In collaboration with WARC, the MMA report highlights the mobile ecosystem in India with mobile marketing capabilities, growth in m-commerce and social marketing, and the impact of technologies such as AI, IoT, ML & voice on improving marketing efficiency.
Responding to Coronavirus: How marketers can leverage digital responsiblyInMobi
The novel Coronavirus spread across the globe has led to significant business impact, leaving no business untouched. In terms of responsiveness, brands should take note of how consumer behaviour has changed. With people spending more time at home, brands – B2B or B2C - can leverage the digital medium, especially mobile, to connect with their customers. As data directs, brands should closely monitor media consumption habits and patterns to better allocate media spends and contextualise their messaging. However, advertisers should be sensitive to the situation when designing their digital brand messaging and advertising – by using the medium more responsibly. Join us as LinkedIn and InMobi explore how advertisers can leverage digital responsibly during these challenging times.
The main Media Market Trends & News we would like to share with you in this issue are the following:
Brief TV Market overview
o Switching from analogue TV – influence & recommendations
o Online businesses booming on TV
Digital Market overview featuring recent changes and new Advertising possibilities
o Kantar TNS Ukraine released the results of Telegram audience research
o Instagram announced “Music in Stories” and will allow the publication of 60-minute videos
o Facebook may now ban you from advertising
OOH & Radio shown growth vs 2017
According to Zenith WW forecast Mobile internet to reach 28% of global media usage in 2020
Marketers' guide to connected consumer journeys in Festive season 2021 by MMA...Social Samosa
MMA, GroupM, and Amazon Advertising have launched the ‘Decoding Consumer behavior and Winning the 2021 Festive season’ Playbook is a handbook for marketers on expected consumer sentiments along with recommended strategies for Diwali this year in 2021
Responding to Coronavirus: How marketers can leverage digital responsiblyInMobi
The novel Coronavirus spread across the globe has led to significant business impact, leaving no business untouched. In terms of responsiveness, brands should take note of how consumer behaviour has changed. With people spending more time at home, brands – B2B or B2C - can leverage the digital medium, especially mobile, to connect with their customers. As data directs, brands should closely monitor media consumption habits and patterns to better allocate media spends and contextualise their messaging. However, advertisers should be sensitive to the situation when designing their digital brand messaging and advertising – by using the medium more responsibly. Join us as LinkedIn and InMobi explore how advertisers can leverage digital responsibly during these challenging times.
The main Media Market Trends & News we would like to share with you in this issue are the following:
Brief TV Market overview
o Switching from analogue TV – influence & recommendations
o Online businesses booming on TV
Digital Market overview featuring recent changes and new Advertising possibilities
o Kantar TNS Ukraine released the results of Telegram audience research
o Instagram announced “Music in Stories” and will allow the publication of 60-minute videos
o Facebook may now ban you from advertising
OOH & Radio shown growth vs 2017
According to Zenith WW forecast Mobile internet to reach 28% of global media usage in 2020
Marketers' guide to connected consumer journeys in Festive season 2021 by MMA...Social Samosa
MMA, GroupM, and Amazon Advertising have launched the ‘Decoding Consumer behavior and Winning the 2021 Festive season’ Playbook is a handbook for marketers on expected consumer sentiments along with recommended strategies for Diwali this year in 2021
Ten 2020 Media Trends, in Ten Minutes! (with Sources/Links) - January 2020Richard-Lee Read
A quick top-line overview of Ten Media/Advertising Trends for 2020 - a mixed bag I've gathered from Media Agencies, Owners, Research Firms, etc, with some of my views/comments and handy links at the end!
1) Positive/Increase in Ad Spend in 2020
2) Social Media Ad Spend
3) 'Back to Basics' Approach to Advertising
4) TV
5) Sound
6) Programmatic Out-of-Home
7) Privacy & 'Cookie Crumbling'
8) 'Superapps'
9) eSports
10) Pinterest100
Festive shopping digital commerce research-WATInsights Report 2021Social Samosa
The report ‘Digital Commerce in India - Festive season shopping’ provides consumer and business insights to its audience and explores the components of digital commerce in India.
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.
Car buying landscape: the road ahead by QuoraSocial Samosa
Quora, Talkwalker, and Grant Thornton Bharat collaborate to release a report highlighting the latest car buying trends on digital platforms and how the customer experience will be improved with a shift from physical to digital.
GroupM Brand Safety Playbook For MarketersSocial Samosa
This brand safety report released by GroupM, WPP’s media investment group, offers new category-specific recommendations for marketers on the future of brand safety.
Tomorrow’s News 2018 explores:
News consumption patterns and habits of global executives The importance of news brands and social media Perceptions of news brands and advertisers
Issues around data transparency and GDPR
Future tech influencers of news consumption and businesses
MOBILE ADVERTISING & USER ACQUISITION IN CHINATalkingData
This report provides an overview of the China's advertising industry in 2015. As the amount of traffic has increased dramatically, which sectors that are driving growth. How much does it cost to acquire an iOS or Android user, and what are the best channels to make sure your ads get the attention they deserve?
Bcg cii report - one consumer, many interactions - december 2018Social Samosa
The report highlights the massive, unparalleled change the media and entertainment industry is going through, with the exponential growth of media and type of content available creating a trillion customer touch points.
Influencer marketing has skyrocketed in the past five years. With the industry forecasted to hit USD $9.7 billion in 2020, Influencer Marketing Hub reports that 91% of marketers now view content creators as an effective marketing medium.
Đại dịch COVID-19 đã có tác động lớn đến hành vi của người tiêu dùng, với một số nhà phân tích dự đoán rằng các nỗ lực giảm thiểu và đóng cửa toàn cầu đã thúc đẩy sự dịch chuyển khỏi các cửa hàng thực và hướng tới mua sắm trực tuyến.
Discover the key digital marketing trends for China in 2020.
Some key insights:
- Digital Marketing spending will grow by 14%
- Social Marketing will stay the main focus for advertisers
- 53% of the advertisers will focus on self produced videos/ micro-films
Ten 2020 Media Trends, in Ten Minutes! (with Sources/Links) - January 2020Richard-Lee Read
A quick top-line overview of Ten Media/Advertising Trends for 2020 - a mixed bag I've gathered from Media Agencies, Owners, Research Firms, etc, with some of my views/comments and handy links at the end!
1) Positive/Increase in Ad Spend in 2020
2) Social Media Ad Spend
3) 'Back to Basics' Approach to Advertising
4) TV
5) Sound
6) Programmatic Out-of-Home
7) Privacy & 'Cookie Crumbling'
8) 'Superapps'
9) eSports
10) Pinterest100
Festive shopping digital commerce research-WATInsights Report 2021Social Samosa
The report ‘Digital Commerce in India - Festive season shopping’ provides consumer and business insights to its audience and explores the components of digital commerce in India.
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.
Car buying landscape: the road ahead by QuoraSocial Samosa
Quora, Talkwalker, and Grant Thornton Bharat collaborate to release a report highlighting the latest car buying trends on digital platforms and how the customer experience will be improved with a shift from physical to digital.
GroupM Brand Safety Playbook For MarketersSocial Samosa
This brand safety report released by GroupM, WPP’s media investment group, offers new category-specific recommendations for marketers on the future of brand safety.
Tomorrow’s News 2018 explores:
News consumption patterns and habits of global executives The importance of news brands and social media Perceptions of news brands and advertisers
Issues around data transparency and GDPR
Future tech influencers of news consumption and businesses
MOBILE ADVERTISING & USER ACQUISITION IN CHINATalkingData
This report provides an overview of the China's advertising industry in 2015. As the amount of traffic has increased dramatically, which sectors that are driving growth. How much does it cost to acquire an iOS or Android user, and what are the best channels to make sure your ads get the attention they deserve?
Bcg cii report - one consumer, many interactions - december 2018Social Samosa
The report highlights the massive, unparalleled change the media and entertainment industry is going through, with the exponential growth of media and type of content available creating a trillion customer touch points.
Influencer marketing has skyrocketed in the past five years. With the industry forecasted to hit USD $9.7 billion in 2020, Influencer Marketing Hub reports that 91% of marketers now view content creators as an effective marketing medium.
Đại dịch COVID-19 đã có tác động lớn đến hành vi của người tiêu dùng, với một số nhà phân tích dự đoán rằng các nỗ lực giảm thiểu và đóng cửa toàn cầu đã thúc đẩy sự dịch chuyển khỏi các cửa hàng thực và hướng tới mua sắm trực tuyến.
Discover the key digital marketing trends for China in 2020.
Some key insights:
- Digital Marketing spending will grow by 14%
- Social Marketing will stay the main focus for advertisers
- 53% of the advertisers will focus on self produced videos/ micro-films
[Report] Indian Marketers are Ready to Adopt and Integrate Digital Marketing ...Social Samosa
Adobe released the second annual Adobe APAC Digital Marketing Performance Dashboard, in partnership with Adobe. A six-month in-field program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing
eMarketer Roundup: Optimizing Mobile AdvertisingFilipp Paster
Metrics used to measure mobile app and mobile native advertising success
How marketers are using mobile coupons and beacons to help attribute in-store purchases
How mobile video is being used to build brand awareness
Interviews with MoPub and Personal Capital about their efforts to better target and engage users across mobile channels
Where marketing, business and strategy are headed next.
How do you win mindshare in a population that interacts with their mobile devices 150-200 times per day? What’s the shelf-life of apps today? Each year strategists, architects, developers, innovators, technologists and business professionals gather at MobCon to distill what mobile means today and where it’s going.
Through presentation analysis and survey techniques, we’ve culled their top insights and broken down why they matter for businesses today. Grow your strategy and engagement potential. Learn from experts obsessed with staying ahead and getting it right.
Why Should You ‘Go Mobile’? ‘Go Mobile’- Trends in 2015
Pulp Strategy | www.pulpstrategy.com.
Gaining instant brand recognition in any industry is difficult especially when you are running on tight marketing budget. Mobile marketing comes handy in such a situation. As a marketer, you can maximize your operating expenses by investing in strategies which improve your reach and encourage action.
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
Mobile Monday Switzerland #40 - Richard Otto presentation on Mobile MarketingMobileMonday Switzerland
“Mobile Marketing”
Presentation given by Richard Otto, founder of Mobile-Marketing Netherlands.
Mobile Monday Switzerland Event #40 on Mobile Context-Driven Marketing, 27th Apr 2015, Zürich.
Deloitte Gen Z Millennial Survey 2024_India_Full length report_.pdfSocial Samosa
The campaign, featuring messages like 'A vow of celibacy is not the answer' and 'Thou shalt not give up on dating and become a nun,' drew widespread condemnation, with netizens expressing their disappointment and frustration on social media.
The report showcases that in 2023, Maharashtra ranked first in BFSI sector ad volumes with a 20% share, while on digital platforms, AMFI was the top advertiser, accounting for 8% of total ad impressions in the BFSI sector.
Honasa Consumer Ltd's report titled, 'Driven by Purpose' outlines the significant impact of various purpose-driven initiatives in terms of economic development, environmental stewardship, and community empowerment.
WebEngage's report found D2C and E-Commerce sectors accounting for 35.8% of respondents, reflecting the growing focus on customer retention for long-term profitability and the increasing demand for retention marketing talent.
TAM Sports_IPL 17 Till Match 37_Celebrity Endorsement _Report.pdfSocial Samosa
During IPL 17, the top five categories and advertisers accounted for 75% and 65% of ad volume shares of celebrity-endorsed ads with Sporta Technologies being the top advertiser & Ecom-gaming being the leading category.
Social Samosa Guidebook for SAMMIES 2024.pdfSocial Samosa
Social Samosa is back with the sixth edition of the Best Social Media Brands Awards #SAMMIE2024 where we highlight the brands excelling in social media with innovative campaigns with strong engagement.
Kantar AI Summit- Under Embargo till Wednesday, 24th April 2024, 4 PM, IST.pdfSocial Samosa
According to the Kantar AI Report, India's AI user base is 724 million and is projected to grow 6% year over year, with users engaging in AI features like image filters, personalized recommendations, and smart devices.
TAM AdEx 2023 Cross Media Advertising Recap - Auto SectorSocial Samosa
TAM AdEx's recent report -- '2023 Cross Media Advertising Recap - Auto Sector' summarizes ad volumes in the Auto sector across TV, Print, Digital, and Radio for 2023.
TAM Sports IPL 17 Advertising Report- M01 - M23Social Samosa
During IPL 17 (2024), the count of categories and advertisers increased by 65% and 37% compared to IPL 16 (2023). Among the top five Categories in IPL 17, two were from the Food & Beverages Sector. Ecom-Gaming led the list of top categories.
During IPL 17 (2024), the count of categories and advertisers increased by 63% and 26% compared to IPL 16 (2023). Among the top five Categories in IPL 17, two were from the Food & Beverages Sector. Ecom-Gaming led the list of top categories.
TAM AdEx - 2023 Cross Media Advertising Recap - FMCG Sector.pdfSocial Samosa
TAM AdEx's recent report summarizes ad volumes in the FMCG sector across TV, Print, Digital, and Radio for 2023. Titled '2023 Cross Media Advertising Recap - FMCG Sector', the report provides an overview of advertising trends.
Ecom-Gaming maintained its top position throughout all the seven matches of IPL 17. The top five categories in IPL 17 together had 52% share of ad volumes. The count of advertisers increased by 28% during IPL 17 over IPL 16.
Media and Internet Preview Q4FY24 Elara CSocial Samosa
Zomato is expected to continue its growth trajectory in Q4FY24, with a projected 54% YoY revenue increase. PVR Inox is expected to witness a 13.3% YoY growth in box office revenue and a 20.8% YoY surge in food and beverages revenue.
As per the report, B2B sellers in India increasingly rely on AI for tasks like prospect research and lead generation, with 90% seeing it as crucial for future success.
Brand Trust Report 2024 TRA Report ListingsSocial Samosa
The 2024 Brand Trust Report (BTR) by TRA, based on insights from 2,500+ consumer influencers across 16 cities, measures consumer buying Intention with over 90,000 interviews conducted in the past 13 years.
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
Services and Computers sectors retained their first and second positions. Amazon Online India maintained its first position in the top advertisers list. There was a surge of 71% in ad impressions during Oct-Dec’23 over Jan-Mar’23.
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
Compared to the overall 2023 daily install average during the IPL season, mobile apps overall and streaming apps witnessed 13% and 45% greater installs respectively. The largest retention was in games, up three percentage points from 21% to 24%.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Core Web Vitals SEO Workshop - improve your performance [pdf]
mma warc report- mobile ecosystem and marketing in India
1.
2. MODERN MARKETING IN INDIA 2021
Takeaways
What this means for…
Chapter one: Mobile marketing
objectives and capabilities
Chapter two: Mobile budgets
Chapter three: Mobile is social
Chapter four: COVID-19 drives
m-commerce transformation
Chapter five: Targeting in a
cookie-free era
Chapter six: The future of
mobile technology
Contact us
Appendix
3
4
5
11
14
19
24
29
33
34
3. MODERN MARKETING IN INDIA 2021
1. Brand awareness is the
most common key objective
when running mobile
marketing campaigns in
India. As for marketing
channels, TV and display are
considered the most effective
channels when run alongside
mobile.
2. Social is the most used
and most prioritised channel
for mobile marketing. Nearly
nine-tenths (86%) of
respondents are using social
in their mobile marketing
strategy. YouTube, LinkedIn
and Facebook are the biggest
platforms for display
marketing, while Twitter and
Instagram are dominating
partnership and sponsorship
marketing.
3. Marketing professionals in
India are expecting mobile
budget growth this year.
Three in four (75%) are
expecting their mobile budget
to increase this year. Last
year, just over half said the
same (55%).
4. Mobile commerce has
been accelerated due to the
pandemic. Four in five (82%)
marketers have experienced
improved m-commerce
capabilities and just under half
(46%) of Indian marketers
have named commerce via
mobile devices as the most
significant consumer
behaviour in 2021.
5. The cookie-death will have
a significant effect on the
marketing industry. Even
though the end of the third-
party cookie has been
delayed, three in five
marketers are predicting an
impact to their business from
its ‘death’.
6. The future of mobile
technology seeks to connect
the online and offline,
particularly through AI and
machine learning, IoT and
voice. Respondents are
investing significant budget
into mobile martech to ensure
they keep up with the latest
innovations in the industry,
especially as interest in AI
grows.
4. MODERN MARKETING IN INDIA 2021
- COVID-19 has led to further
improvements in digital and
mobile marketing capabilities
for advertisers.
- Growth in m-commerce and
shoppable media over the
last few years is providing
brands with new
opportunities to both reach
consumers and monetise
mobile audiences.
- Brands need to work hard to
ensure they are respecting
their consumers’ need for
privacy, upholding the
relevant privacy laws and still
finding innovative ways to
reach audiences to keep
growing.
- As digital and mobile budgets
are growing, it is important
that agencies support their
clients by helping them adapt
to developing consumer
behaviours, such as the rise
of m-commerce, and
advancing technologies,
such as AI.
- Agencies can also play a key
role in helping brands to
develop the data expertise
required for post-cookie
success, especially as first-
party data becomes more
important.
- Media owners that have
invested in capturing and
analysing rich audience data
will be in a better position to
capitalise on the eventual
demise of the cookie.
- As the online landscape
changes, media owners are
finding new ways to monetise
audiences, whether through
m-commerce, sponsored
content or more traditional
display and video advertising.
5. MODERN MARKETING IN INDIA 2021
Over the time that WARC has carried out this survey with the MMA, the role of mobile
in the arsenal of marketers has grown significantly. Today, more than two in three
marketers are incorporating a mobile-first approach in their marketing. As
smartphone technology becomes more and more sophisticated, marketing
professionals have needed to increase both investment and focus on improving
digital and mobile competences.
This chapter looks at the mobile capabilities of Indian marketers, and how it is being
used in the media mix.
11. MODERN MARKETING IN INDIA 2021
After a year when marketing budgets have been significantly impacted by the global
COVID-19 pandemic, mobile, as a medium, was one of the most resilient. In last year’s
survey, the proportion of Indian marketers expecting to increase their budgets in light
of the pandemic was 55% – a significant proportion given most global economies
were heading for recession.
This year, as we emerge from the pandemic, the figure has jumped to 75%. With
social media and m-commerce technologies rapidly developing, mobile budgets look
set to head in only one direction.
14. MODERN MARKETING IN INDIA 2021
In India, nearly 90% of all responding marketers use social media as part of their
mobile marketing strategies. With its ability to drive brand awareness, participation
and user-generated content, social media is a key link between offline and online
marketing strategies, and the flexibility and accessibility of mobile make the two
effective partners.
Social platforms are increasingly providing brands with ways to monetise their mobile
audiences, and the growth of in-platform display advertising, influencer partnerships,
and, more recently, shoppable media has been significant.
19. MODERN MARKETING IN INDIA 2021
The accelerative impact of COVID-19 on digital transformation has been well-
documented. This impact has been seen most significantly in e-commerce, when
lockdown restrictions meant shopping online had to fill the offline gap and 82% of
respondents have seen improved m-commerce capabilities as a result.
The combination of this increased e-commerce demand with increased use of social
media has led to more purchase journeys being completed on mobile and innovations
in shoppable media – a significant opportunity for marketers to monetise their mobile
audiences.
24. MODERN MARKETING IN INDIA 2021
The end of the third-party cookie may have been postponed, but the coming change
in targeting, tracking and measurement is still set to significantly impact marketing
strategies for more than 60% of respondents. And with consumer concerns about
privacy being the second biggest barrier to mobile growth in the region, the subject
of privacy needs to be approached with sensitivity.
Over the next year, marketers will need to strengthen their first-party data strategies,
or build partnerships to access such data, to gain attention in a crowded marketplace.
29. MODERN MARKETING IN INDIA 2021
The speed of innovation within digital marketing continues to drive mobile marketing
forward. These innovations are linking offline and online together like never before,
and marketers are making significant investments in mobile marketing technologies
to ensure they keep up with their competition.
We asked respondents what technologies they thought would be most significant in
five years’ time. More than two in five pointed to artificial intelligence and machine
learning – technologies that promise to improve efficiency and precision in reaching
the right people, in the right place, at the right time.
32. MODERN MARKETING IN INDIA 2021
About the study
This report is based on an online
survey of 122 marketing
professionals, carried out in July
and August 2021.
The survey link was
disseminated to WARC and MMA
lists, and respondents received a
complimentary copy of the
report.
Respondents were based in
India, and were a mix of client-
side, agency, media owner and
technology vendor marketers.
About WARC
Warc.com is an online service
offering advertising best
practice, evidence and insights
from the world’s leading brands.
WARC helps clients grow their
businesses by using proven
approaches to maximise
advertising effectiveness.
WARC’s clients include the
world’s largest advertising and
media agencies, research
companies, universities and
advertisers.
About the MMA
The MMA is the only marketing
trade association that brings
together the full ecosystem of
marketers, martech and media
companies to architect the
future of marketing, whilst
delivering growth today.
Committed to science and
questioning, the MMA invests
millions of dollars in rigorous
research to enable marketers
with unassailable truth and
actionable tools. By enlightening,
empowering and enabling
marketers, the MMA shapes
future success, while also
propelling business growth.
33. MODERN MARKETING IN INDIA 2021
Managing Editor,
Research & Rankings
amy.rodgers@warc.com
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London
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United Kingdom
+44 (0)20 7467 8100
enquiries@warc.com
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asiapacific@warc.com
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americas@warc.com
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+ 8621 6197 8692
nihaochina@warc.com
Country Head,
MMA India
moneka@mmaglobal.com
mmaindia@mmaglobal.com