MAM
Cross-channel marketing strategies boost conversion rates by up to 31 per cent: CleverTap report
Mumbai: CleverTap, the all-in-one engagement platform, released its market research report on “Unraveling the Cross-Channel Marketing Strategy”. The report highlights the necessity of tailoring marketing approaches to resonate with regional audiences while maintaining a cohesive global presence. It underscores the importance of understanding local and industry-specific nuances to optimise cross-channel strategies as businesses grow.
The report has looked at more than 600 businesses across the globe and examined factors that could influence or shape the omnichannel strategy such as business growth stage, geographical nuances, industry dynamics, customer lifestyle milestones, and user retention. The cross-channel strategy of a business involves selecting the right number of channels and the right mix – depending on the stage of growth the business will be in at any given point in time and where the customer is in their lifecycle. A key indicator of the stage of growth a company is at is the number of monthly active users. It is observed that businesses witness up to 49 per cent increase in conversion rates by using four or more channels as part of their omnichannel strategies.
While email remains dominant in markets like the US and UK, SMS holds significant sway in regions like China and the US, and WhatsApp emerges as a powerhouse in South America and Asia. The report found that adopting an omnichannel marketing strategy impacted the following key areas: app stickiness, conversion rates, and onboarding rates.
Key highlights include:
Engagement:
. 23 per cent uptick in engagement on Fintech platforms with email, push notifications and in-app messages.
. 16 per cent increase in engagement for Subscription platforms with email, while combining it with other channels can take it beyond 20 per cent
. 13 per cent elevated engagement in Gaming platforms with a combination of email, push-notifications, in-app messages and app inbox.
Conversion rates:
. Up to 31 per cent conversion rates in Fintech apps, where email, push notifications, and in-app messages are pivotal.
. 16 per cent uptick in conversions in subscription apps from push notifications and in-app messages
. 10 per cent increase in conversion in the gaming industry from push notifications and in-app messages.
. Six per cent increase in conversions in e-commerce as a result of a cross-channel strategy incorporating in-app, app inbox, email and push notifications.
App-stickiness:
. Over 28 per cent increase for Fintech platforms with more than three channels.
. 30 per cent to 70 per cent increase stickiness in subscription platforms, such as streaming platforms,or grocery shopping, with two to four channels.
. 32 per cent increase in stickiness in gaming platforms, with more than three channels.
. 26 per cent increase in stickiness in e-commerce platforms, with more than three channels.
Commenting on the report, CleverTap VP – data science Jacob Joseph said, “Many organisations often dive into customer engagement with a narrower focus, which, while important, can limit their effectiveness. Our latest report highlights the crucial need for a holistic approach to truly drive impactful results. By strategically utilizing a mix of channels, businesses can significantly enhance their engagement efforts. The findings demonstrate that a comprehensive, all-in-one MarTech stack is vital for marketers who must navigate the complexities of diverse channels. This approach not only addresses the numerous challenges but also amplifies overall engagement and effectiveness, ensuring that no customer touchpoint is overlooked and every interaction is optimised for success.”
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
