7 in 10 Indian marketers to increase budgets in 2022: Report | WARC | The Feed

7 in 10 Indian marketers to increase budgets in 2022: Report

Digital marketer DCMN’s Growth Guide: Marketing Trends for 2022 report on marketers’ goals, strategies and challenges points to a new period of growth for the industry, with 66% of marketers around the world expecting their budgets to increase next year – a figure that rises to 71% for Indian marketers alone versus 75% in France and 68% in the US. 

Why it matters

The marketing landscape has changed after the disruptions in 2020 and 2021, and brands are generally optimistic heading into the new year, but major challenges facing marketers will be managing large amounts of data across channels and privacy headwinds.

Key insights

• The vast majority of Indian respondents (93%) plan to increase their spending on agencies in the next 12 months.
• Aside from spending on agencies, budgets will go towards experimenting with new formats and advertising channels.
• Outside of digital advertising, Indian marketers plan to invest the most in mobile advertising, podcasts and linear TV.
• 62% of Indian marketers are more focused on long-term branding efforts versus 33% for performance-oriented goals – in line with global figures at 65% versus 31%. 
• A challenge in the new year is keeping up with privacy regulations as policies targeting iOS and the future of cookies are set to dramatically reshape the marketing world.

Quote

“Branding efforts remain top of mind for marketers. It’s also clear that brands still have huge faith in linear TV, with mobile advertising and TV set to be some of the most popular channels for marketers to invest in next year.” – Bindu Balakrishnan, country head India at DCMN.

Background

The research was conducted by global research company Censuswide for DCMN and surveyed 600 in-house marketers in the US, UK, France, the Netherlands, Germany and India.