The State of Modern Marketing in India - a report in collaboration between MMA APAC and WARC - 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%) of Indian marketers will spend more than 60% of their budgets on digital marketing, compared to 25% of APAC marketers overall.

Highlights from our report at a glance:

• In India, OTTs are regarded as one of the most important aspects that influence consumer behaviours.
• 19% of Indian marketers are investing in AR/VR in efforts to promote marketing advancements.
• A majority of marketers are using data analytics and collection to drive improvements in their digital marketing.
• 69% marketers expect the metaverse to significantly impact digital marketing.
• 36% of budgets are the biggest barrier to the growth of digital marketing in India.

Get a cross-market view of the report and see how India stacks up versus other markets in APAC - Click here