For Marketers in India, the Growth May Be in Social Media Rather than Digital

According to Octane Research, most marketers in India are still involved with digital, but have low expectations that the channel will generate more revenues in 2016 than it …

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For Marketers in India, the Growth May Be in Social Media Rather than DigitalAccording to Octane Research, most marketers in India are still involved with digital, but have low expectations that the channel will generate more revenues in 2016 than it did last year.

Octane Research’s survey of marketing professionals in India suggests “the tactics they find most effective have shifted somewhat.”

“Nearly half (46 percent) said social media marketing was most effective in 2016, up from 34 percent in 2015 and higher than it’s ever been before,” according to eMarketer. “Respondents also found blogs more important than in the past, at 11 percent in 2016 up from 8 percent in 2015 and 5 percent in 2014.”

One reason for the growing importance of social media marketing? Frankly, the social media savoring population in India has grown.

Estimates are that this year, “178.4 million people in India will use social networking sites at least monthly. That’s up 24.1 percent over 2015. The social audience still amounts to a small share of India’s overall population—14.1 percent this year—but it’s unquestionably growing,” noted eMarketer.

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