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Internet usage is on the rise in India. With the Indian government's Digital India initiative, the broadband services are set to expand into rural areas. This will increase opportunities for companies to market digitally. Already 87 percent of brands in India are leveraging the digital media and 38 percent are allocating 1/3rd budget to digital marketing.
Digital marketing is becoming the mainstream marketing for most companies, including the startups. It is no more a secondary stream or the aftermath of another marketing event or activity. Today, it is imperative for companies and their CXOs to take a digital-first approach. The good news is startups recognize this and are working toward it. Flipkart is the best example. They leveraged digital marketing to become the e-commerce site in India. In FY15, they generated revenues of Rs 10,245.8 crore.
Flipkart not only created a successful brand through digital marketing but also connected with every stakeholder. They improved the user experience to enable customers to connect and interact with them via different digital media. They listened and responded through these media. Flipkart also used the digital media to connect with their investors, board members, employees, and customer service.
The not so good news is that there is a general tendency among startups to explore different marketing options the minute they receive funding. Digital marketing is not about having a website, a LinkedIn page, and a Twitter account. It is a continued effort that requires uninterrupted engagement with every stakeholder. One should constantly monitor, analyze, measure, reassess, and adapt to the changing needs.