DISCLAIMER: The views and opinions expressed in this article are those of the authors /contributors and do not necessarily reflect the official policy/opinion of webindia123.com / Suni systems Pvt. Ltd. Webindia123.com / Suni systems Pvt. Ltd and its staff, affiliates accept no liability whatsoever for any loss or damage of any kind arising out of the use of all or any part of the material published in the site. In case of any queries,or complaints about the authenticity of the articles posted by contributors, please contact us via email.
Content is key: adding value to digital experiences
India’s digital revolution is one of huge numbers. With
566 million internet users, 337 million smartphones and 294-million strong
social media users, it’s no surprise digital advertising is experiencing
considerable growth; set to be worth Rs. 24,920 crore by 2021.
But by focusing on large gains and quick sales, digital ad campaigns are
frequently missing the mark. Content is key for modern marketing success:
consumers want high-quality, streamlined, personal experiences.
Brands need to re-focus their efforts around consumer needs, ensuring content is
both relevant and valuable at every stage of the funnel. Essential to achieving
that is an understanding of what audiences actually want.
Fit for purpose formats
Convenience is vital for today’s consumers. They want content to flow easily
when moving between digital environments, but experience often falls below
expectations; particularly on mobile. Despite India’s strong preference for
mobile browsing — a popular method of access for 97% of users — ad blocking is
high. Across Asia Pacific almost two-fifths (38%) of mobile users block ads, and
in India, 51% of consumers use blockers on any device – mobile included.
Blocking motivations boil down to one major cause: mobile ads aren’t well
adapted to their context. Data use, slow page load times and taking up too much
screen space are cited as the leading reasons for opting to block, making it
clear a significant change is needed.
At minimum, formats should be environmentally friendly; there is no room for ads
that take over small screens and deplete data allowances, such as interstitials
and generic banners. To maximise effectiveness, content should be tailored to
fit mobile habits. For example, given the vast appetite for social media and
apps — with 1.2 million downloads last year — rapid scrolling is a core element
of mobile behaviour. As a result, marketers must adopt ads that better match
their surroundings and allow individuals to engage voluntarily, such as custom
native ads that mirror editorial, in-feed units, and targeted paid search.
Relevance before revenue
The industry is still not addressing the issue of ad quality and the tendency to
use types that cause irritation remains. Nearly half (47%) of consumers block
ads because they are irritating and irrelevant, while 28% are frustrated by
formats that prevent them from accessing content, such as pre-roll video
formats. It’s not hard to see why this hurdle hasn’t been overcome. Many of the
formats that seize consumer attention and fuel clicks — whether accidental or
not — are also those which consumers find most obtrusive, especially pop-up ads.
If marketers want to engage audiences, they must re-balance their priorities:
tipping the scale away from purely high-revenue formats and towards
While there is no one-size-fits-all method for unique needs and tastes, there
are two factors marketers should bear in mind. Not only must ads be
non-intrusive — telling intriguing stories without interrupting activity — but
they should also align with consumer progress along the purchase funnel. For
example, mobile consumers at the start of their journey are likely to respond
positively to a short-form video story that introduces the brand, whereas
desktop users close to buying may appreciate natively suggested links to product
Responsible data handling
India is among the world’s most trusting countries; with an overall ranking of
72 in the latest Edelmen Trust Barometer. Yet there is one area where consumers
are increasingly wary: data privacy. Following multiple headline breaches and
rising demand for better security, this year will see India’s Data Protection
Bill come into force; joining the EU’s GDPR, as well as Singapore’s data act and
fake news law. From a marketing perspective, the effect of these regulations
goes beyond tighter scrutiny and a likely reduction of supply as more
individuals opt out. Consumers are more aware of data use and base their buying
decisions on how well their information is handled; 48% have taken their
business elsewhere due to a breach.
To retain consumer confidence and consent, brands must prove they are
trustworthy. Those who already have permission to access data should apply it
responsibly and wisely: demonstrating the benefits of data sharing by using
insight to deliver genuinely valuable and useful messages or offers. Marketers
still seeking consent need to work on building their reputation by mastering
non-personalised tailoring. For instance, matching ads with the topics and
themes of the publication’s content will add relevance and impact performance,
and can help to earn consumer trust and even consent.
Shaping experiences around consumers might be the underlying principle of
marketing, but reality doesn’t always reflect this ideal. Too often, failure to
understand what works for consumers — and what doesn’t — means digital marketing
falls flat, especially if profits are ranked above true engagement. If marketers
want to optimise campaign results and drive high-quality traffic, they must put
consumers back at the centre of their campaigns. Doing so effectively not only
means cutting down on the bad – including generic and screen-obscuring ads – but
also paying more attention to the elements that make experience exceptional. By
delivering ads that align with individual interests, positioned in the path to
purchase brands can offer real value, which wins consumer faith and long-term
TAGS: digital advertising
, digital marketing
, digital revolution in India
, Ievgen Kushnir