Current Scenario of Digital Marketing in India

Trends of Marketing have undergone a tremendous shift in a decade. Most of the companies are investing extensively in Digital technologies. The purpose behind this digital marketing is cost efficiency, targeting the right set of audiences, tracking business activities and being interactive in nature. This trend can be seen across all sectors of the economy. The power of digital marketing has bridged the geographic gap between potential customers and marketers. The majority of people today have smartphones with internet access, India is the second-largest country with 391.2 Million internet users, after China.

Within a decade, Indian marketers have to change the way of interaction with their audience – it can be designing a user-friendly website, creating a mobile app, search engine marketing, E-mail marketing and reaching its audience on social media platforms- Facebook, Instagram, Snapchat, Twitter, YouTube, etc. Companies are targeting the unique segment of customers that is ‘Millennials’. Every 4 out of 5 millennials spend most of their time on Social Media or the internet, so it is inevitable for the companies to ignore the digital arena.

Today shopping is incomplete without internet marketing. Customer is bombarded with the abundance of information through the web, before making a final purchase, customer checks or reads its reviews online and then makes a final purchase whether online or offline.

Post demonetization, Govt. of India is trying hard to shift towards digitalized money transfers which are more traceable and clear. Govt. has launched may online applications like BHIM and UPI to promote e-payments in India. Since 2014, Prime Minister Mr. Narendra Modi has launched many schemes like Digital India, Make in India, etc. that can accelerate the growth of the e-commerce industry in developing countries like India.

Digital Marketing is a need of an hour for every business today. The usage of digital marketing is increasing day by day in India. Due to digitalization, customers are switching from in-store purchases to online purchases. This has given a tough competition to the retailers who are completely relying on brick and mortar stores for the selling of their product. Customers are moving seamlessly towards offline to online experiences. To remain competitive in the business environment, retailers should focus on omnichannel marketing, exploring all the channels of the marketing which provides opportunities to interact with the customer and giving outstanding experience in personalization. They should provide flexible financing options to customers to make them brand loyal. Retailers should do their best to facilitate their customers, they rely on those retailers whom they can trust to deliver exceptional service time and again.

A digital platform is the best and the economic platform for small and medium businesses to influence their target audience into paying customers if done in the right manner.

 

Kashika Chadha | Research Associate| FPM Co-ordinator
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