From banner ads to add to cart, how brands are leveraging digital marketing

By Aditya Chokhani

India has around 500 million smartphone users. Combined with factors such as an expanding telecommunications sector and cheaper internet connectivity, the smartphone revolution has provided users with more sources of information and interactions. This possibility has also paved the way for digital marketing, with businesses embracing digital adoption to reach their target demographic. It has become a powerful brand engagement tool that uses technology to provide organizations with actionable insights into consumer behavior.

How can digital marketing help?

Marketing is the most effective approach to put a business in front of its target audience or customers. It is important for small and medium-sized businesses to outpace their competitors. Digital marketing allows you to employ proven strategic tactics that don’t necessarily attract more traffic, but highly targeted traffic that produces results. It uses social media signals as well as testimonials from real customers who have already used a service advertised by a certain brand.

Who can benefit from digital marketing?

Small and medium enterprises need wise investments as they face hundreds of hurdles at every stage with limited resources and even finances. As a result, one can promote his businesses with an appropriate combination of digital marketing techniques which can focus on every business tactic making it more cost effective than traditional marketing. With digital marketing, small and medium businesses now have the ultimate resources to perform marketing functions to increase sales and build a new audience base.

Some of the most effective digital marketing strategies include:

A rise in affiliate marketing

Being discovered organically is becoming increasingly important for brands, so in addition to banners and direct mail, brands are flocking to YouTube and Instagram content creators to embed their brand into content to reach like-minded audiences. same ideas. Incentive structures are also developed, such as custom creator discount codes, which help build trust while increasing conversions.

Personalized regional communication

Over 70% of Indians consume content in regional languages. The use of local language has been a crucial driver of a brand’s cultural relevance, visibility and customer resonance in India. In a large and diverse market like India, attracting the country’s non-English-speaking majority helps strengthen connections with new consumers and scale language-focused digital brand initiatives.

Many businesses take advantage of this by using specialty creatives and exclusive offers, especially during festive seasons in some locations.

WhatsApp and hyperlocal apps are on the rise

While WhatsApp integration has almost become the norm for businesses to contact customers directly, there has also been a growth in the use of various OTT apps, games and short videos for ad placement, as these see higher conversion in Tier 2 and Tier 2. -3 markets.

Collaborations with Flexi-pay providers

Since 2020, India has seen an increase in the number of digital lenders offering BNPL (Buy Now Pay Later) options. Many brands offer them as payment choices during checkout on their websites and often encourage their use by offering cashback or additional discounts.

Prioritize ease of purchase

The path from a banner ad to an add to cart is a simple 2-3 click process, but most brands or advertisers struggle with the science behind generating those 2-3 clicks and completing the full funnel.

However, there are instances where advertisers insist on focusing on end conversions and ROI while ignoring the user’s buying cycle, journey, or process, resulting in lost revenue.

It is highly recommended to also focus on process, UI/UX, technology infrastructure, attribution modeling and ease of purchase for users to drive brand performance and then optimize countrisides.

For newbie digital advertisers, new age platforms such as Shopify for the non-techie and Canva for design and marketing materials are extremely helpful.


Digital marketing is one of the most effective strategies for reaching new customers and achieving business goals. Additionally, it provides a number of techniques, from video to email to social media, to help you achieve your specific goals. Digital marketing is the way to go if you want to improve sales, revenue, awareness or loyalty.

However, there is no single answer to digital marketing success. However, you can succeed in digital marketing by embracing the different aspects of digital marketing discussed above.

The author is Vice President, Strategy, Auburn Digital Solutions

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