Category: Digital Marketing-Landscape and Emerging Areas

With an understanding of the differences between hyperlocal and its next level SoLoMo, let us look at the key elements for implementation of each of the three concepts: Social, Local, and Mobile, and the impact they generate towards making SoLoMo relevant and usable.

In this last section, we shall look at hyperlocal marketing or the SoLoMo concept, the third major concept impacting digital marketing. Hyperlocal marketing, by definition, involves targeting a highly specified local region based upon its cultural nuances and the key concerns of its population. With advancements in technology, it has become easier for marketers to…

The definition of SMBs would vary based on the region and typical revenue figures in comparison to large companies. According to Gartner, companies which have either fewer than 100 employees or revenues less than $50 Mn are considered SMBs in the US, while Wikipedia gives the European definition of Small and Medium Enterprises (SMEs) as…

With a round-up of one of the global and India specific digital marketing trends, in this section, we would cover the most pertinent digital marketing trends which are impacting both dollar spend and technology adoption. Although each of the trends has multiple quantitative data behind it to debate the growth and influence of that area,…

With a look at the overall digital advertising spend and categories, let us analyze the key digital advertising trends as shared by the FICCI-KPMG India Media and Entertainment Industry Report 2015. The key trends related to top digital advertising categories are as follows: Figure 10.15 Online Advertising Spend India (IMRB) Source: IMRB International Estimates India Digital…

With an understanding of the overall digital media spend, in this section, we would look into the specific numbers for advertising, their shares, forecasts, and classification in more detail. Figure 10.13 depicts the total media, digital, and mobile internet ad spending numbers in India from 2013 till 2018. As we can see, total spending on advertising…

With an understanding of the global landscape for digital marketing, we would now look at India-specific digital statistics which would reveal trends quite differentiated from the global markets. Figure 10.7 Marketing Technology Lumascape Credits: Susan Marshall & Wayne Lam on behalf of LUMA Partners LLC, MarTech LUMAscape, used with permission of LUMA Partners LLC Figure 10.8 Marketing…

With multiple functional and technology areas gaining prominence to cater to upcoming digital marketing activities, a host of vendors have emerged which provide services across each of the point areas, as discussed in the previous section. To make sense of the digital tools landscape, Lumapartners (a strategic media, marketing, and technology advisory) has launched multiple…

With an understanding of the global marketing and advertising spends, in this section, let us look at the overall landscape for global digital marketing services which multiple vendors are delivering to clients across industries and functions. To understand and explain this classification, we will take support of ‘The Digital Marketing Tube Map’ by digital marketing…

Having looked at the global figures for digital marketing and the share of digital advertising in the total advertising spend, in this section we would study the break-up of global advertising spend by format, as well as digital advertising numbers for the largest spending country, US, along with figures for US digital ad spending share…