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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