Micromax, Karbonn, Lava, and Microsoft have unleashed a marketing blitz in India!
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Companies such as Micromax, Karbonn, Lava, and Not only that
There are many benefits associated with the digital marketing. It is more personalised, which allows direct interaction between the brand and the consumer, and the response is easily measurable, unlike those on mass mediums like TV, radio or print.
Digital marketing also offers data that industry experts say put them in a better position to make informed decisions.
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Chief Marketing Officer at Micromax Informatics, Shubhajit Sen, said: "We try to find out what people are talking today and if there is a scope or an insight to convert it into a marketing and advertising campaign."
The company spends about 2% of its sales on advertising and marketing. In 2014-15, it posted sales of over Rs 10,000 crore.
Handset vendors are among the biggest spenders on advertising in India. Homegrown Karbonn and Lava, as well as Microsoft Mobile Devices said they have all significantly boosted spending on digital marketing in line with changing market trends. Some others such as
According to experts, the handset vendors are tapping all the digital channels - search, display or social media. With India's increasing Internet usage, the spending on digital advertising will only grow. A surge in sales via eCommerce is becoming the main driver behind the increased digital spending of handset vendor, said Faisal Kawoosa, lead analyst at
"Every brand try to establish its presence in online space, since a majority of sales in future is going to happen through online portals," he said.
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According to Hong Kong-based market research firm Counterpoint, as much as 30% of the smartphones sold during the second quarter were through online channels and online-only smartphone sales contributed to more than 20% of the total sales. Companies can also fetch out insightful analytics from digital channels that help improve marketing strategy, Kawoosa said.
Karbonn Mobiles executive director
Solomon Wheeler, head of marketing and communication at Lava International, said content consumption of users has shifted from mass mediums to digital.
(Image: Indiatimes)
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