MAM
Digital ads share low; CII-KPMG hopes for 33.5pc CAGR
MUMBAI: Confederation of Indian Industry (CII) and KPMG in India unveiled today a report titled ‘Digital – The New Normal of Marketing’, at CII National Marketing Summit, which brings out valuable information on Indian digitization and the shift from traditional to digital marketing.
The report estimates that, India is one of the fastest growing advertising markets globally with an estimated growth of 15.5 per cent in 2016, driven by a large consumer base and a burgeoning e-commerce industry. Although the share of digital advertising spend remains low at 12.7 per cent in 2016, it is one of the fastest growing mediums at an expected CAGR of 33.5 per cent (2015-2020) to cross INR 255 billion in 2020.
Of the total digital advertisement spends, ‘search and display’ commands the largest share even though it is a relatively maturing segment.
“The post-demonetisation days have clearly showed how the country is set to leapfrog a few stages to embrace the power of digital. Mobile is being rapidly adopted and marketers have an incredible opportunity to enhance the game of digital communication and deliver great customer experiences at each point of the journey,” said CII National Committee on marketing chairman and Aditya Birla Group CEO – textile business Thomas Varghese.
As per the report, connected devices, smarter devices and ‘hyper relevant rich content’ will drive consumption for the consumer. Marketers will be well served if they are able to ride the data wave and use technology to build in analytical models. The Digital marketer will be responsible to deliver a distinctive consumer experience using various channels – thus making the role a key contributor to the overall omni channel experience. The report also gives insights into nascent technologies like emotions analytics and predictive marketing.
‘There have been silent and not so silent changes around us that are changing the way marketing will be done. With the internet becoming all pervasive, it has become so integral to our lives that it has literally disappeared. Singularity, connected systems, Cognitive and AI will create a world where the marketer will be marketing not only to humans but the ‘self-thinking’ machines,’ says KPMG India partner and head – digital consulting Rachna Nath.
“Digital marketing is more about big data and technology innovation rather than conventional marketing. Digital marketer today will have to look at the consumer as a living sensor which creates data. Insights on consumer behavior will drive the next big innovation on the campaign. Success will depend upon how the digital marketer is able to drive differentiated strategies for each digital channel and eventually converging on consumer experience” says Aditya Rath, Partner and Lead for Digital Customer.
Other key findings and suggestions presented in the report are:
Video is new data format
The digital consumer’s attention span has now come down to 8 seconds, down from 12 seconds in 2007. Marketers are expected to direct their content strategists to curate short videos that create a greater impact on the consumer’s mind while holding their attention till the end. Live streaming videos are interactive, immersive and cost-effective.
Omni-channel experiences and touch points are essential in the digitally charged marketplace Healthcare, automotive, insurance, retail and manufacturing companies are experimenting on various IoT use cases to enhance the consumer experience.
Wearables provide a new dimension from a data perspective Through the galvanic skin sensors and gyroscopes that are in-built in these devices, marketers can continuously monitor the customer’s physiological and behavioural data.
Authenticity, relevance, and value are increasingly important parameters for content creation and distribution Customers trust user-generated content and give more weightage to peer recommendations and reviews than to professionally curated content.
Native ads are being used increasingly to combat mobile and desktop ad blocking They blend in and appear as content that would normally and deliver value and relevance to the consumer and do not hinder user experience of the website even while monetizing.
Professionals in the modern, rapidly changing financial environment require more than a degree; they must have certifications recognised worldwide to validate their knowledge and enable them to gain access to top-growth positions. Zell Education provides finance professionals with exactly this by offering industry-related programmes such as IFRS certification and FRM courses, as well as other recognised certifications from around the world.
Whether you are a student, currently employed, or looking to switch careers, all of these programmes are intended to simplify difficult financial concepts and prepare you for a solid career that is future-ready.
Why Choose IFRS Certification?
IFRS certification is among the most in-demand credentials for anyone interested in an accounting, auditing, or financial reporting career path.
Main points of benefits:
- Knowledge of global accounting standards utilised in more than 140 countries
- Creating new opportunities within multinationals
- Experience with financial statement analysis and reporting
- Stay current with international compliance requirements
As businesses operate more globally than ever, there is a need for individuals who are well-versed in IFRS standards. This certification helps to close that gap and will position you as a valuable resource for the finance industry.
Build Risk Management Expertise with FRM Course
Every financial decision we make has risk management built into it. If you want to become an expert in managing financial risk and making effective risk management and strategic decisions, the FRM Course will teach you how to do it.
What You Will Learn:
- How to Analyse and Manage Financial Risk
- Concepts Related to the Market, Credit, and Operations Risk
- How to Interpret Financial Market Data and Instruments
Quantitative Analysis Techniques for Risk Measurement
Potential Career Paths Include:
- Risk Analyst
- Investment Banker
- Financial Advisor
- Portfolio Manager
As the demand for skilled risk management professionals increases worldwide, FRM provides one of the best career paths within the field of finance.
Why Zell Education Stands Out
Zell Education is committed to making complex ideas understandable through application-based learning, while offering students instructional design to guarantee their success as learners.
Features of Zell Education that distinguish it from others include the following:
- Industry Experts: Faculty consisting of professionally accomplished individuals in their respective fields.
- Online and Hybrid Learning Options: There are multiple choices available to assist an individual in learning.
- Practical Application: Evidence of how to apply learned information through the use of case studies.
- Support with Placement: Assistance will be given in obtaining the best position obtainable.
Zell Education develops programmes focused on helping students succeed with testing and developing the skills necessary to advance their careers.
Explore Other Finance Courses Offered
Zell Education provides multiple globally accepted certifications to expand your career path in addition to the IFRS and FRM.
ACCA (Association of Chartered Certified Accountants)
- Good for accounting/auditing career opportunities
- Universal qualification
- Strong basis in financial management
CPA (Certified Public Accountant)
- Well-respected in both the U.S. and global markets
- Emphasis on accounting, auditing, and tax
- A good fit for corporate finance careers
CFA (Chartered Financial Analyst)
- Best for jobs involving managing investments & portfolios
- Includes research into stocks (equities), financial analysis, and ethical practices.
- Desirable to top financial investors.
CMF (Certified Financial Manager)
- Focuses on the management of finances and planning them.
- Improves the ability to make decisions and perform analytical functions.
- Best suited for jobs in corporate finance.
Who Should Enrol?
These programmes are perfect for:
- Commerce and finance students
- Working professionals aiming for career growth
- Graduates looking for global career opportunities
- Individuals planning to switch to finance careers
Your Path to a Global Career Starts Here
Your future career in banking will be influenced by your certification. For example, the IFRS Certification and the FRM Course at Zell Education provide you with a mix of education, practical experience, and job placement support for you to succeed as a result of these programmes.
Take control of your life today by creating a successful career in the financial industry, gaining visibility in the competitive financial industry, and taking part in the many options available to you today!
- Get internationally recognised qualifications.
- Gain access to the most current information about the financial industry from leading experts.
- Pursue high wages in your career
Start now with your personal development by learning at Zell Education to provide you with the tools to be successful in the global banking industry.
