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Digital Media Marketing in India Growth and Future - Case Study for MBA Students

Jun 20, 2015 17:14 IST

    Opportunity knocks whenever a new path is opened. One idea or discovery gives birth to many others. A decade back, internet users in India stood at nearly zero and now over 15% of the Indian population uses internet through various mediums.

    Number of Internet users increased along with the no. of households owning a computer. Computers have been replaced by Laptops, LCDs , Tablets and Smart Phones. With such a boom in technology and surge in usage of technological instruments, digital media could not have been behind. 3G network service provided on the Smart phones reached to 10 million users within 6 months of its launch. 4G network is under process. It has already been launched in few Indian cities.

    This dynamic change in the mediums to reach consumers and users has made Digital Media Marketing immensely popular. This popularity is not only amongst the business / service providers but also amongst the users.

    Previously, Print media and Television Advertisement were one of the most popular mediums. These oldies are in use and equally important even today. Today we have an additional medium in form of “Digital media”. Digital Media helps you reach the customer directly. The idea behind using Digital media judiciously is providing a customized message to the user. A focused message which can be seen, read and imbibed by the user directly in their phone, computer, laptop or tablet. Best place to target a user is where he or she spends the maximum time. If the target consumers spend most of their time online, then it makes sense to reach to them directly online.

    India has seen a tremendous growth in e –commerce domain. Many new players are out in the market with unique solutions for the user. And so is the need of digital marketing. Digital media marketing assists in reaching the consumer even when they are moving. For a print or mass television advertisement, consumer needs to sit after a day`s work and then read or see the given message. With the digital media the case is different.

    Digital marketing is a way to create a relationship with the consumer without overburdening them with the information or overselling the product / service. This is the reason why social media marketing has gained popularity. Social media marketing is a subtle way to tell the consumer the best of what one has.

    With digital media`s help, one can confidently say how many loyal customers one has. This can be judged with the help of no. of registered users, no. of Apps downloading, no. of newsletter registrations and no. of repeated customers. Digital marketing will keep growing. General techniques like Search Engine Optimization (SEO), Search Engine Marketing (SEM) and Social Media Marketing will be there. However, personalized marketing activities targeting specific set of audience and influencers will be given higher importance. It has enabled advertisers to reduce their budget and at the same time has reaped better benefits for them.

     

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