Insights into the Future: Navigating Digital Media Buying, B2B Trends, and AI Adoption in Marketing

Trends & Forecasts in Digital Media Buying

Let's understand an important aspect of advertising- digital media buying.

Digital media buying is a process in which an ad space is identified and purchased on channels like websites, social media, and streaming. Media buyers use either direct or programmatic techniques to execute media plans. In the direct buying technique, media buyers directly connect with advertisers to negotiate ad rates as well as run times. The programmatic buying technique, on the other hand, involves the use of automated technology to serve an ad in an ad space that matches the end user profile. The incorporation of machine learning and AI in the advertising space not only offered personalised content and experiences but also enhanced customer engagement and conversions.

A year of growth

2023 was a remarkable year in terms of digital media buying numbers. As per the digital advertising report by Dentsu, the share of programmatic buying of digital media was 42% (Rs 17,088 crore), a growth rate of 37% in comparison to the numbers in 2022. It is anticipated to grow at a CAGR of 27.51% and reach a share of 45% (Rs 27,782 crore) by the end of 2025.

Budgets & Outlook Trends in the B2B Space

Regardless of economic crises and rising global uncertainty, B2B leaders in India are optimistic about their business growth and the role of marketing in B2B growth. Marketing budgets are expected to increase in the near future. B2B leaders surveyed by LinkedIn and Ipsos expect an increase of 25% or more in marketing budgets. Indian B2B marketers are confident about their abilities to drive revenue for businesses. They apply both their technical and creative skills to make their marketing and brand-building efforts successful.?

As per the B2B Marketing Benchmark, 2023, the top three measures of brand health are:

56% Social Listening

55% Brand Awareness & Reputation Surveys

51% Lead Generation

Rapid Adoption of Generative AI: Although B2B marketing leaders do not have the clarity to use AI tools, they are keen on adopting them. India ranks number one when it comes to its B2B marketing leaders using generative AI. Around 55% of B2B marketing leaders use AI to craft content. They are also planning to leverage AI tools for higher-value work in the long run.?

Use of DEI in Marketing Efforts: When it comes to leveraging DEI in marketing campaigns, 60% of B2B marketing leaders in India ensure inclusivity by consistently evaluating content and campaigns, as per the B2B Marketing Benchmark, 2023 report. 54% of marketers make their content accessible through captions, audio & video transcripts, and alt text image descriptions. 53% of marketers ensure their website compatibility with mobile devices and keyboard navigation. 43% of marketers conduct surveys to determine audiences for their products or services.?

AI & Automation in Digital Marketing

Automation and intelligence are the future of digital marketing. Let's discuss the benefits of AI and automation for marketers, advertisers, and other professionals in an organisation. The professionals can benefit from the impact of AI in enhancing creativity and optimising marketing efforts for better results. Al algorithms can rapidly collect and analyse data on consumer behaviour and preferences in order to generate reports and curate campaign strategies that are more targeted and personalised. AI can process structured and unstructured data into valuable information that can be used by professionals to make informed marketing decisions. Many companies have already incorporated AI chatbots into their websites to handle customer inquiries. I believe this is a smart decision because AI can process the data on customer feedback and identify complaints and issues that can be addressed immediately for a better customer experience.

Big players and start-ups are investing in generative AI. The generative AI models can be trained to carry out several predefined tasks. This will be a transformative step in improving traditional algorithms that focus on repetitive tasks.