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International Journal of Modern Engineering and Management

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ISSN No: 3048-8230
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Digital Marketing ROI, Social Media Platform Effectiveness and Content-Platform Engagement Matrix for Indian Consumer Brands

Author(s):

 Preethi Nair, Aditya Venkatesh

Affiliation: Department of Marketing and Communication, MICA — The School of Ideas, Ahmedabad, Gujarat, India

Page No: 1-4-

Volume issue & Publishing Year: Volume 3, Issue 4, 2026/04/04

Journal: International Journal of Modern Engineering and Management | IJMEM

ISSN NO: 3048-8230

DOI: https://doi.org/10.5281/zenodo.19651849

Article Indexing:

Abstract:

India's digital advertising market, valued at ₹57,800 crore in FY2024 and growing at 22% annually — now accounting for 52% of total advertising spend compared to 21% in 2019 — represents the fastest structural media shift in Indian marketing history. The pandemic-accelerated adoption of digital media consumption across India's 759 million internet users, the dominance of short-video content through Instagram Reels and YouTube Shorts (India is YouTube's largest global market and Instagram's second-largest), and the maturation of performance marketing measurement infrastructure have collectively transformed digital marketing from an experimental 'test and learn' budget line to the primary customer acquisition and brand-building investment for Indian consumer brands. This study examines digital marketing ROI, content-platform engagement optimisation, and customer conversion funnel efficiency across 124 Indian consumer brand digital campaigns (FY2022-FY2024) spanning FMCG, fashion and apparel, consumer electronics, food and beverage, and personal care categories. A bubble chart maps platform spend versus ROI with monthly reach as bubble size; a stacked area chart traces digital revenue channel attribution over 24 months; a funnel chart visualises the conversion journey from awareness to purchase; a radar chart profiles brand metric improvements from digital campaigns; and a heatmap quantifies content type versus platform engagement rate interactions. The Wharton collaboration contributes the viral content analysis framework and the social transmission research methodology for understanding digital word-of-mouth dynamics in Indian cultural contexts.

Keywords:

digital marketing, social media, ROI, Instagram, YouTube, content marketing, engagement rate, India, brand metrics, conversion funnel, influencer marketing, Google Ads, ROMI

 

Reference:

  • [1] Berger, J. (2013). Contagious: Why Things Catch On. Simon & Schuster.

  • [2] Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.

  • [3] KPMG. (2024). India Digital Media and Entertainment Report 2024. KPMG India.

  • [4] Nair, P., & Venkatesh, A. (2023). Digital marketing ROI measurement in Indian FMCG. Journal of Interactive Marketing, 58(2), 184-202.

  • [5] Wharton. (2023). Digital Consumer Behaviour Research: Emerging Market Applications. Wharton Digital Press.

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