Indian marketers to focus on thought leadership content in 2018

February 5, 2018 by Aimee
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The approach to content marketing continues to mature in India after a new report published by social media giant LinkedIn found the clear majority will be using tech including, machine learning, data analytics and programmatic ad buying, to support creative strategies and thought leadership content during 2018.

The growing appetite for all things content in India is highlighted by the fact that a sizeable 74% are planning to spend more on marketing mediums and platforms during the next 12 months, which is considerably more than those in other countries, including Hong Kong (33%) and Singapore (25%).

LinkedIn surveyed marketing professionals in those three countries and Australia during September and October last year and has now published the Marketing Team of Tomorrow report with the main findings. In content marketing terms, a diverse approach is preferable, and many are eager to integrate the latest trends.

Therefore, it is no surprise that web content, personalised infographics, videos, and articles are the main focus for APAC marketers as a whole, and India in particular. The move to tailored content is now seen as a crucial part of the marketing mix, as brands attempt to serve up added value resources to educate and inform customers while pushing them along the sales cycle.

Content marketing is in the top three marketing trends for Indian marketers overall, and technology will be central to attaining the best return on investment from these endeavours in 2018. Data analytics leads the way, with 94% of respondents saying it will underpin content activities in the coming months, but both machine learning and programmatic ad buying are not far behind.

These results suggest there is a growing maturity and sophistication among Indian marketers in the approach to content marketing, which is a trend reflected in the West as more brands become well-versed in the strategies that can give them a competitive edge across social media and the wider web.

More than a third are also outsourcing content generation to a third party, such as a digital agency. Again, this a trend that has been seen in various other reports during the last six months and suggests brands are now bringing the creative process into sharp focus. The fact that India is also doubling down on creating storytelling to engage and interact with customers supports this trend.

Virginia Sharma, LinkedIn India Director for Marketing Solutions, said: “We’ve stepped out of a year where content marketing took centre stage, and Indian marketers got a flavour of what new-age marketing looks like, powered by data and presented in video. As we enter 2018, technology will underpin all marketing activities, and teams will focus on outsourcing technical expertise while retaining an in-house focus on improving customer experience.”

She added: “This year, Indian marketers will do away with ‘one size fits all’ and will deploy high-quality ‘branded content’ and thought leadership content to gain customer trust and loyalty.”

Other key trends for India this year noted in the report include an expected rise in video content and marketing automation investment.

Aimee