02/10/2021
The scope of digital marketing in 2020 and 2021 has seen drastic growth. When we think of the key indicators of success in marketing, the first thing we think of is the number of people reached through marketing practices. The internet’s pe*******on has reached outstanding numbers. Looking at India, it has the 2nd largest number of internet users in the world.
By 2023, the number of active Indian internet users will grow to almost 666 million. Thus, this indicates that a larger share of people are shifting online and hence it makes complete sense to start marketing online.
As a consequence of so many people online, we saw an increase in the consumption of data. Earlier a user consumed approximately 500MB to 1GB monthly data in 2016, whereas an average user is recorded to utilize around 13.5GB of monthly 4G data in December 2020. This number further grew by 20% as an increased number of people started subscribing to various platforms for video consumption as well other dependencies on the Internet.
Another significant impact of covid-19 has been the tremendous growth of OTT platforms which resulted in being one of the fastest-growing markets in India. The lockdown elevated the consumption of content on the OTT platforms right from 181 billion minutes to almost 204 billion minutes in the last 365 days!
Furthermore shocking was that the search volume per month for ‘digital marketing courses’ was nearly 60,500 in the month of May 2019 and it further experienced a whopping growth rate of 49.5%, which means 90,500 searches for it in May 2020, right when we were at the peak of the pandemic. And the number of searches continues to grow even while you’re reading this blog!
This shows that people are realizing the importance of digital marketing and are showing interest in pursuing a career or knowledge in this field.
As reported by Dentsu Aegis Network, the total advertising industry of India in 2019 was valued at INR 68,475 crores and it was calculated to be INR 75,952 crores by the end of 2020. That’s a massive 10.9% growth rate. This goes on to showcase that even during the pandemic, there was an increase in the amount of money that was channeled into advertising, especially the digital channels.
Companies are giving so much importance to digital marketing that some of the biggest ones are restructuring their marketing budget to shift their focus to digital.
Another important thing that we noticed was that the major contributors to the growth of digital marketing in India were these metropolitan cities- Delhi, Mumbai, Hyderabad & Chennai. Directly proportional to the growth that they bring in is the number of digital marketing jobs that they produce each year.
