With the ever-increasing digitalization of India, marketing has evolved into digital marketing, leveraging the internet and a multitude of digital devices that are now an integral element of our lives. Digital marketing has been embraced by Kolkata too, owing to the convenience and effectiveness it brings for businesses when it comes to connecting with prospective customers.
After stepping in, digital marketing has been constantly evolving in the city with evolving technology and digital consumer behavior.
Unlike traditional marketing, digital marketing allows marketers to micro-target potential customers, which is a game-changer for a diverse market like that of Kolkata. As the city’s small, medium and large businesses are gradually recognizing how crucial it is to have an online presence today and realizing the potential of digital marketing in creating that presence, they are increasing their time and money investment in digital marketing.
This post aims to provide you with an insight into the current state of digital marketing in Kolkata. Let’s look at some aspects related to digital marketing to better understand the digital marketing landscape today.
The term “Digital Marketing” was coined first in the year 1990. The advent of digital marketing was led by the development of the internet.
With the expansion of the internet in the world, the first clickable banner was introduced in 1993. Then, the first commercial online magazine, Hotwired, purchased a few banners for the purpose of their advertisement. These points marked the beginning of internet marketing. Owing to this gradual shift, several new technologies were seen by the year 1994. In 1995, India saw the inauguration of public access to the internet.
Then came “Jerry’s guide to the world wide web” following which Yahoo received online views of about 1 million within its very first year. This brought a significant change in the internet marketing space, and other corporates started optimizing their websites for them to rank higher and stand out from competitor websites.
Another massive change in the online marketing space occurred in India after the emergence of Google. Then, Hotmail stepped into India, which gained so much popularity that Microsoft bought it paying a hefty sum! The world of the internet took a new turn in the country when the small search engines were ousted by Google from the web, owing to the quality mismatch between Google and those search engines. In 2006, when the number of internet users in India reached 40 million, there was a massive increase in search engine traffic. Keeping pace with Google and Yahoo, Microsoft introduced live search.
However, Google remained an unparalleled search engine, which introduced the cost-per-click advertisement scheme, AdSense, and AdWords, which caught the interest of many Indian businesses. This is because Google laid emphasis on relevant content, unlike its rivals.
Then, Web 2.0 was launched, where the activity of internet users increased than before. This facilitated the interaction of many Indian internet users, especially businessmen, with one another. This further led to the coining of the term Super Information Highway.
The result was that information flow increased substantially. As per statistics, the digital market of India reached the mark of $3.9 billion in the year 2009.
Next, social media started to emerge that led to a dramatic change in the business trends. MySpace – launched in 2003 throughout the world – spearheaded in connecting people. With the advent of MySpace, businesses in India saw new opportunities for expanding their businesses and getting more customer reach. The trends of investment and capitalization cost also saw a shift in turn, since business owners found it easier to connect to prospective customers via social media rather than using search engines.
In India, social media marketing has immense potential, which can be assessed from several statistics. Today, India has above 200 million active Facebook users, with 80% of them accessing it through smartphones.
The number of Indian WhatsApp users is 200 million, and that of Twitter users is 33 million, with 76% of them accessing via smartphones. LinkedIn is used by 50 million people and Instagram by 71 million.
Digital marketing is steadily and constantly evolving. As internet marketing grew and changed in the world out there, it grew and changed to an equal extent in India too. Today, the net earnings of world e-commerce and tech giants like Amazon, in India, are billions of US dollars. Digital marketing is prevalent in the large and diverse market of India as well as that of Kolkata and is likely to grow and evolve with the changing market.
Digital marketing can help you reach out to your potential customers effectively and get significant conversions, leads, and sales. Don’t believe me? Here are some statistics gathered in 2017, which are a testament to the potential of internet marketing in helping your business thrive.
The fast-paced world of digital marketing is constantly changing. To make sure your online marketing efforts are on the right track, you need to keep yourself updated with the recent changes and developments in digital marketing. So, let’s have a look at the major trends reigning in the digital marketing industry in 2018.
Previously, marketers were hesitant in incorporating artificial intelligence (AI) in their strategies. However, 2018 saw a rise in the confidence of marketers in applying it. This is because the ambiguity regarding results is lower now as the number of industries is reaping substantial benefits.
The presence of artificial intelligence was felt in the previous year via its supplementary processes like Machine Learning, the Internet of Things, and big data. This year, a visible impact and changes were noticed brought by AI application.
The year 2018 has proved to be groundbreaking for digital marketing powered by AI. Here’s how artificial intelligence has impacted online marketing this year.
The makeup app of L’Oreal employs virtual reality (VR) to let users virtually apply makeup. This allows users to know how they will look after applying the products. Recently, Elle Magazine leveraged virtual reality for creating its photo shoot’s 360-degree virtual tour.
Brands in India are also making use of AR and VR to offer interesting experiences to their prospective customers and audience. This year, these technologies played a big part in helping various brands stand out from the crowd.
2017 already saw a boost in content generated by video. Well, 2018 is the year in which video seems to have surpassed all other types of content! Videos are prevalent over social media as a chief form of content generation, and this trend is likely to only increase according to all the signs. Whether users are live streaming videos or not, video captivates them more than any other content form.
Platforms such as Facebook Live and Periscope smoothen communication between consumers and brands, where there’s an almost infinite capacity of creating more enticing and distinctive content.
A popular textile brand – Siyaram’s – created an interactive content marketing campaign last year in 2017. The campaign was named #10DaysofGoodwill. The brand created a contest of 10 days during Navaratri, in which the audience received one new challenge each day.
This contest encouraged people to participate and tag their relatives and friends on Twitter and Facebook. This campaign became a massive success, receiving 750 participants and 32K organic impressions on Twitter along with 100 new followers.
Interactive campaigns like these can fetch a significantly greater engagement and reach for your brand.
2018 saw an emphasis of brands on reaching out to the local market and creating more brand awareness locally. This led marketers to focus on local marketing and local SEO, besides global SEO.
When a brand achieves significant visibility among local searchers, it gets more local traffic and local customer engagement that translates to conversions and sales. As more and more internet users research brands on the web, whether local or global, before making a purchase or seeking a service from them, the significance of local marketing is likely to only increase in the near future.
To stay ahead of the competition, when it comes to getting local customers in Kolkata, it’s important for businesses to optimize their website for local search and employ effective local SEO tips.
In 2018, the digital marketing industry underwent many significant changes. What’s in store for 2019? Well, in 2019 too, internet marketing would continue to evolve. Marketing experts have already made predictions about what we can expect in digital marketing in the upcoming year. Some of the predicted online marketing trends for the year 2019 are emphasis on engaging content, growth of voice recognition technology, the rise of technologies like AI and VR, heightened use of live video features, and more.
Let’s hope to see the digital marketing landscape coming up with more and more interesting things in the near future. And I’m sure, the future developments will prove to be more effective and useful for businesses to flourish in this digital age!