India is an entrepreneurial country where SMBs want to grow quickly using modern digital tools. How can digital and social media monetization happen?

“66% of SMBs we spoke to say that they are moving their marketing purchase into digital because they are seeing that it is more responsive. That’s a $58 billion dollar pie in 2014. It is up for grabs for Indian digital marketing companies. Website and blog are predominantly used by SMBs today. New technologies are emerging and SMBs have to be bold in using them.”

So which global markets are ready for digital marketing? The Americans have arrived but definitely India is ready too. India is eager for this. Do we have a market that uses digital? Is India really there yet? Online purchase numbers in India has beaten Japan and Honk Kong. There is a lot more that is going to happen in this space. Average frequency of online purchases out of India is 2 ½ times every month, likelihood of making a purchase in the next three months 10-11%. So the increase in digital marketing spend is high, traditional ad spend is decreasing.

70% of B2B marketers have started using videos; it’s one of the most important content delivery channels. The eye can capture 2500 words in a video versus 150 on paper; you then definitely want to reach more through video. In everything you do, you should have the next level of personalization.

Marketing and sales are doing various activities together; we talked about segmenting, customization, individualizing communication components. What’s happening on the sales side? Earlier it was feature selling, then benefit selling, solution selling and now it’s all about vision selling. Video is the right way to sell vision.

The top CEO problem is – business is not growing fast, expenses are going up, salaries are increasing even if sales are sluggish and profits are down. CEOs need to be aligned with the CMO to identify a matrix of the marketing spends. CFOs also need to be in tune about what the company is doing on the marketing side.