What is the scope of Digital marketing in India?
20 years ago, Indian young millennials were entering their teenage years and got their hands on broadband. After that India’s first startup wave came the dot com boom. In early 2000 people bought mobile iPhone and smartphones. In 2010, India entered the smartphone era with the rise of 2G to 3G. We have come a long way since then, but the journey has been far from simple, and the rise of tech in India has coincided with the new millennium.
The economic growth with the rise in smartphones and internet made India arrive destination for tech products. Indian population has a great appetite for technology and the internet. In the last two three years, the number of mobile data users have tripled. And at the same time data price has reduced by 90% and data consumption has increased by 11 times.
PM Modi’s Digital India campaign only ignited the spark.The vision of Digital India program is to transform India into digitally empowered society, and digital empowered citizens. By focusing on digital literacy.
Number of digital users in India is increasing at 38%, using the internet for four to five hours has become a normal routine for most people, digital marketing can be used as an advantage by weaving and marketing communication into every digital channel.
“Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble.” – Ian Schafer
Any country’s economy goes up, as the average age of the country goes up, currently in 2020 the average age is 27.5. And as the age increases people are bound to spend and that’s how the economy improves.
Indian population and can be segregated into three categories. One, two and three. What is the upper middle upper middle class who can afford cars, high end digital devices and has internet connections
in there to where these people can afford roti kapda and makan, and want the internet along with the basic necessities.
India 3 is the category which struggles for the basic necessities of cities and in gathering the food and shelter itself is a big challenge for this category
Because of the telecom revolution in India the data plans have become so cheap that it is available to the general public, and people are becoming digitally literate.
Law of Marketing
Rightly said that marketing is a science and the marketing starts before the launch of any product, the good product sells itself and converts the customer into brand ambassador , which is like the customer selling your product by word of mouth.
Marketing is sending the right message to the right person at the right point of time, it doesn’t end after the product is sold. It’s about keeping the existing customers happy. Building trust with the target audience. It can be done by making a strong brand, by being only one and selecting the proper niche, as the money and the success you will earn will depend on the niche you choose. Understanding your audience.
Traditional vs Digital Marketing
A business without a digital presence is bound to vanish in no time.
What makes Digital Marketing such a relevant topic for students to study?
- Companies are keen on data collection
- Social media is an ever-growing marketing platform
- Website need to capture the eye
- Mobile is a 24/7 marketing tool
- You can bring new ideas to the table
Whenever you want a start-up or established firm or working as a freelancer digital marketing works best for both, it is cheaper than any other marketing plan.
Digital marketing gives high exposure in the shortest period of time, you can track data in real work at any time.
Benefits of digital marketing over traditional marketing
Marketing is the aspect of business which cannot be ignored and intrapreneurs keep separate budgets for it. The problem is we live in a generation where part of population, action, while other part does not know how to use the internet. So the decision of traditional versus digital becomes difficult.
Traditional marketing is the conventional modes of marketing that have been used since the beginning of marketing and advertisements. This includes:
- Flyers and billboards by the roads and highways.
- Ads in related weekly magazines.
Digital marketing includes platforms like:
- Social media like Facebook, Twitter, or Instagram.
- Business networking sites like LinkedIn.
- Promotional ads via emails.
- Paid pop-ups.
- Clickbait links for viral content.
The benefits of digital marketing is
- Cost reduction.
- We can track our customers real time. We can interact with them.
- Its like a brand in making
We can have a whole website instead of a column in a newspaper, what you’re thinking you can publish on your blog, or a page or on social media and if your content is good enough for your target customer millions of people can visit your blog.
It has a higher exposure TV newspaper covering the majority of the population, but limited to certain localities. But online ads reach the entire world, higher engagement with traditional marketing and your current interaction with your target audience. No need to wait for response, which is, which takes a lot of time, but in online marketing digital marketing, we can engage audiences.
Take a holistic approach of integrated marketing by focusing on everything together.
Content creates useful content by joining the conversation in people’s mind by understanding your target audience, building trust with the audience, and then converting the leads to customers. Personal Branding means giving the name or two particular products, so that the customer is able to distinguish this product from the existing product. This known will always be the best people want to hear from people and not from brands. It can give rise to several other brands. Integrated marketing is an approach to create a unified and seamless experience for customers to interact with brands. It melts all aspects of marketing communications such as advertising sales promotions public relations direct marketing and social media through their respective minimum of tactics.
Methods channels media and activities so that all worked together, it is processed to ensure all messaging and communication strategies across all channels
Personal Branding is the conscious effort to create and influence public perception of an individual by positioning them as an authority in their industry, elevating their credibility, and differentiating themselves from the competition, It is important to advance one career and and have a larger impact.
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. – Seth Godin
The Mass Trust Blueprint for building Personal Brand. Start with learning, then do the work, then write about it (blog), start consulting, then mentor other people in your field and then build your own startup. And repeat the cycle.
We can understand the importance of Integrated marketing by this Case Study
Domino’s anyware campaign helped people to order in a more convenient way. It allows customers to order via a tweet or text spark TV and smartwatch. The idea was possible because two years down the line Domino’s established pizza profile which saved customers payment information and address.
Domino’s launched a TV campaign where customers learned about anywar ways two order.
- These campaigns generated 2 billion media impressions,
- Five lakhs visits.
- 10.5% year over year growth.
It helped Domino’s achieve its goal of having half of all orders be made digitally.
Conclusion: World is getting Digitised .Customer behaviour is changing . Digital Marketing will never fade as marketing will never die . It is simply a better way to market the products today.
Scope of digital marketing in India
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