What will be your reaction if you are not allowed to surf Google for 48 hours? Will you be okay to permanently delete social media and shopping apps from your mobile phone? The answer is a big NO!!
Why are we so connected with these apps? Why do we feel the urge to surf social media pages, links at regular intervals throughout the day? Well, some may say it is just addiction and whiling the time away. But, if you think deeper this is how digital media impacts our lives. There has been a significant rise in the number of internet users in India in past few year and this rise has been very beneficial to Digital Marketing sector in India. Since last 3 years India has seen tremendous rise in the usage of Digital Marketing. Users are becoming more cautious and choosy while making a choice in the digital marketplace, they have become more responsive too. Digital payment platforms, shopping apps, entertainment apps and very recently even few good academic digital apps have climbed the ladder of popularity.
Below are two info graphics which clearly display the emergence of digital media and marketing amongst Indian audience. The first one is the percentage data of mobile activity users of past year. The second picture shows findings made by researchers regarding the rise in number of internet users in India in coming years.
In such a scenario with the advent of digital media, the preference for digital marketing has also risen. The data of internet users in India reflects this change. In 2018 internet users were 483 million and at the start of 2020 the number is 566 million!! These numbers indicate there is a big audience for all companies and brands to target and build on their digital presence. Marketing trends change at a very fast pace, as they are directly related to the customer preferences. Hence to attract and know the pulse of the target customer, brands need to be updated on the emerging trend in digital marketing. We did a research and have identified top 6 trends in digital marketing for 2020. Let us see each of these in detail and understand their approach.
Rise of new social platforms
As India’s mobile user numbers increase we also see a direct impact of the same on the rise of new social media platforms. With more easy access to internet and cheaper smartphone availability in market has given an impetus to the emergence of new platforms like Snapchat, Tumbler, Pinterest and many more. With the advent of new social media platforms corporate communication is also changing with more video conferencing and communication apps coming in the picture.
With the digital media landscape changing a major breakthrough has been Chatbots. The crux of any business is customer. Whether you are a mid-sized company or a large conglomerate the main factor which makes or break business is customer. Chatbots are designed to provide information 24/7 and help in engagement strategy. Nowadays, organizations are building chatbots which will help in employee management and engagement. Hence, definitely chatbots are here to stay!
Visuals have always been a great strategy for recall factor. The impact of what we see is always greater v/s what we hear or read. In the last few years video marketing has been a preferred by few organizations. We see a lot of video ads on YouTube, Amazon, Hotstar and many other apps. This method has been successful in generating more business leads. Connect and recall factor is more here and it has also helped in influencing the customer decision.
The internet user base in India is a mix of audience. The invention of voice search has helped the user to use digital media more confidently. Many users are not able to read or write in English, few are also not so educated but still they are avid mobile users. Especially in such cases voice search is a great solution. It is also preferred by many as it is faster than typing. Many brands have enabled voice search options on their apps to attract more customers. Few examples of major players in this market are Amazon Alexa, Apple Siri and Google Home and so on.
Popularity of vernacular content usage
The last few years have seen preference for local or native language digital content. According to a survey 70% Indians find local language digital content more reliable and are more likely to respond to the same. With the rise of social media platforms, the audience mix has also undergone change. Apps like Storytel, are example of how local and native language can attract more customers.
Augmented Reality is the latest and newest digital marketing trend to enter the market. Facebook has introduced Spark AR this year for public and it is definitely attracting a lot of attention. Google is also not behind, they have brought Google Lens, an image recognition tool. This trend if implemented in the right way can change marketing experience in a big way.
As we saw the above trends will not only change the digital marketing landscape but will definitely take it a notch higher on the pedestal!