Industry experts discuss latest trends, growth & future of digital marketing in India

Digital marketing in India has witnessed substantial growth over the years, driven by increasing internet penetration, smartphone usage, and the shift of consumers towards online platforms. In India, the digital marketing industry is expanding rapidly, with businesses leveraging online platforms to reach a wide range of audiences. The digital market in the country is expected to grow significantly in the coming years, driven by factors such as increased digital consumption, e-commerce growth, and the adoption of digital payments. In a bid to further explore the digital marketing ecosystem, the exchange4media group is all set to host the eight edition of e4m TechManch on July 19 in Mumbai.

The agenda of the conference is power-packed where industry leaders will discuss how marketers can leverage their data effectively and seize new opportunities to stay ahead of the curve and remain competitive in the market.

At the recently held Pitch CMO summit in Delhi, several industry leaders shared their views on the growth and future of digital marketing in India. To get more such insightful takeaways around the future of digital marketing, join us at the upcoming edition of e4m Techmanch on July 19. Let’s see who said what at the Pitch CMO summit!

Talking about the growth of digital, Chandan Mukherji, Director & Executive VP of Strategy, Marketing & Communication, Nestle India, said, “Consumers today are spending a lot of time on digital platforms. Internet penetration has really grown, both in urban and rural India, and therefore, it offers a great opportunity for brands and marketers to really connect with their audiences using digital medium. There's a lot of scope available in terms of the depth of and breadth of platforms available on digital, but it's very important to stay relevant and meaningful while you execute these opportunities in digital”.

Sachin Vashishtha, CMO, Paisabazaar, said, “The future of digital marketing is very bright. People are spending more time online, whether it is for consuming content, spending time on digital media, or whether it is just wearing wearables. I believe we will see more and more spend going more towards digital in the future”.

Dimpy Yadav, Head Digital Strategy, Mindshare India, said, “India is a very dynamic country when it comes to marketing, and we work very differently from any other country across the world. India is a market which really experiments a lot and is going in a very transformative manner. So, the future of digital in India is going to be the centerstage, and when we talk about advertising in India, that's going to be very much evolved and transformational”, she said.

“Media is under transformation, which runs at the back of automation, and AI playing the bigger role with new platforms, coming over, and that's all about how new generative scripts and technologies are playing the bigger role, and how we really prepare to take care of that. When we talk about advertising in India, we will see a very rapid change in terms of how the medium is getting split, how budgets are getting allocated, and we see digital mediums taking over the stage in terms of driving better outcomes”, she added.

Shivam Ranjan, Head of Marketing- Asia Pacific, Motorola said, “Digital marketing has been evolving for quite some time now and I think it is evolving at a faster pace than ever after technologies like AI. The future of digital marketing is going to be absolutely more personalised with AI, it is going to be more contextual to be able to understand where the consumer is, what is the location, where they are, and be able to provide solutions in context and content basis that”, he said.

“We will also able to personalise content, not just at the level of a name, personalisation will no longer be at the level of customizing on name, but also customizing it to the consumer behavior and their trends and the time of the day and serving level content that is most relevant at that point of time. So, these are ways in which digital marketing is going to constantly evolve”, Ranjan added.

Kanika Mittal, Country Manager India, Taboola, said, “The future of digital marketing in India continues to be very exciting. I think it will be anchored around the three Cs of content, context and creativity. That is the only trifecta, where the biggest C - the consumer comes together as he finds your content to be engaging, it is delivered to him at the right time because it's contextually relevant and it's full of creativity. The content resonates with him at a deeper level and it's delivered to the digital environment where any which ways, customers are bound to be more authentic. So, there's an amazing chemistry that can happen, and I think this chemistry will play a very important role in the future of digital marketing”.

Ashish Tiwari, CMO, Homecredit India, said, “The future of digital marketing in India is really great with the cheapest data rates across the world, devices being with us and being more than 1 billion odd consumers on the internet. The market is just exploding and consumers are hungry for more content. With the GDP rate going as high as 8%, I think the marketers, which are able to harness the power of connectivity, harness the power of content and harness the power of storytelling using the digital market, different genres from digital marketing will be much better in the upcoming years than they have done in previous”.

Neelima Burra, SVP & Chief Strategy Transformation & Marketing Officer, Luminous Power Technologies, said, ‘The future of digital marketing in India is really very bright in the advent of technology, AI and Machine learning (ML). It's important that digital marketing is linked back to the brand, the purpose and the consumer insights and the segments which you can create with it, and then finally, connected back with personalisation and contextual marketing with it. With all these things coming together, and measurability and ROI, digital marketing is the way forward for the digital narratives of India”.

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