Internet penetration has grown exponentially over the years, with more users coming online across the globe but especially in India. This growth has been propelled by lost cost data and affordable smartphones bringing users in both urban and rural India online. Digital has witnessed 5.3X growth, having gone from a mere 7.9% in 2014 to a whopping 35% of the total ad expenditure in 2021. And in 2022, digital will surpass TV to become the largest channel of advertising in India making it the fastest growing digital ad market in the world. It is a superior medium than other channels since it is cost effective, has better targeting and measurement capabilities and can be optimized real time.

Digital marketing is a rapidly evolving field, given the pace of change and lack of systemized education it remains a niche for most people. While the usage and spends are growing at a tremendous pace, brands are unable to get desired ROI from their budgets. There are three main issues with the current digital marketing scenario in India :

• Complex field with multiple technologies
• Rapidly changing ad and organic platforms
• Lack of systematic digital education in curriculums

• Understand global and India trends
• Understand organic reach on platforms
• Understand anatomy of ad platforms
• Learn about new features on ad platforms and related case studies
• Improve your overall understanding of digital marketing as a subject