LinkedIn, the world’s largest professional network, released a report that captures the current state of marketing and the trends to follow in India and other Asia-Pacific countries. Titled ‘Marketing Team of Tomorrow’, the report assesses several variables that are likely to impact the annual marketing budgets this year, especially with reference to adoption of marketing technology, key investment areas, new team structures, new skills, and the top trends that will drive digital marketing this year.
India has shown the highest growth in planned marketing budget for the year compared to other markets, and key investment areas include content marketing, marketing automation and video content. In 2018, marketers will be focused on achieving improvements in customer acquisition and retention, especially customer loyalty, and are keen to use marketing technology to help achieve their customer experience goals. Data-driven, AI-powered personalised marketing will be key, as marketers get ready to use behavioural data and insights to predict buying patterns and serve relevant content in the right environment at the right time.
As the marketing landscape evolves, three in four Indian marketers feel well prepared to deal with the impact of technology, and they are highly confident in their ability to meet the changing needs of their business in 2018. Indian marketers have already implemented a diverse and innovative range of technologies as a part of their marketing strategies and they will continue to take the lead in this space.
“We’ve stepped out of a year where content marketing took centre stage, and Indian marketers got a flavour of what new-age marketing looks like, powered by data and presented in video. As we enter 2018, technology will underpin all marketing activities, and teams will focus on outsourcing technical expertise while retaining an in-house focus on improving customer experience. This year, Indian marketers will do away with ‘one size fits all’ and will deploy high-quality ‘branded content’ and thought leadership content to gain customer trust and loyalty,” said Virginia Sharma, Director, Marketing Solutions, LinkedIn India.
Here are key findings from the report for India:
Indian marketers to focus on team growth and increase their marketing budgets
Delivering personalised content will be a key focus for APAC marketers in 2018, with India’s focus spread across a particularly diverse range of digital marketing trends:
Technology to underpin marketing activities in the near future
Indian marketers are most likely to outsource technical aspects of marketing activities
LinkedIn surveyed marketing professionals across Australia, India, Singapore, and Hong Kong between September and October 2017. The surveyed professionals included a mix of in-house marketers and agency professionals.