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Digital trends that will disrupt mobile marketing

Digital trends disrupting mobile marketing

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Sonal Desai
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BENGALURU, INDIA: India is a mobile first nation where 65 percent of users access the Internet and over half of searches come from mobile devices.

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Emphasizing that the mobile phone as a platform will continue to spur the growth of Internet and reshape marketing strategies, top executives from Google, Facebook, Snapdeal, Flipkart, InMobi, Fybr, Cisco and BRIDGEi2i Analytics Solutions and astute policy makers dissected trends and discussed strategies and digital trends at a recently concluded Digital Summit.

In his keynote address, Nitin Bawankule, IIMB alumnus and Director, e-Commerce, Google, said, “There are over 300 million Internet users in India, making us the world's second largest Internet population. We are a mobile first nation, where 65 percent of users access the Internet through mobile devices. Over half our searches come from mobile devices, and mobile as a platform will continue to spur the growth of Internet.”

As per report from Ericson, there will be over 500 million smart phone users in India by 2020. By 2020, over 600 million Indians will be online, out of which approximately 250 million will be buying online. The online retail market, which was pegged at $ 4.5 billion in 2014, is projected to grow to over $75 billion in 2020, he said.

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Declaring that over the next decade, India will not go online, it will be always online, he called upon students from the marketing and sales streams to intelligently leverage technology, data and strategy to gear up for challenges.

Describing how the smart phone had empowered users in India, especially women, he remarked that the Internet revolution had changed social and economic life.

“Earlier, the PC or laptop was typically controlled by the earning male in the family. With the proliferation of the smart phones, this social dynamic is also changing. Moreover, as we as a country are challenged in terms of infrastructure, so advancements in digital technology are welcome as they change the way we work, earn and enjoy our leisure. Hence this is a huge opportunity for marketers.”

Saurabh Chandra, Head, IT Apps, Flipkart, described digital technology (Mobility, Data & Cloud) mixed with SCM and robotics as the new cocktail of the season for VCs and business.

“Intelligence, powered by technology, supported by data and strategy and executed speedily, will win the race. I also believe many new gen companies and entrepreneurs will disrupt this space,” he added.

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