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EVOLUTION OF DIGITAL MARKETING IN INDIA

INTRODUCTION

India consists of 1.35 billion people where almost every teenager, professionals or even a senior citizen is aware of digital marketing. Digital marketing is the process of integrating platforms and customers experience through a digital channel. Digital marketing provides the platform to increase and improve relationships with present and potential customers through a variety of digital channels.

People are consuming digital content on a daily basis. Very soon, traditional marketing platforms will fade away, and the digital market will take over. There are a number of advantages to Digital Marketing. Digital marketing as compared to the traditional marketing is more affordable. Digital marketing enables businesses to reach a larger audience in a shorter time-period. Technological advances have resulted in considerable attrition of the customer-base of traditional marketing agencies & departments. People have moved on to phones, tablets and computers, which are the areas where digital marketers have gained the most ground.

HISTORY OF DIGITAL MARKETING IN INDIA

Digital marketing was first coined in 1990 with the development of Internet and the Web 1.0 platform .The Web 1.0 platform allowed users to find the information they wanted, but did not allow them to share this information over the web. Up until then marketers were still unsure about the digital platform. Internet began to expand in the world in 1993 when the first clickable banner was launched, which marked the beginning of the transition to the digital era of marketing. Due to this steady shift in the field of digital media ,1994 saw a lot of new technologies. In the next year, 1995  public access to internet was launched in India.

The launch of Internet in India was followed by ‘Jerry’s guide to the World Wide Web’ after which Yahoo got 1million views online within its first year , which created a massive buzz about digital marketing space in India  and also generated competition in this sector.

The next drastic change was witnessed in India after Google was launched followed by Hotmail that became so popular that it forced Microsoft to pay hefty sums to buy it. Google oust all the other search engines, as it there was no match with them in terms of quality and innovation. In India in 2006 search engines traffic increased, as there were 40 million users. Microsoft too seized the opportunity and launched live search engines in answer to Yahoo and Google .Then came Horizon web 2.0, where Internet became more popular. With this many businessmen in India started interacting with each other and resulted in Information Super Highway, which increase the flow of information. My Space was launched in 2003 worldwide and was introduced in India around 2006, which was followed by Facebook .This proved to be a pioneer in connecting people in India where Indian businesses saw new opportunities to expand their business and tap into potential customers, which gave a new turn to the trend of capitalization and investment. Cookies was another milestone in the digital marketing. Indian advertisers began to look for different ways to present their content in order to do so advertisers attached cookies to emails in order to track the user trends.

SCOPE OF DIGITAL MARKETING IN INDIA

Today there are more then 100 million active Facebook users, 70 million Whatsapp users, 33 million on Twitter and around 10 million of Instagram users in India, which hints at the potential, India has in digital marketing. Digital marketing report 2016 released by Social Beats, India’s leading digital marketing agencies which was based on a survey conducted in 2016 consisting of 376 marketing heads across India highlighted the rise of digital marketing in India. Sunil Chawla, co founder of Social Beats said that it was  encouraging to see that 87% of the brands surveyed leverage digital marketing. He further added that around 10% of the  brands surveyed spend more than Rs. 1 crore annually on digital marketing where as  around 50% brands surveyed spend more than Rs. 6 Lakhs annually. Overall, 20% brands have decided to increase their digital marketing budget by 25% in the next financial year. This is important in the context of growing internet and digital penetration in India. Brands in today’s time understand that digital is the way forward. With an expected 500 Million Internet users In India by 2017, brands identify the massive opportunity to reach out to their consumers.