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Challenges to Marketing in Digital India

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Strategic Marketing Issues in Emerging Markets

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Abstract

In the last few years, the world has transitioned into a very digital environment. Not just the magazines and books and newspapers, many of our daily tasks such as banking transactions and office meetings have become online. Because of the rise of the digital age, it just seems right to invest in a digital campaign. Even though traditional marketing still has a place, it has started diminishing in the new digital world. In this context, with increased impetus on digital India by the Government, new vistas as well as new challenges open up for an Indian digital marketer.

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Notes

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  2. 2.

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    http://www.modirprozhe.ir/wp-content/uploads/Challenges-and-solutions-for-marketing-in-a-digital-era.pdf.

  5. 5.

    https://hbr.org/2015/02/where-the-digital-economy-is-moving-the-fastest

  6. 6.

    http://data.worldbank.org/indicator/SP.RUR.TOTL.ZS

  7. 7.

    https://www.emarketer.com/Article/Digital-Ad-Spend-Rises-China-Despite-Economic-Slowdown/1013677.

  8. 8.

    https://www.emarketer.com/Article/US-Digital-Ad-Spending-Surpass-TV-this-Year/1014469.

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    https://www.emarketer.com/Article/Digital-Ad-Spending-India-Surpass-1-Billion-Next-Year/1013800.

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    https://www.emarketer.com/Report/US-Retail-Industry-2016-Digital-Ad-Spending-Forecast-Trends/2001780.

  11. 11.

    https://www.census.gov/prod/2013pubs/acs-22.pdf.

  12. 12.

    http://www.ndtv.com/india-news/government-to-impart-digital-literacy-training-to-52-5-lakh-by-2016-1244390

  13. 13.

    http://articles.economictimes.indiatimes.com/2015-03-18/news/60249457_1_feature-phones-rural-marketing-tutorial.

  14. 14.

    http://economictimes.indiatimes.com/tech/internet/datamail-worlds-first-free-linguistic-email-service-supports-eight-india-languages/articleshow/54923001.cms.

Author information

Authors and Affiliations

  1. Marine, RINA, Mumbai, India

    Aswin Palliath

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  1. Aswin Palliath
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Correspondence to Aswin Palliath .

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Editors and Affiliations

  1. Department of Marketing, Indian Institute of Management Kozhikode, Kozhikode, Kerala, India

    Atanu Adhikari

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Palliath, A. (2018). Challenges to Marketing in Digital India. In: Adhikari, A. (eds) Strategic Marketing Issues in Emerging Markets. Springer, Singapore. https://doi.org/10.1007/978-981-10-6505-7_16

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