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Brands up their spends in 2021 and accelerate Digital Transformation with stronger investments in martech

ad:tech and Tyroo's ‘Drivers of Growth 2021” report highlights 2021 investment priorities of the Indian marketers

ad:tech In Partnership with Tyroo has unveiled their inaugural survey - ‘Drivers of Growth 2021: Marketer's Blueprint for the Next Transformation’, that underscores growing sense of optimism among marketers in India and how the spotlight is shifting on building new capabilities for meaningful digital experiences, personalization, and direct-to-consumer (DTC) models.

Marketers agree that the radical changes that occurred in 2020 are likely to continue through the new year. Evolving consumer behaviour including how they shop, what they buy, new priorities about what matters, are some key trends that are expected to shape the face of marketing going forward. Solving for these changes and uncertainties will need more creativity and strategic focus.

ad:tech surveyed nearly 60 Chief Marketing Officers across different industries including  Auto, CPG, Telecom, IT/Tech, Banks and Financial Services, Entertainment, Retail, Ecommerce, Travel,  Consumer Durables and more. 

The resulting Drivers of Growth 2021 report comes as a timely and insightful resource that marketing leaders can look forward to when planning ahead and benchmarking against industry peers for 2021 and beyond.  Among its key findings, ‘Drivers of Growth 2021’ reveals that:

  • 67% of marketing leaders see investments increasing in 2021 or even returning to 2019 levels.
  • The focus will pivot towards improving ways to measure ROI across different media, devices, and platforms.
  • 60% of marketers are keen to build new capabilities by acquiring tools and resources.
  • Brands will increasingly focus on customer analytics to optimize the customer journey and deliver more personalized, empathetic, and meaningful experiences.
  • Social media adoption will continue to rise as 76% of brand marketers shifted their advertising budgets towards social media.

Jaswant Singh, Country Manager, Comexposium India, said, “2020 redefined the way we work, possibly forever. This year business leaders have no choice but to move on investments in digital infrastructure and customer experience.”

Sumeet Singh, CMO, Infoedge and advisor to ad:tech, said, “The report reconfirms the shift towards digital in the marketing mix for most brands and clearly outlines the number one priority for most CMO’s being acquiring the right marketing stack. Hopefully, the worst is over and it’s good to see digital growing both on the consumption and business side.”

Akshay Mathur, CRO, Tyroo, said,  “ 2020 has been a year of learning as well as unlearning, not only for individuals but also for brands. This report helps to understand some of the key shifts which some of the top marketers in India are making in order to evolve and navigate these uncertain times. The report is best suited for brands who are looking to build internal value-based capabilities and practices resulting in a better return on their investments in 2021 and beyond."

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