2023 is here, and it’s exciting to ponder on what’s to come!
Whether you're a small business owner, a creator, or a marketer, you're likely eager to discover new trends in digital marketing that will shape the industry in 2023. In this episode of the Thrifty Titans. Podcast, we do just that!
We sat down with Rajni Daswani, the director of digital marketing at SoCheers, to discuss and decode the digital marketing trends 2023 that you simply cannot ignore. We delve into everything from the future of Indian consumer behavior and the lingering effects of the pandemic to key insights gained from 2022. Additionally, we explore the probable ad spend distribution for 2023, forecasted top ad spenders during that year, and much more regarding social media marketing trends 2023!
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Saikat Pyne: Hi. I'm Sekar marketer, creative and media nerd. Welcome to
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Saikat Pyne: the you incorporated podcast On this show, I catch up
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Saikat Pyne: with some of the most bad ass founders, business leaders
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Saikat Pyne: and content creators in the whole wide world. Whether you're
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Saikat Pyne: a marketer, creative or a budding founder, if you want
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Saikat Pyne: to build your brand your voice your way, you are
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Saikat Pyne: in the right place.
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Saikat Pyne: Join me on the you incorporated podcast and start building
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Saikat Pyne: your empire. Here we go.
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Saikat Pyne: Please join me in welcoming Rajni Daswani, the director of
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Saikat Pyne: digital marketing at so, which is an independent digital first
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Saikat Pyne: full service advertising agency where Rajni guides teams to create
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Saikat Pyne: impactful campaigns for the agency's clients across sectors. Welcome to
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Saikat Pyne: the show, Rajni.
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Rajni Daswani: Hi, Sakar. Thank you so much for having me,
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Saikat Pyne: Rajni, when you look back at 2022 what were the
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Saikat Pyne: couple of indicators
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Saikat Pyne: in terms of ad spends of how the industry, the
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Saikat Pyne: ad industry crept back to quote unquote a new normal?
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Saikat Pyne: I
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Rajni Daswani: completely agree with you when you say our lives came
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Rajni Daswani: back to normal in 2022. A lot of that happened
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Rajni Daswani: to me personally as well. Late. 2022. For me because
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Rajni Daswani: I was also just managing a post to maternity break.
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Rajni Daswani: But other than that, it's been great. I think overall,
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Rajni Daswani: for everyone to get back to their lives. We've seen um,
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Rajni Daswani: consumers come back to the market to increase their spends
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Rajni Daswani: their purchases online offline. Both I think malls are seen
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Rajni Daswani: thriving again. E-commerce stores are running up, racking up orders
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Rajni Daswani: and stuff is going out of stock like really quick.
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Rajni Daswani: I think the most number of spends that we've seen
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Rajni Daswani: happen was the festive season just passed by and, um,
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Rajni Daswani: consumers are back, The marketers are back and we saw
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Rajni Daswani: really high trusted jump. I think I just saw a
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Rajni Daswani: report by Shopify which showed a 30% increase in sales
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Rajni Daswani: from the 2021 season. Then I think another consumer spending
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Rajni Daswani: report that I was reading it said that an average
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Rajni Daswani: of 22 billion I sales have happened in India in
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Rajni Daswani: 2022
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Rajni Daswani: versus 20 K billion in 2021 18 K in 2022
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Rajni Daswani: in 2020. So overall you're seeing consumer spending go up.
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Rajni Daswani: I know have strong personal experience again, and my spending
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Rajni Daswani: has gone out festive season we've really gone on out
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Rajni Daswani: in terms of gifting in terms of meeting people in
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Rajni Daswani: terms of getting out there. So it's not just purchases.
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Rajni Daswani: It's also travel. It's also gifting. It's also, um,
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Rajni Daswani: just going out, meeting people eating out. So overall consumer
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Rajni Daswani: spends have definitely increased and we are seeing that come
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Rajni Daswani: back to pre pandemic levels. And I'm excited about what
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Rajni Daswani: 2023 has in store. There's been a
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Saikat Pyne: lot of chat in the media about a new normal.
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Saikat Pyne: When we shifted to this new normal in 2022 did
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Saikat Pyne: we shift to a new normal, or did we shift
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Saikat Pyne: back to the old normal? When we're speaking about marketing
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Saikat Pyne: trends and content consumption trends,
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Rajni Daswani: I think I would go with. We've shifted to our
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Rajni Daswani: old 10. We've gone back to what 2019 was. So
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Rajni Daswani: in a sense, this is not 2023. It's actually 2020
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Rajni Daswani: waiting to happen because we've actually lost two years. We
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Rajni Daswani: are going back in terms of all the trends in
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Rajni Daswani: terms of going out in terms of travel. So all
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Rajni Daswani: the predictions that we had for 2020
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Rajni Daswani: I think I think we can safely make them for
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Rajni Daswani: 2023 as well
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Saikat Pyne: as life has moved back into the physical world, more
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Saikat Pyne: do the numbers reflect any change in terms of overall
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Saikat Pyne: digital adoption for Indians.
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Rajni Daswani: I think we saw huge spikes in 2020 and that
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Rajni Daswani: spike continued in 2021. So even in terms of numbers,
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Rajni Daswani: I think we are going back to pre pandemic levels
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Rajni Daswani: even in terms of acquisition, on digital platforms, in terms
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Rajni Daswani: of users, in terms of time spent on the app.
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Rajni Daswani: Because people are going back to their lives, they are
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Rajni Daswani: spending more time in offices. So your doom scrolling up
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Rajni Daswani: instagram has obviously reduced. So that way, I think time
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Rajni Daswani: spent on apps has gone
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Rajni Daswani: down a little bit. But overall number of apps that
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Rajni Daswani: you spend time on has also gone up. So an
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Rajni Daswani: average user spends about five hours on digital every day.
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Rajni Daswani: I think my timing is about seven hours because we
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Rajni Daswani: also work on digital platform. But yeah, that's gone back
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Rajni Daswani: to pre pandemic level. It has spiked quite a bit
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Rajni Daswani: in 2020 2021 but now we're seeing it go back
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Saikat Pyne: down. We speak about
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Saikat Pyne: time spent on digital But when we are speaking about
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Saikat Pyne: buying intent, which is then going to determine if marketers
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Saikat Pyne: are willing to put money on digital in India, what
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Saikat Pyne: do the numbers
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Rajni Daswani: say? That I'm sure you've seen this in your day
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Rajni Daswani: to day lives, right? I don't think my parents or
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Rajni Daswani: my in laws in general, ever bought groceries online or
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Rajni Daswani: bought like biscuits or anything. Usually you go to the
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Rajni Daswani: nearest store,
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Rajni Daswani: all the supermarket, and you purchase them. You add them
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Rajni Daswani: to your monthly outing that you do go to a supermarket.
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Rajni Daswani: But now that's changed. Obviously, in 2020 when everything was shut,
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Rajni Daswani: we started ordering online. We got to know about the
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Rajni Daswani: big baskets, the Amazon fresh or even milk services that
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Rajni Daswani: you can order online, right, because those were challenges that
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Rajni Daswani: we've never faced before. So we never really had to
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Rajni Daswani: change the way we look at chasing these stuff.
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Rajni Daswani: Your regular milk guy was supplying milk to you every day,
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Rajni Daswani: but suddenly he wasn't allowed inside the building. So what
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Rajni Daswani: do you do? So you switch over to something which
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Rajni Daswani: is available online and that change that convenience of being
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Rajni Daswani: able to do everything from your phone from your home screen.
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Rajni Daswani: In that sense, that convenience is a change of habit
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Rajni Daswani: that has happened over the last two years. It's a
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Rajni Daswani: cultural change that
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Rajni Daswani: we see which obviously is not going back to pre
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Rajni Daswani: pandemic level, because once someone is used to a convenience,
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Rajni Daswani: they're going to definitely keep doing that or probing back further.
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Rajni Daswani: So that's why we've seen a shift of in 2020.
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Rajni Daswani: In fact, we saw a huge shift of marketers coming
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Rajni Daswani: onto digital if their ads spends were skewed towards print
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Rajni Daswani: and online and TV. Before, we saw a lot of
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Rajni Daswani: that being routed to digital to be able to acquire
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Rajni Daswani: audiences online
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Rajni Daswani: because people were spending a lot of time online in
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Rajni Daswani: that sense. So in 2022 in 2023 what we will
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Rajni Daswani: see going forward is the convenience sector is going to
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Rajni Daswani: stay be centre focused, right? If you've already made me
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Rajni Daswani: used to certain things, I'm not going to go back
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Rajni Daswani: and chose the Internet
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Rajni Daswani: lenient way in any case, and we don't continue doing that,
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Rajni Daswani: so marketers will see that focus continue marketing to maybe
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Rajni Daswani: early millennials or your gens who have the higher purchasing
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Rajni Daswani: power that will happen online. And I think we are
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Rajni Daswani: also seeing a very huge shift in terms of marketing
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Rajni Daswani: overall to Gen. Z because Gen. Z is now come
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Rajni Daswani: under the age gap where they're just earning their first money.
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Rajni Daswani: So we've seen a lot of shift. A lot of
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Rajni Daswani: shift happen towards that as well. In terms of brands
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Rajni Daswani: that are trying to acquire that sort of audience because
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Rajni Daswani: you cannot get them offline, you can only get them online.
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Rajni Daswani: So brands are trying to also move the digitals with
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Rajni Daswani: that parameter because they want to acquire that audience.
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Rajni Daswani: While they already have millennials and genes, they are. Look
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Saikat Pyne: at 2022. What were your personal learnings in terms of
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Saikat Pyne: Indian consumer behaviour? Because they were
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Saikat Pyne: these here say about how Indian consumer behaviour will totally
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Saikat Pyne: transform after the pandemic and consumer behaviour would be nothing
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Saikat Pyne: like what it ever used to be. And now we
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Saikat Pyne: are reiterating how consumer behaviour has rolled back to the
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Saikat Pyne: pandemic normal in some ways. What were your personal learnings
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Saikat Pyne: from last year?
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Rajni Daswani: So overall consumer behaviour has changed right and the pandemic
00:08:38
Rajni Daswani: covid overall has impacted us in a way that no
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Rajni Daswani: one could ever imagine right. I think a lot of
00:08:45
Rajni Daswani: people have prioritised health, mental pay time off and all
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Rajni Daswani: of that over everything else. Um, the younger generation has
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Rajni Daswani: prioritised putting
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Rajni Daswani: their convenience and their flexibility over adhering to every anything
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Rajni Daswani: that the society puts on them from that sense. So
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Rajni Daswani: I think what they've moved towards is a more mean mentality.
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Rajni Daswani: I think a refocus on you're putting you first over
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Rajni Daswani: everything else that has changed. So I think what branch
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Rajni Daswani: can do is also look at personalising content to be
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Rajni Daswani: for consumer focused. Put consumer in the focus because that's
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Rajni Daswani: what the consumer is doing.
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Rajni Daswani: I think other than that we've also seen fatigue in
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Rajni Daswani: terms of the content that's been thrown at us, the
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Rajni Daswani: news that's been thrown at us, the fake news that
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Rajni Daswani: has been thrown at us, so there's too much fatigue
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Rajni Daswani: of data information that has come out and what we
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Rajni Daswani: need to do here as brands is to
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Rajni Daswani: cut through the noise and figure out how can we
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Rajni Daswani: reach up in a very emotional, personalised way from that sense,
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Rajni Daswani: another thing that has changed is a focus on more
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Rajni Daswani: localization of things till now. We were already looking at
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Rajni Daswani: the Western culture Western markets for trend and thought. What's not?
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Rajni Daswani: Are we following that? And that has changed to a
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Rajni Daswani: little bit more
00:10:06
Rajni Daswani: inward looking local think they making India. All of those
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Rajni Daswani: parameters have come in from a marketing consumer point of
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Rajni Daswani: view as well must want to protect themselves. They want
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Rajni Daswani: to rely on local things on sustainable things, something that
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Rajni Daswani: they know much more so that
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Rajni Daswani: and I think just factors like flexibility, durability of things,
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Rajni Daswani: sustainability of things and attitude and behaviour change in the
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Rajni Daswani: sense of putting yourself first and things that matter to
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Rajni Daswani: you first are very important for people to after the pandemic.
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Saikat Pyne: Got it. You lightly touched upon media fatigue there, Raj
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Saikat Pyne: and in one of my earlier episodes with the Kabir
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Saikat Pyne: Kabir Coacher, he is the founder and
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Saikat Pyne: MD of a media V C firm. We're speaking about
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Saikat Pyne: media fatigue and how over time people are going to
00:11:01
Saikat Pyne: be more conscious about their media dies. I think a
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Saikat Pyne: lot of very discerning people already are, and they're building
00:11:08
Saikat Pyne: curation apps and other ways to curate the amount of
00:11:12
Saikat Pyne: information they allow into this system as this sort of
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Saikat Pyne: media boom goes forward into 2023
00:11:21
Saikat Pyne: how do you think this need for the average Indian
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Saikat Pyne: to try and shield themselves from this constant over overwhelm
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Saikat Pyne: of information? How is this going to likely impact marketing?
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Rajni Daswani: Definitely, that's going to impact them in a way and
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Rajni Daswani: how brands can and will have to tackle this is
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Rajni Daswani: to
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Rajni Daswani: can actually get into the shoes of their customer, right?
00:11:42
Rajni Daswani: Right now, brands make maybe two versions of an ad,
00:11:46
Rajni Daswani: and they think that the I think the eight billion audience,
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Rajni Daswani: but obviously not targeting overall world.
00:11:52
Rajni Daswani: But the 1.3 billion audience that we have in India
00:11:55
Rajni Daswani: are going to relate to that one. Messaging, That's not
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Rajni Daswani: that doesn't work anymore. What what will need to happen
00:12:02
Rajni Daswani: is personalization to a level of what actually matters to you.
00:12:06
Rajni Daswani: So cohorts will not be defined as to 35 year
00:12:10
Rajni Daswani: male audience
00:12:12
Rajni Daswani: into one that is, that's not gonna cut it anymore.
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Rajni Daswani: You'll have to go deeper into what their thoughts are.
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Rajni Daswani: What do they like? What are the things that they
00:12:20
Rajni Daswani: stand for? What are the conversations they like being a
00:12:23
Rajni Daswani: part of, and brands will have to take and talk
00:12:26
Rajni Daswani: to them in that tone for those people to resonate
00:12:30
Rajni Daswani: with the brand. So,
00:12:32
Rajni Daswani: like you said, if I, for example, I'm cutting out
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Rajni Daswani: all the noise and identifying, say five things that I
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Rajni Daswani: like reading or knowing about, or I want that information
00:12:41
Rajni Daswani: a brand will have to figure out. What is that
00:12:44
Rajni Daswani: out of those five, where can it fit in their
00:12:46
Rajni Daswani: brand communication so that it gets filtered into my cloud
00:12:50
Rajni Daswani: of information that comes to me
00:12:53
Rajni Daswani: So that level of deep diving, understanding your customer, understanding
00:12:59
Rajni Daswani: what picks them or what resolute for them and then
00:13:04
Rajni Daswani: reaching out them with a personalised messaging is where a
00:13:07
Rajni Daswani: brand will be able to make a difference
00:13:10
Rajni Daswani: So that level of personalization can happen with a. I
00:13:14
Rajni Daswani: can happen through data that we provide to all the
00:13:18
Rajni Daswani: of a platform and can be personalised to that level
00:13:21
Rajni Daswani: to create a good experience for the customer so that
00:13:25
Rajni Daswani: it doesn't feel intrusive. It doesn't feel forced. It doesn't
00:13:29
Rajni Daswani: feel like it's interrupting our lives and but still gets
00:13:33
Rajni Daswani: the brand message up.
00:13:34
Saikat Pyne: What are, let's say, the three biggest
00:13:37
Saikat Pyne: trends in terms of marketing that u four c for
00:13:41
Saikat Pyne: this year.
00:13:43
Rajni Daswani: So one like I already spoke about is gonna be
00:13:46
Rajni Daswani: personalization through a I and data points. So you've got
00:13:50
Rajni Daswani: to create personalised experiences for your customer. You have to
00:13:54
Rajni Daswani: use that data for their benefit over yours, to be
00:13:58
Rajni Daswani: able to give you benefit in the long term. So
00:14:01
Rajni Daswani: you know, it's 10 to good stuff for your consumers
00:14:03
Rajni Daswani: personalised to their taste and without creating that intrusiveness in
00:14:07
Rajni Daswani: their
00:14:08
Rajni Daswani: online journeys. So personalization is gonna be one key thing.
00:14:12
Rajni Daswani: Short form video content is gonna continue to be an
00:14:16
Rajni Daswani: important parameter, like we just spoke about. Leveraging that format
00:14:20
Rajni Daswani: in an innovative, out of the box rate is going
00:14:23
Rajni Daswani: to be key in 2023. And that's gonna be for
00:14:25
Rajni Daswani: brands and for creators alike, because there's a saturation also
00:14:29
Rajni Daswani: coming in the creator market in that sense.
00:14:33
Rajni Daswani: And third, I think we'll be more about creating engagement
00:14:36
Rajni Daswani: zones for a consumer like we spoke about most of our, uh,
00:14:40
Rajni Daswani: shopping or stuff that we do happens online grocery shopping
00:14:45
Rajni Daswani: or renewing our insurance or making payments through U P I.
00:14:48
Rajni Daswani: I actually honestly don't
00:14:49
Rajni Daswani: I remember when I went to an ATM last in
00:14:52
Rajni Daswani: that sense, right, because U p I has taken over
00:14:55
Rajni Daswani: everything that we do is digital. I rely on my
00:14:58
Rajni Daswani: phone more than I rely on anything else right now, right?
00:15:01
Rajni Daswani: So as that Reliance is shifting to everything online customers
00:15:05
Rajni Daswani: will start seeking
00:15:07
Rajni Daswani: interactive and interactions online. In that sense, so be it.
00:15:12
Rajni Daswani: Quick help on e-commerce payment, gateway or websites like you
00:15:16
Rajni Daswani: had someone a fellow at the bank or you have
00:15:19
Rajni Daswani: transports that guide you through the process of applying for
00:15:21
Rajni Daswani: a passport, for example, instead of going to the passport
00:15:24
Rajni Daswani: office and asking for help there, or as booking a
00:15:28
Rajni Daswani: cab on WhatsApp
00:15:30
Rajni Daswani: right, which is also something that uber is offering right now.
00:15:33
Rajni Daswani: So you will have to focus. You'll see a lot
00:15:35
Rajni Daswani: of focus on regular chatbots drive chatbots or even interactive
00:15:39
Rajni Daswani: features like Pos, et cetera. So just to give an example,
00:15:44
Rajni Daswani: you say, for example, you're looking to buy a wardrobe
00:15:47
Rajni Daswani: right for your room.
00:15:49
Rajni Daswani: But obviously we are not met. We've never built anything.
00:15:52
Rajni Daswani: We don't understand dimensions, et cetera, at least speaking for myself,
00:15:56
Rajni Daswani: and what styles will look best so having a simple,
00:16:00
Rajni Daswani: interactive feature that you just open your camera and scan
00:16:03
Rajni Daswani: the wall that you want to place the wardrobe on,
00:16:06
Rajni Daswani: and then
00:16:07
Rajni Daswani: and you can select the styles of the wardrobes and
00:16:10
Rajni Daswani: see how it fits in there. That becomes an interactive
00:16:12
Rajni Daswani: journey for someone who's actually come down to do a
00:16:15
Rajni Daswani: purchase and the chances of some converting. That purchase is
00:16:19
Rajni Daswani: much higher than normally just showcasing photographs of wardrobes,
00:16:24
Rajni Daswani: for example. So creating these interactive, um,
00:16:29
Rajni Daswani: things for consumers online, whatever your businesses will help in
00:16:34
Rajni Daswani: 2023 as people move to more online. And I think
00:16:38
Rajni Daswani: one last thing that overall remains timeless and has to
00:16:42
Rajni Daswani: be carried on if you're into advertising is to just
00:16:46
Rajni Daswani: show up as a brand, you have to regularly consistently
00:16:50
Rajni Daswani: for yours and your show off as your whatever your
00:16:53
Rajni Daswani: bride promises. And I think that creates a bigger connect
00:16:57
Rajni Daswani: with the consumer than any of the other trends. So
00:17:00
Rajni Daswani: that consistency regularity in meeting your customer where they need
00:17:04
Rajni Daswani: you to meet them is gonna be a timeless trend
00:17:07
Rajni Daswani: that will probably never retire.
00:17:10
Saikat Pyne: Lovely. What do you think in terms of a spends
00:17:13
Saikat Pyne: 2023 is going to look like TV versus Print versus
00:17:16
Rajni Daswani: Digital. Overall, I think Digital has seen, spends going up
00:17:21
Rajni Daswani: like we like we were discussing earlier, right in 2020.
00:17:24
Rajni Daswani: A lot of brands moved to digital, so we've seen
00:17:27
Rajni Daswani: that number go up for digital. But to generalise it
00:17:32
Rajni Daswani: in a way is a little difficult in that sense,
00:17:34
Rajni Daswani: because it will differ from industry to industry. For example,
00:17:38
Rajni Daswani: like for an O TT class
00:17:39
Rajni Daswani: platform, right? They are offering their services on digital, so
00:17:43
Rajni Daswani: they rely heavily on digital and TV because TV is
00:17:47
Rajni Daswani: obviously an audience that they're trying to acquire. But print
00:17:50
Rajni Daswani: is something that they do very minimal, just as a
00:17:53
Rajni Daswani: tick mark thing. Same with outdoor, right? So that that
00:17:56
Rajni Daswani: skew of ad spends on TV versus print or digital
00:18:00
Rajni Daswani: will always be skewed to about 70% digital and 30% on, say,
00:18:05
Rajni Daswani: TV and print right verses and F MC G company.
00:18:10
Rajni Daswani: That product is something that you see on shelves in
00:18:12
Rajni Daswani: a supermarket. They are more touch and feel. They are
00:18:14
Rajni Daswani: more messy, so they will obviously rely more on TV
00:18:18
Rajni Daswani: outdoor print over digital because digital is still a smaller
00:18:22
Rajni Daswani: chunk of the file from them with while with the Pandemic.
00:18:25
Rajni Daswani: We've seen that
00:18:26
Rajni Daswani: both brands and consumers have moved to digital, but I
00:18:30
Rajni Daswani: think that will still take a little bit time to
00:18:33
Rajni Daswani: skew in favour of digital. I think in this sense,
00:18:36
Rajni Daswani: we could look at like an advertising instead of about 65%
00:18:40
Rajni Daswani: for TV outdoor content, or 35% for digital.
00:18:44
Rajni Daswani: So generalising is a little difficult, but I think overall
00:18:48
Rajni Daswani: of what I saw. Some numbers from stat. I think 35%
00:18:53
Rajni Daswani: of total advertise revenue in India right now comes from digital.
00:18:57
Rajni Daswani: But the biggest vendors are F MC G, so it
00:19:00
Rajni Daswani: definitely queues in favour of of flying.
00:19:03
Rajni Daswani: But I think that trend is changing as e-commerce and
00:19:07
Rajni Daswani: your your O TT s your entertainment apps are taking
00:19:11
Rajni Daswani: over as higher spenders. If they pick up higher spenders,
00:19:14
Rajni Daswani: then we'll obviously see that squee towards digital happening
00:19:19
Saikat Pyne: naturally, naturally and apart from F MC G, we are
00:19:23
Saikat Pyne: likely to be the biggest ad spenders on digital on
00:19:26
Saikat Pyne: 2023 according to
00:19:28
Rajni Daswani: you.
00:19:29
Rajni Daswani: So f MC G has been talking with for the
00:19:32
Rajni Daswani: last five years and more I think in the last
00:19:36
Rajni Daswani: couple of years we've seen E-commerce education, automotives, consumer dut bills.
00:19:42
Rajni Daswani: These are usually the top spenders in terms of advertising spends. Overall,
00:19:47
Rajni Daswani: we've seen that education was actually one of the
00:19:50
Rajni Daswani: talk more spend in 2020 with all the tech businesses
00:19:55
Rajni Daswani: getting funding being out for in the times of Pandemic.
00:19:59
Rajni Daswani: But I think that's going down a little bit. And
00:20:02
Rajni Daswani: we are seeing that focus come back to S MC
00:20:04
Rajni Daswani: G and Ecommerce in the coming year. Even automotives consumer delivers. Yeah,
00:20:10
Saikat Pyne: so the usual suspects in some ways in terms of
00:20:13
Saikat Pyne: just the industry. I think there were a lot of
00:20:17
Saikat Pyne: these New Age brands which were going all out on
00:20:21
Saikat Pyne: digital during the pandemic. And now with the startup funding
00:20:26
Saikat Pyne: Winter
00:20:27
Saikat Pyne: and this focus on profitability, that's come out. Do you
00:20:31
Saikat Pyne: see a spends from startups going down in 2020
00:20:33
Rajni Daswani: three? I think a little bit. Yeah, that will definitely happen.
00:20:37
Rajni Daswani: Your regular. Like I said, we are seeing a lot
00:20:41
Rajni Daswani: of pre pandemic things come back and focus
00:20:44
Rajni Daswani: so you will see more of C, G and E-commerce.
00:20:48
Rajni Daswani: Take over with the bigger players. Obviously we have Google
00:20:52
Rajni Daswani: slip card. AMAZON, India In terms of e-commerce who are
00:20:56
Rajni Daswani: taking to buy, they make it to the top 10
00:20:59
Rajni Daswani: ad spenders in the year. There are also pharma companies
00:21:03
Rajni Daswani: that market
00:21:04
Rajni Daswani: to see, for example, like a record that houses that
00:21:08
Rajni Daswani: all or houses Durex, for example, more consumer related products.
00:21:12
Rajni Daswani: Those are also to charts along with F MC G,
00:21:16
Rajni Daswani: so we'll see all of them. Some back in focus
00:21:19
Rajni Daswani: in 2020.
00:21:20
Saikat Pyne: Um, my last question raining is
00:21:24
Saikat Pyne: What would your advice be to new marketers on how
00:21:28
Saikat Pyne: the industry is shaping up and what their role is
00:21:30
Saikat Pyne: really in? The industry in 20
00:21:32
Rajni Daswani: 23 I think, focus a lot more on tech innovations,
00:21:37
Rajni Daswani: understanding the crystallising that, and using that information to create
00:21:42
Rajni Daswani: your communication strategy or messaging in that sense, because marketing
00:21:47
Rajni Daswani: is not the same
00:21:49
Rajni Daswani: like it was 10 years ago. Like I said, you
00:21:51
Rajni Daswani: can't make one ad and expect 1.3 billion of the
00:21:55
Rajni Daswani: audience to relate to it. You've got to understand different audiences,
00:21:59
Rajni Daswani: different cohorts and create communication strategies that are going to
00:22:04
Rajni Daswani: relate to them, that they are going to find that
00:22:06
Rajni Daswani: connection with, and that is when you will be able
00:22:10
Rajni Daswani: to be a successful marketer. So I think focus on
00:22:13
Rajni Daswani: that
00:22:15
Saikat Pyne: lovely. And on that insightful note, guys, it's a wrap.
00:22:20
Saikat Pyne: Thank you so much for being on the podcast. Raj,
00:22:22
Saikat Pyne: I really appreciated you taking time out.
00:22:24
Rajni Daswani: Thank you, Se Sekar Pleasure
00:22:26
Saikat Pyne: being here. Guys, please do tune in next week for
00:22:29
Saikat Pyne: the next episode of the U Incorporated podcast. See ya.
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