Trending Now: Integration to remain the buzz-word this year - Ketan Desai

Ketan Desai, COO, GREY Group India, crystal-gazes into the major trends expected in the year 2020 in terms of data ecosystem, tech-based marketing, digital privacy protection, AdEx growth and more. 

What were the few big changes that you think were of importance in 2019 for our industry?
The biggest change in the industry in 2019 is the evident behaviour transformation of the consumers. Big companies with big pockets no longer hold power over the consumer – this new age consumer is diversifying, becoming more discerning and experimental. He is looking at niche brands and is not hesitant to give them at least one shot. Enhanced Internet penetration has also opened up the point of purchase beyond brick and mortar stores. 

Another big change to sweep the industry was integration of mainline and digital agencies, with teams working together on brand campaigns and clients expecting a seamless communication between offline and online mediums. 

What are the big changes you are expecting in 2020?
Integration will continue to remain the buzz-word in the industry. Data will become the bedrock of all insights, thus helping the marketers gain a sharp consumer focus. It will be important for all brands to make their services, advertisements and sites more mobile ready as the phone will continue to remain the most significant mode of communication and entertainment, especially if marketers want to target Gen Z. 

How has the consumer behaviour changed with the introduction of tech-based marketing?
Technology has literally placed power in the consumers’ hands, which has also inadvertently led to a short attention span. This is a challenge for every marketer as content is required to be crisper, shorter and effective. Tech-based marketing has made the consumer more demanding and he expects a certain amount of personalisation from every brand. With more niche players coming into the market, and prominence of digital media, this consumer is spoilt for choice and can literally pick and choose products and services. 

Are we expected to see some big shifts around data regulation in India? How will it affect your business?
Digital privacy protection has become more a mainstream priority now. With this agenda, there will be increased layers of security and reduced fields of data available from public domain. Information gathering process will become longer, limited and restricted. Intelligence acquisition will see a more partnered, cooperative and collaborative approach, with brands partnering for a campaign to leverage each other’s data base. Control will rest more with the users and platform providers. 

How do you anticipate the AdEx growth across platforms in 2020?
Consumer behaviour is changing across platforms and that is bound to have an effect on AdEx growth. In 2019, print saw a decline and this trend will continue in 2020. Nevertheless, AdEx will continue to grow across other platforms despite the current slowdown in India’s economy. With mobile and social media marketing gaining ground, Internet AdEx will probably see the maximum growth in 2020. TV ad expenditure in India is projected to grow at 11.1 per cent in 2020, according to GroupM’s reports.

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