Adobe Digital Insights 2017 – A Summary For Indian Brands

A new Adobe Digital Insights report, Best of the best JAPAC, was released, highlighting the internet usage trends demonstrated by consumers in the developing countries and the role played by smartphones in driving new internet users.

Below are the top 5 trends and digital insights from the adobe report:

Shift to Mobile

Adobe Digital Insights Report 2017

Smartphone traffic has grown across all markets, which is also contributing to adding new (first time) internet users.

But that is no longer a new trend, what matters is how the audience in various regions using their devices. Below are the factors which separate the trends from one region to other:

  • Stickiness to content
  • Personalisation

Performance Metrics

Metrics are shifting from Acquisition to Repeat Customer Visit. Below are the key variables for success adopted by most of the enterprise brands :

  • Relevancy & Targeting
  • Customer Experience

Social Media

The new social discourse is all about enabling one to one relationships. Millennials are willing to leave a brand if they do not get active one-to-one attention. This trend is common across all markets.

Website Traffic

Adobe Digital Insights Report 2017
Adobe Digital Insights Report : On Site Website Engagement Going Down

While the traffic volumes are still high in markets like India, but less time is spent on the website content across all key regions (including India).

For Indian advertisers, Paid Search coupled with personalised content is highly recommended to dominate share of wallet in the category.

Benchmarking

Benchmarking in any vertical should be based on following factors:

  • Where are top spenders allocating their marketing money?
  • What is the engagement metric used commonly in the vertical?
  • How to tailor-made tactics and metrics for smaller spends?

India Specific Digital Insights From The Report

  • Volume in smartphone traffic is growing in India across all industry sectors, but grew fastest in Retail with 45.3% average year on year growth, followed by Media & Entertainment sector at 39.2% and Travel & Hospitality at 34.4%.
  • Gaps in smartphone traffic widened dramatically between the best industry performers in the Finance sector as well as Media & Entertainment. Leaders are pulling away to capture higher share of traffic versus their competitors. In this respect, the best performers in Retail had the greatest gap between the best and the rest, with smartphone share totalling 67.8%. Top performers in Media & Entertainment sat at 53.0%. Top performers Finance recorded a much lower performance of 22.1%, suggesting there’s still room for fast-moving and innovative players in this sector to attract customers post-demonetisation phase in the country.
  • Desktop share of visits were down YoY in every industry except for Finance, indicating consumers in India continue to access financial content on the desktop device. Desktop share of visits in Travel & Hospitality and Retail sector decreased the fastest in 2016.
  • Mobile optimisation is playing a big role in helping consumers complete their digital needs faster, reducing their overall online time. This underscores the pressure on brands to get it right the first time, by driving innovative and personalised online engagements.
India Insights were first published on DT News Network
Piyush Aggarwal
Piyush Aggarwal is a Digital Leader @ Bartle Bogle Hegarty (BBH India) | Marketing Technologist | Analytics Specialist | Digital Trainer | Startup Consultant | Kindler | iPhone Photographer...So far So Good!
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