The Adobe Digital Insights (ADI) report on the Indian market has revealed that over 75 per cent of surveyed consumers prefer personalised advertisements, indicating the immense potential for marketers to deliver customised and engaging digital experiences. 63 per cent Indian consumers are comfortable with brands they use regularly using their personal data to customise website content, emails, and advertising; 59 per cent of Indian consumers find digital ads more interesting and useful than ads on TV and radio. 73 per cent of consumers think brands do a good job of showing them ads, 89 per cent of marketers felt that they had underinvested in smartphone advertising in 2016.
The report highlighted six key insights:
Mickey Mericle, Vice-President, Marketing and Customer Insights, Adobe, highlighted these findings of the ADI report to reinforce India’s rapid digital transformation story and demonstrate how consumers’ increasingly online behaviour patterns are changing the dynamics of marketing in the country.
Mericle said, “Personalised experiences are key to winning customer confidence, and brands in India are strongly positioned to ride on this trend by leveraging the digital wave sweeping across the country. The ADI data clearly establishes that India’s vast millennial population is the most positive on the relevance of advertising they see today, and perhaps more appreciative of marketers’ efforts to drive relevance, as they started online in time when efforts were rudimentary and less effective. We see this boosting the confidence of marketers embracing digital strategies to drive businesses goals and deliver enhanced customer experiences.”
The report captures responses between February 1 - 17, 2017 from over 3,000 consumers and 300 marketers across India, South Korea and Australia concerning their views on digital advertising; with India having over a third of the respondents’ share.
Consumer specific findings
Digital marketer specific findings:
“With its robust smartphone growth, internet proliferation, and tech savvy millennial population – the Indian market is uniquely positioned, and increasingly leading the way on digital adoption trends that are shaping the lives of consumers and marketers across the globe. Major brands in India across verticals, including retail, media and entertainment, BFSI and government are already demonstrating evolved digital strategies for effective customer engagement. We are seeing that marketers in India are ready to embrace the digital mind-set more than ever before, and acknowledge the significance of a solid digital marketing strategy towards delivering amazing customer experiences that drive real business impact,” said Kulmeet Bawa, Managing Director, Adobe, South Asia.