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Now, just four months in, she comes to me every evening and tells me about the different products demonstrated in her favorite YouTube channels.

interestingly, though, while my grandmother sources a lot of information from the internet, she still falls back on the traditional sources.

India is a diverse country with 22 officially recognized languages and varied literacy rates and these differences are not limited by region.

With over 85% of the population being under 60 years of age, it becomes imperative for businesses to cater to the needs of the vast demographic of the country in terms of product as well as the content.

Yes, the internet has its own advantages.

According to a March 2019 survey on statcounter.com, 90.31% of India’s internet users use Facebook while other platforms (Pinterest, Instagram, YouTube, Twitter, LinkedIn) are used by less than 5% each.

India is a diverse country with 22 officially recognized languages and varied literacy rates and these differences are not limited by region. With over 85% of the population being under 60 years of age, it becomes imperative for businesses to cater to the needs of the vast demographic of the country in terms of product as well as the content. Yes, the internet has its own advantages.  But offline media (including over 1 lakh periodicals of which around 42 thousand are in English and the remaining vernacular) continues to be a strong competitor. This makes the choice between the two types of media a very important decision for marketers.

Many factors affect the choice between online and offline marketing channels. The first, of course, is your target audience – in 2018, only 25% of adults in India were found to have accessed the internet, of which 80% didn’t use social media at all.  This study by PeW Research Center also indicated a 22-point difference between the percentage of younger (18 – 35 years) and older users of the internet.

Platforms too play an important role. According to a March 2019 survey on statcounter.com, 90.31% of India’s internet users use Facebook while other platforms (Pinterest, Instagram, YouTube, Twitter, LinkedIn) are used by less than 5% each. On the other hand, print media like newspapers, magazines and periodicals reach those who don’t use the internet. It is also possible that within one group, a small majority prefers one form of media while a similar number prefers the other. Language is also important. Vernacular media could provide a lot of potential for conversion and sales.

Therefore, it is essential to maintain a balance between offline and online marketing strategies. Any decision involving higher investment in either must be backed by thorough research and analyses. Brand loyalty is something every marketer aims for, and conducting research in the form of regular surveys, data analyses, etc. can help you find out what your customer wants and will go a long way in bringing repeat customers. What works for one company may not work for another, and the results after the implementation of particular strategies can help you identify the best course of action for you.

The Indian market, just like the world’s, is an ever-changing one and its abundant diversity just increases this dynamism. To satisfy the people’s needs, businesses need to consider the opinions and sentiments of their customers. From an Indian perspective, you can call this “Customer Devo Bhava” if you wish. And figuring out what works best is not a very difficult task – your customers literally tell you what they want, either directly or when you ask.

We would be happy to read in the comments section your insights that can influence the decisions for balance between offline and online marketing channels.

Originally published on Yorke Communications

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