INDIA ONLINE
2013DIGITAL TRENDS
THE MODERN DIGITAL ECOSYSTEM :
70%
53%
bought product or service
recommended via Twitter
48%
Facebook is the most effective platform to
get consumers talking about products
of active online adult social networkers shop online
of consumers use Twitter to recommend
companies or products in their Tweets,
WEB SOCIAL MOBILE SEARCH
INDIANS ARE VERY SOCIAL
70% of all Indian netizens are
on Facebook i.e approx 61.5
Mn.
No 3 in the world.
15 Mn Indians are on Twitter. India
has the 4th largest base of
Twitteratis.
19 Mn Indians have a LinkedIn
profile. That’s the 2nd highest in the
world.
35 Mn unique visits in a
month with a reach of almost
55% of Indian online
population
12.4 Mn unique visits in a month
which is the 2nd largest base in the
world.
How the Internet Affects New Product Purchase DecisionsDIGITAL INFLUENCE
Global
Electronics-81%
Appliences-77%
Books-70%
Music-69%
Clothing-69%
Cars-68%
Food/Beverage s -62%Personal Hygiene –
62%Personal Health/OTC-
61%
Hair Care-60%
TOP 10 NEW PRODUCT CATEGORIES RANKED BY PERCENT OF
CLAIMED INTERNET IMPORTANCE IN DECISION MAKING
PROCESS
GOOGLE CONTINUES TO DOMINATE WITH A NEAR UNIVERSAL REACH OF 93%
GOOGLE SEARCH CONTINUES LEADERSHIP
Of Indian mobile web user now see
mobile as either their primary or
exclusive means of going online
72% Of Indian mobile web user are as
comfortable with mobile advertising as
the they are with TV or online
advertising
73% Of Indian mobile web user are on
some kind of mobile device/tablet
WHILE WATCHING TV
26%
TRENDS IN DIGITAL MARKETING
2013
television
computer
phone
tablet
I
Source: The Australian Online Consumer Report, Nielsen 2012
A TYPICAL MODERN HOUSEHOLD TODAY
SEARCH• Large trigger in facilitating discoverability
• Fragmented search needs consolidation (eg Yellow pages, Askme, Review sites etc.
SOCIAL• Visual Marketing will aid differentiation
• Interesting story telling aided by audio visual tools
E-COMMERCE• As e-commerce grows so will m-commerce
• Interesting alliances inspired from consumer behavior and relevance will facilitate differentiation
How consumers
view it
Find Choose
Use Buy
How Advertisers
View it
Attract Sell
Retain Support
TREND 1 SEARCH RULES… but there’s a fragmented need to serve information
TREND 2 MOBILE PROVIDES UNPARALLED REACH & INTERACTIVITY
While the 2012 Mary Meeker report suggests that Mobile
Internet traffic has already crossed Desktop traffic, this
includes traffic from data cards.
This, however is a strong indicator that internet usage is
moving to mobile devices, and actual Mobile internet
traffic and will surpass Desktop traffic by early 2013
SENSE MOVEMENT
TOUCH
LOCATION AWARE
CLICK TO CALL/ SMS/CALENDAR
ON THE GO
TREND 3 SOCIAL IS SHAPING PURCHASE DECISION
Consumers are increasingly relying on social media while shopping
EXCHANGING
SHARING
In the last year he number of minutes spent on Facebook grew by 69%
Among social network user 1 in 4 have “friended” or follow a company or brand
45% of twitter user share opinions about a product or brand more than once a day
Find Choose
Use Buy
Search
Evaluate
Judge
Experience Pay
Purchase
Evaluate
Decide
DISCOUNT
tailing and how India’s shoppers are now buying onlineTHE ADVENT OF ‘ME’
• Shopper behaviour is being
fundamentally changed by the
increasing presence and
proliferation of online retail.
• Today, almost three in five
(57%) online shoppers have
begun comparing prices for
household grocery items on
their internet-enabled devices
while 41 percent have
purchased items online in the
last month.
“Deals, discounts,
convenience and
easy comparison
make
e-commerce a viable
alternative for
shoppers.”
M-COMMERCECAGR
71.06%
2012-16
Smartphone owners are increasingly using their
devices for shopping, from researching products
and reviews, to comparing prices, finding retail
locations, and redeeming coupons
increasing collaboration
between service providers
and banks.
Growth in mobile subscriptions is one of the key
factors contributing to this market growth.
WE’LL ALSO SEE…
VISUAL
MARKETING WILL
BE KEY
CONTENT WILL
CONTINUE
TO BE KING
Increased emphasis to
ensure that our content is
always engaging and
interesting
DISCOUNTS AND
GIVEAWAYS
will incentivize social
sharing of branded
content
DISCOUNT
Pinterest and Instagram have shown how visual marketing is the new
social media weapon And with Facebook’s ‘share’ functionality, visual
marketing is important on this platform too
ONLINE, DIGITAL AND
SOCIAL MEDIA
MARKETING will be key
initiatives for companies
in 2013
WILL REMAIN THE
MAJORITY SPEND FOR
MARKETING
It has also become the
largest debate forum –
where every view
imaginable is expressed
without any fear
ECOMMERCE AND
SOCIAL MEDIA WILL
GROW TOGETHER
will incentivize social
sharing of branded content
Rather than displaying
advertisements online (such
as the typical banner ads),
companies will sponsor
content on websites
CONSUMERS WILL MARKET TO
OTHER CONSUMERS
The traditional marketing concept of
"push and pull" will lose effectiveness as
a result of the power that consumers
gain through the two-way dialog of social
media
WORLD’S
BIGGEST NEWS
SOURCE
REPUTATION
MANAGEMENT
will grow as a crucial part of
using social media platforms
WE’LL ALSO SEE…
THANK YOU
CREDENTIALS
• VIKRAM GUPTA– DIGITAL MARKETING PROFESSIONAL– DIRECTOR NORTH @ IGNITEE DIGITAL
SERVICES PVT LTD.
[email protected] | [email protected]
HTTP://IN.LINKEDIN.COM/IN/VIKRAMKRGUPTA/
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