This document summarizes key digital marketing trends in India. It finds that social media marketing and email marketing were most used in 2013, and companies plan to increase social media spending in 2014. Social media users and mobile users are rising rapidly in India, driving increases in social media, mobile, and video marketing. Marketers expect to shift more budget to digital marketing from current 8% to 35% of total marketing spending by 2020.

1. Digital Marketing Trends In
India
Varun Tulsyan
Digital Marketing Consultant

2. Key Takeaways
• India internet population is on the rise making it the world’s third largest internet population.
• Social Media Marketing and Email Marketing were the primary online activities in 2013
• Companies plan to invest 68% of their marketing activities on Social Media Marketing in 2014.
• Maximum marketing spend by CMOs of Indian IT industry will be on Social Media and data analytics.
• There is a steep increase in Social Media users every year.
• B2B Marketers use Linkedin and Twitter as primary Social Media channels to distribute content.
• Email is the primary channel which leads to a customer purchase.
• Articles, Social Media and Blogs are primary contents used by B2B companies.
• Increase in the smartphone users has led to increase in mobile marketing with Email as the most popular activity
• Video views have doubled in the past two years.
• Digital ad spend is mainly on search and display advertising with Social Media catching up.
• Marketers say that the spend on digital marketing is expected to grow from current 8 per cent to at least 35 per cent of the
total marketing spends of the world’s top 2000 companies by 2020.

3. Digital Marketing Trend

4. Source: Statista

5. Online Marketing activity in 2013

6. Digital marketing investments 2014

7. Where the companies are spending the Marketing
budget – IT sector

8. Difficulties faced by the marketers

9. 1. Why social media marketing?
Marketers are ready to invest in Social Media marketing because of the increase in number of users.
Source: Statistica

10. Social Media Trends in India
• Facebook is the most browsed social network on social media with a large base of 100 Million
users, clearly it is not fading away anytime soon in India. More than 80% of those users access
Facebook via their mobile phone.
• Total Twitter users in India are 33 Million and from this base 76% of users access it via their
mobile phone.
• LinkedIn has 26 Million India users, of the total 300+ Million users.
• Of the total chunk of 70 Million total users in Pinterest, 5.5 Million comprise from India.
• Instagram the usage is more dominated by men in comparison to women; ratio being 75/25. It
shows only 1/4th of the women population in India are on Instagram, looks like selfies are more
appreciated by men than women!
• The most shared type of videos is film or movie trailers.

11. Which platforms do B2B marketers use?

12. 2. Email marketing trends
• 25% of Mobile opens today are from mobile devices and so it becomes imperative for every brand to ensure
that their emails are mobile compatible. The best way to make your emails Mobile compatible is to use
“Responsive HTML” for your campaigns.

13. 3. SEO Trends
• Changes made to Google’s search algorithm
• More focus on SEO for mobile and tablet users
• Increased focus on location-based search
• More importance of authorship in search ranking.
• Social Media signals influences search ranking
• Content creation: Businesses are increasing the use of blogs which drives searches through
keywords.

14. B2B content marketing usage

15. 4. Mobile Marketing Trends
• India has overtaken Japan as the third-largest smartphone market in the world.
• It is the future of digital marketing as number of smartphone users increase everyday.
• Mobile marketing is cost effective for advertiser
• Increased use of GPS technology for location based marketing.

16. What do people do on Mobile?

17. Increase in Smartphone users

18. 5. Video marketing
• People are extensively searching for content in India with Image and videos being top contents.
• Increase in videos views has almost doubled in 2 years

19. Where does India lie in comparison with other
countries

20. Digital Advertising Spend

21. Industry verticals spending on Digital ads