In digital marketing we analyse market opportunities, select target markets, design marketing strategies, plan marketing programs, and organise, implement and control the marketing efforts. It is not a brand new approach to strategy but just a new way form the lenses of internet, mobile social media.
Digital Marketing an Introduction
In digital marketing we analyse market opportunities, select target markets, design marketing strategies,
plan marketing programs, and organise, implement and control the marketing efforts. It is not a brand
new approach to strategy but just a new way form the lenses of internet, mobile social media.
Braj Mohan Chaturvedi comes with last fifteen years of corporate experience in the
fields of business development, account management, sales, marketing, consulting,
corporate communication, content management, content development, digital
marketing, digital political consulting, marketing and branding.
He has written several articles and edited a few books on branding and marketing
related issues. He likes teaching and have been engaged as a visiting faculty, and
guest faculty at various business schools.
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
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
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.
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.
Indian digital advertisement spend
outperformed expectations in 2015 and is
expected to cross INR 255 billion in 2020,
states FICCI-KPMG Report 2016