Emergence of Internet & Social Media in India

Emergence of Internet & Social Media

• The internet first became available to the public in India in 1995 by Videsh Sanchar Nigam Limited (VSNL).
• India now has over 820 million active internet users, with a projected increase to 900 million by 2025.
• Despite this growth, India's internet penetration is only 48.7%.
• In 2028, smartphone users are projected to grow to 93% from 76% in 2022.
• India has some of the cheapest mobile data plans globally, with 1 GB costing around $0.04.
• The global internet user base is projected to grow to over 1.6 billion by 2050.

Digital India Initiative

• The Digital India initiative was launched on July 1, 2015 with the goal of a digitally empowered society and knowledge economy.

Reliance Jio

• Reliance Jio launched on September 5, 2016, revolutionized Indian telecommunications by offering cheap or free data, unlimited talk time, and no roaming charges.

Social Media

• 76% of social media users have purchased something they saw on social media.
• Instagram is the fastest-growing social media platform in 2023.
• India's social commerce market is expected to witness a 55-60% annual growth rate between FY 2020-2025, leading to a market expansion from 1.5−2billionto1.5-2 billion to 1.5−2billionto16-20 billion.

Digital Transformation

• The term 'Digital' refers to the representation of physical items or phenomena through binary code.

Digital Technology

• Digital technology refers to any digital device, system, or resource that uses digital data and processes it electronically.
• Digital technology includes computers, smartphones, software applications, the internet, information technology, and emerging technologies like artificial intelligence, machine learning, and blockchain.
• The benefits of digital technology include:
  • Effective customer engagement
  • Enhanced communication
  • Increased productivity and efficiency
  • Cost reduction
  • Data-driven decision-making
  • Improved access to information
  • Increased global connectivity
  • Enhanced learning and accessibility to education
  • Effective analytics
  • Suitable for all types of businesses

The P-O-E-M Framework

• Paid Media includes sponsored ads in various digital marketing channels such as search engines, social media, and websites.
• Owned Media encompasses a company's own media channels, such as its official website, social media accounts, and YouTube channel.
• Earned Media refers to organic and unpaid user-generated content, such as recommendations and publicity.

Online Marketplaces

• Online marketplaces have transformed buying and selling transactions, becoming an indispensable part of global retail.
• In 2024, global retail e-commerce sales are estimated to exceed 6.3 trillion U.S. dollars.
• E-commerce accounts for 20.1% of total global retail sales.
• Uber, with a market cap exceeding 87 billion U.S. dollars, is the leading online marketplace globally.
• Mobile commerce (M-commerce) is rapidly growing, with smartphones accounting for nearly 80% of retail website visits and online orders.
• Fashion and consumer electronics are leading e-commerce verticals, contributing to the largest share of online retail sales.

Digital Marketing Communications

• Digital marketing communication refers to interactions through digital or electronic media between businesses and consumers.
• Digital marketing communication encourages greater interactions and dialogs compared to traditional marketing communication.

Digital Media Channels

• Digital media channels are online communication techniques used to achieve marketing goals such as brand awareness, familiarity, favorability, and purchase intent.
• Examples of digital media channels include:
  • Search Engine Marketing (SEM)
  • Social Media Marketing
  • Email Marketing
  • Display Advertising
  • Public Relations
  • Partner Marketing

Search Engine Marketing (SEM)

• SEM is a digital marketing tactic that increases a company's website visibility on search engine results pages (SERPs).
• The digital PR strategy improves SEO rankings, increases website traffic, generates leads, boosts sales, and aids in brand building.

Partner Marketing

• Partner marketing is a go-to-market tactic where two businesses collaborate to reach and attract ideal customers.
• Affiliate marketing is a common partner marketing technique.
• Partner marketing involves mutually beneficial collaboration between businesses with shared interests in developing marketing strategies to increase brand awareness and promote products and services to the target audience.