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Mary Meeker 2017 - 9 Digital Marketing Trends For Indian Brands


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Mary Meeker Report is one the most popular studies for digital clients and advertising agencies around the globe.

Unfortunately, most of it talks about larger macro indicators and Indian brands (especially startups) miss out on a lot of ground level realities from India.

India is a very peculiar digital market, despite sitting on such a huge Mobile audience base, it has certain unique market challenges as well. Hence, the global digital trends are not always relevant.

These are 9 most relevant trends from the Mary Meeker report which would be useful for digital strategists, digital agencies and startups to create their future roadmap.

Published in: Internet
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Mary Meeker 2017 - 9 Digital Marketing Trends For Indian Brands

  1. 1. Mary Meeker Report 2017 9 Trends & Insights for Indian Brands & Startups Copyright © Piyush Aggarwal 360 Degree Digital Strategy & Data Analytics Expert, Trainer & Startup Mentor @removethelines
  2. 2. TREND With 80% share in the overall web traffic, Mobile is no more just a part of strategy. INSIGHT It is ‘The Strategy’ #1 Forget the Desktop
  3. 3. #2 Young Millennials are controlling the web TREND >65% of digital users are in the age group of 15-34 which makes 35% of total population. INSIGHT Online spending would also increase in the same segment.
  4. 4. #3 Social Media is becoming a ‘black hole’ Clarity on Digital Measurement Metrics would be the most important area of focus in the coming years.
  5. 5. #4 Expenditure is focused around ‘Food’ & Housing’ TREND For a 1+ billion population, Indians are not spending enough on their health, insurance & education. INSIGHT Digital economy has affected the financial prudence of masses.
  6. 6. #5 Voice search could soon replace text TREND 70% voice queries are based on natural conversation language. INSIGHT SEO & Content teams should start looking for cues in the natural language.
  7. 7. #6 Digital audience ‘HATE ADVERTISING’ TREND ~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. INSIGHT In order to stay relevant and get higher engagement, brands must offer more content, less advertising.
  8. 8. #7 Local & Vernacular are climbing the charts TREND Demand for local and vernacular content is going up YOY. Almost 50% of the current content consumed in India is ‘non English’ INSIGHT One can expect higher engagement for vernacular ads and content.
  9. 9. #8 ‘Aadhaar’ cards to drive next big transformation TREND Aadhar KYC is part of @PMOIndia ‘Digital India Mission’. Soon complete e- governence would be linked with Aadhar. INSIGHT Startups should create the tech infra for biometric payments as it can rapidly increase the digital transactions.
  10. 10. #9 Customer experience is the King TREND No of customers who stop doing business with a brand after single poor experience is going up YOY. INSIGHT Omni-channel customer experience can’t be a non- priority anymore.
  11. 11. © Piyush Aggarwal 360 Degree Digital Marketing & Social Strategy Expert, Trainer & Startup Mentor @removethelines