Digital Marketing activity and spends have been growing every year consistently. Due to the recent digital boom in India, it is currently witnessing a huge growth. However, digital marketing in India and other growing markets are a different ball game compared to how it was done so far in other developed markets. The target audience and their behavior changes how brands are marketed to them. Let us transcend beyond tools and channels to look at strategic trends. Trends that will shape digital marketing in the coming years for fast growing digital economies across the globe. We will focus on how we can adapt to these changes and leverage them to the fullest benefit. About me: Venkat is an Award-Winning Digital Marketer. He is currently an independent strategic marketing consultant and trainer. He helps startups and SMEs across sectors in charting their marketing strategy and implementing the same. He also trains professionals and students on digital marketing. He has previously marketed to domestic and global markets in B2B and B2C spaces. He has been in leadership roles and mentored marketers for growth. He has worked with brands like Razorfish, Manipal Global Education, Headstart Network, Musicperk among others. Venkat specialises in early stage startup marketing at near - zero marketing budget. Social media marketing and content marketing excite him the most. He loves to write about environment, spirituality, digital, entrepreneurship, career development and life.

1. How Digital Marketing
will Change in 2020 and Beyond?
By,
Venkatrangan . R
ASTROLOGY of MARKETING

2. About Me
• Independent Marketing consultant and trainer
• Former Digital Marketing Trainer, Program Architect @ Techlogik & Manipal
Global
• Former Head Marketing @ Finnew Solutions, a funded FinTech startup
• Former Country Co-Lead – Marketing @ Headstart Network
• Ex - (Razorfish, NiYO, Zinios Technologies, InKnowTech, Netmojo and Musicperk)
• MBA (Marketing), Telecom Engineer
Venkatrangan.R (Venkat)
Award-winning Senior Marketer | Strategic Consultant |
Digital Marketing Trainer | Speaker | Startup Enabler
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3. My Talks….
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4. Ask @
Slido.com
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5. Now, World!
http://www.internetlivestats.com/
http://www.internetlivestats.com/one
-second/
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6. Now, World!
• World Population - 7.7 Bn
• Internet users - 4.2 BN
• Mobile users - 5.1 BN
• Active Social Media users – 3.3 BN
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7. • Internet users in India - 481 Mn
• Active social media users – 250 Mn
• Unique Mobile Users – 844 Mn
• Active Smartphone Users – 530 Mn
• Facebook Users - 270 Mn
• Twitter Users - 100 Mn (33 Mn MAUs)
• LinkedIn Users - 52 Mn
• Second Largest Internet Economy and Third Largest Smartphone
Economy
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Current State of Digital Marketing in India

8. Current State of Digital Marketing in India
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Current State of Digital Marketing in India

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Current State of Digital Marketing in India

11. Current State of Digital Marketing in India
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13. Why Future?
• For decision makers who have to strategize and plan ahead,
this helps to know:
o What kind of talent to hire?
o Team composition.
o Which channels to focus on?
o How much budgets to demand?
o Where to allocate budgets ?
o Where to focus their time, efforts, manpower on?
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15. Digital Marketers
– King of Good Times
• Due to surge in entrepreneurship and in
concepts like personal branding, more
brands getting created .
• Brands need marketing and marketers. So,
more demand for digital marketers as well.
• Greater demand to get re-skilled and trained
in digital marketing.
• Digital Industry will produce more than 20
lakhs job in India by 2020.
• Good time for Ecosystem - DM Agencies,
Institutes, Trainers, Consultants and Experts.
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16. AI and ML
• Artificial Intelligence and Machine Learning set to transform marketing
operations.
• More automation, affordable automations.
• Marketing biggies like Facebook and Google investing a lot of time and effort
in coming up with intelligent solutions . (Smart Campaigns, Image Recognition,
Chatbots)
• Startups mushrooming with solutions as well. (Adalyz, Chatfuel,
LeadGenerator)
• MarTech space hotting up with these solutions.
• Won’t replace digital marketers. Focus on better solutions leaving the
mundane to the machines.
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17. They Don’t Exist
https://thispersondoesnotexist.com/
https://thiscatdoesnotexist.com/
https://thisairbnbdoesnotexist.com/
Credits: Rajesh Prajapati
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18. More Data Collection
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Intelligence Needs Data

19. More Data Collection
• AI clubbed with data is going to be even more potent. (IBM Dir of Modern
Marketing)
• The biggies like Google and Facebook collecting more data about users.
(Even if not on that platform)
• More power to brands to target its audience in unexpected ways. (Eg:
Target, Pregnancy)
• Every single data point about a user will be used for targeting.
(Personalization)
• Raise data privacy concerns and push governments for tighter regulations.
• More people coming online to the digital bandwagon.
• More interaction time (with digital platforms.) (84%)
• Which means more opportunities to collect data.
• It’s a cycle.
• Emergence of ‘Permission Marketing’
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24. Mobile first & On-the-Go Consumption
• West – Desktop, Laptop.
• East, MENA and Africa - first digital device is handheld devices.
• Why mobile?
o More data collection due to many sensors.
o Less bootup time.
o Features like camera, GPS, QR scanner, etc.
o Check on bed.
o Google to prioritise mobile friendly websites.
• Brands prefer mobile first - mobile app or mobile website first, desktop
website later. Eg: Instagram, Uber, Ola.
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25. Mobile first & On-the-Go Consumption
(Contd…)
• Majority of traffic from mobile devices. Eg:
Linkedin, Facebook, Google, Youtube.
• Desktops and laptops were used more at
work.
• Now: Remote working more popular.
Flexibility to work from mobile devices.
(BYOD)
• Busy lifestyles. Instant gratification. Less
relaxed hands and mind.
• Brands need to focus on short-form content.
• Brands need to target mobile.
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26. Video and Audio
(Podcasts, Voice Search)
• The next wave of digital adopters are going to be more non-English speaking/semi-literates
or illiterates.
• Text for all languages not scalable.
• Easy streaming even in remote areas with internet at high speed and inexpensive rates.
• Videos and audios to break the language barrier.
• Also, they are disabled friendly (blind/deaf), elderly-friendly, children-friendly (visuals) and
even, parrot-friendly.
• Easy content generation, even on mobile, with increasing device and platform capabilities.
• On-the-go consumption. Can read on the go.
• Emergence of platforms like Tik Tok, Sharechat, Like, etc.
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27. Video and Audio
Video:
• LinkedIn added support for video ads.
• IGTV, Instagram’s own video platform got launched.
• Google search algorithms are showing videos above other
text based results.
Audio:
• Google released a podcast app.
• Double Click platform supports audio ads now.
• Facebook experimenting audio stories now.
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28. Voice Search
• Voice search gaining more prominence in Google search.
• Voice search requires less effort than typing.
• Also, thanks to Amazon Echo, Google Home.
• More people will use long tail keywords. Focus there.
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30. Content for Vernacular Languages
• More video and audio consumption, more non-text content.
• More lower tier population will lead to more vernacular content.
• The value of the content lies in its idea - Doesn’t matter which
language the content is in or which format the content is in.
• Can be repurposed into any other format (Video/audio/presentation,
etc) across languages.
• Now: One needs to currently know English to be an ace digital
marketer.
• Future: Knowledge of more Indian languages critical. More people can
become Digital Marketers.
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31. Content for Vernacular Languages
• Major platforms still don't support all the languages in India.
Emergence of Tech platforms focused on vernacular
languages like Vokal (Vernacular Quora), Sharechat, etc.
• Rather than text format, it is easier to launch ads in regional
languages in video, image or audio formats. This takes out the
dependency on the platform to support a language. For the
platform, be it any language, end of day, its just data.
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34. Unique Content for Futuristic Devices
• Marketing starts with Content.
• Content to be created for where the target audience spends
most time.
• Past: Laptops, feature phones, smartphones, tablets.
• Affordable devices, more capabilities.
• People adopt devices, brands need to be ready with content
to target them there.
• VR headsets, Smartwatches, IoT based devices, Car
infotainment systems, Driverless vehicle systems.
• Tip: Save them time, effort and money by producing common
content for all devices. (One size fits all)
• Content focused SEO.
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36. Video ads over OTT
• Video ads existed for decades.
• TV, Youtube, Facebook, Instagram, LinkedIn.
• OTT: Amazon Prime, Netflix, Hotstar, Sun Next, Paytm, Flipkart,
etc.
• OTT: More Platforms, More content, More Traffic.
• OTT relied on Google Ad network to show ads. Now, their own.
• When more brands, native self serve platforms to automate ad
sales.
• Now, no common ad platform.
• Common platform for ads across all OTT platforms, social media
platforms and Google ads network.
• TV (STB) connected to internet. So, its all content.
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41. Increased Digital Inclusion
• Lower tier towns, villages and countries such as Africa and elderly
(retired) folks joining digital.
• Now, only ~40% of world population is digital. Mostly young from the
west or global metros.
• Past Barriers: Cost of going digital, language barrier, educational
barrier, lack of proper device and lack of tech knowledge.
• Now: Affordable devices, Increased connectivity, Affordable data
availability, Easy UX.
• More people spending more Digital time.
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42. More Omni-channel/Phygital Solutions
• Several places don’t even have electricity,
yet.
• Offline will not vanish. Online and offline
will coexist.
• Both will serve different sets of target
customers.
• Both will fuse together, leveraging best of
both, blur the lines between physical and
digital.
• New, unseen, innovative solutions to
seamlessly migrate between offline and
online.
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44. Emergence of Community Marketing
• 2018 - Major tech platforms like Facebook and LinkedIn gave huge push
towards communities. Major feature announcements and algorithm
tweaks.
• Instagram too announced a closed friends feature.
• Brands can become members, post and engage on communities.
• WhatsApp admins being able to prevent members from porting.
• Future: Convergence of communities.
• Next steps - start monetizing:
• Allowing owners to charge for memberships.
• Allowing owners to earn by showing ads on communities.
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46. Transformation of Social Networks
• People becoming fed up with social media. Going offline.
• Treated like products and not customers.
• Not adding value to life.
• Biggies struggling for new ideas on features introduction.
• For brands, quality of traffic from social media lesser than
search.
Future:
• Emergence of Personal Branding – image building.
• Preference for More social, Less Business. Seeing and Being
seen by people who matter.
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47. Emergence of WhatsApp
• Used more by lower tier India, vernacular India, semi Literate or
illiterate masses, the Sixty-plus – retired.
• 2018-19: New feature introductions almost every week including
venturing into payments/fintech space, Fingerprint lock, Dark
mode, etc.
• WhatsApp Business – 1 year up. 6 countries. 5 Mn users. Used for
sales, customer service, community. 3 new features.
• Advertising coming to WhatsApp status in 2019.
• Push into developing markets. WhatsApp team in India, TV ads.
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49. Feel free to connect with me on:
 Email: venkat.bsbs@gmail.com
 LinkedIn: www.linkedin.com/in/venkatrangan-r /Profile name: Venkatrangan R
 Facebook: http://Facebook.com/venky86
 Quora: https://www.quora.com/profile/Venkatrangan-Gokul
 Yourquote: Venkatrangan Gokul
 Instagram: @venkatrangan_gokul
 Medium: medium.com/@staynatural
 Twitter: @VenkatranganR
 Tumblr: https://www.tumblr.com/blog/lifeconversation
with a line of introduction that you found me through this event.
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50. Digital Marketing
WhatsApp Newsletter
• If you wish to receive regular Digital Marketing & Entrepreneurship
industry updates & insights from me on WhatsApp, please get in touch
with me after my talk.
• Consider this like a 'WhatsApp Newsletter' .
Note:
• Daily max 1-2 updates.
• No sales. It's about sharing knowledge & learning together.
• You can opt out anytime.
• Won't always be self - promotional. But, they will add value.
• I reserve the final right to send updates, even if you indicate 'yes' here.
• You won't be part of a group. You will receive message individually.
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51. POLL - Feedback Time
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52. Q & A
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