Growing Digital Media Usage by India Firms Means a Significant Opportunity for IT Vendors
In India, there has been a phenomenal increase in the use of social media, email and SMS marketing among retailers & e-commerce / e-marketing firms. In fact, these initiatives act as significant drivers for the rise of online shopping among the masses and are gradually converting people who were earlier not very tech-savvy into avid online shoppers.
Kolkata, India, October 28, 2015 (Newswire.com) - 30% of India SMBs plan to boost their digital media investments by more than 10% in the next 12 months, says AMI
Over the next few years, India firms are likely to witness an enhanced shift towards digital media for marketing their offerings; somewhat at the expense of conventional media channels. Evidently, this swing also has a strong impact on media consumption. The usage of new-age media is anticipated to rise even further as users gain digital maturity and content options become widely available. Digital Media marketing proliferation in India has taken longer than expected in spite of an existing broadband infrastructure. A key reason has been the challenge involved in measuring the effectiveness of social media engagements. However, the last 2-3 years have witnessed the presence of digital and social media as a key element in the marketing mix for most brands. In fact, LinkedIn, Facebook and Twitter have already become key platforms for business marketing, allowing real-time communication and centralized information sharing.
There are distinct needs for brands to analyze their digital maturity levels and explore hidden opportunities for growth in the digital arena.
Somnath Das, Research Manager at AMI
Retail businesses in particular have embraced digital media on a wide scale. There has been a phenomenal increase in the use of social media, email and SMS marketing among retailers & e-commerce / e-marketing firms. In fact, these initiatives act as significant drivers for the rise of online shopping among the masses and are gradually converting people who were earlier not very tech-savvy into avid online shoppers. Thus, vital opportunities are opening up for e-marketers. “There are distinct needs for brands to analyze their digital maturity levels and explore hidden opportunities for growth in the digital arena,” said Somnath Das, Research Manager at AMI.
Larger numbers of India firms have been devoting greater portions of their marketing budgets towards digital and social media. AMI’s 2015 India Small & Medium Business ICT & Cloud Services Tracker Overview, found that a significant 40% of India SMBs invest a portion of their marketing budgets on digital and social media; around 6% on average. SMBs are gradually increasing their social media spending in an effort to augment their reach to all stakeholders in a cost-effective manner.
AMI’s study reveals that more than 30% of India SMBs plan to boost their digital media marketing investments by more than 10% next year. “Undoubtedly, a positive trend for digital media is anticipated to continue in the years to come as cost conscious India SMBs strive to achieve maximum reach and output at optimum cost efficiencies”, said Mr. Das.
A key driver for the rapid rise in usage of the entire spectrum of digital media is the availability of seamless internet connectivity through widespread high speed broadband and 3G access, along with increasing data services utilization by mobile phone users. Some other growth-boosters are exploding smartphone usage, affordable cloud solutions, availability of a mature mobile app ecosystem, as well as the advent and gradual emergence of 4G networks. Moreover, in the internet era mobile users spend a considerable proportion of their media-consumption time on digital devices.
Related Study
AMI’s upcoming study, 2015 India Small & Medium Business ICT & Cloud Services Tracker Overview examines SMBs’ business needs, including ICT priorities, purchase channel preferences and the customer journey at a granular level. This study drills down into numerous individual ICT categories, both cloud and on-premise solutions, and provides a clear sense of the overall market opportunity/outlook for each and the forces shaping that specific category.
Shifts in the SMB ICT landscape – including purchase channels – are highlighted and illustrate how vendors can best leverage those shifts to deliver solutions profitably.
For more information about this study, AMI, or our global SMB research, call 212 944 5100, e-mail ask_ami@ami-partners.com or visit www.ami-partners.com.
About Access Markets International (AMI) Partners, Inc.
AMI-Partners specializes in IT, Internet, telecommunications and business services strategy, venture capital, and actionable market intelligence—with a strong focus on global small and medium business (SMB) enterprises and extending into large enterprises and home-based businesses. The AMI-Partners mission is to empower clients for success with the highest quality data, business strategy perspectives and ―go-to-market solutions. Led by Andy Bose, the firm has built a world-class management team with deep experience cutting across IT, telecommunications and business services sectors in established and emerging markets.
AMI-Partners has helped shape the go-to-market SMB strategies of more than 150 leading IT, Internet, telecommunications and business services companies over the last ten years. The firm is well known for its IT and Internet adoption-based segmentation of the SMB markets, its annual retainership services based on global SMB tracking surveys in more than 25 countries, and its proprietary database of SMBs and SMB channel partners in the Americas, Europe and Asia-Pacific. The firm invests significantly in collecting survey-based information from several thousand SMBs annually, and is considered the premier source for global SMB trends and analysis.
Media Contacts:
Quoted Analyst: Somnath Das. Phone: (91) 4003 3093 ext 209
Email: sdas@ami-partners.com
Media Relations: In US (New York): Nancy Carty. Phone: (212) 944 5100 ext 581
Email: ncarty@ami-partners.com
In Singapore: Jackilyn Almazan. Phone: (65) 6521 3787 ext 115
Email: jalmazan@ami-partners.com
In India (Kolkata): Jyoti Singh. Phone: (91) 33 4003 3093 ext 223
Email: jsingh@ami-partners.com
In India (Bangalore): Rati Ghose. Phone: (91) 80 4148 2661
Email: rghose@ami-partners.com
In India (Mumbai): Neha Jalan Goenka. Phone: (91) 99300 20420
Email: njalan@ami-partners.com