THE STATE OF DIGITAL MARKETING IN INDIA 2024-25

India’s dynamic digital marketing landscape continues to evolve rapidly, offering exciting opportunities and unique challenges for businesses. This third edition of “The State of Digital Marketing in India 2024–25” provides essential insights into current trends, growth drivers, and key challenges shaping this vibrant sector. The report offers a comprehensive overview of digital advertising expenditure, the rise of mobile and internet penetration, and the increasing influence of social media and e-commerce.

Digital media spending in India continued its stable growth and officially overtook television spending in FY 2024 (April 2023 - March 2024). This milestone underscores the increasing importance of digital channels for reaching India’s large and diverse consumer base. The rise of affordable data, increasing smartphone penetration, and the expansion of 5G technology are key drivers of this digital revolution. The report also delves into emerging trends such as the growing adoption of AI and automation in marketing, the increasing prevalence of short-form video content, and the focus on ethical and inclusive marketing practices. These trends reflect changing consumer behaviour and the need for brands to adapt their strategies to engage effectively with their target audiences. However, owing to some market softness, we anticipate advertising spending to be at check-in FY25.

This report serves as a valuable resource for marketers, businesses, and anyone seeking to understand the emerging trends in digital marketing in India. It provides data-driven insights and expert perspectives to help navigate the current landscape and prepare for the future of digital marketing. We hope this report provides you with valuable information for understanding this exciting and ever-evolving digital marketing landscape.