Decoding modern marketing

Marketing is no longer limited to catchy slogans or newspaper advertisements. In today’s digital-first world, marketing has evolved into a dynamic, data-driven, and creative discipline that shapes how brands connect with people. Understanding current marketing trends can help school and college students explore exciting career opportunities in this ever-expanding field.According to 

Abhishek Karagwal, an alumnus from Apeejay School of Management (ASM), “One of the most influential trends is digital and social media marketing. Platforms like Instagram, YouTube, LinkedIn, and emerging short-video apps have become powerful marketing tools. Brands now focus on storytelling, reels, influencer collaborations, and interactive content to engage audiences. For students, this opens career paths such as social media manager, content creator, influencer strategist, and brand storyteller.”Another major trend is data-driven and AI-powered marketing.

Companies increasingly rely on analytics to understand customer behaviour, preferences, and buying patterns. Artificial Intelligence helps personalise ads, recommend products, automate emails, and predict trends. Careers in marketing analytics, performance marketing, and CRM (Customer Relationship Management) are ideal for students who enjoy numbers, technology, and strategy alongside creativity.Content marketing continues to dominate, but with a shift towards value-driven and purpose-led content. Blogs, podcasts, videos, and newsletters are designed to educate, inspire, and build trust rather than just sell products. Students with strong writing, research, design, or video-editing skills can pursue careers as content marketers, copywriters, SEO specialists, or digital journalists.

Sustainability and ethics have also become central to modern marketing. Consumers prefer brands that are socially responsible, inclusive, and environmentally conscious. This has led to the rise of cause-based and green marketing, creating opportunities in brand communications, corporate social responsibility (CSR), and reputation management.”From a career perspective, marketing offers diverse entry points. School students can begin by developing communication skills, learning basic digital tools, participating in debates, running school campaigns, or managing event promotions. College students can pursue degrees in marketing, business, media, or data analytics, complemented by internships, certifications in digital marketing, SEO, and social media advertising,” Abhishek added.