According to study, “Digital Marketing Market in India (2018-2023)” some of the major companies that are currently working in the digital marketing market in India are AdGlobal360 India Private Limited, Dentsu, Webchutney Private Limited, Gozoop Online Private Limited, DDB Mudra Private Limited, Grey Worldwide (India) Private Limited, Langoor Digital Private Limited, Interactive Avenues Marketing Solutions Private Limited, Pinstorm Technologies Private Limited, Quasar Media Private Limited, Ignitee Digital Services Private Limited, Windchimes Communications Pvt. Ltd,Media2win India Pvt. Ltd, BC Web Wise Pvt. Ltd.
Digital marketing is a marketing procedure that connects advertisers with their audience across digital channels. The digital channels include search, display, mobile, video and social. It is also recognized as internet marketing, online marketing or web marketing. It creates and promotes brand awareness via internet. It provides 24×7 services to customers. Some of key components of digital marketing are content marketing, affiliate marketing, email marketing, online reputation management (ORM), display advertising, pay per click (PPC), website design, social media marketing (SMM) and search engine optimization (SEO) etc.
Some of the key features of the digital marketing are eco-friendliness, easy implementation, flexible, convenience, influential, small investments & big returns, fastest reach, cost-effectiveness, high engagement and better job opportunities etc. The main areas of the digital marketing are online advertisement and mobile advertisement in country. The government of India has also been promoting the digital mode of getting services, digital payments and use of the digital platforms for all the upcoming new initiatives. UPI and Bheem App are the major sources of bringing most people on the internet. This has further created an opportunity for the digital marketing development.
The key advantages for using digital marketing are direct advertising, helping marketers career, bulk e-mails & messages, simple to measure, perpetually displaying ads, reduced cost, easy brand promotion and easy consumer reach etc. Apart from the advantages there some of the major challenges associated such as competition of brands, limitation of internet access, cash on delivery, limited consumer link & conversion and security issues etc.
Based on application market is classified into online banking, content management, payment systems and shopping & order tracking.
The market of the digital marketing is largely driven by increasing disposable income and the technological advancement, followed by increase in e-commerce, growing social media, modernization of lifestyle, rising internet penetration, huge wireless subscriber base, and advanced features of government policies have mounted the use of digital marketing considerably.
The promotions and policies like Digital India (DI) which provides opportunities to various digital advertising agencies and support the online education. The main goal of DI is to provide high value services of internet at realistic price for extension of online education in the country.
Nowadays, mobile advertisements are the main focus for digital marketing as it permits large scale consumers primarily due to the rising number of mobile devices. The important platforms are used for mobile ads such as gaming apps, third-party app stores, mobile social media apps or sites and mobile-friendly educational sites etc.
It is expected that revenue value of digital marketing will be rise due to emergence of e-commerce ecosystem from the online retail, online travel & ticketing, online deals, online marketplace and classified online portals etc. In the near future, it is estimated that the market is expected to growdue to the increased use of the 4G connections and smart-phones.
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Ankur Gupta, Head Marketing & Communications