Multiscreening has become the most significant consumer behaviour for the Indian marketing industry: MMA – WARC report

Multiscreening has overtaken m-commerce and watching video to become the most significant consumer behaviour for the marketing industry in India, as per the “State of the Industry 2022 - Modern Marketing In India​” report launched by MMA in association with WARC.

The report states that to drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets. This report – a collaboration between WARC and MMA APAC – examines how the industry is approaching the challenges, with a focus on current trends and future opportunities.

Some of the key takeaways from the report are:

1. There is expected to be significant growth in digital marketing spend over the next 12 months.
2. OTTs are seen as one of the most significant consumer behaviours in India, more so than across the rest of APAC.
3. Multiscreening has overtaken m-commerce and watching video to become the most significant consumer behaviour for the marketing industry in India.
4. Two-thirds of marketers expect the metaverse to significantly impact digital marketing in the next five years.
5. The removal of third-party cookies and continued impact of Apple’s ATT is seen as more significant to Indian marketers than those elsewhere in APAC.
6. A majority of marketers are using data analytics and collection to drive improvements in their digital marketing.
7. Around a fifth of marketers currently use AR/VR to drive improvements in marketing, but over half expect it to be the most significant technology for marketing in two years’ time.
8. Budgets are seen as the biggest obstacle to digital marketing growth in India, followed by measurement and skills.

The report goes on to add that advertisers should:

• Consider introducing new data and metrics that help you understand how to capture and maintain the attention of ‘multiscreen’ audiences.
• Look for ways to deepen your understanding of emerging technologies (e.g. AI, AR/VR) that are predicted to have a significant role in marketing in the future.
• Consider putting more emphasis on brand loyalty as a means of generating business value.

For agencies, the report suggests that they should:

• Focus on identifying new sources of audience data and insight to help clients reduce their dependence on third-party cookies.

• With budgets presenting the biggest barrier to digital marketing growth, the need to deliver cost efficient solutions takes on even greater importance.

• As reliance on engagement and behavioural metrics increases, there is a need to educate clients on more credible measures of advertising effectiveness.

The full report can be accessed by clicking here.

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