India’s digital response can be defined as both surprising and exciting. There has been a rapid demand for online marketing which has been brought about by the speed at which the country has embraced digital technology.
In 2000, only 0.5 percent of the indian population had access to the internet after VSNL introduced the facilities on August 15th, 1995. There was a rapid increase of internet users to 373 million, indicating a 28 percent incline after sixteen years.
There is an anticipated change in the network generated to high connectivity of 3G, 3.5G, 4G or LTE from 2G networks. This upgrade will see an increased use of bandwidth data, video adoption and technologically advanced multimedia applications which will consequently heighten Wi-Fi and mobile traffic.
Welcome Digital Marketing
The dynamic revolution of the internet is creating many opportunities for online brands. Digital marketing is about to change how brands view other marketing strategies like social network platforms, SEO, website design, email marketing, and many more.
India is currently spending 12 percent, according to IMRB International study, in digital marketing. Digital spending sometimes increases to 50-55 percent for some industries and brands, according to CMO’s and CDO’s online survey by the Times Internet. Other new online firms which are trying to penetrate the digital market may see their spending rising to 75-85 percent. There is a 15 percent spending on annual budget by 90 percent of India brands on social media.
Digital marketers’ strengthening from online businesses’ challenges
Firms are spending a lot of time in business operations and dedicate little time to studying how to engage their audience professionally. It makes it difficult for these companies to set aside resources which can be helpful in exploring the dynamic marketing landscape.
Digital marketers help online businesses by offering affordable strategies as compared to the conventional marketing ideas.
– Right people are targeted at the right time to strengthen business growth and survival.
– Digital channels are used to prioritise and identify audience’s behaviour.
– Good analysed online marketing campaigns are key factors in decision-making and ensuring the optimal customer experience is achieved.
Digitalisation in India
With the following statics, digital marketers can expect a promising career in the coming years.
– India was ranked the leading country in accessing Facebook with 241 million monthly users in July 2017, beating Brazil and USA.
– India’s internet access in 2005 is expected to increase by 291 times in 2021.
– Internet will grow at CAGR of 32 percent from 2016 to 2021.
– There were 1.4 billion networked devices in 2015 and 1.3 billion in 2016. This number is expected to increase by 2021 to 2.0 billion.
It is estimated that IP traffic by 2021 will reach five gigabytes per capita.
Boost for Indian languages: more opportunities for digital marketers.
According to the April 2017 KPMG and Google report on the future trend in India’s internet language, 9 out of 10 newcomers to the web world over the next five years will be regional language speakers.
Currently, there are 175 million English internet users and 234 million users who speak the Indian language. According to the Google and KPMG report, the number of Indian language speakers will increase to 536 million in the next four years at CAGR of 18 percent. On the other hand, English internet users will reach 199 million, which translates to 3 percent CAGR.
Digital marketing boost by government initiatives
The National Optical Fiber Network (NOFN) is an initiative by the government which will see affordable and quality data reach the rural areas. All gram panchayats are expected to receive 100 MPS of broadband connectivity from this project.
The United National Human Rights Commission (UNHRC) in 2016 enacted a resolution to ensure that it is everyone’s right to access the internet. Kerala in India is on the forefront as the first state which is focusing on ensuring that it’s a fundamental human right for people to have access to the internet.