Adobe Digital Dialogue

India’s Best of the Best 2016

India Sym­po­sium 2016 set one thing straight: Embrac­ing a dig­i­tal mind­set has nev­er been more nec­es­sary than it is today. It also made anoth­er point loud and clear: Dig­i­tal has raised expec­ta­tions and pre­sent­ed com­plex­i­ties that brands have nev­er expe­ri­enced before.

Make no mis­take, this is the era of the con­nect­ed con­sumer. Not only are peo­ple con­sum­ing more con­tent across more devices than ever before, they’re con­sum­ing it all at once! ‘Expe­ri­ence’ is the buzz­word of the day and it’s got brands work­ing hard­er than ever before to deliv­er seam­less cus­tomer engage­ment – any­where and every­where. But it doesn’t end there; peo­ple are com­pli­cat­ed and the fast chang­ing dig­i­tal land­scape isn’t easy to nav­i­gate, let alone stay on top of. How do you stay on top of changes you can’t pre­dict?

At Sym­po­sium 2016, the biggest mar­ket­ing tech­nol­o­gy event in India, the team at Adobe Dig­i­tal Index (ADI) took a look into the nation’s dig­i­tal future, and released the  Best of the Best 2016 report for India. Led by Tama­ra Gaffney, Prin­ci­pal Ana­lyst, Adobe Dig­i­tal Index, the report show­cas­es some of the lat­est dig­i­tal trends in the Indi­an mar­ket­place, along with a range of insights to help brands bet­ter under­stand where the next wave of dig­i­tal trans­for­ma­tion could be.

Best of the Best’s 2016 findings for India

Best of the Best 2016 India  revealed the increas­ing gap between coun­tries, indus­tries and com­pa­nies who’ve strate­gi­cal­ly embraced dig­i­tal expe­ri­ence, and those who lag behind. Accord­ing to ADI, com­pa­nies with a dig­i­tal mind­set are reap­ing the rewards of their trans­for­ma­tion.

“A lead­ing dig­i­tal mind­set goes way beyond hav­ing a nice web­site, or a new mobile app. The lead­ers in this space have put dig­i­tal expe­ri­ence at the cen­tre of how they engage with cus­tomers. Their advanced dig­i­tal strate­gies are help­ing them offer a rich, com­pelling and con­sis­tent cus­tomer expe­ri­ence, so they are stay­ing ahead of the curve and dri­ving bet­ter busi­ness results,” said Tama­ra Gaffney. The ADI report con­clud­ed that brands invest­ing in meth­ods to attract and retain con­sumers are break­ing away from the pack by deliv­er­ing con­sis­tent­ly rel­e­vant and engag­ing cus­tomer expe­ri­ences.

Oth­er key find­ings:

  • The vol­ume of smart­phone traf­fic is grow­ing across all indus­try sec­tors in India; with fastest growth in Bank­ing and Finance at 101.9% year on year, fol­lowed by the Tech­nol­o­gy sec­tor at 90.8% and Media and Enter­tain­ment at just under 70%.
  • The gaps in smart­phone traf­fic are widen­ing dra­mat­i­cal­ly between the best indus­try per­form­ers in each seg­ment, indi­cat­ing that lead­ers in each seg­ment are pulling away to cap­ture high­er share of traf­fic than their com­peti­tors. In this respect, the best per­form­ers in Media and Enter­tain­ment had the great­est gap between the best and the rest at 28.1%, fol­lowed by Retail at 35.6%. Bank­ing and Finance record­ed a much small­er gap of just 6.4% between the best indus­try per­form­ers and the rest; sug­gest­ing there’s still room for inno­v­a­tive play­ers in the sec­tor to pull ahead of the com­pet­i­tive pack in the year ahead.
  • Mobile opti­miza­tion is play­ing a big role in help­ing con­sumers com­plete their dig­i­tal needs more effi­cient­ly, reduc­ing their over­all time online. The pres­sure on brands to get it right the first time has nev­er been high­er.

Up, up and away: Mobile’s growth story

Giv­en India’s unique ‘mobile first’ sto­ry, Adobe Best of the Best India also focused on nav­i­gat­ing this mobile econ­o­my.

As mobile and app usage have explod­ed, orga­ni­za­tions are increas­ing­ly invest­ing the time and resources to define mobile strate­gies that enable them to trans­form their busi­ness­es to lever­age the pow­er of mobile.

Glob­al­ly, lead­ing com­pa­nies are allo­cat­ing up to 20% of their mar­ket­ing bud­gets to mobile. How­ev­er, cre­at­ing brand dif­fer­en­ti­a­tion through mobile apps and expe­ri­ences is chal­leng­ing and today’s con­sumers are unfor­giv­ing. One in four apps once down­loaded are nev­er used again. Com­pa­nies and users demand imme­di­ate ben­e­fit from the mobile expe­ri­ence and if app devel­op­ers can’t inno­vate or deploy quick­ly enough, users sim­ply delete the apps or stop using them.

India Best of the Best- Infographic

For more on the future of mobile and mar­ket­ing, read Tama­ra Gaffney’s Future-telling: 7 pre­dic­tions for Dig­i­tal Mar­keters.

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