In both educational and professional arena, women are as qualified as men to enter the digital world. However, the gender gap is most evident in this digital area than in others. Digital is supposed for everybody then why people hear less of titles that were feminine? Is there a gender-bias dilemma within the digital sector? These questions have been increasingly asked often, however the disagreements and negotiations have been all predicated on just speculation!
In a country like India with 108th rank in WEF gender gap index out of 149 countries, the gender gap in the formal sector is pervasive. In digital marketing industry, this proportion is around 72%, according to an analysis of LinkedIn data. The gender gap among Indian professionals is worse than the global average in every sector.
Economic disparity between women and men:
It would take us 170 years to notice economic parity between women and men. This disparity is about more than just gender equality; it is having a detrimental effect on the tech industry as a whole.
As an increasing number of roles require certain and specific technical skills, there is a growing concern about whether there will be enough qualified workers to fill future vacancies
Why is there gender gap in digital marketing industry?
In large companies/agencies, women are excluded from their main work force even when they have the same training as men they hire. Exclusion can take place for several reasons unknown.
Why women should be preferred in digital marketing sector?
1) Approximately 80% of purchasing decisions are made by women- Digital advertising verticals like Google, social media, e-commerce advertisements where women know the pulse of consumer behavior. Creative, bold and always active women think and do many different tasks by day.
Their mind adapts to think innovatively and efficiently. So they have more facilities to solve problems, create creative solutions to everyday problems and therefore increase productivity at work. Whether digital marketing strategy planning, client communication or any other new technology field women can understand requirement of customers more than men.
2 – Setting standards in digital industry – Over the past decade, the marketing industry has seen many women rise up the ranks to become influential thought leaders and trailblazers. Some examples like Mina Seetharaman, EVP, Global Managing Director, Content and Marketing Solutions at The Economist or Rama Pandey at 72, and Shashi Pandey at 46, who started India’s first and only digital marketing social network, infinite mobility.
This feat is despite the fact that less than a third of the digital marketing workforce is female. So, while there are still challenges for women in the sector such as representation, access to senior roles, and closing the gender pay gap, significant progress is being made as many female digital marketers in India & continue to set standard and inspire millions of women across the world.
3) Agencies that hire women have better results- According to the LinkedIn data analysis, agencies that incorporate women into its main workforce get 30% higher return. With the better incentive/flexible working hours women are paving their way in the traditionally male-dominated industry, the extent of the male/female divide.
4) Women can create a more competitive environment- If there are only men competing against other men, there would be less competition. Presence of women in any sector will make the environment more competitive which will increase the overall performance of any organization.
5) Entrepreneurship opportunities for women- Digital Marketing offers entrepreneurship opportunities in freelancing and e-commerce sector. In India, females face multiple social and cultural restrictions- digital marketing offers excellent opportunities to break the chord.
The inclusion of women in the digital environment is everyone’s responsibility because everyone needs to ensure that women are not discriminated when accessing jobs. The digital world needs women, and to achieve this, it needs the help of all.