Adobe Digital Dialogue

India Presents a Vast Canvas of Opportunity for Experience Businesses

Brands globally looking to become experience businesses have a keen eye on India.

 

With 65% of the pop­u­la­tion aged 35 or under, 1.13 bil­lion mobile sub­scribers nation­al­ly and a GDP growth fore­cast of 6.75% to 7.5% in 2017–18, India is not only well-placed to retain its man­tle as the world’s fastest grow­ing major econ­o­my, but per­fect­ly posi­tioned to con­tin­ue lead­ing the way in dig­i­tal adop­tion trends.

Adobe this week released the Adobe Dig­i­tal Index Adver­tis­ing Research Sur­vey, cast­ing a spot­light on the oppor­tu­ni­ties and chal­lenges in nav­i­gat­ing India’s rapid­ly evolv­ing dig­i­tal ecosys­tem. One of the most sig­nif­i­cant and reas­sur­ing find­ings of the sur­vey is that as dig­i­tal mar­keters pre­pare to strength­en their cus­tomer offer­ings, they do so with the ben­e­fit of con­sid­er­able good­will and trust from con­sumers.

Accord­ing to Adobe’s sur­vey, 75% of sur­veyed con­sumers in India pre­fer to see per­son­alised adver­tise­ments and 72% believe social media plat­forms are improv­ing in deliv­er­ing rel­e­vant con­tent and ads. The research found that the major­i­ty of con­sumers in India con­sid­er online ads as more rel­e­vant, inter­est­ing and use­ful than tele­vi­sion, radio and print adver­tise­ments. India’s mobile-pow­ered, online-embrac­ing con­sumers – espe­cial­ly Mil­len­ni­als – are already well dis­posed to eval­u­at­ing brands on the basis of the dig­i­tal expe­ri­ence they offer.

The find­ings of the India-spe­cif­ic snap­shot rein­force just how impor­tant it now is for brands to realise the role per­son­alised dig­i­tal adver­tise­ments play in deliv­er­ing excep­tion­al cus­tomer expe­ri­ences.

Com­pared to oth­er Asia Pacif­ic mar­kets, such as Aus­tralia and South Korea, the major­i­ty of Indi­an con­sumers believe mar­keters are usu­al­ly respect­ful of their dig­i­tal pri­va­cy. So much so that 63% of Indi­an con­sumers are com­fort­able with the brands they favour using their per­son­al data to cus­tomise con­tent, emails and adver­tis­ing. While this advan­tage pro­vides oppor­tu­ni­ty it also comes with cau­tion — that trust is a pre­cious asset that must be respect­ed and nur­tured when devis­ing strate­gies for enhanc­ing dig­i­tal cus­tomer rela­tion­ships.

The sig­nif­i­cance of India’s unique mar­ket posi­tion in rapid­ly evolv­ing dig­i­tal con­sumer trends was not lost on the 1,200 indus­try lead­ers and dig­i­tal mar­ket­ing experts who attend­ed the Adobe Sym­po­sium 2017 in Mum­bai on May 4.

To hear lead­ing brands and indus­try experts share their thoughts on the expe­ri­ence busi­ness imperative, watch the Adobe Sym­po­sium 2017 ses­sions on demand (com­ing soon).

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