A research by AMI-Partners reveals that more than 30% of India SMBs plan to boost their digital media marketing investments by more than 10% next year.
It further adds that India firms are likely to witness an enhanced shift towards digital media for marketing their offerings; somewhat at the expense of conventional media channels. Evidently, this swing also has a strong impact on media consumption.
Larger numbers of India firms have been devoting greater portions of their marketing budgets towards digital and social media. AMI’s 2015 India Small & Medium Business ICT & Cloud Services Tracker Overview, found that a significant 40% of India SMBs invest a portion of their marketing budgets on digital and social media; around 6% on average. SMBs are gradually increasing their social media spending in an effort to augment their reach to all stakeholders in a cost-effective manner.
AMI’s study reveals that more than 30% of India SMBs plan to boost their digital media marketing investments by more than 10% next year.
“Undoubtedly, a positive trend for digital media is anticipated to continue in the years to come as cost conscious India SMBs strive to achieve maximum reach and output at optimum cost efficiencies,” said Somnath Das, Research Manager at AMI.
A key driver for the rapid rise in usage of the entire spectrum of digital media is the availability of seamless internet connectivity through widespread high speed broadband and 3G access, along with increasing data services utilization by mobile phone users. Some other growth-boosters are exploding smartphone usage, affordable cloud solutions, availability of a mature mobile app ecosystem, as well as the advent and gradual emergence of 4G networks. Moreover, in the internet era mobile users spend a considerable proportion of their media-consumption time on digital devices.