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71% Indian marketers expect budget increase in 2022; investments to increase in mobile ads, podcasts & linear TV: DCMN report

The research, conducted by Censuswide on behalf of DCMN, surveyed 600 in-house marketers in the US, the UK, France, the Netherlands, Germany and India

DCMN, the growth marketing partner for digital brands, has released the global Growth Guide report which looks at marketers’ goals, strategies and challenges going into 2022. As per it, 71% of Indian marketers expect their budgets to increase next year.

It is noteworthy that this is higher than the global average, 66%. On the other hand, 75% in France and 68% in the US are also hopeful that their budgets will increase in 2022.

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The research, conducted by Censuswide on behalf of DCMN, surveyed 600 in-house marketers in the US, the UK, France, the Netherlands, Germany and India. The results offer an understanding of how the marketing landscape has changed after a tumultuous few years and how optimistic brands are heading into 2022.

Another key finding from the research is that 93% of Indian respondents said they were planning to increase their spending on marketing and advertising agencies in the coming 12 months.

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Indian marketers will also allocate budgets for experimenting with new formats and ad channels in the coming year. Apart from digital advertising, on the top of their list are mobile advertising, podcasts and linear TV.

The research also shows that 62% of Indian marketers are more focused on long-term branding efforts, versus 33% for performance-oriented goals. This is remarkably in-line with global figures, at 65% versus 31%. 

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But 2022 also comes with its own set of challenges. As advertising campaigns grow more complex, Indian marketers are concerned about managing and reconciling large amounts of data across channels. Keeping up with privacy regulations comes in second place, as policies targeting iOS and the future of cookies are set to reshape the marketing world.  

“At DCMN, we wanted to take a closer look at where the marketing industry stands right now, and the impact of a disrupted 2020 and 2021. The results are impressive, and point to a marketing rebound in the coming year - both in India and in other countries around the world. Overall, we’re seeing that branding efforts remain top of mind for marketers. It’s also clear that brands still have huge faith in linear TV, with mobile advertising and TV set to be some of the most popular channels for marketers to invest in next year,” commented Bindu Balakrishnan, Country Head India, at DCMN. 

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