Digital Marketing

DIGITAL MARKETING
AN ENIGMA INDIAN MARKETERS HAVENOW BEGUN TO UNDERSTAND

BOARDROOM CONVERSATIONS …….
1995 – This internet thing is picking up……….Let’s experiment with some budgets in Digital…………………
2005 – Have you heard about this Facebook thingy ……………………………..I need to experiment with different softwares……………………………we need to increase our Digital budget this year……………………
2015 –Guys, a big portion of our BTL and ATL budget needs to go towards Digital now………………………

The above conversations depict the exact transition and importance of Digital Marketing in the Corporate World, across the Globe.

I have been passionate about this field since its inception and I’ve seen how it’s evolved over the years. I work for Sapient – the biggest Digital Marketing Agency in the US and I’ve handled campaigns for some of the biggest brands in the world. Unilever ‘Share Happy’ Machines, Coke/ FIFA ‘longest digital celebrations’, Citibank Digital Customer Engagement Platform………I’ve seen it all

The importance of Digital Marketing varies in different economies and I’ve been fortunate enough to have spent time in a developed Economy like US on one hand, and a developing economy like India on the other.

The Digital reach and usage is much higher in developed countries so obviously it is one of the most important elements in a Marketer’s budget in countries like US, UK etc.

The Internet penetration in US versus India is shown below:


Population
( 2012 Est. )

Internet Usage,
30-June-2012

% Population
(Penetration)

Internet
% Users

Facebook
30-Sept-2012

United States

313,847,465

245,203,319

78.1 %

46.4 %

166,029,240


India

1,205,073,612

137,000,000

11.4 %

11.4 %

62,713,680

As evident from the above stats, the Internet penetration in US is much higher than India so a Marketer in US will always spend a bigger pie of his or her Marketing budget towards Digital.

In India till 2008, companies were quite reluctant in spending big budgets towards Digital; they were happy with a website and maybe some emailing softwares and internal applications. After that it became a fad - You had to have the Digital accoutrement in your Marketing efforts,to be in the elite group.

However, now the trends are changing. Companies are realizing the importance of this avenue and abig amount is allocated towards Digital initiations. Search Marketing, Social Media Marketing, Video Marketing, Banner Marketing, Online reputation Management etc. have become inevitable now and companies don’t shy away from spending in those fronts. From FMCG to Electronics, Automobile to Education……..Digital spends are increasing across all industries and segments.


Marketers in India realize that Electronic and Print Media will always have its importance but they don’t want to be lagging behind in the Digital Space.

Digital Marketing has given a new impetus to ROI measurement and the fact that this medium is highly transparent and measurable is always an incentive for Marketers.

Besides Marketers in India are keen on utilizing this medium to its maximum because of the below facts:

  • Behind China and the US India is currently ranked - 3rd in terms of the number of Internet users 
  • Indian internet users reached 50 million in 2012, India is expected to reach 250-350 million internet users by 2015 
  • 75% of all youths in India access the Internet on a regular basis
  • Currently there are 955 million Facebook users all over the world,India is the second fastest growing presence on Facebook with almost 2 million people only in the last year, and 13 Million users on Twitter. Facebook is available in more than 70 languages.  
  • Linkedin has over 14 million users, India is the II largest User base after U.S
  • India ranks second in the world in terms of mobile Internet usage with 35 million users

The Indian Industry has now given up its traditional idiosyncrasies and has become quite aggressive in this medium……………………… and Marketers in India are now, slowly and steadily understanding the Digital Marketing Enigma.