State of the Industry 2022: Modern marketing in India

This report – a collaboration between WARC and MMA APAC – examines how the industry in India is approaching these challenges, with a focus on current trends and future opportunities.
  • There is expected to be significant growth in digital marketing spend over the next 12 months.
  • Around a fifth of marketers currently use AR/VR to drive improvements in marketing, but over half expect it to be the most significant technology for marketing in two years time.
  • The removal of third-party cookies and continued impact of Apple’s ATT is seen as more significant to Indian marketers than those elsewhere in APAC.
  • Budgets are seen as the biggest obstacle to digital marketing growth in India, followed by measurement and skills....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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