white paper- digital marketing
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White Paper- Digital MarketingTRANSCRIPT
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Background of the Digital Industry New media technologies such as social media, mobile, Internet and analytics are
advancing rapidly on the economic landscape. Technologies described as new media
are digital in nature and have changed the way people communicate. It has
revolutionized different sectors such as Internet, websites, computer, multimedia,
videogames, CD-ROMS and DVDs. The digital sector refers to any job that is related to
working online. The digital sector is extremely diverse and ranges from web
development to social media. The digital media sector started in the 1970s with the
initial success of Atari in starting the video game business but really started to grow in
the late 1990s due to a combination of strong growth in video games and the first
Internet boom. According to the Deloitte report (2012), the new media will be delivered
through Internet and mobile platforms unlike traditional media, which is forecasted to
shrink.
The world has turned to digital media for consumer information, share thoughts and
reviews about products and brands before making any choices. Most industries are
leveraging on new media to build their brand image and increase sales. According to
IAMAI figures, broadband subscribers in the last year grew by 10-12 percent with rural
India also joining the Internet bandwagon. The wireless/mobile subscription has grown
three folds during 2012 with higher growth in tier two and three cities. The number of
people accessing Internet on their cellphones has grown by 20 percent.
According to the Wilkofsky Green Associates, digital and mobile distribution constituted
only 5 percent of global media and entertainment spending in 2007. However, it is
estimated that during the next five years, the revenues of the industry will account for
24 percent of the industry’s growth and will constitute 10 percent of global media and
entertainment spending in 2012.
Digital Industry in India The digital industry in India is just over ten years old and is still at a very nascent stage.
Traditional media such as television, radio, newspapers still play a very significant role in
reaching out to the target audience. In the 90s, India was extremely dependent on the
traditional media and digital media platforms were remotely being used by corporates
and other organizations.
Today, things have remarkably changed and India has rapidly involved in new media.
Indians are using new media extensively from MySpace to Facebook and from
Technorati to SlideShare. Indians are online through access to phones, cyber cafes and
personal computers. This has opened innumerable opportunities for marketers to reach
their target audience.
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An IAMAI- IMRB report estimated that by June 2014, India will have 243 million Internet
users. The number of internet users in India reached 205 million in October 2013
registering a 40 percent year on year growth.
Source: IAMAI- IMRB I-cube
Rural India has witnessed a year on year growth of 58 percent of active internet users
since June 2012. In rural India, there were 68 million internet users in October 2013 and
is estimated to reach 72 million by December 2013
Source: IAMAI- IMRB I-cube
In Rural India, 70 percent of active internet users also access internet using mobile
phones, while 32 per cent use internet only through mobile. Public spaces such as the
community service centres and cyber cafes are the main point of access for 40 per cent
of these users.
Source: IAMAI- IMRB I-cube
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Digital Marketing in India The digital marketing industry is huge and is evolving to become a phenomenally
growing sector. According to the study published in the United States by the Direct
Marketing Association, the digital marketing industry was worth $62 billion in 2012. The
study analyzed the value of the data market, revenue generated from online ads, email
subscriber targeting and what publishers make by selling information. Indian marketing
professionals today have thousands of digital ways to interact with their audience. An
audience that consists of digitally proficient students who are accessing their profiles in
buses, working professionals who check their mails on-the-way to office, and even
housewives who know how to access their online profiles.
Indian digital marketing sector has immense demographic advantages with which it can
reach their target audience. With broadband access growing, there is a huge potential
market that can be capitalized by Indian marketers. Experts have highlighted the Indian
digital marketing sector’s ability to go viral. The one major aspect of Indian digital
marketing that has a huge potential to grow is virality. The potential to go ‘viral’ can
have a great impact on the Indian blockbusters that could capture the attention of the
Indian public
One big advantage of digital marketing in India is definitely its cost-effectiveness and
interactivity. It also gives easy accessibility, which is a boon. considering traditional
Indian marketing faced hurdles in reaching out to Indian masses in the most resource-
effective way. However, Indian audiences face the challenges of additional difficulty of
linguistic differences. Digital marketers have chosen to stay away from addressing these
challenges
One of the largest contributors to the Indian economy is Small and medium Enterprises
(SMEs). Most of these enterprises are family run who hire people with experience in
digital agencies that may not necessarily understand marketing. Although, these
professionals are proficient in the technical aspects of digital marketing such as Search
Engine Optimization (SEO), Search Engine Marketing (SEM), Website Optimization, they
may lack the understanding of why digital marketing is required in the larger context.
Digital Marketing Spending Businesses are increasingly spending money on online advertisements, and digital media
marketing online marketing platforms.
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Figure 1: Chart showing spending on types of digital marketing in India:
As shown in the figure above, social media and email marketing gained top positions in
the digital spends plan of marketers. About 65% of the respondents claimed that there
would be an increase in their social media spends in the year 2013. Email marketing
stood next with 57%.
The online advertising market in India is projected to reach Rs 2,938 crore by March
2014, according to the findings of Digital Advertising in India report, by the Internet and
Mobile Association of India (IAMAI) and IMRB International. The online advertising
market in India, comprising search, display, mobile, social media, email and video
advertising, which was valued at Rs 1,750 crore in March, 2012 has grown by 29% over
the previous year to reach Rs 2,260 crore by March, 2013.
The BFSI, travel and automobile sectors continue to be the top 3 spenders in online
advertising. Increased spending by e-commerce players has been one of the highlights
of the online advertising industry in FY 2011-12. Their share of spends is estimated to
decline in 2012-13.
Figure 2: Chart showing money spent on digital media in India
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Spending on Social Media Ads:
• Total Spending of INR 175 Crore in FY2012
• Total Spending of INR 300 Crore in FY2013
Below are some of the campaign goals of Social Media Ads:
• Contextual Advertisements
• Engagement with users through Company Fan pages
• Facebook leads Social Media Revenue charts
• LinkedIn Ads Most Effective
On Mobile Ads: FY2011 Total Size – INR 90 Crore
FY2012 Total Size – INR 123 Crore
Main Types
• WAP / Browser Based Ads (74%) of Total Mobile Ad Spend
• In-App Advertisements (20%) of Total Mobile Ad Spend
Careers in Digital Marketing The digital sector is one of the fastest growing industries across the world. The digital
sector refers to any job, which is related to working online. We are doing more and
more things online today that have led to the sector growing radically. This has led
to brands needing an online presence to survive and employers investing big money to
online resources and offering a wide range of roles to support their digital activities.
Some of the key digital disciplines that have immense opportunities are:
• Analytics
• CRM and email
• Social media
• Online marketing
• Website/graphic design
• Media planning/buying
• Content management
• Mobile applications development
• Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• Internet marketing consulting
• Digital copywriting
• User experience
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One of the advantages of pursuing a career in digital marketing is that one may already
possess some of the relevant skills. For instance people may already have some
experience and knowledge in using social media and be familiar with the Internet,
websites and digital TV. As the industry diversifies and grows, the job opportunities also
increase and the area will become more niche and specialized.
Some of the profiles that are prevalent for a career in digital marketing are online
portfolio manager, digital marketing executive, digital head and many more such
positions
Tips to get started in digital marketing:
1. Read digital marketing blogs and keep yourself updated with industry insights
2. Attend digital marketing events, conferences, webinars in your city and network
with all the relevant people
3. Start your own blog and put your thoughts out to the world
4. Do field-specific courses from a specialized institute, get certifications and learn
more about the industry
As the digital industry grows, there are immense opportunities in the sector in the case
of India. However, there is a lack of professionals that can cater to the demand of this
growing sector. It is important for marketers from traditional marketing to upskill
themselves and learn digital marketing to sustain their careers. This will also lead to the
growth and performance of the sector.
About this White Paper This introductory White Paper on “Digital Marketing” has been written by Dr. Shruti Nair
of DMTI.
About DMTI
The Digital Marketing Training Institute (DMTI) is the leading Digital Media Marketing
training provider in the country. Founded in the year 2011, DMTI is the only company
that provides training for all aspects of Digital Media viz. Search Engine Marketing,
Social Media Marketing, Digital Data Analytics, Email Marketing, Social Media
Optimization, Online Reputation Management, Mobile Marketing, Advertising Sales,
Digital Strategy, etc.
Through their comprehensive offering of training and qualifications, DMTI helps
students, professionals and corporates from various marketing spheres build the
knowledge, skills and experience needed to compete in the world of digital marketing
and e-commerce.
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DMTI is a consortium of thoughts of a bunch of senior marketers in the industry and it
plans to not only design but also deliver digital marketing courses in different colleges,
private training institutes and universities etc. across the country to produce digital
marketers of no match.