Feb.16

Emerging Trends in Digital Marketing in India

In the last few years we have observed that there is a marked shift in consumer preferences towards digital media consumption as compared to traditional forms of media – television, print press, and radio. Digital media has not only gained importance as preferred choice of media consumption but also has gained on time share. Globally, people are spending more time each day on digital rather than traditional forms of media. Moreover, we have also witnessed that the digital media consumption pattern is also shifting from desktop to laptop and tablet and now to mobile. It will not be wrong to say that we are fast moving towards the mobile lead digital economy.

Global advertising expenditure across all platforms will grow 4.1% in 2016, reaching $537 billion.  – A survey by ZenithOptimedia.

The increasing popularity of digital media has provided for a paradigm shift in the global advertising spends. Marketers are following the changing trend and increasingly allocating their budget to digital mediums – search ads, display ads, social media, email marketing, and others. According to Technavio Market Research global digital advertising spend is growing at a CAGR of around 9 percent. Yet another report from Juniper Research suggest that the digital marketing spend is set to grow to $285billion by 2020. This new numbers suggest that by 2020 the digital spend would nearly double the current estimated spend of $160bn for year 2016.

The growth of digital advertising in India is also attractive and in my views, it has huge unlocked potential. According to the ‘Digital Advertising in India’ report, jointly published by the Internet and Mobile Association of India (IAMAI) and IMRB International, the online ad market will reach INR 70.44 billion by December 2016. The report also suggest that digital advertising spends is close to 12 per cent of total advertisement spends in India and it is growing at CAGR of 35 percent.

We all understand that this consumption shifts towards digital and social media has impacted customer’s mindset and is forcing advertisers to focus on the new platform – search ads, display ads, social media, email marketing, and others. According to CII-KPMG reports, digital advertising in the country is expected to cross the INR 255 billion mark in 2020, growing at a CAGR of 33.5 per cent.

Digital advertising spends close to 12 per cent of total advertisement spends in India – IAMAI and IMRB International report

In the last few years we have observed that there is a significant increase in content consumption on social media platforms. Much of this digital market’s growth both globally and in India can be attributed to the fact that these platforms are interactive and engaging for users. Since the customer engagement rate of these campaigns is relatively higher than the traditional media, advertisers are rapidly adopting it to increase customer base.

In line with global trends, the Indian consumer is increasingly consuming the content on digital platforms. Over years, increasing internet penetration, mobile device proliferation and availability of language content in all formats has helped fuel the use of digital platforms. The easy availability of mobile devices, improved networks, data connectivity, access to internet, and application development ecosystem has also helped increase the digital consumption as one can consume desired content anytime, anywhere. This growth in internet usages is seen both in rural and urban India. It is observed that social media and entertainment viz. music, and video, games, general search, and emails are the attractions of Indian mobile internet users.

Indian digital advertisement spends outperformed expectations in 2015 and is expected to cross INR 255 billion in 2020, states FICCI-KPMG Report 2016 

In India, the smartphone penetration has changed the digital content consumption behaviour. The content consumption in urban, and rural India is now being driven by smartphones. This has led to increase in mobile advertisement spends which has reflected a significant growth. According to FICCI-KPMG Report 2016, mobile advertising spends in 2015, were estimated to be at INR 9 billion, is now expected to grow at a CAGR of 62.5 percent to reach INR 102.1 billion by 2020.

Digital advertisement spend per capita in India still continues to significantly low in comparison to the top five spenders – U.S., China, Japan, Germany and U.K. According to the current growth assumptions, India is expected to be about 0.6 percent of global digital spend in 2015 indicating significant headroom for growth.

New Media

Nov.13

Basics of Online Reputation Management

Reputation management is the understanding or influencing of an individual’s or business’s reputation. It is the practice of monitoring the reputation of an individual or brand, addressing contents which are damaging to it, and using customer feedback solutions to get feedback or early warning signals to reputation problems. It is important to have well defined, and developed online reputation management program. The key elements of the online reputation management include:

Branding,New Media,Social Media Marketing

Oct.24

Email Marketing – Spam List

Writing the subject line and email content for emails can be one of the most stressful steps of email marketing. It is also critical as most ISPs and email clients use various filters to scan incoming email to determine if they should be delivered to the inbox folder or spam folder. The spam filters check for spam triggering words in the subject line and email content based on their weightage. It is important to know that spam words carry a weightage and not all are of equal importance.

Email Advertising,New Media

May.17

Successful Email Marketing Tips

There has been lot of discussions around end of email marketing, email marketing is dead, etc. I believe that email marketing is still going strong and evolving. I with certain assurance can say that in recent times, I have witness rise in popularity of email marketing. The rise in popularity of email  marketing can be proved by the rise in number of email in every inbox. The popularity of email marketing has created a situation where we need to optimize our email marketing practice. 

Marketing,Email Advertising

Sep.18

Why Email Marketing is Important for Marketers

Email marketing has been a great source to get access to as many people as you want. It is very successful when used properly and also effective in maximising return on investment (ROI). Emails can invite consumer responses, increase web traffic, entice consumers to make purchases, and encourage consumers to forward important messages but most importantly it encourages consumers to take action.

Email Advertising,New Media

Nov.24

Best Web Analytic Tools

Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. It provides information about number of visitors to a website,  page views, and helps gauge traffic and popularity trends which is useful for market research.

Special Reports,New Media

Nov.17

Making of Narendra Modi: Absolute Social Media Brand

I believe that it was only Narendra Modi and BJP who understood the importance of social media in politics. Narendra Modi understood much in advance that in the age of Facebook, Twitter, LinkedIn, YouTube, Google+, Instagram and other social media platforms the rules of engagement has changed. He as a politician identified the shift in the tools used in political communication, and law of engagement with the current generation. Narendra Modi also understood the shift in engagement process which now is driven by likes, shares, and retweets on social media sites. Hence, Narendra Modi embraced social media and digital marketing as tool to engage with voters.

New Media,Social Media Marketing,Politics