Digital Marketing
Search, social and content for Indian businesses — what still works, what stopped working, and how to tell the difference.
Digital in India changed shape faster than most marketing teams changed their plans. AI Overviews now sit above the results on a large share of informational searches, regional-language targeting works properly, and the platforms have taken most of the campaign decisions in-house.
These posts cover what still works, what quietly stopped working, and how to tell the difference before the budget has gone.
The TV ad that knows who is actually watching
A television ad used to mean paying for an audience you could only guess at. A connected TV ad is shown on the same screen, in the same living room, to someone the platform can actually identify.
6 min read
People stopped clicking. They still need the answer.
A question that used to produce ten blue links now produces a paragraph. Nobody visits the sites it was assembled from. Being the source of that paragraph is the new version of ranking first.
7 min read
The cheapest marketing you already own and never touch
Before anybody visits your website, they have already seen a box on the right of the search results with your name, your hours and your rating. That box is doing more selling than the site is.
7 min read
The ad was fine. The page you sent them to wasn't.
Somebody clicked. They were interested enough to leave what they were doing. Then they landed on your homepage, could not find the thing the ad promised, and left within seconds.
6 min read
A dealer network needs many destinations, not one
A buyer does not want to hear from your brand. He wants to hear from the showroom four kilometres away, whose owner he already half knows.
6 min read