Digital marketing is evolving rapidly in India, with new trends emerging every year. As more Indians come online and consume content on their mobile phones, brands need to adapt their strategies to engage this tech-savvy audience effectively.
In 2023, we expect to see some major shifts in how brands approach digital marketing in India. After analyzing the current landscape, here are the top 5 trends that will shape the industry this year.
Hyperlocal and Vernacular Content Takes Center Stage
For years, digital marketers focused their efforts on India’s metro cities. While cities like Mumbai, Delhi and Bangalore do offer a large audience, growth is now exploding in smaller cities across the country.
To tap into this new demand, brands will create hyperlocal content tailored for these regions. This includes:
Translating Campaigns into Regional Languages
English is only spoken by 10% of the population. The majority of Indians consume content in regional languages like Hindi, Tamil, Bengali, Marathi or Punjabi.
In 2023, we will see more brands creating digital campaigns in the native languages of different states. From social media posts to ads, the emphasis will be on serving content in the local tongue. This builds better engagement and trust.
Customizing for Local Cultures and Preferences
India has diverse cultures across different states. What resonates in Mumbai may not appeal to audiences in Lucknow or Patna.
Savvy brands will customize content for local tastes – like using regionally popular celebrities or occasions. For instance, Kerala has a strong passion for football while Mumbai thrives on cricket. Brands will align sports marketing accordingly.
Targeting Local Search Intent
Another smart tactic is optimizing for hyperlocal search intent. For example, a jeweler in Surat can target searches like “jewelry stores in Surat” or “Surat gold shop offers”.
With local search queries on the rise, brands targeting smaller Indian cities and towns will see great benefits from hyperlocal SEO and keywords.
Video Content Takes Over Digital Marketing
If one thing is clear, video content has won the internet. About 300 million Indians consume video online each month – a number projected to grow significantly.
Short entertaining videos do extremely well on platforms like YouTube and Instagram. No wonder brands are pouring more resources into video marketing.
Short Videos Beat Long Form
Today’s mobile-first users have short attention spans. They are more likely to watch a 2 minute explainer or tutorial rather than a 20 minute brand film.
Even platforms are supporting short form video – like YouTube Shorts and Instagram Reels. Smart marketers will use formats like reviews, unboxings, tips and tutorials to engage viewers.
Stories Video Enable Intimate Brand Storytelling
Stories ads on Facebook, Instagram, YouTube, etc. allow brands to reveal themselves in an authentic, raw manner. The ephemeral format also feels more exclusive and intimate.
Instead of overly polished ads, brands should reveal their personality via Stories. Behind-the-scenes, educational and interactive videos perform very well here.
Invest in YouTube and OTT Advertising
YouTube remains the top platform for video consumption in India. However, over-the-top (OTT) streaming platforms like Hotstar, Voot, Zee5 and MX Player are gaining momentum.
Digital marketers need to allocate a big chunk of budgets towards YouTube and OTT advertising. Video ads before or during shows generate massive reach for brands.
Personalization in Marketing Becomes a Must
Today’s consumers expect a tailored experience aligned to their preferences and interests. Personalization is no longer a “nice to have” – it’s a basic requirement for modern brands.
Luckily, marketing automation and AI make personalization much easier to implement at scale.
Segmented Push Notifications
Push notifications display timely, tailored messages to user segments. For example, an ecommerce site can send special deals on shoes to users who showed interest in footwear.
With push notifications, brands can engage users when they are most receptive. But they need to avoid spamming and only send relevant alerts.
Dynamic On-Site Experiences
The website experience can also change dynamically based on user actions. If a user searches for laptop bags, they can be shown recommendations for laptop bags on the site immediately after.
Brands need to tap into data and adapt site content accordingly. Personalized on-site experiences feel more natural and engaging.
Tailored Email Marketing
Email still drives ROI for digital marketers. Brands can analyze past user behavior and create targeted email campaigns for each segment. For example, lapsed users can be sent win-back emails with incentives to return.
The more relevant and personalized the emails, the higher engagement and conversion rates will be.
Voice Search Requires Content Optimization
Voice assistants like Alexa, Google Assistant and Siri are gaining adoption in India. As per reports, about 55% of Indian online users have used voice search at least once.
And the voice wave is just beginning – over 75% of internet users are expected to use voice search by 2025. Brands need to optimize for this growing search behavior.
Focus on Featured Snippets
The “featured snippet” shows a block of content at the top of Google search that directly answers the query. Brands should target ranking for featured snippets since that’s what voice assistants like Alexa read out.
Optimizing pages for voice queries will help brands grab this prime real estate.
Optimize for Long-Tail Keywords
Voice queries are natural conversations using long phrases rather than just one or two words. For instance, “best Chinese restaurants nearby” rather than “Chinese restaurants”.
Brands need to research hundreds of long-tail keywords around common voice queries in their industry. Optimizing for these is crucial.
Create Interactive Content
Since voice assistants are conversational, content that enables two-way dialogue works very well. Quizzes, calculators, polls and questionnaires allow users to engage naturally through voice commands.
Social Commerce Transforms Online Shopping
Social networks like Facebook, Instagram and YouTube have become integral to the shopping journey for Indians. 82% of internet users research products on social media before purchasing.
Brands need to tap into “social commerce” and sell directly on social platforms.
Shoppable Posts Drive Impulse Buys
When users are consuming content related to their interests and see shoppable posts, it triggers impulse purchases.
Brands can create shoppable posts on Instagram and Facebook to showcase products. The convenience of buying without leaving the app is very appealing.
Influencer Marketing Powers Sales
48% of Indian social media users say influencer recommendations help them decide what to buy.
In 2023, branded collaborations with influencers and creators will be an essential sales channel. Their reviews, unboxings and promo codes drive direct conversions.
Live Commerce Offers Personalized Engagement
Live shopping on social media allows brands to showcase products in real-time and take questions from viewers. The interactive format builds trust and interest.
Beauty, fashion and electronics brands have seen fantastic results from live commerce events on Facebook and Instagram. This segment will gain more traction in 2023.
The Road Ahead for Digital Marketing
India’s digital revolution has only just started. As more people come online, they expect a stellar, personalized experience from brands at every touchpoint.
Only those brands that ride the digital marketing momentum will thrive in this competitive landscape. The trends highlighted above offer a glimpse into the consumer mindset for 2023.
Agility and innovation will be vital as the digital marketing landscape evolves at breakneck speed. Brands need to keep pace with changes in consumer behavior across India’s metro cities as well as its small towns and villages.
Regional languages, video content, voice search – these will reshape digital marketing in the world’s fastest growing internet market. By leveraging the right trends, brands can engage this new generation of Indian users and drive success in the digital era.
