What Is The MarCom Trend In Indian Market 2023? All You Need To Know About Marketing

Macro changes are taking India towards a positive era of strong individuality, personalisation, and hyper-targeted yet affordable campaigns. Let’s look at the top five factors to consider before your next year’s campaigns.

1) REGIONAL IS THE NEW GLOBAL

Over the last two decades, most advertising campaigns have been rooted in modern lifestyles and the way they live is inspirational. One of the biggest cultural shifts displayed in movies, songs and podcasts is the exceptional rise of original regional stories from every part of the nation. It will soon make a way for mainline advertising and marketing campaigns across all core brands in the country. The big Western narrative has now been replaced with an internalising outlook of authentic Indie experiences.

2) OTT ADS IN MEDIA PLANS

Traditional TV isn’t dead but paying customers, especially those who shop online, are rapidly moving towards CTV. In rural areas, OTTs have a strategic economical like Amazon Prime starting as low as Rs89 per month, and they too are scheduled to begin their ads soon. So advertisers today, to a large extent, can reach. Let analysis the number a bit, India has a total of 68.5 million active DTH subscribers (Dish, Airtel, Tata, Sky, and so on). The OTT subscribers? 119.5 million. That’s almost a 35 per cent difference. The person will grow in the next year. OTT advertisements are, at their nascent stages with players like Disney + Hotstar partnership with Swiggy during live IPL cricket matches.

Today, ads are shifting towards OTT channels from the traditional ones, especially with plans starting as low as Rs 10,000 per campaign for the hometown platforms and from Rs 1 lakh for the global brands, with comfortably cheaper reach than the social giants.

3) DEEP PERSONALISATION OF ALL CONTENT

It is crucial to categorize and funnel your data properly. Mass audiences in 2022 are already accustomed to automation and customization, and simply changing a name on an SMS or email won’t impress them. You don’t have to launch big, mainline campaigns like custom packaging if you’re a startup with a low budget. Even in-app notifications that nudge users with their favourite snacks or create an exclusive grocery list require more strategic thought than blind cash burning. Planning different versions of blog topics for different audience sets, or creating unique coupon messages and offers for each individual customer’s preferences, shows that you care about your customers and they are more than just numbers to you.

4. Imperative For Brands

Let’s address the elephant in the room: selling consumer data to anyone, which makes users vulnerable to phishing and scams, is never right. However, we’re not discussing digital crimes; we’re talking about data storage and mining by brands and the impact it has on customers. Customers already know about this practice and still agree to all the terms and conditions of the barter. Understanding this is imperative for brands to avoid spending money on elaborate privacy campaigns in FOMO.

Google uses a similar “it’s for YOUR safety” trope in its PlayStore but is now being tried for it in EU and Indian courts. But let’s forget the self-serving narrative of the Big Four and ask a fundamental question: Does it matter to people that they are the product and hence all the apps are free for them? The answer, not surprisingly, is no for most people. How many people deleted their Facebook and Instagram accounts after the Cambridge Analytica scandal? Or LinkedIn, Canva, Quora, Yahoo, Uber, or Zoom where the data of millions of customers was compromised?

5. SEO IS UNDERRATED

SEO for humans should always come before machines. Content marketing agencies today promise to be Google whisperers. However, it’s important to remember that search engine optimization should be focused on creating content that resonates with human beings first and foremost. words in two months”. And to be fair, while some rare handfuls have a strategic approach, the majority just attempt to fool the algorithm by actively using high-ranking, trending words on your website and blog.