Social media marketing in India saw a 30% decline over the last year due to declining favour among marketers, according to a new report by Times Internet in association with DMAsia.
The report, titled 'The State of Indian Digital Marketing - a CMO Perspective 2017-18' surveyed a group of 150 brand marketers across verticals like FMCG, pharmaceuticals, real estate, auto and retail.
The survey further highlighted how 57% respondents believed that content marketing had replaced social media marketing as the industry's top strategy in 2017. Meanwhile, securing budget for digital marketing and measuring ROI remained the two of the greatest challenges faced by marketers in 2017 at 32% and 27% respectively.
Gautam Sinha, CEO, Times Internet Limited said: “As we move forward at full throttle toward a more digitally inclined audience, marketers need to have a keen ear to the ground, to identify the trends and evolved mediums that their customers prefer.
“Our report goes on to capture the finer nuances that have been shaping how this environment is changing. We hope that our intensive research, in collaboration with DMAasia, culminated in this report, helps marketers in India stay ahead of the game and align their strategies and budgets accordingly.”
Vatsal Asher, CEO, DMAasia said: "We are delighted to launch the second edition of The State of Indian Digital Marketing report, an exhaustive and in-depth study unveiling insights from over 150 CMOs across 15 verticals.
“The report, which has been curated in partnership with Times Internet, serves as a guide for marketers to prioritize efficiently to ensure growth and enhance customer experience. As revealed in the report, content marketing has taken centre stage, promising exciting times ahead.“