The Telecom Ministry has recently anticipated the internet users in India to reach 730 million by 2020. The anticipation is based on the reports by National Association of Software and Services Companies (NASSCOM) and Akamai, an American digital marketing company.

According to Telecom Regulatory Authority of India (TRAI), there were 391.50 million internet users in India on 31 December 2016. The digitisation has got a major push in India due to Prime Minister Narendra Modi’s ‘Digital India’ initiative. The adoption rate of digital technology has seen a rapid increase. Due to increased penetration of internet and mobile internet to be specific, a lot of brands are allocating higher budgets for digital advertising. Digital platforms including Facebook, improve the targeting accuracy thus ensuring we are engaging with the right audiences. The ROI on digital is also very high since the engagements can be tracked.

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