• Abhishek Ravikumar

DIGITAL MARKETING in INDIA- 2020 AND BEYOND

INTRODUCTION


As we all are well aware, India is the fastest-growing economy in the world. India, post independence, started its journey as an agrarian nation, but slowly spread its wings across sectors; textile, manufacturing, service, IT, automobile and so on.



Digital Marketing in India


With businesses being established, and with the boom of internet, the marketing strategies slowly moved towards the digital world. Thus, India too became the user of digital marketing.


evolution OF DIGITAL MARKETING


1990 - The term "digital marketing" was coined.

1993 - First clickable web-ad banner.

1994 - First E-commerce transaction done over web.

1996 - Search Engines like LookSmart, Alexa, and HotBot were launched.

1997 - First social media site, sixdegrees.com, was launched (lasted till 2001).

1998 - Search engine Legend, Google, was launched.

2000 - Internet bubble burst with smaller search engines wiped out.

2002 - LinkedIn Launched.

2003 - Content management system, Wordpress, launched.

2004 - Our two favorites, Gmail and Facebook were launched and went live.

2005 - The one tool we cannot live without today in 2020, YouTube was launched.

2007 - iPhone launched. Tumblr was launched. FlipKart was founded in India.

2008 - AppStore was introduced.

2009 - Google AdWords introduced.

2010 - Whatsapp was launched.

2011 - Siri introduced to world.

2012 - Amazon was started in India.

2013 - Google Glass and 4K Displays.

2014 - Number of smart phone users overshadowed PC users.

2015 - Live streaming becomes popular.

2016 - Mobile and app marketing.

2017 - 80% of businesses in India increased their digital marketing budget.

2018 - Report of 500 billion internet users in India.

2019 - Constant growth of Digital Marketing with over 87% of Indians using mobile phones with internet in it.


The evolution over the last decade seems overwhelming with constant growth in the sector of digital marketing.


India always relied on traditional marketing with TV ads, pamphlets, radio adverts, and so on. This was until the internet emerged and it became a door-to-door affair these days. In India, one might not even have a proper job, but internet is there on everyone's phone. So much so, even job hunting has come down to internet and online. Gone are those days where people used to wait for the day's newspaper to look for vacancies and opportunities in the sector of their interest and education.


INDIA AND DIGITAL MARKETING


India, as known to all, is the second most populous country. Just with the sheer population, the invent of new businesses and strategies to market is humongous. Internet hasn't left anyone these days.


My mother, who is 65 years old, is an excellent cook and a dressmaker. She is youtube savvy, and she keeps churning out new dishes from her kitchen and stitches fashionable designer wears to us. This happened after she was introduced to smart phones 6 years ago.



youtube marketing


Wondering, why I'm saying all these. I did mention about youtube there, which is a medium of social media marketing and content marketing. People who publish videos are doing so to exhibit their talent and in turn earn money through ads, and such content is reaching nook and corner of our country. This is just a glimpse of the connection of digital marketing with Indians.


Even the smallest shop or a sports center or a gym these days have a Facebook Page for their business, thus trying to reach the target audience, regionwise. Such is the scope of digital marketing.


FUTURE OF DIGITAL MARKETING IN INDIA


Every business in the country, big and small, wants to be part of the digital marketing platform. The main reason being the reach through digital mediums. With this kind of reach, the future businesses would digitize as soon as they register the business.


Being digital is equal to being global. Even small scale cottage industries and handicraft industries have started exporting their products, thanks to internet that people worldwide know what is being marketed and a the market is spread across for such products.



Export business due to digital marketing


The beauty of digital marketing is it can reach the right audience, unlike our traditional marketing. When the right audience is tapped, the returns are higher, and as a result the business booms.


Also, with target audience clearly defined, the cost of marketing is low, and returns higher. Business, at the end of the day, is looking to generate revenue and this happens through digital marketing. Subsequently, all business turn to digital marketing, which in turn creates more digital marketing professionals, who produce newer and better marketing ideas, and new businesses emerge and the cycle goes on and on. Ultimately, what I'm trying to say is more startups and businesses are started, more demand for digital marketing.


In fact, in my opinion. As we digitized, there are births of new startups and business.


Say, for example. Traditionally, we would know the eateries / restaurants only in our locality or the areas we frequently visit. When marketing became digital, a person in one corner of the city gets familiar about the restaurant in the other corner of the city, and nonetheless wants to visit the place based on the rave reviews (again on social media, digitized world). So, now the restaurant has opened doors to the whole city which is a wider radius compared to t