Overview: Blogging industry is driven by rapid digital adoption. There has been a tremendous rise in online content consumption, not just from the metro cities but even from the Tier I, Tier II cities and rural regions. Due to roll out of 4G, reducing data costs, increasing smart phone penetration and increasing time spent on mobile phones, digital advertising is growing at a faster clip as against the traditional media over the next three years.
Why blogging?
- 68% of brands leverage digital marketing to promote their products and services
- 42% of brands continue to use social media marketing as their primary form of digital marketing
- 33% of brands allocate over 40% of their marketing budget for digital marketing
- 40% of brands say lead generation is their primary objective behind digital marketing.
Monetization: Users have shown willingness to pay for premium services content and convenience to use make better value proposition for them. Players are coming up with hybrid models that provide access to large content catalogue for free and some of the premium content and services are provided only to subscription users. The traction generated by free content is monetized through ad supported models while subscription fees are levied for premium services.
Industry of Respondents:
- Real Estate- 14%
- Education- 12%
- Entertainment- 12%
- E-commerce- 9%
- Retail/FMCG- 7%
- Healthcare- 6%
- Travel- 2%
- Others- 22%
Challenges faced by bloggers:
1. Finding the perfect niche- Starting and finding a niche for a blog is an initial challenge that many bloggers face. Individuals may not find the right topic to write on. A single topic or focus may restrict scalability, while too many topics may confuse readers or even turn them away.
2. Consistency- One of the major problems of blogging is the challenge of producing quality content, day after day. After several months of writing, it may be difficult to come up with new, fresh ideas that are engaging and compelling.
3. Growing Traffic- Growing traffic and increasing the number of readers is a common problem. Writing blog posts without any response often discourage writers from future blogging.
4. Encouraging reader interaction- The lack of comments affects more than the writer’s resolve; over time, it can indicate that the blog’s lack of a community.
Opportunity Profile: As content is the king in the millennial market, opportunity profile is huge. Digital content market for India is approx. $380Billion. With right revenue model and go to market, company can easily get a good pie of the whole market.
Blogging Market in India: According to a report, the Indian digital advertising industry, currently pegged at around Rs 8,202 crore, is slated to see a growth at 32% CAGR to reach Rs 18,986 crore by 2020. The report also forecasts that digital media spends, currently contributing 15% of the total advertising pie, will reach 24% of the entire market in India by 2020 and Global advertisement spend will increase to 36% by 2020.
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