Your Content Strategy
Thanks to generous Data allowances and affordable rates Indians are today consuming content like never before. The rise in number of Youtubers from remote villages to Cities is a clear indication that the content consumption in India is growing at a pace which is unprecedented.
Indian has over a Billion people, out of which it is estimated that 800 Million plus already own a mobile and 340 million plus are already using smartphone’s. This number is expected to more than double in the coming years. It is important that any strategy which is formulated for India takes smartphone media consumption into account.
Influencer Marketing: Today anyone with a Camera Phone has the potential to become and Influencer. While browsing Youtube, I came across videos of Housewifes living in remote parts of India, filming theirn day to day life with their smartphones and then having learned how to edit these videos on a smartphone, they are uploading this to their channels and this content is being consumed by people across the geographies. Some of these Ladies have upwards of 100K subscribers and can become good influencers as they have captive audience.
We have been influenced to buy stuff what they have shown as it solved a problem that we didn’t even know we had and for making us aware of this we naturally used her affiliate link.
Have a Separate Focus group for Rural Indian Markets: With over 70% of Indian population living in rural areas and having Data access and a high consumption, It is time to curate content relevant to this audience. This audience has different needs and a different viewpoint, curating content which resonates with them would help Businesses to achieve a faster growth with this new and still immature market.
More Video Content: A Picture is worth a thousand words and a Video a thousand Pictures. Content strategies need to be revisited and designed for the masses. Videos would rule and if you don’t have a video strategy when reaching out to your audience you will lose out.
Time to go Omnichannel: A lot of Businesses have not fully embraced Omni Channel Marketing. Buyers today may consume content on a Smartphone but may end up taking that experience further on a Tablet or a Laptop and end up buying in a Brick and Mortar store or an Online store. Having a clear strategy which incorporates all of these and provides a seamless experience would be of utmost importance. This here is a great article on Brands with a brillaint Omni Channel Strategy.
Thinking Beyond Email Marketing: Email Marketing has an excellent ROI in more mature markets but with markets like India, Email Marketing has always had a luke warm response in retail. Indian Consumers prefer tools like Whatsapp and for a Business to succeed, a whatsapp Marketing strategy is more likely to tilt the scales in your favor than Email Marketing would. It’s time to invest in a Whatsapp API. WhatsApp Marketing is especially beneficial for small businesses and start-ups and is emerging as the new-age way to promote, sell and expand businesses. People from across the world are discovering the potential of WhatsApp Business to make their brands stand out.
Social Media: Social Media would continue to play an important role when it comes to driving traffic to your Brand. Even though people have become used to seeing Ad’s when browsing but it is important to understand that even if they don’t click the AD right away it gets recorded in the sub-consious mind and has a potential to bring them back to your Brand at a later date. Even if you are not seeing as good returns as you were used to don’t scale back.