Mumbai: In India, OTTs are regarded as one of the most important aspects that influence consumer behaviors. In a recently published report, in collaboration with Warc, MMA Asia Pacific examines how the industry is approaching these challenges, focusing on current trends and future opportunities. To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets.

Findings from this study suggest that over a third (36 per cent) of Indian marketers will spend more than 60 per cent of their budgets on digital marketing, compared to 25 per cent of Apac marketers overall.

19 per cent of Indian marketers are investing in AR/VR in efforts to promote marketing advancements, the report added.

A majority of marketers are using data analytics and collection to drive improvements in their digital marketing. While 69 per cent marketers expect the metaverse to significantly impact the space, a budget of 36 per cent identified it as the biggest barrier to digital marketing growth in India.

To drive growth in the digital age, marketing needs to modernise a specific set of capabilities and mindsets. But as complexity grows, marketers face increasingly difficult choices about where to allocate their investments, what objectives and tactics to choose, and what capabilities to develop in order to drive future growth.