Digital Marketing landscape in India in 2019
2018 was a sprint to the finish year for Digital India. Indian marketers have always been skeptical adapting to digital marketing because of the inadequate reach of digital channels to the prospective audience. However, with the internet becoming a crucial part of people’s common lives, Indian marketers are opening up to digital marketing. In 2016, about 19% of an average Indian marketer’s budget was allocated to digital marketing which grew to around 21% in 2017 and is expected to see a massive surge. With a 16% y-o-y growth in smartphone usage, India surpassed the US to become the fastest growing mobile market this year. Reliance JIO enabled the rapid rise in 4G, resulting in accelerated content consumption across the country. As internet penetration increases, so will the digital marketing landscape. We list down 10 of our digital marketing trends and predictions to watch out for in 2019.
1. Search to become Faster, Smarter, Crisper:
Google will rise to serve answers than results. All the Why’s, How’s and Where’s will be answered within Google search, without a click out. Brands and Content websites will need to adapt to give the answers directly to stay relevant on SEO. Google’s Search AI will grow to predict subsequent queries & answers with more accuracy.
2. Video killed the ‘Text’ Star:
Video will continue to dominate social channels, Live Video – Facebook, Instagram and YouTube Live in particular. A larger segment of the new internet users is more comfortable with consuming content on Video than on text. Brands recognising this increases share of Digital Marketing spends to move to Video.
3. Users Adopting ‘Visual Search’:
A new wave of Visual Search can improve search experiences for users, as easy as taking a picture. Pinterest has tested this with their Lens which allows users to take a picture of an article and find out where to purchase it.
4. Amazon as a Marketing Channel:
This is to grow significantly owing to its rich customer data & being the starting point for product searches. Amazon’s growing position as a product discovery platform would make Google put large efforts in servicing & increasing the share of its product searches.
5. Growth of Digital Adoption in T4 & Beyond:
This will push Video, Voice & Vernacular to grow resulting in growth of regional OTT Video Content & advertising and Voice search. In Rural & Semi-Urban markets, Digital Product launches & Marketing campaigns to move increasingly from Mobile-first to Mobile-Only.
6. We will see Data in Action:
Mid-sized companies would adopt Customer Data Management Platforms and make better use of it to get a richer profile of the customer journey.
7. Data Gets Secure:
Customers & companies will be conscious and careful about the data they share and own. One of the biggest digital spenders, Politics, and the biggest digital platforms, Facebook, Whatsapp, Google, will do a tight-rope walk with respect to data sharing, ethics, & respect for the voter.
8. Apps will Lose their Promise: App-Bloat, Frequent Updates, Uninstall rates, & Increasing App install fraud on phones, might force more consumers & companies to choose PWA options. Services/Products that pass the ‘Toothbrush Test’ (“Must be used at least twice a day”) – will be preferred as apps while the rest are on shaky ground.
9. Catch on the Go: As audience get busier, content would be consumed on the move. Omnichannel approach across video sites, social media, OTT players and Digital OOH placements in transit – OLA Play etc will increase. This also spells rapid growth in Digital OOH that are Hyper Locally relevant – eg. at Malls, Restaurants, Bus stands, Railway Stations.
10. AI in Social Media: Many features on social channels already have AI working in the background. From image recognition to auto recommendation of products, AI will grow to power social media
Digital marketing uses online vehicles to market services and products to the potential customers when they look up for a service. This ability to micro-target customers is game-changing for a market as diverse as India. Gradually businesses in India are becoming aware of the importance of online presence and are driving the budget allocated for digital marketing expenditure to a new high.
As compared to outbound marketing modules, online marketing as an inbound module is much more affordable and strategic. This is what makes digital marketing appealing to small Indian businesses which are willingly adopting digital methods to target their core audience. These businesses simply can’t afford to make huge advertising investments. Also, there are many options to choose from in digital marketing. For instance, there are SEO packages available for businesses of all sizes. This is why digital marketing is best suited for them as it targets consumers that are relevant to a business rather than advertising their business to the crowd on the internet.