Digital
Guest article: The Future of Digital Marketing: Trends to Watch in 2023 and Beyond
Mumbai: In the fast-paced world of digital marketing, firms that want to stay competitive must keep a careful watch on developing trends. As we look forward to 2023 and beyond, it’s clear that several important themes will shape the future of digital marketing. Let us investigate these patterns using the most recent statistics and data.
Artificial intelligence (AI) has solidified its position as a pillar of digital marketing. According to recent data, AI-driven marketing techniques have the potential to raise corporate profits by 39 per cent. Machine Learning (ML) algorithms are now capable of processing massive information, allowing firms to create hyper-personalised marketing campaigns that increase client engagement and conversion rates dramatically.
Voice search is no longer a niche function; it has become an essential component of how users search for information online. According to recent figures, voice-based searches will account for roughly 60 per cent of all online searches by 2023. Businesses must change their digital content to line with voice search in order to capitalise on this trend. This includes focusing on conversational keywords and ensuring that material provides short, relevant responses to user enquiries.
In the digital marketing landscape, video content reigns supreme. According to recent estimates, video will account for nearly 82 per cent of all internet traffic by 2023. Videos have shown to be effective engagement and conversion strategies. Whether it’s short-form social media content or in-depth product demos, video continues to be a dominant force in grabbing and holding audience attention.
Consumers are becoming increasingly concerned about data privacy. Recent legal changes, such as the GDPR and the CCPA, highlight this transition. Consumers are more aware of their data rights as of 2023, with 88% saying they would not do business with a company that mishandles their data. To create and maintain trust with their audience, marketers must prioritise rigorous data protection procedures and transparent data practices.
Consumers are becoming more concerned about environmental and ethical issues. According to recent research, 70 per cent of consumers are more willing to support firms that are committed to sustainability. Digital marketers must incorporate sustainability into their branding and messaging in order to connect with environmentally sensitive customers.
AR and VR are spreading their wings in the world of digital marketing. According to recent estimates, the market for AR and VR applications is expected to reach $94.4 billion by 2023. Marketers are harnessing these immersive technologies to provide consumers with engaging and memorable brand interactions through interactive product experiences, virtual showrooms, and creative storytelling.
Social networking sites are transforming into e-commerce powerhouses. According to recent data, social commerce revenues are predicted to surpass $600 billion by 2023. Marketers must capitalise on the power of social commerce by optimising their social media strategies for frictionless buying experiences.
In conclusion, the landscape of digital marketing in 2023 and beyond will be defined by AI-driven personalisation, voice search, video content, data protection, sustainability, immersive technology, and the convergence of social media and e-commerce. Businesses must embrace these developments, constantly adapt their tactics, and prioritise ethical, consumer-centric practices to succeed in this volatile market. Digital marketers who grab these chances will surely prosper in the next few years.
The author of this article is Make it Paradise co-founder Malav Bhatt.
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.
