Vernacular Content to lead Digital Marketing Growth
Mumbai, June 10, 2015: With availability of cheaper smart phones and accessibility to internet, vernacular content is going to drive growth in digital marketing. Speaking at the 11th Marketing Conclave, Gyan Gupta – COO, DB Digital said, "Hindi as a language is witnessing 40% penetration in the online space. With non metros witnessing steady growth in internet penetration, local language is certainly flavor of the day." Echoing Gyan Gupta's thought, Yateesh Srivastava said, "Vernaular will be the next level of growth as Tier 2 & 3 cities and towns are witnessing a surge in internet penetration and growth. The faster we embrace the fact non metros will lead internet growth, more effective will be our communication aimed at the consumer."
With over 138 million internet users in rural India, 11th Marketing Conclave was the ideal platform for marketers to chart out their advertising strategy. Advertisers are becoming more creative to reach out to consumers. As Kirthiga Reddy – Managing Director, Facebook India, pointed out, "Facebook is constantly and consistently integrating virtual reality. Innovations on the creative side of the real estate industry has provided enormous boost to virtual reality concept. Brands are focusing on reaching out consumers in a personalized and creative manner. And the digital platform provides the best solution." Speaking about Digital Marketing, Satyan Gajwani, Chief Executive Officer – Times Internet, said, "Technology allows the platform of digital advertising to enhance and create advertisements targeted at certain consumers. Hence we are seeing the growth of native advertisement – which breaks clutter; stops disruptive ads and content is contextual for the consumer."
Speaking at the session titled "Simplifying the Mobile Marketing Ecosystem", Madan Mohapatra, Head – Customer Strategy, Future Group, said, "If we are to look at the global advertising market, the industry around US $600 billion, with mobile advertising pegged at around US $100 billion. In India, mobile advertising is a fraction of global spend. The time has is ripe to increase mobile ad spend as growing captive consumers are found mobile."
According to an IAMAI – IMRB report, Internet users in India could increase by over 24% if local language content is provided on the Internet. In the rural areas, 43% of the non-users of the Internet said they would adopt the medium if the content was provided in local language. In the urban areas, 13.5% of the non-users mentioned that they would use internet if content is provided in local languages.
The online advertising market in India is over INR 3,575 Crore with a growth rate of 30% annually. The online advertising market was pegged at INR 2,750 Crore in March 2014. As of December 2014, the Indian Digital Commerce market stood at INR 81,525 crores and cross INR 1,00,000 crore by the end of 2015
The Internet and Mobile Association of India [IAMAI] is a young and vibrant association with ambitions of representing the entire gamut of digital businesses in India. It was established in 2004 by the leading online publishers, but in the last 10 years has come to effectively address the challenges facing the digital and online industry including mobile content and services, online publishing, mobile advertising, online advertising, ecommerce and mobile & digital payments among others.
Ten years after its establishment, the association is still the only professional industry body representing the online and mobile VAS industry in India. The association is registered under the Societies Act and is a recognized charity in Maharashtra. With a membership of 160 plus Indian and MNC companies, offices in Delhi, Mumbai and Bengaluru, the association is well placed to work towards charting a growth path for the digital industry in India.
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