In the current COVID-19 pandemic, people have shifted to digital platforms for all their daily needs – from banking to paying utility bills. As a result, the digital marketing industry has boomed, with experts predicting that digital marketing campaigns will grow to represent 73% of total marketing expenditure in 2021.
Since its inception in the 1990s, the Indian digital marketing industry has seen a boom in demand, with growth rates of 56% and 52% in 2015 and 2019, respectively. This was due in part to the fact that India adopted the ‘digital economy’ approach earlier and more effectively than other developing markets, such as China and Brazil.
Why Are Online Marketing Campaigns Important?
The fact that around 90% of people in India use the internet regularly makes online marketing campaigns crucial to any business in India.
In fact, according to Accenture analysis, every market segment – from millennials to Gen Z and even baby boomers – prefers to learn about products and services via digital marketing.
Furthermore, 86% of people in India see the internet as a necessary tool for doing business, according to a recent report by New York based market research firm eMarketing. In 2021 alone, around 150 million people in India will use the internet to access content, bank, shop, etc.
This is why businesses in India, especially small and medium sized enterprises (SMEs), need to understand the basics of digital marketing and how to implement them effectively.
What Will An Online Marketing Campaign in India Look Like?
An effective digital marketing campaign in India will usually begin with a strategy session, where key stakeholders – including marketing, sales, and product managers – come together to iron out the details of what the campaign will entail. This includes defining the goal, assessing the metrics to measure success, and mapping out the key performance indicators (KPIs).
Once this is done, the team can begin to plan the digital marketing campaign.
In the next stage, a unique identifier will be chosen for the campaign (i.e., a hashtag for a Twitter campaign, a banner for a Facebook campaign, a vanity URL for a LinkedIn campaign, etc.). Any type of content will then be created, which will include social media posts, emails, and maybe even offline ads (billboards, newspaper ads, etc.).
These elements will then be used to build the digital marketing strategy for the campaign. For instance, a social media content schedule will be created, which will include daily, weekly, and monthly posts on various platforms (such as Instagram, Twitter, and LinkedIn).
Ideally, a well-executed digital marketing campaign in India will run for several weeks to several months, depending on the product being promoted and the size of the audience.
How Do I Begin Executing An Online Marketing Campaign?
The first step is to define the objective of the campaign. This could be to get potential customers to find out more about the company, generate leads, or boost growth. In some cases, the goal may be to boost brand awareness across different platforms (i.e., raise the organic search ranking of a website, increase the number of impressions of a Facebook page, etc.).
To determine the metrics that will be used to measure success, the team will need to consider what is important to the business. For example, getting new customers may be beneficial, but if growth is the goal, then consider other metrics, such as website traffic, email list growth, etc.
Once that is done, the team can move on to the next stage.
Once the goal and metrics are set, the team can begin to plan the strategy for the campaign. This stage is crucial, as it determines how much effort the team will put in and ensures that all the content is aligned to the campaign.
Next, the team can begin to build the strategy for the campaign. This includes identifying the target audience (i.e., who exactly is the audience), determining the desired behavior of this audience (i.e., what actions should they take, such as buying a product or service, signing up for a mailing list, etc.), and considering the different channels (i.e., where potential customers may be found) that can be used to reach this audience (i.e., social media, email, etc.).
The team should then begin to think about the type of content that will be needed to attract the desired audience and drive them to take the desired action (i.e., buy a product, subscribe to a mailing list, etc.).
If you’re looking to begin executing an online marketing campaign, you’ve come to the right place! Here is the best of the best when it comes to online marketing campaigns in India.