Social Technographics® In India

Global marketers have trained their sights on the Indian consumer. However, some are unsure of the role that interactive marketing in general — and social media marketing in particular — should play in reaching them. In India, traditional media reigns supreme, even with India's most active social media users. Digital activity is skewed toward young men with high educations and incomes. But while a minority of Indians use the Internet at present, those who do tend to be social media users. In particular, they love content, which marketers often ignore in their social media strategies for India. Global and local marketers who want to reach India's growing middle class should build integrated programs that harness the relative affordability and flexibility of some interactive tactics. They should create content and focus on their long-term impact on the brand.