Expert talk on mid-career transition into Digital marketing

Picture this! You have spent years leading the marketing division of your company. Strategising about advertising campaigns, targeting the right customer mix and choosing the appropriate offline media, is an absolute a cake walk for you. But what if your company plans to gradually switch from traditional mode to digital marketing medium? A sudden transition in the core profile may give you jitters. You may feel that Digital Marketing is the forte of the young and a career change at this stage seems intimidating.

Stop worrying, as most of these apprehensions are unfounded!

In a chat with Digital Marketing consultant, Pushpendra Thakur, we look at ground realities and find out how smooth or rocky this career shift is. Pushpendra is also a User Acquisition specialist and currently works as Lead Strategist with Tyroo Technologies.

Proschool: What is the difference between traditional marketing profile and digital marketing profile?

Pushpendra: Prime difference here pertains to an individual’s thought process. A traditional role would require one to focus more on relevant audience by employing offline promotional methods, such as personal meetings, cold calling, print media etc.. which have a more physical connect aspect. On the other hand, Digital marketing would require an individual to operate in a virtual world where although reach/exposure is exhaustive, results are easily recorded at a fraction of cost and time when compared with traditional methods, its more challenging due to lack of physical connect.

Proschool: What are the challenges a professional faces during this career transition?

Pushpendra: At the end of the day everything is about execution and understanding right success metrics. While goals and objectives for a marketer, such as lead generation, maximizing sales, creating product awareness, may remain the same, lack of prior experience in managing digital campaigns or limited knowledge on digital landscape could pose serious execution hurdles.

Proschool: Many people confuse digital marketing with social media marketing and shy away since they are not social media savvy. What is your advice for them?

digi-markPushpendra: While in my personal experience I have seen some interviewers rejecting candidates because they were not social media savvy, but I don’t think it’s a major issue. What’s important here is to understand how different social media platforms work and their nuances. Facebook is different from Twitter, which is different from Instagram, which is different from Snap. The first step is to understand which social media platform is relevant to your target audience, and what sort of content they consume on these platforms. Then it’s all about creating content that will resonate with your target audience and make them engage with you.

Proschool: How can traditional marketing professionals make a smooth transition?

Pushpendra: A good professional is always on his toes, open to learning and experiments, this is what separates “DOERS” from “TALKERS”. Transition like any professional phase requires one to spend considerable time trying to attain hands on experience with Digital channels. One has to either explore or create an opportunity to work on varied scenarios across digital medium to build upon experience. So if an opportunity isn’t coming across, it’s important to create one.
Join a course or a program which helps you understand the world of Digital Marketing and exposes you to real life problems or cases. This in turn, will give you a fair chance at creating an opportunity for yourself.

Proschool: What are the must-have skill sets for a digital marketing professional?


  • It’s obvious that hands on experience of the different digital channels is a mandatory requirement. But one must also understand how the web world works. Good writing skills is important. This does not mean using flowery language, but the skill to be able to explain something in very few and simple words and being able to structure the text for easy online reading.
  • A digital marketer should be data driven. Every digital campaign can be tracked to its core, and being data savvy ensures that one is able to gauge performance of a campaign & take corrective actions to improve performance of the campaign. He/she needs to be open to experiment and is always testing.
  • The field of digital marketing is constantly changing. So one should be very adaptable and willing to learn. They need to be on top of the latest digital trends. Apart from that, different digital channels will have their own specific skill set requirements. For eg: if you are working on emails, you need to understand html, and the same for SEO as well. In social media marketing, you need to be creative. For paid search campaigns, you should also be good at doing research.

So, if you wish to make a mid-career transition into Digital Marketing, equip yourself with the right skills for a highly rewarding career.

IMS Proschool introduces India’s first experiential learning program in Digital Marketing. The program includes working through world’s first digital marketing simulation platform and a real business case project. For more details click here: