Digital Media Trends 2022 – 23
Pandemic proved to be a “blessing in disguise” for digital trends to evolve all over the world. With whole humanity being holed up inside their abodes, digital media and internet spread kept the world moving.
Content ruled the roost…it was all over, and the power of all-pervasive words, conversations, interactions, audios, etc. was in full glory. The digitally savvy one could sail through easily such difficult times. Be it was your day-to-day shopping or medical consultations or online classes, everything was online and life did not halt…per se!
As we are part of the big, vast, incredible digital universe, there is no looking back. According to statistics, the growth of the Indian e-commerce market is pushing to Rs 7 trillion by 2023 due to the pandemic and multiple lockdowns. This strongly suggests that the growth of digital marketing is on an upward trend and has positively impacted businesses as well as the lives of people.
The digital wave is clear as the latest GroupM report – ‘This Year, the Next Year 2022’ – forecasts that with 45% share, digital will overtake TV as the largest advertising medium in 2022, a trend many years in the making. The Ad Ex in India is expected to cross Rs 1 lakh crore in 2022. During pre-Covid times, in 2019, a surge in digital ad spending was predicted to be led by three factors – voice-based search, vernacular and video-based content, and ads on digital media, led by social media followed by search (25%), display (21%) and video (20%).
Now, another unique content of this universe “live streaming” is expected to become one of the most widely accepted and used influencer marketing methods. The paradigm of live-eCommerce will be applied in India, with many start-ups and MSME businesses now focused on performance-driven influencer marketing campaigns.
Being a more authentic and real-time content component, live streaming is recognized for establishing greater interactions between creators, brands, and customers. It also allows customers to connect with their favourite creators, which opens up more possibilities for personalization, feedback, and results-driven conversations.
Social media apps like Face Book, Instagram, Twitter, and linked IN were like shining galaxies amidst pervasive darkness all over. It not only kept us hooked, but it also democratized social interactions, connections, and opinion sharing (trolls, memes withstanding)
Let’s catch up on some insightful statistics:
- Facebook Messenger has roughly 1.3 billion monthly active users
- About 10 billion messages are sent each month between consumers and companies on Facebook Messenger,
- Every day, 55 billion messages are transmitted on WhatsApp Messenger, which has over 2 billion active users, out of which India accounts for nearly 500 million users.
These figures demonstrate the widespread use of social messaging apps, and because people spend so much time on them, it makes sense to sell products and services on the platforms where your potential clients hang out.
Artificial Intelligence (AI), though a newer and slightly more complex algorithm, gained momentum owing to its reach among potential consumers.
AI plays a significant role in automating 99% of the process, from sending automatic sequenced emails to linking one platform to another. Furthermore, data collection and insights using technologies such as data science and AI allow marketers to understand consumer behaviour and thereby, customize personalized products, services, and communication.
As all these human-oriented mediums are driven by technology, these are poised to be more conversational and experimental than ever before. Businesses promptly respond to consumers’ demands where conversational marketing enables organizations to react to customer requirements at the appropriate time, through the right channels, and in the most effective way possible, resulting in a stronger relationship with them.
Now with consumers embracing the digital life, and experiencing the convenience & efficiency that the digital mode enables, it brings them face-to-face with customized and seamless user experience and quick & instant access to products & services.
With leading telecom companies further strengthening their 4G footprint and wanting to tap the vast feature phone users still out there, with the recent launch of 5G technology, we are sprinting with speed on the digital expressway. With multi-fold data speed, it will have expanded capacity for delivering new content and services, as well as the ability to create unique experiences in previously unimaginable ways and further strengthen the digital transformation future.
Indeed, no other media could achieve such success and relevance in such a short time and it seems to stay till eternity, well-almost.
@Excerpts from Exchange4media report