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<ul><li>Hindi on voice assistants is second biggest globally; 72% Indians prefer non-English language.</li><li>Amazon, Flipkart and Myntra were the top 3 online shopping destinations.</li><li>Groceries, fashion and health, beauty and personal care were the most searched product categories.</li></ul>MMA India, along with the AMMP Council and GroupM India, today launched an industry playbook titled ‘Modern Marketers Guide to Connected Consumer Journeys’. The guide is a compilation of learnings and insights by multiple industry experts and an analysis of the e-commerce landscape in India. In the context of the accelerated adoption of online channels, the playbook powered and supported by GroupM provides marketers with insights into the changing e-commerce landscape and the factors driving this shift. It also delves into the evolving customer buying journey and purchase patterns, sales-driving technologies such as Voice, AR/VR driving sales and effective channel strategy for improved business ROI. Speaking on the launch, <keyword id="6812225" type="General" weightage="20" keywordseo="moneka-khurana" source="Orion">Moneka Khurana</keyword>, MMA India Board Member; Country Head – India, MMA said, “This one-of-a-kind playbook led by MMA’s E-commerce council members outlines how organizations and digital business leaders can improve their understanding of the shift in consumer behavior and solutions that will drive the next phase of growth. Consistent digital exposure, combined with the presence of available omnichannel touchpoints, has resulted in the development of a new consumer purchasing process. MMA through its e-Commerce Council aims to build an overall understanding of the ecosystem and address cluster-specific issues improving capability in the omnichannel marketing. We hope this playbook will assist marketers and brands to effectively re-strategize their market approach – from the customers they target to the channels they sell through.” Shedding further light on the playbook, Tushar Vyas, President – Growth and Transformation, GroupM South Asia said, “Consumers now have multiple sources for discovery and information research and today, it consists of highly connected non-linear moments. The growth in internet users, reduction in data prices and changing consumer behavior are the key growth drivers for the evolution of eCommerce in India. We understand the changing online retail market and how it is set to grow 3x in the next 4-5 years mainly driven by underpenetrated categories like grocery, education, health. Considering the emergence and growth of eCommerce platforms, this handbook provides A-Z solutions on how marketers can use eCommerce as a platform to enhance a brand’s reach in these rapidly evolving times.” Commenting on this initiative, KRS Jamwal, Executive Director, Tata Industries Ltd. Says, “It is indeed my pleasure to pen a foreword for this very timely and thoughtful playbook. After rapid growth in India's e-commerce market, while the focus on cost and delivery efficiency will remain, it will become hygiene. Going forward, platforms and brands will need to differentiate by providing customers with a better, preferably personalized, yet holistic buying experience that enhances the browse and purchase journeys, and even attempt to bring aspects of the in-store experience online, leveraging tech. The MMA report provides an overarching view on consumer behavior shifts as well as identifies challenges that organizations may face as a result of those shifts, with best practices and possible solutions." Key highlights: Landscape: India today has 622 million internet users (8% growth over 2019) and is expected to touch 900 million users by 2025. With affordable data prices, consumers are increasingly becoming more “digital”. The online retail market is set to become 3 folds in the next 4-5 years, majorly driven by under-penetrated categories like grocery, education, and health. Voice, Video, and Vernacular: Though voice is at a nascent stage Indians are leapfrogging on Voice adoption; the market is expected to grow by 40% by 2022. Not just on Google Assistant, voice is rapidly growing as a preferred medium of input across Search and YouTube. Online video spends have seen the highest growth rate of 46% in 2020, as compared to other media channels. Online content consumption grew 35% post COVID, with a total growth of 13% in time spent on OTT from January 2020 to January 2021. Vernacular internet users prefer voice find voice a more natural way of interacting with technology which helps reduces friction. Hindi on voice assistants is the 2nd biggest language globally after English, while Hindi <keyword id="504074" type="General" weightage="20" keywordseo="voice-search" source="Orion">voice search</keyword> queries have seen 400% growth y-o-y. Pre-purchase: Urban internet users are relying on online platforms for product research. 62% of urban users are researching products online before making any purchase either online or offline. 50% of offline shopping across categories involves online product research. Channel Choice: The biggest retail trend is the increasing popularity of the direct-to-consumer or DTC model. D2C brands are witnessing a high number of subsequent funding rounds and strategic sale to incumbents. Working through a middleman can block access to end consumers. Brands with a DTC model can leverage direct relationships through loyalty programs, special discounting and promotions and unique and category-specific shopping experiences. Purchase: Online retail is shifting from electronics to grocery. 73% of customers have purchased through online shopping platforms in the past 12 months. The deciding factors are - 63% on product quality, 55% on price and 55% on product information, return and cancellation policy, and product warranty. There has been an interesting purchase pattern in the consumer journey in the last 3 months where Amazon, Flipkart and Myntra were the top 3 online shopping destinations and <a name="m_-845459193505835215__Hlk80787303">groceries, fashion and health, beauty and personal care were the most searched product categories</a>. Conversational Commerce, Voice Search, Video Streaming and Augmented Reality will also help brands drive their ecommerce strategies.

Online shoppers in India expected to reach 500 million by 2030: MMA and GroupM report

<ul><li>Majority Indian organizations use a blend of <keyword id="3113512" type="ORGANIZATION" weightage="20" keywordseo="first-party">first party</keyword> (1P) and third party (3P) data for marketing and most marketers are increasing efforts to build 1P data.</li><li>A majority believe that the gaps in data breadth, depth and quality need to be addressed for the optimal usage of data for decision making.</li><li>82% Indian marketers see benefits in leveraging consumer data for marketing, but struggle with robust attribution models.</li></ul>In India, 58% organizations acknowledge they have gaps in consumer data leading to difficulties in data-driven decision making, according to the <keyword id="6403489" type="ORGANIZATION" weightage="20" keywordseo="mma">MMA</keyword> EY survey titled ‘Leveraging consumer data for marketing’. The survey conducted among 150 marketers across sectors revealed insights on the maturity of the consumer data strategy across the marketing landscape in India. <keyword id="263905" type="PERSON" weightage="20" keywordseo="Ashish-Pherwani">Ashish Pherwani</keyword>, Partner and <keyword id="176124" type="COMPANY" weightage="20" keywordseo="Media-Entertainment">Media &amp; Entertainment</keyword> Leader, <keyword id="1919178" type="COMPANY" weightage="20" keywordseo="EY-India">EY India</keyword> said, “It is a critical time for companies to prioritize data maturity, assess where they stand and work towards maximizing the value of their data. Our research revealed that although most companies have made significant progress in compliance, they struggle to break down internal silos, activate data and build the right skillsets to drive <keyword id="301587" type="ORGANIZATION" weightage="20" keywordseo="ROI">ROI</keyword> (return on investment) on their data investments. We found that most organizations are still building the processes and skills to effectively gather, analyze and execute against consumer data.” <keyword id="6812225" type="UNKNOWN" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head – India, MMA stated, “MMA as an industry body is seeing data becoming core to all types of marketing and business objectives. As a result, we are actively driving the data marketing narrative around the world. Through this industry-first initiative, we reveal the state of consumer data usage in the country, as well as preparedness in terms of data capabilities and governance based on inputs from over 150 leading marketers in the industry, including MMA members across sectors ranging from retail, finance, automobile, media to healthcare, education, technology, etc. This first-hand insight will provide marketers with a perspective on harnessing data in the most effective and ethical manner, enabling them to offer better experience to consumers, consequently improving their business ROI”. Some key highlights from the survey: Data types and uses: 71% Indian organizations use a blend of first party (1P) and third party (3P) data for marketing and most marketers are increasing efforts to build 1P data. However, 58% believe that gaps in data breadth, depth and quality needed to be addressed to enable optimal use of data for decision making. Only 30% of the respondents believe they use and activate personal level consumer data optimally. Realty, retail and eCommerce, and technology sectors have a higher share of 1P data. Retail and eCommerce, and media and entertainment emerged as leaders in the usage of data across the spectrum for decision making. Consumer data was used most for analytics, conversion tracking and retargeting. ROI measurement and attribution: 82% respondents see the benefit of leveraging consumer data for marketing, but struggle with robust attribution models. Only 12% of survey respondents have robust attribution models. 68% witnessed a lift in marketing efficiency by leveraging consumer data. 52% of Indian marketers face significant challenges with attribution. Indian marketers rely more on brand trackers and AB testing to support media decisions. However, a similar study conducted in the US indicated that US respondents used Media Mix Modelling a lot more and the US respondents were more adept (27% higher) at using tools compared to the Indian respondents. While performance and growth, and brand building emerge as two key focus areas for organizations; there is a significant focus required on implementing the right marketing tools and infrastructure. Capabilities and skills: 72% respondents have built martech capabilities or are working towards that goal. 35% have adequate access to advanced analytics and data science resources. However, automation, identity management and next best action emerge as the biggest gaps. Retail, technology, and auto are leading sectors in martech maturity and capabilities Data ownership, governance, and integration: 58% Indian marketers had defined ownership and management strategies for 1P consumer data. However, 60% had little integration of 1P and 3P data with limited employee access to organizational data resources. Only 24% respondents had cross-fishing rules defined for sharing of consumer data between brands.

While most Indian organizations use a blend of first party & third party data for marketing, most marketers are building first party data: MMA EY survey

<ul><li>MMA <keyword id="2821557" type="COMPANY" weightage="20" keywordseo="Impact-India">IMPACT INDIA</keyword> 2021 will be hosted virtually on May 20 and 21, 2021</li><li>The focus for this year’s edition is ‘<keyword id="11275501" type="COMPANY" weightage="20" keywordseo="modern-marketing">Modern Marketing</keyword>.’</li></ul>MMA, formerly known as the <keyword id="1388371" type="COMPANY" weightage="20" keywordseo="Mobile-Marketing-Association">Mobile Marketing Association</keyword>, a not-for-profit trade body focussed on Modern Marketing, will be hosting their annual flagship event MMA IMPACT INDIA 2021 virtually on May 20 and 21, 2021. Themed ‘Simplify. Simplify. Amplify.’, MMA IMPACT INDIA will bring together an ecosystem of publishers, agencies, marketers, and technology enablers to accelerate modern marketing practices. The industry-led event will also see conversations amongst leaders on upcoming trends and challenges in the modern marketing landscape. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> The focus for this year’s edition is ‘Modern Marketing’, which is led by MMA’s India councils that are working towards key pillars and growth frameworks in this space. The key pillars are: E-commerce, Martech, Brand Safety, Voice &amp; Audio, Modern Creativity and Modern Media formats. <keyword id="6812225" type="UNKNOWN" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head – India, MMA said, “Impact is a credible global series focused on ‘Shaping the future of modern marketing’ as its theme. The event is well timed in India given the need to enable industry expertise, insights, and provide body of work which can help marketers in these challenging times to accelerate modern marketing practices and better connect with consumers in an increasingly dynamic and connected world. With higher digital adoption by consumers, today's marketers need to understand consumer behaviour patterns and deliver personalised marketing experiences. This is key to be a winning marketing organization and seek higher business returns. This year at Impact we are trying to simplify the new narrative in collaboration with industry experts and show ways to amplify the messaging by building modern marketing capabilities.” Here are some highlights to look out for - full <a href="https://www.mmaglobal.com/impactindia2021/agenda">agenda</a> here: <ul><li>Faith Popcorn, Founder &amp; CEO, BrainReserve will be talking about ‘Your Next Consumer: 3 Fierce Factors’</li><li>Session by D Shivakumar, Group Exec. President, Aditya Birla Group – The Next Decade Marketer</li><li>Jeyandran Venugopal, Chief Product &amp; Technology Officer at Flipkart is speaking on ‘Technology First - Solutions to Power E-Commerce in India at Scale’</li><li>Bret Kinsella, CEO &amp; Founder, Voicebot.ai will present a keynote on ‘The Rise of Voice AI and Impact on Marketing’</li><li>Panel session with Intel, Pepsico, Aditya Birla Capital, Licious &amp; Dr. Reddy’s – Modern Marketing Perspectives</li><li>2 exclusive playbooks on Martech &amp; Ecommerce will be launched</li></ul>Here is the link to view the <a href="https://www.mmaglobal.com/impactindia2021#speakers">speakers</a>. MMA is calling out to the industry to join them, connect and evangelise areas specific to modern marketing at IMPACT 2021 – <a href="https://mmaevents.mmaglobal.com/impactindia2021?discountcode=TIMESBRIDGE">Register Here</a>. Key partners include – Flipkart, <keyword id="6355629" type="COMPANY" weightage="20" keywordseo="google">Google</keyword>, Httpool, SAS, Trell, Aqilliz, Intel, mFilterIt.

MMA announces IMPACT INDIA 2021 to help ‘Shape the Future’ of Modern Marketing

<ul><li>MMA and Isobar have launched a report titled 'The Voice Playbook.'</li><li>The report attempts to analyse COVID's impact on <keyword id="11144855" type="UNKNOWN" weightage="20" keywordseo="voice-marketing">voice marketing</keyword> and its growth in India. </li></ul>MMA and Isobar have launched ‘The Voice Playbook’ for India. The playbook aims to unfold the potential impact of Voice on the global and Indian media and marketing industry. It highlights insights that will help marketers win with Voice and enhance their brand-customer journey. For the record, 'The Voice Playbook' is powered by Slang Labs. The key focus areas of ‘The Voice Playbook’ are: <ol><li>Post-Pandemic, human behavior has shifted to more contactless experiences serving to grow the need for <keyword id="460561" type="TECHNOLOGY" weightage="20" keywordseo="voice-technology">voice technology</keyword> in both its pace &amp; popularity. Soon, consumers will have a voice option at self-checkout counters, ATMs, automobiles, elevators and anywhere else touch is currently needed.</li><li>Globally, over <a href="https://www.cnet.com/news/google-assistant-now-has-500-million-monthly-users" target="_blank">500 million people</a> use Google Assistant every month, with Hindi second only to English as the most <a href="https://economictimes.indiatimes.com/tech/internet/hindi-second-most-used-assistant-language-globally-says-google/articleshow/71206202.cms" target="_blank">commonly used language</a>.</li><li>The integration of Indian languages in voice assistants has been the strongest growth driver for the tech across the six-to-sixty age spectrum and as the majority of Indians are multilingual, they find voice three times faster than typing. During the 2019 cricket season, Google Assistant received over 100 million cricket queries as people asked for news and live score updates. This means people of all ages and geographies can engage with voice-enabled technology more easily because it mimics normal conversation.</li><li>Voice search queries in India are growing at 270% per year. India is already a large video-first <a href="https://brandequity.economictimes.indiatimes.com/tag/internet" target="_blank">internet</a> market and with the demographics and large scale, smartphone adoption will become the world's first / largest voice-first internet.</li><li>Voice technology is playing a pivotal role in fuelling aided commerce growth as 82% of smartphone users are using voice-activated technology.</li><li>Growing adoption of voice technology in shopping online will leave voice assistant to suggest products to buy and this can affect people’s connection with brands as only convenience or a brand’s ‘top of mind’ will play a bigger role in making a choice. Hence, Customer experience will once and for all overtake social media presence or general marketing.</li><li>Voice assistance has been continually refined to be more realistic and human-like. Alexa just got its first celebrity voice in India. Brands are focusing a lot on the voice of the voice assistant as the majority of the respondents (86%) said developing a brand’s voice personality is extremely important.</li><li>We are already anticipating the emergence of voice ad exchanges, where advertisers will bid to get their brands to the top spot. The first execution of this solution has just hit the market: Instreamatic.ai is the first company to serve ‘voice ads that people can speak with’.</li></ol>Shamsuddin Jasani, Group MD, Isobar - South Asia said, " Voice technology will become the next great disruptor and India as a market is very receptive to Voice as a medium and Isobar is extremely excited to help brands ride on this new wave. This playbook gives marketers an excellent opportunity to understand how to use voice as a medium/platform to engage with their consumers. By 2021, it’s estimated that 72% of internet users in India will prefer to use a language other than English, and voice will help bridge that language gap. Just like Brands needed an internet strategy in the ‘90s, a search strategy in 2000, and a mobile strategy in 2010, we at Isobar believe now brands need a voice strategy.” Gopa Kumar, COO, <keyword id="3116493" type="COMPANY" weightage="20" keywordseo="Isobar-India">Isobar India</keyword> added, "We firmly believe that Voice technology will become the next great disruptor and India as a market is very receptive to Voice as a medium. We are already seeing in India that people are skipping typing and moving to Voice and are completely at ease with the same. This gives marketers an excellent opportunity to use voice as a medium/platform to engage with their customers. While its use is becoming widespread and consumers are very receptive to it, there is still very less information on how voice tech will affect the various digital marketing platforms or the marketing mix. This playbook in association with MMA aims to decode the how and simplify it, this playbook will help you know about voice technology and will aid in not only being prepared but to position yourself or your brand ahead of the curve." <keyword id="6812225" type="PERSON" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head, <keyword id="3172346" type="PERSON" weightage="20" keywordseo="MMA-India">MMA India</keyword> commented, “In post-pandemic times, contactless experiences, increased voice searches, consumption of vernacular languages, conversational commerce are riding the wave, making voice tech integral to the entire value chain. Hence, marketers recognise the potential of voice with MMA being the first trade body to take the lead to shape the future of voice in collaboration with our voice &amp; audio council enabling ongoing evangelism and education. The Voice playbook would act as a toolkit to empower and enable the marketer.” Kumar Rangarajan, Co-founder &amp; Obsessive Dictator, Slang Labs said, “When Slang Labs started about 4 years ago with the intent of empowering the digitally disenfranchised segments of the society to get the same kind of services that the digital-savvy people could, most of the marketing was still focused on the digital-savvy and majorly urban population of India. Post-Covid, even the non-digital savvy populations in urban and rural areas are getting onboard the digital highway. But the brands are unable to capture the full potential of this huge market of Next Billion Users! This is where we see Voice Playbook 2021 enabling marketers to understand the key challenges faced by this huge untapped market and engage them on their own terms using Voice as the ‘Bridge to BHARAT’!”

Voice search queries in India are growing at 270% per year: MMA and Isobar Report

<ul><li>MMA and GroupM's report highlights the growing importance of accountability in marketing and why it is more critical at times like this.</li><li>As per the report, 34% of business respondents have increased digital media budgets while 23% have focused more on eCommerce selling.</li></ul>MMA in association with GroupM released its latest report ‘<keyword id="10441765" type="UNKNOWN" weightage="20" keywordseo="modern-marketer-reckoner">Modern Marketer Reckoner</keyword>’ –a detailed and conceptualized report keeping in mind the business and ecosystem situation in 2020. With the various shifts that have happened in 2020 as well as mobile always being an important part of our daily lives, this year’s report focuses on two major perspectives – the consumer lens and the marketer lens. The consumer lens focuses on the theme “Nothing Is Certain” and it captures the uncertainty and the changes which happened in 2020 at various levels from a consumer’s point of view. The first half of the report talks from a consumer sentiment perspective and the impact it has had at a socio-cultural level. It also highlights the media consumption perspective, with a special focus on digital and mobile app ecosystem. This looks at the growth in the mobile and digital ecosystem in the last few months and how it has leapfrogged. And lastly, it highlights the shopping perspective, focusing on how the shopping basket has changed for consumers, the shift towards essentials and the huge increase in eCommerce as a mode of shopping. While the second half of the report focuses on providing a modern marketing reckoner to marketers on the key strategic tentpoles they should look at, so to navigate the ambiguity and the uncertain business and economic landscape and is themed “Everything is Possible”. It highlights the strategic pillars of modern marketing which marketers should deploy to not only deal with the current uncertainty but is a reckoner, even beyond. This part focuses on how the way consumer content has been changing and therefore how the content ecosystem is seeing the emergence of new formats and trends. Thus, it showcases and discusses how brand communication has moved from creativity to proliferation and thereby what should brands do to retool their strategies. It also highlights the growing importance of accountability in marketing and why it is more critical at times like this. While the first section is more a data and reports led piece, the second section is more centred around best practices, guidelines, expert point of views. Speaking on the report, Prasanth Kumar, CEO, GroupM South Asia said, “The advertising and <keyword id="7678376" type="UNKNOWN" weightage="20" keywordseo="marketing-industry">marketing industry</keyword> has been encountering some fast changes in the past few years with the advancement in innovation and technology. In this current wave of uncertainty and ambiguity, it becomes even more critical for marketers to measure ROI and therefore, invest in data and technology to do the same. The pandemic has triggered a definite shift in the consumer and the business landscape but if we display rigour and foresight and use effective advertising and modern marketing models, we can help businesses stay on top. This year with the report we wanted to decipher the changing face of content and influencers, new communication formats and channels, and the ways to build powerful brands.” “The reckoner underlines the marketing industry’s certainty when it comes to the rapidly expanding mobile channel,” said Rohit Dadwal, Managing Director at MMA Asia Pacific. “The industry, on the whole, recognises that the modern era of the market is upon us and we need to embrace it. this new age of marketing is going to be built on tools and technology that this report helps to outline along with great examples through the lens of various industry leaders who are the torch bears of this change… helping @shapethefuture for marketers and agencies in India and abroad.” <keyword id="651159" type="PERSON" weightage="20" keywordseo="Tushar-Vyas">Tushar Vyas</keyword>, President, GroupM South Asia commented, “One of the biggest areas of impact that has emerged is the digital ecosystem. It plays a huge part in the way the business landscape of today has unfolded. We believe that modern marketers will have an advantage if they can apply deep insights to understand the changing landscape. In this period of uncertainty, we need to be more outcome-driven and mobile aligned to usher hope and dynamism into the life of the consumer again. With this report, we wanted to address the huge changes in the industry and talk about the new ways to embed data into every part of the business and decode them to get powerful insights which in turn can help brands communicate better.” Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India commented “We have seen unprecedented changes in 2020 and this has an impact on consumer and shopper behaviour as well as on our media consumption habits. Yet, even as many things change, some things remain constant- for brands to stick to their fundamentals- develop relevant differentiated products, build iconic brands, expand reach, and create engaging communication. This report, as always is basis extensive research and nicely encapsulates the changing landscape and the key considerations that Marketers need to keep in mind as they navigate through 2021 and beyond”. Sandeep Bhushan, Director &amp; Head of GMS India, Facebook commented, “We are experiencing unprecedented shifts in consumer attitudes and behaviours due to the pandemic. A significant digital acceleration has happened on the back of social media, and with over 400 million Indians connected on the Facebook family of apps in India, mobile is now central to media consumption and business impact. To build on the opportunity, businesses need to adopt the immersive tools on the platform, pivot the media-mix and measure true incremental business outcomes. Our playbooks for the new normal in partnership with GroupM and Ogilvy are now available for all marketers to accelerate growth.” <keyword id="6812225" type="PERSON" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head, MMA India said, “This report is an extremely holistic and robust report and has been written basis intensive research across multiple industry studies and reports, a lot of primary research which has been conducted in the past few months both by MMA and GroupM, POVs and contributions from multiple industry experts across multiple areas and verticals, POVs and contributions from GroupM leadership, GroupM subject matter experts and MMA board members.” Key highlights from the report: · 54% of businesses have been impacted by covid in India, of which retail, travel and tourism have been hardest hit. · 34% of business respondents have increased digital media budgets while 23% have focused more on eCommerce selling. · Almost 90% of people agree that they are more careful about how they are spending their money. · 50% of people have delayed big purchases and almost 38% have cut down on day-to-day expenses. · Hardest hit are the discretionary categories – 77% have reduced eating at restaurants. 55% have reduced buying clothing and fashion accessories and 48% have reduced spending on consumer electronics. What has seen a positive impact are the areas related to health and hygiene – 29% are exercising more at home, 24% are consuming more vitamins and supplements, 23% are spending more on groceries. · Among the digital-first timers - 45% streamed movies, 43% got WFH software, 33% used an e-learning app, 28% purchased grocery online and 22% consulted a doctor online.

54% of businesses have been impacted by covid in India, of which retail, travel and tourism have been hardest hit: Report

<ul><li>This is the third edition of the <keyword id="8794754" type="UNKNOWN" weightage="20" keywordseo="mobile-marketing-ecosystem-report">Mobile Marketing Ecosystem Report</keyword> 2020.</li><li>This year, the report revolves around how mobile is a bigger platform than digital platforms.</li><li>It also delves deep into various trends impacting consumers and marketers, and highlights reasons why it’s necessary to go beyond the traditional realms of digital marketing to drive business and brand outcomes.</li></ul> With more and more Indians choosing to use various OTT platforms to consume content, a recent report by the <keyword id="1388371" type="ORGANIZATION" weightage="20" keywordseo="Mobile-Marketing-Association">Mobile Marketing Association</keyword> and <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword> has stated that OTT players will make hefty investments of approximately ₹2.5 billion for content creation as well as distribution. The findings are a part of the Mobile Ecosystem Report 2020. In its third edition, the report this year revolves around how mobile is a bigger platform than digital platforms. The report also delves deep into various trends impacting consumers and marketers, and highlights reasons why it’s necessary to go beyond the traditional realms of digital marketing to drive business and brand outcomes. It analyses where <keyword id="691908" type="ORGANIZATION" weightage="20" keywordseo="mobile-marketing">mobile marketing</keyword> stands today, what has led us here and what the future holds. Marketing to a generation of mobile users in the most effective way is only possible with a true understanding of these users and the platforms they so ubiquitously utilise. Here are the key highlights from the report: Ephemeral Content: Ephemeral content is a rich media format which disappears after a short duration. Due to its temporal nature, ephemeral content forces creator to be more spontaneous and thus increases the likelihood of the content being authentic. AI: About 80 % of large corporate giants have adopted some or the other form of machine learning in building new competent systems, complementing their core business. E-Wallets: India’s local UPI (Unified Payments Interface) platform crossed the 1000 million user mark in October 2019, making it one of the fastest adopted payment gateways in the world, leading to a massive rise in social commerce. Gaming: There are approximately 250 million mobile gamers in India, spending about 60 minutes every day playing mobile games. 
 
 
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 OTT: With more than 30 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands, Indians are prone to consuming content across an array of digital formats and platforms. 
	
 
 
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 Original Content on OTT: OTT players are estimated to make hefty investments of approximately INR 2.5 billion for content creation as well as distribution. 
 
 
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 Influencer Driven Content: Marketers believe that influencer marketing helps them engage with customer in an interactive way and thus 80% of them would increase ad spend next year. Video: With attention spans of consumers being short, short-format advertising content is key. Currently, India is the sixth largest market in consumption of video ads. Vernacular: 90% of new internet users over the next five years are expected to prefer regional languages to access the internet. Voice: 25% of search queries in India are through voice commands. 38% of consumers who have engaged with voice ads find it less interfering as compared to other forms of advertising. 
	
 
 
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 MarTech: CRM to programmatic ad buying, automation and artificial intelligence are making the advertising process more efficient. Nearly 80% of large corporates have adopted machine learning in some form; 30% of new-gen start-ups Measurement Metrics: The key metrics that matter to business are output metrics, Brand and Sales metric. Very often, advertisers measure input metrics as a way to quantify or metricize their advertising efforts. While these metrics are important to ensure hygiene and efficiency of campaign input, these are not output metrics that ultimately matter to business growth. Current mobile landscape statistics: <ul><li>India has active user base of 451Mn while the internet penetration hovers over 36%</li><li> Currently, across both rural and urban areas in India, 99% of users are using the internet on their mobile phones</li><li> Along with cheaper data plans, smart phones have also become more affordable, allowing wider access</li><li> Out of a population of 1.3-1.4 billion, India has 1.16 billion mobile subscribers, comprising 700 million unique mobile subscribers</li><li> With the increase in number of mobile phones, time spent on mobile also grew to 3.7 hours per day which is a 25% jump as compared to 2017 data</li><li> Currently, data in India is priced at USD 0.26 for 1 GB, as compared to the global average of USD 8.53 per GB</li><li> In the third quarter of 2019, the smartphone market in India shipped a whopping 46.6 million units, fuelled by launches of new models, online sales and price corrections</li><li> In 2019, consumers downloaded a record 204B apps worldwide, spending close to $120B which is 2x of 2016 spending</li><li> Among all active mobile internet users in India, which stands at approximately 451 million, entertainment is the purpose for a whopping 84%</li></ul> Speaking about the report, <keyword id="6812225" type="UNKNOWN" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head, MMA India said, “Considering the importance that mobile marketing holds for brands, marketers must be armed with the information on the trends and changes in the landscape and leverage the opportunities they provide. With the ecosystem report, our aim is to highlight these trends and opportunities, some of which have already become active in 2019 and will likely form vital elements of mobile marketing campaigns in the coming years. It is our hope that this report acts as a guide for marketers, highlighting the key focus areas, their challenges, and helping them to decipher what they must expect from this ever-changing mobile ecosystem”. <keyword id="232445" type="PERSON" weightage="20" keywordseo="Prasanth-Kumar">Prasanth Kumar</keyword>, CEO, GroupM South Asia commented, “India will continue to witness an upward trend in the growth of mobile ad spends this year. Cheaper data tariffs, the exponential growth of entertainment on mobiles and a variety of smartphones have led to the emergence of ‘mobile-first consumption’ users in the country.” “India is a diverse and mobile-first country, and this will further boost the growth of mobile advertising compared to digital. The availability of content in regional Indian languages is driving consumption of the mobile internet in India. We have also witnessed the use of e-commerce apps on mobile phones growing in the last few years. With a mix of utilities, mobile is going to be bigger and better in the country.” he added. For the first time, the report incorporates POV (point of view) articles from industry experts like Sandeep Bhushan, Director &amp; Head, Global Marketing Solutions, Facebook; Madhubanti Banerjee, Director, Marketing Effectiveness, Nielsen Media, South Asia; Gulshan Verma, SVP &amp; Head, Client &amp; Agency, Hotstar; Sameer Singh, Vice President, Monetization, TikTok India; Niraj Ruparel, Head – Mobile, Mindshare; Amit Relan, Co-founder &amp; Director, mFilterIt; and Rohit Sharma, Founder &amp; CEO, Pokkt Mobile ads. From metrics evaluation, brand safety, mobile entertainment to gaming and voice/audio marketing, these opinion pieces from industry leaders will help marketers to understand the gaps in content, measurement and brand safety, which are widely acknowledged as key industry challenges.

OTT players to invest an estimated ₹2.5 billion on content creation and distribution: Mobile Marketing Ecosystem Report 2020

<ul><li><keyword id="1388371" type="ORGANIZATION" weightage="20" keywordseo="Mobile-Marketing-Association">Mobile Marketing Association</keyword>'s ‘Ad Fraud Benchmark Report' reveals interesting facts about the level of fraud, and its awareness in the country and aims to help marketers benchmark their exposure to various kinds of fraud.</li><li>The report revealed that 90% of businesses are using or planning to use anti-fraud solutions.</li><li>Only 37% respondents are familiar with Blockchain. </li></ul><keyword id="691908" type="ORGANIZATION" weightage="20" keywordseo="mobile-marketing">Mobile Marketing</keyword> Association, a global non-profit organization, has released an ‘Ad Fraud Benchmark Report' that gives a perspective into the state of mobile ad fraud in India. The report reveals some interesting facts about the level of fraud, and its awareness in the country and aims to help marketers benchmark their exposure to various kinds of fraud. The report has been published in collaboration with a research firm -- Decision Lab, with the objective of understanding the current industry practices around ad fraud and the methods adopted by marketers. It also highlights the rising and prevalent issues such as adware traffic, ad stacking, domain spoofing, that will help marketers understand organizational challenges and combination of various measures to tackle the problems effectively. Highlighting why we need more awareness around <keyword id="7600374" type="UNKNOWN" weightage="20" keywordseo="ad-frauds">ad frauds</keyword>, <keyword id="6812225" type="UNKNOWN" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head, MMA India, said, “In India, the awareness on ad fraud risks is very low with almost a fifth of the marketers being unclear of their ad fraud budget and majority of them believing that fraudulent activities will only increase. Brand safety on mobile is the biggest concern today and this benchmark report clearly demonstrates that this needs immediate addressal. Marketers will need to be extra cautious to attacks such as ad injections, data fraud, cookie stuffing, etc. Marketers must understand the potential of technologies such as Blockchain that can help solve issues related to fraud and create security and transparency in mobile marketing ecosystem.” Key highlights from the report: <ul><li>With a rate of 62%, mobile ad fraud remains as one of the biggest challenges in India </li><li>Indian marketers spend nearly 20% of their advertising budget on ad fraud </li><li>9/10 marketers feel there is scope for improvement in ad fraud prevention methods </li><li>95% respondents feel that lack of penalties and transparency in industry regulations give rise to ad fraud </li><li>95% respondents agreed that lack of data sharing and large number of middlemen are also a cause to ad fraud risks </li><li>Major types of ad fraud – Cookie Stuffing (74%), Adware Traffic (65%), Data Fraud (61%), Ad Injection (54%) </li><li>Only 37% respondents are aware of Blockchain and its application to fraud prevention </li></ul>

Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark Report

<ul><li>In 2018, the revenue contribution of the Indian OTT market was $500 million, of which 82% was generated from Advertising video-on-demand alone. </li><li>Increasing customer preference towards smartphones, along with platforms like <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword> and <keyword id="758541" type="ORGANIZATION" weightage="20" keywordseo="Amazon-Prime">Amazon Prime</keyword> Video, has opened up new pathways for marketers to reach their audiences, making AVOD to be a highly profitable environment.</li><li>Moneka Khurana, Country Head, MMA India further the opportunities and challenges that AVOD brings for the industry. </li></ul> <keyword id="2721979" type="ENTERTAINMENT" weightage="20" keywordseo="over-the-top">Over the Top</keyword> (OTT) platforms have become an everyday part of the Indian consumers life, giving rise to Advertising video-on-demand, or AVOD, which is usage of these platforms for marketing through video-based content available on them. In 2018, the revenue contribution of the Indian OTT market was $500 million, of which 82% was generated from AVOD alone. This factual revelation led to the rise of AVOD as a marketing method for 21st century Indian audiences. Increasing customer preference towards smartphones, along with platforms like Netflix and Amazon Prime Video has opened up new pathways for marketers to reach their audiences making AVOD to be a highly profitable environment. However, AVOD is not without challenges: <ul><li>Skip Ad button - One of the biggest obstacles as it either appears almost immediately, or 5 seconds after, leaving marketers with only that time frame to make an impact on the viewer. In that short span, the ad must resonate with the viewer and make the viewer essentially ‘forget’ about that Skip Ad button. </li></ul><ul><li>Decreasing attention span of consumers - The human brain is now said to take ½ second to see, recognise and react to mobile advertising and trigger a positive or negative reaction. A recently released study on <a href="https://www.mmaglobal.com/cognition">cognition</a> states that advertisements on mobile gain more attention and trigger stronger recognition as compared to desktop. </li><li>Too many platforms to choose from - There is a widening array of OTT platforms to choose from, and to worsen the situation, a plethora of devices to access them on. The heavy dilution of media outlets in the Indian consumers universe seems challenging, but every dark cloud has a silver lining. </li><li>Wrong place at the wrong time - Different OTT platforms serve different audiences, depending on which content is receiving the highest traction at any given point. Additionally, OTT platforms have a specific ‘image’ of providing specific content. </li><li>The Top 3 coveted spots - A report by <a href="http://image-src.bcg.com/Images/Entertainment-Goes-Online_tcm21-208006.pdf">The Boston Consulting Group</a> shows that Indian audiences prefer to keep only 3 video-content apps on their phones at any given time, leaving platforms in a cut-throat rivalry to hold a spot in the coveted top 3. Most Indian consumers also tend to uninstall these apps within a few days of their installation. </li></ul>Putting your best foot forward: Clever use of data obtained from tracking viewer habits can help marketers form the right mix of integrated marketing which will enable them to reach the consumer just enough times to generate the desired recall value, without overpowering their screens with too many advertisements. The availability of multiple touchpoints to reach the consumer can be a blessing or a curse for marketers, depending on how they use it. Advertisements that blend with the content, or are similar in nature to the content being viewed by the consumer, are more likely to reach their desired audiences. They can also keep themselves updated with the latest viewership trends in order to identify opportunities and maximise their customer footprint. The Indian AVOD conditions are almost perfect and smart utilisation of all available resources can help marketers maximise their reach and audience pool in no time. - By Moneka Khurana, Country Head, MMA India

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Online shoppers in India expected to reach 500 million by 2030: MMA and GroupM report

BI India Partner

While most Indian organizations use a blend of first party & third party data for marketing, most marketers are building first party data: MMA EY survey

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MMA announces IMPACT INDIA 2021 to help ‘Shape the Future’ of Modern Marketing

BI India Partner

Voice search queries in India are growing at 270% per year: MMA and Isobar Report

BI India Partner

54% of businesses have been impacted by covid in India, of which retail, travel and tourism have been hardest hit: Report

BI India Partner

OTT players to invest an estimated ₹2.5 billion on content creation and distribution: Mobile Marketing Ecosystem Report 2020

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Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark Report

BI India Partner

AVOD: An opportunity rich space for marketers

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