For startups with limited marketing budgets, digital marketing is perhaps the only cost-effective method to get their message out there and build a consumer base. Barriers to entry and scaling up are minuscule compared to traditional media. In short, Digital Marketing, if done right, can help companies achieve a whole lot on a limited budget, which means it has leveled the playing field between big and small companies. The challenge, however, is knowing how to do it right.
The Kstart Digital Marketing Summit, held on 13 May 2016, had over 100 startup founders trying to understand these problems better and exploring ways to fix them. Expert speakers included Jan Metzger, MD & Head of APAC Telecommunications, Media & Technology, Citi Corporate & Investment Banking; Neeraj Kakkar, Co-founder, Paper Boat; Rajan Anandan, VP & MD of Google Southeast Asia and India; Ram Seshadri, Director – Solution Consulting, India, Adobe; Arjun Kolady, Head of E-commerce, Local, and Travel, Facebook India; Sanjay Gupta, Chief Marketing Officer, Urban Ladder; and Arunabh Kumar, Founder & Group CEO, The Viral Fever & TVF Media Labs. Their sessions covered the entire gamut of challenges dotting the landscape and provided the audience an insider’s view into disruptive digital marketing strategies.
The evolution of digital marketing has changed the way companies think about marketing. However, it is still a relatively young space in India and faces a deficit of practical, usable information, clear communication of learning, enough of the right talent, and the need to acknowledge different perspectives.
Following the Kstart Digital Marketing Summit, we launched a survey aimed at taking this discussion to the larger startup ecosystem and explore their perceptions, preferences and challenges with regard to digital marketing. The findings indicate that startups are still trying to figure out what works best in terms of methods and metrics to use to measure effectiveness and are faced with a big talent issue. The report also provides articles authored by digital marketing experts and practitioners that aim to provide some guidance on how best to leverage digital marketing and what’s in store in this rapidly evolving landscape.