slightly harder
85% to 90%
challenge.

Basic animations, instructor led

Average duration of each lecture 6 - 11 minutes
sessions. No chatam matak.

Score 90% in the FINAL EXAM (1

Completion criteria
hour)

But things are pretty elementary

Good case studies and practical
again, theory ki koi market paise
application qustions to keep you
nahi deti. Do it to improve you
Inbound certification from Hubspot Academy engaged. To complete the
Difficulty level A level above beginners. knowledge, because you will
program, you need a slightly
definitely learn a lot about how US
higher level knowledge than
market thinks about marketing as a
beginners
subject

The fundamentals of digital

marketing that are taught are
pretty crisp. So from a job level, it
Not so relevant in India (because
Certification relevance won't make too big a difference,
we are emotional buyers)
but from a professional standpoint
- you should definitely pursue this
quick program

Courses
HALWA HAI NA BHAI ZINDAGI?
Will I get a job after this course?
(NO)

Ankur Warikoo (Introduction of

Excel)

Learn More
Follow these youtube channels

Tutorials Point

Excel for Beginners (Neeraj Arora)

Beginner Functions SUM Remove Duplicates MAX MIN COUNT COUNTIF AVERAGE

Free Courses (Excel) Formatting Shortcuts Sort & Filter Merging cells Text formatting Conditional Formatting Flash fill Format Painter Print Formatting Number Formatting

Basic Functions (Mandatory) Date Functions DAY/MONTH/YEAR DATE WEEKDAY

Text Functions LEFT / RIGHT / MID CONCAT LEN SUBSTITUTE TRIM Text to columns (demlimit) LOWER / UPPER / PROPER

Advanced INDEX MATCH VLOOKUP / XLOOKUP Advanced Filters

That is why I say, Youtube se Use websites like https://excel-practice-online.com Actual practice toh sirji aapki If you have a website / blog /
course karke practice karne ko nahi to find some internship / job mei hi hogi. Thoda youtube channel then simply
Complete all the course
How to test your knowledge milta. Bus unki ad revenue badhate spreadsheets with sample data and sa Dheeraj rakhna hi padega aapko download the analytics data and
assignments given in the program.
ho aur aapko lagta hai aapko excel actually practice what you have (koi khaas choice bhi nahi hai create a basis for exploring all the
aa gaya (GHANTA!) learnt aapke paas) formulas that you have learnt

Natalia Kalinska

WS Cube Tech (Hindi)

Follow these youtube channels
Aurelius Tjin

Please do not follow videos which say - LEARN CANVA IN X MINUTES

Except WSCubetech, all hindi These channels are teaching you No youtube course will allow you
Free Courses (Canva) channels are more or less where to click and what each tab to validate your knowledge and
Drawbacks of these FREE courses
imparting garbage/creating does - SERIOUSLY BRO give feedback on your design. You
generic altu-faltu designs Itna toh bina dekhe hi kar lu need to learn design thinking first

Don't waste your time learning

If they are not imparting basic Canva is not a REPLACEMENT for graphic designing (unless you are
design principles and showing you PS/AI. Any channel who is claiming passionate about it), because as a
Yaar yeh hindi mat dekhna please (I mechanized ways of creating otherwise is simply trying to FOOL marketer your role is to manage,
Don't follow these channels
don't want to take their names) generic designs then you are you. Canva is extremely powerful, surpervise, and mostly engage
always going to get unstructured but it is not enough for highly people through words and guide
and rubbish learning sophisticated designs. graphic designers to create
phaadu designs

Ispe full fledged alag se video

Free Courses (Video Editing)
banayenge
Digital Marketing Roadmap
1. **Introduction**
2. **Who should JOIN this FIELD**
2.1. **You should join if: ** You love technology

2.1.1. **Common tools: ** Excel, PPT, Canva, Word

2.1.1.1. **Excel:** Used to analyse and summarise business insights

2.1.1.2. **PPT:** Used to present and communicate your work and highlight results

2.1.1.3. **Word:** Used to create basic documents, checklists, and to seek comments on important documents relating to copies, invoices, etc

2.1.1.4. **Canva:** Basic Canva knowledge is used to add finesse to your projects and allow you to add

2.1.2. **Advertising tools:** Google, FB, Bing, Adroll, Affiliate Networks

2.1.2.1. **Advertising tools ** such as Google, Facebook, Adroll etc are used to amplify your creatives and videos to reach the right set of potential customers

2.1.2.2. You need to make sure that your work touches **at-least one part of the advertising process** otherwise it will be very hard to grow in your career.

2.1.3. **Analysis tools:** Excel, GA4, Semrush, AHREFS, Eloqua, Marketo, Hubspot

2.1.3.1. Analysis tools help us to understand **how our activities are adding value to the marketing objectives** of the company and allows us measure the core metrics required for a business to market themselves in the market

2.1.3.1.1. Depending on the scope and complexity of the business, **the analysis that you perform will vary significantly**

2.1.3.1.1.1. **The most common tool is GA4,** while the most complex tool can range from Eloqua, Marketo, Hubspot, Google Data Studio, etc

2.1.4. **Email Marketing Tools:** Eloqua, Mailchimp, Marketo, Hubspot

2.1.4.1. **Email marketing is often the considered the backbone** of every digital marketing activity.

2.1.4.1.1. **The company treats emails as one of the highest priority channels** and must comply with strict privacy policy guidelines laid down by government and global instituitions

2.1.4.1.1.1. You must understand the basic difference between **transactional, promotional, and notification based emails.** Any mistake on your end can cost the company a huge blow to their reputation

2.1.5. **CRM: ** Salesforce, Zoho, Hubspot, Sugar, Leadsquared

2.1.5.1. **CRM tools allow us to track and define each particular user** in the customer journey framework

2.1.5.1.1. It is a growing field and often comes under **"Retention Marketing"**

2.1.5.1.1.1. These tools are **mostly used by senior marketing managers** to fullfill their marketing objectives and execute their digital marketing plans at scale

2.1.5.1.2. Specialised tools like **Salesforce** are used in almost all Fortune 500 companies and are considered the backbone of all marketing activities.

2.1.5.1.2.1. Companies offer specialised training on how to use these CRM platforms, and **depending on the seniority of your role,** you will be expected to sync all your data in SFDC

2.1.6. **Marketing Automation:** Hubspot, Eloqua, Marketo, Clevertap, Webengage

2.1.6.1. Marketing automation tools help to **automate key interactions** with their potential customers and existing customers

2.2. **You should join if: ** You love playing with numbers and data

2.3. **You should join if:** You enjoy looking at ads and are not afraid to sell yourself and your services

2.3.1. As a marketer, you CANNOT AFFORD to skip ads and anything promotional in nature

2.3.1.1. You will be using the power of your OBSERVATION at all time. Psychology works when you understand how other companies are using ads to attract customers

2.3.1.1.1. Failure to do so, will instantly land you at the bottom 10% of marketers in your company

2.4. **You should join if:** You are a risk-taker and patient

2.4.1. **Please do not join with huge aspirations of stability.** There is a higher risk with a much higher reward

2.4.1.1. People feel **stagnated** very easily in this field if they do not take extra initiatives and keep their mouths shut and hands locked behind their desks

2.5. **You should join if:** You love talking to people and communicating things for which you feel passionate/engaged

2.5.1. You need to involve yourself by constantly talking and interacting with teams that are outside your domain

2.5.1.1. You cannot expect growth by staying quiet and minding your own business

3. **Career planning**
3.1. Basic Qualifications

3.1.1. Class 12th

3.1.1.1. This is minimum, but not enough

3.1.1.1.1. You cannot get a job ONLY after 12th (I don't decide the rules)
 3.1.2. Graduation

3.1.2.1. The field does not matter. Everybody is eligble to apply. Great to have 60% and above, but not mandatory

3.1.2.1.1. You need to be a passout from the college to be eligble for a job

3.1.3. Post-Graduation

3.1.3.1. Required for corporate roles. Startups do not ask for post-grad experience

3.1.3.1.1. MBA is a must for any corporate role (Tier-1 preferred, but if you have good experience then companies take a different approach)

3.2. Experience Requirement

3.2.1. Starting roles: Interns

3.2.1.1. Work expected: Market research, social posting, basic copyediting, competitive analysis

3.2.1.1.1. Results expected:

3.2.2. Growth roles (1-5 years)

3.2.2.1. Competitive strategy, marketing plans and execution, advanced copywriting, semi advanced graphic designing, reporting and KPI monitoring

3.2.3. Mid-Level Manager roles (5-10 years)

3.2.3.1. Agency handling, advanced competitive strategy, advanced reporting and KPI measurement, P/L responsibilities, targets w.r.t leads, sales, revenue, etc

3.2.4. Senior Corporate Roles (10+ years)

3.2.4.1. Complete management of marketing function, team building, corporate communication strategy, customer management, budgeting, etc

4. **How to start**
4.1. **Jugaadu Tareeka** (Not stereotyping everyone)

4.1.1. **Watch a lot of youtube videos**

4.1.1.1. Fine, but what do you get? Are you making notes? Are you doing any assignments?

4.1.1.1.1. Free courses - I also started my journey by doing FREE courses, but most FREE courses will only rehash the information that is given in books

4.1.1.1.1.1. There is no SUCH THING as FREE LUNCH

4.1.1.1.1.1.1. Information DOES NOT EQUATE to Knowledge Information DOES NOT EQUATE TO Experience

4.1.2. **Join a very expensive course**

4.1.2.1. Obviously yaar, yeh bhi matlab koi bolne waali baat hai?

4.1.2.1.1. **Offline course** = Areey sir whiteboard pe jab tak nahi padhayega teacher tab tak kaise samajh aayega?

4.1.2.1.1.1. Chal pinky, chorr yaar aaj class bunk karte waise hi kya SEO/SEM bakta hai teacher, mere toh samajh nahi aati.. Momos khaayegi?

4.1.3. **Find shortcuts**

4.1.3.1. **Job Guarantees: ** Blindly believe in all JOB GUARANTEES

4.1.3.1.1. **There are always terms & conditions attached. ** Agar guaranteed job yeh sab karke milni thi toh poori duniya pagal hai jo JEE ke peeche bhaag rahi hai?

4.1.3.2. Pay after you get job SCHEME

4.1.3.2.1. Probably one of the biggest TRAP offered by all kinds of institutes.

4.1.3.2.1.1. Do you think institutes are doing CHARITY? T&C kuch toh honge? Kitne bhale log hai na?

4.1.4. **Fall for the wrong mentor**

4.1.4.1. **If any SO CALLED mentor** tells you sugarcoated things like: No need for english, no need for skills, just do our course and get a job

4.1.4.1.1. **80% of the students HATE digital marketing ** because they never signed up for EDUCATION, they signed up for FALSE promises

4.1.4.1.1.1. **People get impressed by how a person looks, their tonality, confidence in their demeanor** when they should be looking at logic and rationale

4.1.5. Join overhyped FUNNEL WORKSHOPS, AFFILIATE MARKETING CHAMPION WORKSHOPS, etc etc etc

4.1.5.1. 90% of these WORKSHOPS are not designed for beginners and require investment upwards of Rs 1,00,000 - Rs 5,00,000

4.1.5.1.1. FREE WEBINAR FREE EBOOK FREE FREE FREE

4.1.5.1.1.1. Even the coaches know that less than 5% people will ACTUALLY be able to follow the program. It's stuffed with jargons and mechanised language

4.1.5.1.1.1.1. These courses are marketed like a CAPSULE Kha lo sir, aur agle din se lakhpati nahi bane toh mera naam badal dena (aur kya rakhein?)

4.2. **Professional way**

4.2.1. Mindset
 4.2.1.1. I am choosing a career that is still evolving in India. Our country is experiencing a wave of digital revolution, but people still do not know what to expect from digital marketing

4.2.1.1.1. I am choosing this field because I am SURE that this is where I WANT TO BE and I am willing to work hard to reach the best companies

4.2.1.1.1.1. I know that I can live, breathe, and eat marketing for breakfast, lunch, and dinner and the journey is far from easy

4.2.2. Expectations

4.2.2.1. I understand that I am looking at CAREER DEVELOPMENT and will not allow small failures to DEMOTIVATE me

4.2.2.1.1. I know that I do not possess the skills that the market needs at the moment, and I am willing to spend spend time to develop myself

4.2.2.1.1.1. I will not rush into making HASTY decisions that can compromise the course of my career and pull me back several years into a wormhole

4.2.2.1.1.1.1. I PROMISE to look for a job where my prospects of LEARNING > EARNING for the next 2 years and progressively focus on earning more

4.2.2.1.1.1.1.1. I EXPECT to get cross-functional experience across at-least 3 different industries (preferably B2C)

4.2.2.1.1.1.1.1.1. I expect to work in at-least 1 project across every single domain in the next 5 years.

4.2.2.1.1.1.1.1.1.1. I expect to find opportunities myself BEFORE I can pay down any kind of expectation from the company that I am working in

4.2.3. Skills

4.2.3.1. Fundamentals of Marketing

4.2.3.1.1. **4Ps of Marketing, 5Cs of Marketing**

4.2.3.1.1.1. **Value Creation Model**

4.2.3.1.1.1.1. **Consumer Behavior**

4.2.3.1.1.1.1.1. **STP**

4.2.3.1.1.1.1.1.1. Basics of Business Accounting

4.2.3.1.2. Product, Price, Place, Promotion Company, Customers, Competitors, Collaborators, Climate

4.2.3.1.2.1. Value to customers, Value to employees, Value to business Value & Satisfaction

4.2.3.1.2.1.1. Complex buying behavior, Dissonance reducing behavior, Variety seeking behavior, personal preferences, group influence, influence buyers

4.2.3.1.2.1.1.1. Segmentation, Targeting, Positioning [Audience Segments, Demographic Profiling, Brand Perception]

4.2.3.1.2.1.1.1.1. Gross Margin, Net Margin, EBITDA, Operating Income, PAT

4.2.3.1.2.1.1.1.1.1. Competitive Benchmarking & Customer Feedback

4.2.3.2. Fundamentals of Digital (Marketing)

4.2.3.2.1. **Customer Journey & Lead Generation**

4.2.3.2.1.1. **Marketing Funnels**

4.2.3.2.1.1.1. Metrics

4.2.3.2.1.1.1.1. **Channels**

4.2.3.2.1.1.1.1.1. **Return on Investment**

4.2.3.2.1.1.1.1.1.1. **Retention Marketing**

4.2.3.2.2. Stages of customer engagement - Cold, Warm, Hot

4.2.3.2.2.1. RACE Framework AIDA Model Value Ladder

4.2.3.2.2.1.1. Topline Metrics: Sales, Leads, Enquiries Midline Metrics: ATC, Checkout Bottomline Metrics: Bundles, Net Operating Margin, ROAS

4.2.3.2.2.1.1.1. Search Engine Optimisation Search Engine Marketing Content Marketing Social Media Marketing Web Analytics Email Marketing

4.2.3.2.2.1.1.1.1. Lifetime Value Cost Per Acquisition Cost Per Lead Cost Per Install Purchase Frequency

4.2.3.2.2.1.1.1.1.1. Retargeting, Promocodes, Push Notifications, Events, Webinars, Newsletters, Marketing Automation

4.2.3.2.2.1.1.1.1.1.1. Heatmaps, User Recordings, User Testing, Competitive Tracking (eg. SEMRUSH)

4.2.3.3. Fundamentals of Psychology

4.2.3.3.1. **Meaning:** Incorporating the basics of Psychology into your marketing engagement framework [in other words avoiding COOKIE CUTTER APPROACH]

4.2.3.3.1.1. **Priming** Common example: Music, tone, color, or anything to elevate experience

4.2.3.3.1.1.1. **Reciprocity** Common example: Download this X to get Y

 4.2.3.3.1.1.1.1. **Social Proofing** Common example: Testimonials

4.2.3.3.1.1.1.1.1. **Decoy effect** (Pricing paradox) Common example: Bundling, 3 Tier pricing [Hotstar, Netflix]

4.2.3.3.1.1.1.1.1.1. **Scarcity** Common example: Year end season sale. Limited stocks available [Apple uses this a lot to sell their old versions of phones]

4.2.3.3.1.1.1.1.1.1.1. **Anchoring** Common example: Striking off discounts on the website, exaggerated copy [Eg. Isko laga daala toh life jingalala, Do what floats your boat] - Similar to priming

4.2.3.4. Copywriting

4.2.3.4.1. Sentence construction - Is it even making sense?

4.2.3.4.1.1. **Grammar check:** Tenses, verbs, adjectives, subject & verb agreement, active/passive voice, adverbs, etc

4.2.3.4.1.1.1. **Brevity:** Be short and concise Do not use too many supporting words/verbs Avoid too long paragraphs for marketing copies Less is more

4.2.3.4.1.1.1.1. **Engaging: ** Make it relatable. Don't make it TOO SALESY Focus on relatability Create a story - Stories sell more than generic product features

4.2.3.4.1.1.1.1.1. **Curse of Knowledge (Simplicity):** Your job is to make your customers life simple. Do not assume that people are knowledgeable and avoid jarring language *Exasperating farrago of distortions, misrepresentations & outright lies being broadcast by an unprincipled showman
masquerading as a journalst*

4.2.3.4.1.1.1.1.1.1. Channels to follow for copywriting: Alex Cattoni Mike Nardi WS Cube Tech Umar Tazkeer

4.2.3.5. Graphic Design

4.2.3.5.1. Get familiar with the basics of Graphic designing. You do not need to LEARN ALL SOFTWARES. Just CANVA is more than enough

4.2.3.5.1.1. **FIRST THING FIRST: ** Basics of design thinking

4.2.3.5.1.1.1. **Contrast** : Color scheme and branding kit [Basics of color psychology]

4.2.3.5.1.1.1.1. **Emphasis** : Heading, titles, font sizes, bold, italics, underline, strokethrough. Adding highlights through colors, elements, sentences, background

4.2.3.5.1.1.1.1.1. **Proportion: ** Consistency in design elements.

4.2.3.5.1.1.1.1.1.1. **Whitespace: ** Too much whitespace can cause an imbalance in your design and retract your users from engaging

4.2.3.5.1.1.1.1.1.1.1. **Alignment: ** Alignment allows you to create consistent and neat looking designs that draws an impressions of a professional work

4.2.3.5.1.2. **Technical aspects**

4.2.3.5.1.2.1. **Canva Basics:** Canvas, background, text formatting tools, layers, object placement, etc

4.2.3.5.1.2.1.1. **Image editing: ** Remove background, Resizing elements, changing colors, adding special effects - Shadows, boundaries, blur, etc

4.2.3.5.1.2.1.1.1. **Organising:** Creating a brand toolkit, saving and organizing designs, file naming, etc

4.2.3.5.1.2.1.1.1.1. **Advanced features: ** Collaboration tools, replicating work into multiple sizes, sharing with client, creating project outlines, etc

4.2.3.6. Data Analytics

4.2.3.6.1. Start building a foundation for MS Excel

4.2.3.6.1.1. Google sheets ek hi baat hai yaar.. Bahane mat do, haath zyada chalao.

4.2.3.6.1.1.1. Stop saying: I am not good with Data Excel boring hai.. Mat karo DM agar nahi pasand analysis.. PLEASE!

4.2.3.6.1.1.1.1. Maths bahut basic level ki hai.. Do not worry at all. You will be able to do it even if you have never been able to do it before

4.2.3.6.1.2. How to start?

4.2.3.6.1.2.1. Start following a YouTube channel or enroll for the excel course on Udemy

4.2.3.6.1.2.1.1. Some recommended channels Tutorials Point LinkedIn Learning (Premium) Udemy - Keyle Pew (Office Newb) - Excel course

4.2.3.6.1.2.1.1.1. I will make separate videos for this and will be covering in my program as well

4.2.3.7. Video Editing/Video Composition

4.2.3.7.1. ISPE ALAG VIDEO BANEGA. TENSION NAHI LENE KA

5. Courses
5.1. **Free Courses (DM General)**

5.1.1. **Learn digital with Google**

5.1.1.1. **Which ones to do?**

5.1.1.1.1. Fundamentals of Digital Marketing (40 hours)

5.1.1.1.1.1. 26 modules to be completed in 40 hours

5.1.1.1.1.1.1. TRUE/FALSE flashcards to test you knowledge

 5.1.1.1.1.1.1.1. A badge after every module to keep you motivated (quite kiddish honestly lol!)

5.1.1.1.1.1.1.1.1. A final quiz to complete your requirement for obtaining a certificate

5.1.1.2. **Format of the classes**

5.1.1.2.1. Module based learning

5.1.1.2.1.1. Quizzes and flashcards to test your knowledge

5.1.1.2.1.1.1. A final assessment quiz with hypothetical case-based questions

5.1.1.2.1.1.1.1. Badge of completion

5.1.1.3. **Average duration of each lecture**

5.1.1.3.1. 5-11 minutes

5.1.1.3.1.1. Mix of stock footage and customer case studies

5.1.1.3.1.1.1. No specific company, no specific problem discussed. Everything is very elementary and generic

5.1.1.3.1.1.1.1. Ideal for beginners. Don't expect anything advanced out of this module.

5.1.1.4. **Completion criteria**

5.1.1.4.1. Complete all topics and modules

5.1.1.4.1.1. Get 90% or above in the final QUIZ

5.1.1.4.1.1.1. Get a digitally signed certificate from Google

5.1.1.5. **Difficulty level**

5.1.1.5.1. Very EASY, requires basic common sense.

5.1.1.5.1.1. Thodi si sharam aani chahiye agar yeh bhi fail kar dete ho. I mean seriously yaar? Cmon.

5.1.1.5.1.1.1. If you are looking for something advanced, this is probably not the place. But, a good starting point to refresh your concepts

5.1.1.6. **Certification relevance**

5.1.1.6.1. Google hai bro! I mean, seriously. Thoda toh wazan badega resume ka.

5.1.1.6.1.1. Bus wazan hi padega. Udhna mat iss thappe ko leke.. Nazre upar, par paer zameen pe (warna isse giroge beta, koi nahi bacha paayega)

5.1.1.7. **Will I get a job after this course?**

5.1.1.7.1. A BIG NO! These items are too elementary. Ek paisa nahi milega iska. No hands-on practice is done.

5.1.1.7.1.1. Pappu marketers ko dekhna bandh kar de bhai/behen 🙏🏻

5.1.2. **Inbound certification from Hubspot Academy**

5.1.2.1. **Format of the class**

5.1.2.1.1. Module based learning 5 hours - 9 modules

5.1.2.1.1.1. Small quizzes to test your knowledge after each module

5.1.2.1.1.1.1. A final exam of 1 hour with approx 100 questions. Passing criteria - 85% to 90%

5.1.2.1.1.1.1.1. A good challenging program. Better than Google for people looking for a slightly harder challenge.

5.1.2.2. **Average duration of each lecture**

5.1.2.2.1. 6 - 11 minutes

5.1.2.2.1.1. Basic animations, instructor led sessions. No chatam matak.

5.1.2.3. **Completion criteria**

5.1.2.3.1. Score 90% in the FINAL EXAM (1 hour)

5.1.2.4. **Difficulty level**

5.1.2.4.1. A level above beginners.

5.1.2.4.1.1. Good case studies and practical application qustions to keep you engaged. To complete the program, you need a slightly higher level knowledge than beginners

5.1.2.4.1.1.1. But things are pretty elementary again, theory ki koi market paise nahi deti. Do it to improve you knowledge, because you will definitely learn a lot about how US market thinks about marketing as a subject

5.1.2.5. **Certification relevance**

 5.1.2.5.1. Not so relevant in India (because we are emotional buyers)

5.1.2.5.1.1. The fundamentals of digital marketing that are taught are pretty crisp. So from a job level, it won't make too big a difference, but from a professional standpoint - you should definitely pursue this quick program

5.1.2.6. **Will I get a job after this course?**

5.1.2.6.1. HALWA HAI NA BHAI ZINDAGI? (NO)

5.2. **Free Courses (Excel)**

5.2.1. **Follow these youtube channels**

5.2.1.1. Ankur Warikoo (Introduction of Excel)

5.2.1.2. Learn More

5.2.1.3. Tutorials Point

5.2.1.4. Excel for Beginners (Neeraj Arora)

5.2.2. **Basic Functions (Mandatory)**

5.2.2.1. Beginner Functions

5.2.2.1.1. SUM

5.2.2.1.1.1. Remove Duplicates

5.2.2.1.1.1.1. MAX

5.2.2.1.1.1.1.1. MIN

5.2.2.1.1.1.1.1.1. COUNT

5.2.2.1.1.1.1.1.1.1. COUNTIF

5.2.2.1.1.1.1.1.1.1.1. AVERAGE

5.2.2.2. Formatting Shortcuts

5.2.2.2.1. Sort & Filter

5.2.2.2.1.1. Merging cells

5.2.2.2.1.1.1. Text formatting

5.2.2.2.1.1.1.1. Conditional Formatting

5.2.2.2.1.1.1.1.1. Flash fill

5.2.2.2.1.1.1.1.1.1. Format Painter

5.2.2.2.1.1.1.1.1.1.1. Print Formatting

5.2.2.2.1.1.1.1.1.1.1.1. Number Formatting

5.2.2.3. Date Functions

5.2.2.3.1. DAY/MONTH/YEAR

5.2.2.3.1.1. DATE

5.2.2.3.1.1.1. WEEKDAY

5.2.2.4. Text Functions

5.2.2.4.1. LEFT / RIGHT / MID

5.2.2.4.1.1. CONCAT

5.2.2.4.1.1.1. LEN

5.2.2.4.1.1.1.1. SUBSTITUTE

5.2.2.4.1.1.1.1.1. TRIM

5.2.2.4.1.1.1.1.1.1. Text to columns (demlimit)

5.2.2.4.1.1.1.1.1.1.1. LOWER / UPPER / PROPER

5.2.2.5. Advanced

5.2.2.5.1. INDEX
 5.2.2.5.1.1. MATCH

5.2.2.5.1.1.1. VLOOKUP / XLOOKUP

5.2.2.5.1.1.1.1. Advanced Filters

5.2.3. **How to test your knowledge**

5.2.3.1. Complete all the course assignments given in the program.

5.2.3.1.1. That is why I say, Youtube se course karke practice karne ko nahi milta. Bus unki ad revenue badhate ho aur aapko lagta hai aapko excel aa gaya (GHANTA!)

5.2.3.1.1.1. Use websites like https://excel-practice-online.com to find some spreadsheets with sample data and actually practice what you have learnt

5.2.3.1.1.1.1. Actual practice toh sirji aapki internship / job mei hi hogi. Thoda sa Dheeraj rakhna hi padega aapko (koi khaas choice bhi nahi hai aapke paas)

5.2.3.1.1.1.1.1. If you have a website / blog / youtube channel then simply download the analytics data and create a basis for exploring all the formulas that you have learnt

5.3. **Free Courses (Canva)**

5.3.1. **Follow these youtube channels**

5.3.1.1. **Natalia Kalinska**

5.3.1.2. **WS Cube Tech (Hindi)**

5.3.1.3. **Aurelius Tjin**

5.3.1.4. **Please do not follow videos which say - LEARN CANVA IN X MINUTES**

5.3.2. **Drawbacks of these FREE courses**

5.3.2.1. Except **WSCubetech,** all hindi channels are more or less imparting garbage/creating generic altu-faltu designs

5.3.2.1.1. These channels are teaching you where to click and what each tab does - SERIOUSLY BRO Itna toh bina dekhe hi kar lu

5.3.2.1.1.1. No youtube course will allow you to validate your knowledge and give feedback on your design. You need to learn design thinking first

5.3.3. **Don't follow these channels**

5.3.3.1. Yaar yeh hindi mat dekhna please (I don't want to take their names)

5.3.3.1.1. If they are not imparting basic design principles and showing you mechanized ways of creating generic designs then you are always going to get unstructured and rubbish learning

5.3.3.1.1.1. Canva is not a REPLACEMENT for PS/AI. Any channel who is claiming otherwise is simply trying to FOOL you. Canva is extremely powerful, but it is not enough for highly sophisticated designs.

5.3.3.1.1.1.1. Don't waste your time learning graphic designing (unless you are passionate about it), because as a marketer your role is to manage, surpervise, and mostly engage people through words and guide graphic designers to create phaadu designs

5.4. **Free Courses (Video Editing)**

5.4.1. Ispe full fledged alag se video banayenge

6. Best Industries & Niches for JOBS
6.1. Niches to strictly avoid

6.1.1. Real Estate

6.1.2. Manufacturing

6.1.3. Alcohol

6.1.4. Betting / Fantasy Sports

6.1.5. Binary Options (Trading / F&O)

6.1.6. Political Companies

6.1.7. Networking Marketing (#suicide)

6.1.8. Data Entry

6.2. Niches that have a lesser scope of DM

6.2.1. B2B - Market Research

6.2.2. Consulting / Outsourcing

6.2.3. HR Consultancies

6.2.4. Restaurants / F&B

6.3. Niches that have a wider scope of DM

6.3.1. Established marketing agencies

6.3.2. B2B - SAAS

6.3.3. E-commerce [Clothing / Fashion / Lifestyle]

 6.3.4. Ed-tech / Education / Career

6.3.5. Fitness / Sports

6.3.6. Healthcare

6.3.7. Travel & Tourism

6.3.8. Cars / Bikes / Transport

6.3.9. Family & Relationships

7. Which jobs to apply?
7.1. Common factors to check & roles to apply

7.1.1. Startups

7.1.1.1. Some things to look for: - Founders profile - No. of employees - Funding - LinkedIn followers - Clients / Service or Product Reviews - Website hits - Google Reviews - Glassdoor Reviews - Attrition Rate (LinkedIn)

7.1.1.1.1. Common startup roles Level 1 - Intern / Marketing Executive Level 2 - Jr. Account Manager Level 3 - Sr. Account Manager Level 4 - Account Director

7.1.2. Agency

7.1.2.1. Same things as above + - Leadership Profile - Clients - Testimonials - Office Location - Sat working? [MAJOR RED FLAG]

7.1.2.1.1. Common agency roles Fields - Data, Content / Copy / Client Servicing / PPC / SEO / Graphic and Motion Design

7.1.2.1.1.1. Level 1 - Intern / Executive Level 2 - Senior Executive Level 3 - Associate Level 4 - Manager Level 5 - Senior Manager Level 6 - Account Director Level 7 - Strategist / MD

7.1.3. Brand

7.1.3.1. Everything above + - Turnover - Attrition Rate - Headcount Growth

7.1.3.1.1. Starting roles: - Marketing Analyst - Marketing Associate - Marketing Executive - Sr. Marketing Executive - Marketing Lead - Sr. Marketing Lead - Marketing Manager

7.1.3.1.1.1. Junior roles do not require MBA Senior roles USUALLY require MBA / Post graduate degree

7.1.3.1.1.1.1. The competition for BRANDS jobs is the highest and you should have reasonable expectations from all your outreach activities.