India's leading marketers are hoping that content on digital would do much better than expected next year as all brands are gradually moving to the digital-first strategy.
"We will be using digital and social media in effectively reaching out to customers. The advertising and marketing trends are continuously evolving and it’s important to stay on top of newer and upcoming platforms that can give you a better edge, especially when we are focused on the younger generation," said Vincent Lou, Founder and CEO, Club Factory.
According to experts, the digital spends in India could be as high as Rs 14,000 crore or more and brands want to reach their consumers through better targeting.
"Digital media planning allows us to customise our channels and communication for maximum impact. We are hoping that with increased reach, we can also communicate relevantly with people," said Vivek Chaturvedi, Head of Marketing & Direct (Online) Sales, Digit Insurance.
Experts also believe that measurement and targeting would improve further on digital in 2020.
"One thing we would really like to work on in the coming year is better measurement and targeting for our digital and PR campaigns," said Nishant Kashikar, Country Manager, Tourism Australia.
Content to deliver for brands
Brands said that they would place their expectations on content to deliver the best results.
"Currently, content marketing is something that we are investing in, as it has brought impactful and measurable results for us. We need to leverage the content of multiple formats, including text and video, to add credibility of third-party endorsers and make it more meaningful for the audience so that they can explore diverse options on our platform," said Lou.
The ease of having a direct connect with audiences help brands to build seamless conversations around content.
"If there is one specific thing that I am looking forward to in 2020, it will be to build the stories and personas around our in-house brands. Great content will be the factor that will help us to achieve this goal," said Kashyap Vadapalli, CMO, Pepperfry.
"We want to have conversations across social platforms to build a dialogue that can help both our consumers and society at large," he added.
Experts also believe that regional content will take off in a big way in 2020.
"We’d also like to look at more seamless content integrations on leading digital platforms in the regional and national landscape," said Kashikar.
Brands also feel that the content consumption would gradually reduce on Facebook and platforms such as Instagram and Snapchat would be key.
"Content like always will be at a premium. Social media consumption is also getting fragmented. Many experts are opting out of conventional social media like Facebook and moving towards Instagram, Snapchat and other popular platforms. Hence a monthly dossier focusing on new platforms with statistics would help brands stay abreast with changes,” said Rishi Sharma, AVP, Head Digital Marketing, LIVA, Grasim Industries, P&F Business.