Omnicom Media Group India Shares Top 10 Digital Trends
Omnicom Media Group India in collaboration with MICA (formerly Mudra Institute of Communications), Ahmedabad has released a report titled What’s Next in 2016 – Top 10 Digital Trends in India. The report prepared by Omnicom Media Group India’s Innovation team covers the top 10 trends for India in 2016, the implications for brands as well as predictions from platform providers like Google and Outbrain.
The top 10 trends revealed in the report are
1. India gets Mobile-ized
2. Commerce Everywhere
3. Story Rises Above the Medium
4. Moment Marketing breaks Silos
5. Rise of OTT Content
6. Social Moves into Walled Ecosystems
7. Internet scales up from Urban to Rural
8. Vernacular Content Rises
9. Internet of Me
10. Form vs Function in Wearables
Commenting on the report Avinash Jhangiani, Managing Director – Digital & Mobility, Omnicom Media Group India, said, “2015 saw consumers getting served up and spoilt by ecommerce start-ups with same-day delivery, 24/7 customer service and 365 days of mouthwatering discounts. This now leads to higher expectations in 2016 and requires brands to reimagine marketing for the new Indian consumer. While change is the DNA for start-ups, it is hard for well-established brands. To counter well-funded start-ups, established companies are being forced to let go of mass marketing channels and adopt digital for higher returns on investments. The trends report provides the necessary direction for brands across industries to invest in digital.”
Guy Hearn, Chief Innovation Officer, Omnicom Media Group Asia Pacific said, “There are now so many touchpoints that channel-centric planning makes diminishingly little sense. Instead, we need to better understand both the consumer journey and the consumer experience – and plan with a focus on consumer experience. The marketing department now needs to break down silos to create a focus on better customer experience and product innovation. We do hope that the report inspires the industry for the year ahead.”
“The future of media is about making impressions – not just buying them”
90-Second Executive Summary
2015 saw consumers getting served up and spoilt by start-ups with same-day delivery, 24/7 customer service and 365 days of mouth-watering discounts. These start-ups nailed customer experience and redefined marketing as we know it! This now leads to even higher expectations for 2016.
While change is in the DNA of start-ups, it is hard for well-established businesses. To counter well-funded start-ups, established companies are being forced to let go of mass marketing channels and adopt digital for higher returns on marketing investments.
Furthermore, as we continue to see consumers taking control of brands, companies now need to actively listen and engage with customers in moments that matter to them. Brands investing in content marketing are moving forward now, adopting an integrated media strategy with consistent, persuasive storytelling across channels.
Spends are therefore growing towards mobile, content, social and online video. Also with ecommerce now increasingly enabling the last mile transaction for brands, brands will now be able to develop more effective media and communication strategies for greater marketing funnel throughput.
These trends will lead to increased investments in programmatic media and data platforms for sustainable business benefits. In addition, as mobile internet penetrates further into rural markets, brands have opportunities to reach and engage consumers with OTT (over-the-top) and vernacular content.
It is time to put the customer at the center (not media) and his/her journey hast to be well understood. It is no more the responsibility of the CMO alone to drive customer centricity in a company. Marketing teams now need to break down enterprise silos and integrate functions for better customer experience and product innovation.
