That's despite the allure of social media channels like Facebook Twitter and YouTube , among others.For brands and consumers, mobile is increasingly becoming the primary screen of choice. Digital ad spending is expected to grow faster than other marketing channels in India (47.5% Increase yoy in 2016).Brands are taking a more holistic approach. 60% of brands use a 360 degree or an omni-channel approach to marketing.Brands have becoming less stingy when it comes to allocating budgets for digital and social media. 44% don't have a formal social media policy and governance structure where social media teams are completely aligned with organizational policies.Brands and customers feel that regular engagement and customer servicing on social media are the best ways to promote engagement and conversion. 60% of brands surveyed included it as one of their official social media channels.

Source: Economic Times August 24, 2016 01:18 UTC