Digital marketing in India is changing due to macro environmental factors. The adoption of new technologies has progressed from early adopters to mainstream use. Political initiatives like Digital India have boosted digitization and apps used to interact with government. Economically, demonetization increased digital payments while competition drove data costs down. Culturally, smartphone use rose in smaller cities and digital platforms track preferences to share relevant content. Technological advances in mobile devices and infrastructure enabled more data use. Laws aim to address new cyber crimes but may lag new types of offenses. Emerging trends include the internet of things and increasing digital inclusion across all sectors.

1. Digital marketing in India with reference to
changing Macro Environment
Presented by
Prashant Arsul

2. Digital Marketing in India
With special reference to the changing macro
environment

3. • New technology emerges and is initially in the dominion of technologists and
early adopters.
• The technology gains a firmer foothold in the market and starts becoming
popular, making it a medium for marketing.
• Innovative marketers try to explore ways to harness the power of this emerging
technology to connect with the target audience.
• The technology reaches the mainstream and becomes a platform which is widely
accepted.

5. Political environment
• Introduction of digitized methods for legal and administrative procedures
• 2014 General election
• Changes at policy level
• Initiatives like ‘Digital India’ given a boost
• Other interactive applications to communicate with the Governmental Agencies
• Aids in acceptance and proliferation of digitisation
Egs: Apps like BHIM, Meri Sadak, Swaccha Bharat, etc

6. Economic Environment
• Introduction of Demonetisation
• Rise in Digital, cashless transactions using e-wallets, online payments, plastic
money
• Better purchasing power
• Competition between data providers
• Higher demands (especially in urban areas)
• E-commerce bridges the gap

7. Socio Cultural Environment
• Rise in the use of smart devices, especially in Tier II and Tier III cities
• Peer pressures, Need to fit in
• Mobile devices, much more personal than a household desktop
• Digital platforms now able to track preferences and show relevant
content on social media platforms
• Most importantly, the Indian psyche to share information (WhatsApp
family/friends groups) which is not a trait in western countries

8. Socio Cultural Environment
• Indians normally still don’t rely independently on digital platforms,
but more on word of mouth and personal recommendations
(restaurants, holiday experiences, etc.)
• Wary of ambiguity between what is seen on screen and what is
actually delivered, especially in case of items like shoes, garments, etc

9. Technological Environment

10. Technological Environment
• Ubiquitous use of mobile devices= need for data
• Telecom revolution in India
• Traditional businesses also feel the need of having their own websites
• Growth of e-commerce
• Profile mapping on social media
• Cross marketing
• Latest products- may take some time to penetrate the Indian markets

11. Legal Environment
• Digital marketing and e-commerce
• Rise of new kind of crimes- cyber crimes
• Information Technology Act, 2000
• Gap between available legislation and the kinds of offences

12. Upcoming trends/ issues
• Internet of Things
• Digital saleables
• Senior citizens
• Economically Marginalised sector
• Digital literacy