Entry-level digital marketing roles are experiencing a surge in competition, with some reports indicating a 300% increase in 2024. This is largely due to a mismatch between job seekers and available positions, with hundreds applying for a limited number of basic roles. The fundamental shift is that traditional tasks like posting on social media, running basic ads, and sending emails are now being efficiently handled by AI tools. AI can generate dozens of posts in minutes, optimize ad campaigns automatically, and personalize emails, reducing the need for human input in these basic operations.

AI hasn't eliminated digital marketing jobs; rather, it has transformed them. Previously, marketers spent time on manual tasks like creating content or optimizing ads. Now, AI performs these functions. The new role of a digital marketer is to guide AI. This involves strategizing, tracking results, and making high-level decisions. The human becomes the "boss," and AI acts as the "employee," executing tasks efficiently. This shift means that marketers who adapt to leveraging AI will thrive, while those who resist will struggle.

The demand has shifted from basic operational skills to advanced, strategy-focused capabilities. Highly sought-after skills include understanding data, calculating and improving Return on Ad Spend (ROAS) and Return on Investment (ROI), and developing focused strategies based on these insights. Marketers who can effectively use AI tools to achieve business objectives are in high demand and command higher salaries. The focus is no longer on simply running tools but on making tools run for you to achieve strategic outcomes.

Professional digital marketers use tools that go beyond basic content creation and focus on strategy and analysis. Three examples include:

• Notion: For managing the entire content workflow, including scheduling posts, drafting captions, and tracking pending ideas. It offers superior planning capabilities compared to traditional methods.
• Metricool: For analyzing data across various platforms like Instagram and LinkedIn. It helps identify high-engagement posts and optimal posting times, enabling smarter decision-making.
• Swipel well: An ad library that compiles top brands' best ad creatives and copies. This serves as a source of inspiration for creating more effective ad content. These tools help marketers move from mere content creation to strategic planning.

To build a compelling portfolio, aspiring digital marketers should undertake a practical project. This involves:

• Creating an imaginary brand.
• Developing a content calendar.
• Using AI tools like ChatGPT to write posts and Canva for image creation.
• Sending emails via tools like Mailchimp.
• Running a small-budget Facebook ad campaign (e.g., ₹100).
• Crucially, tracking and documenting all results with screenshots. This comprehensive approach demonstrates practical application of modern tools and strategic thinking.

Instead of listing basic tasks like "handled Facebook" or "created posts," resumes should highlight the impact and results achieved using AI and data. For example, instead of "managed social media," one should write "increased content productivity by 5x using AI tools" or "grew email engagement by 40% through email automation." Quantifiable achievements like "optimized ad spend by 30% with data-driven insights" are much more effective. Interviewers will focus on which tools were used, how AI was applied, and how ROI was calculated, so preparing with concrete examples and data is key.

A structured 30-day plan can help individuals adapt:

• Week 1: Master ChatGPT and Google Analytics.
• Week 2: Strengthen SEO knowledge and skills.
• Week 3: Learn to run and track results for Facebook Ads and Google Ads.
• Week 4: Focus on building a professional resume, completing the portfolio, and beginning job applications. This plan emphasizes practical application and results tracking, essential for the evolving digital marketing field.

The core message is that digital marketing is not ending; it is evolving. It's a dynamic field where continuous upskilling is necessary. Those who embrace evolution and adapt to new technologies like AI will grow and succeed, while those who remain stagnant will struggle. The decision to become a "victim" of change or a "winner" who leverages new opportunities rests with the individual. The emphasis is on proactive learning, practical application, and demonstrating quantifiable impact.