Finding the most relevant and unbiased digital marketing trends in India is quite a task for marketers and digital strategists.
Unlike some of the evolved western markets, digital media research is not taken seriously in India. Most of the published studies are sponsored by a SAAS technology player like IBM/Adobe/CISCO etc., which often gives a very biased POV about the digital landscape in India.
Due to lack of India specific trends and insights, most of the Digital marketing trends used by the digital agencies, are global macro indicators which may of may not have any implication for their Indian client.
Needless to remind, as a market, India is an aberration for many reasons.
While most of the digital evangelists keep repeating the same old boring numbers around growth of digital in India, Internet penetration, mobile usage, e-commerce transactions etc., hardly anyone goes beyond the 30,000 feet view to offer more actionable insight to the brands.
There are a ton of 3rd party digital trend reports published by various media research companies, digital consulting companies, digital media agencies and marketing tech providers. Often a lot of data is colliding and contradictory. Also, other than the fact, that everyone is talking about some really “Big Numbers”, there is very little unique insight you can draw from each report.
Out of all, Mary Meeker’s Internet Trends report is perhaps the most comprehensive and much discussed in the mainstream business media.
If you are an Indian client, even that requires a bit of curation. With so much of visual data mentioned in the reports, marketers have a tendency to miss out on simple digital insights which could bring much needed focus to their digital marketing efforts.
Below are 9 digital marketing trends (and corresponding insights) which are super relevant for every Indian brand.
Digital Marketing Trends For Indian CMO
Forget the Desktop
With 80% share in the overall web traffic, Mobile is no more just a ‘part of strategy’. Mobile is the “STRATEGY”
( Also Read : How to approach mobile as a CMO? )
Social Media is becoming a black hole
According to Times DMA Asia CMO Survey, while social media is getting a lion’s share (~35%) in the overall digital marketing budget(including content production). over 1/3rd of CMOs feel that there is immediate need to bring better attribution to their social media efforts.
Clarity on Digital Measurement Metrics would be the most important area of focus in the coming years.
Voice Search would soon replace text
Thanks to enhanced NLP in android assistant and Apple Siri, 70% voice searches are based on natural conversation language.
According to a recent Google release, over 20% search queries have moved to #voice . Clearly, this would have a serious impact on near future digital marketing efforts. SEO & Content teams should start looking for cues in the natural language.
Digital Audience Hate Advertising
According to Mary Meeker study, 1/3rd mobile users are using some or the other ad-blocking app on their phone. Almost a similar number is willing to pay for the content to get rid of ads. Continuously falling CTRs and increased subscribers for OTTs are a case in point, that digital audience hates pure advertising,
In order to stay relevant and get higher engagement, brands must offer more content, less advertising.
Local + Vernacular Content
Local & Vernacular are climbing the charts across all digital studies. Demand for local and vernacular content is going up YOY. Almost 50% of the current content consumed in India is ‘non English’
Creating ads in multiple languages and tailoring the message for different regions and audience segment is no longer optional if you are looking for wider audience reach.
Millennial First Audience
Young Millennials are controlling the web, 65% of digital users are in the age group of 15-34 which makes 35% of total population. With such a huge and exponentially rising share in the overall digital landscape, young millennials needs special care during planning.
Every brand must try to gather audience specific trends (especially their digital customer journey) to craft their Millennial First strategy.
Customer Journey Matter More Than You Think
No of customers who stop doing business with a brand after single poor experience is going up every year. Omni-channel customer experience can’t be a non- priority anymore.
Honestly, as a brand, you should stop fiddling with the idea of doing digital. If you are doing digital, you must be prepared to optimise every aspect of your audience’s digital footprint that matters.