India has been experiencing a surge in demand for skilled entry-level digital marketers in 2024, despite a hiring slowdown in other sectors throughout the year. This was revealed in a recently unveiled Digital Marketing Trends Report 2024 by Kraftshala, which analyzed 765 roles from placement processes across three programs: Marketing Launchpad, Marketing Launchpad (Emerging Talent – Hinglish), and Content and Social Media Launchpad. The report found that agencies accounted for 60% of these entry-level roles, underscoring their reliance on fresh talent for growth.
Bangalore, Mumbai, and Delhi-NCR emerged as dominant hiring hubs, contributing to 67% of the roles. Cities like Pune, Hyderabad, Jaipur, Chennai, and Kolkata are also gaining prominence in India’s digital marketing landscape. Bangalore remains the top city for competitive compensation, with 28% of roles offering higher CTCs.
Interestingly, cities like Chennai and Noida, despite their smaller market size, are also offering premium compensation for niche skills, demonstrating the growing importance of regional hubs in the hiring landscape. The workplace trends revealed by the report show that 93% of the roles floated in 2024 were either in-office or hybrid, with only 7% fully remote. Employers emphasize collaboration and on-the-ground problem-solving, explaining the limited adoption of fully remote positions.
Candidates need to be adaptable to workplace expectations while thriving in team environments.
Digital marketing demand trends in India
Fluency in English remains crucial, with over 80% of marketing roles requiring understanding and a certain level of fluency in the language.
While this does not preclude candidates with lesser fluency, strong communication skills offer a significant advantage during early hiring stages. More recruiters are open to non-linear career trajectories, valuing practical skills over conventional resumes. Examples include hires with non-traditional backgrounds and those without graduation degrees, illustrating the industry’s openness to diverse talent profiles.
Varun Satia, Founder and CEO of Kraftshala, commented, “The digital marketing industry is at a fascinating crossroads, with immense opportunities for those willing to upskill and adapt to the changing landscape. Recruiters seek candidates who can bring real value through problem-solving abilities and technical knowledge. This report underscores the importance of building practical, hands-on expertise to stand out in today’s competitive job market.”
Recruiters are shifting their focus away from traditional hiring processes like aptitude and psychometric tests, prioritizing tasks that gauge problem-solving abilities.
This aligns with the decline of basic roles, increasingly being automated or redefined. Additionally, recruiters are willing to extend hiring timelines to secure the right talent, emphasizing the critical importance of demonstrated skills over superficial qualifications. The findings also highlight the growing importance of technical specializations.
Roles in programmatic advertising and e-commerce are experiencing rapid growth, reflecting the industry’s adoption of cutting-edge technologies.
