Guest Column: Immersive experiences will drive ad business in 2017: Surya Narayanan, Hungama Digital
As digitisation moves into a new phase in 2017, Surya Narayanan, Head of Business at Hungama Digital Services (HDS) lists out the trends the advertising businesses will have to factor in.
Smartphone penetration: cutting across boundaries
With the smartphone user base increasing by 300 million, smartphone adoption is only set to become more democratic, cutting across demography and class lines. From early adapters to the older generation, you can expect more truck drivers maids, drivers and senior citizens on the platform. These consumers represent two ends of the consumption pattern. While the base of the pyramid has small individual values but impressive volumes, the apex consists of digital savvy retirees who have the wherewithal to purchase high-end smart phones. Mobile marketing will have to evolve to chase both ends of the pyramid.
Riding the demonetisation wave
E-commerce without COD will only work if online advertising pushes UPI, CC and other digital payment solutions. I see a lot of push happening here, especially for renewals and sales.
Reaching out with virtual reality
Immersive experiences are going to drive all categories from fashion and entertainment to BFSI, with customised communication and emotive, experiential marketing being the order of the day.
Women as ‘individual’ consumers
Today, 73 million women in India are taking their own financial decisions. Marketing will have to start thinking of women, and single women in particular, as viable TG for their own personal consumption. In other words, it is time to look at women as individual consumers as opposed to group/ family purchase decision makers.