Hyderabad: 19th April, 2023: The Q1 and Q2 2023 comparison of marketing medium strengths in the South zone reveals a continued focus on digital channels, as businesses in the region prioritize targeting and measurement capabilities for their marketing efforts. TRA’s Marketing Decision Index (MDI) Q2 2023 is a quarterly benchmark report, the second in its series, and a global first that provides leading indicators through primary research conducted with 757 Marketing Decision Makers (MDMs) across 16 Indian cities between January and March 2023.
Digital Advertising, Digital Search, and Social Media remain the strongest marketing mediums in the South zone, with strengths of 73.08, 73.43, and 70.52, respectively. Despite a decline from Q1, these platforms continue to outperform traditional advertising mediums in the region.
Radio Advertising strength saw a significant increase in the South zone, rising from 34.33 in Q1 to 59.82 in Q2. This growth aligns with the trend observed in other zones, highlighting the resurgence of Radio Advertising as a cost-effective and region-specific marketing medium.
National TV Advertising and Public Relations strengths declined in the South zone, dropping from 57.98 to 50.13 and 63.45 to 49.68, respectively. These decreases suggest a shift in focus as businesses in the region allocate resources to digital channels and Radio Advertising, shifting focus from conventional advertising mediums.
About Marketing Decision Index
TRA’s Marketing Decision Index (MDI) Q2 2023 is the 2nd quarterly benchmark report and a global first that provides leading indicators through primary research conducted with 757 Marketing Decision Makers (MDMs) across 16 Indian cities from January to March 2022. The report is meant to provide MDMs with timely, relevant, factual data to help in applied marketing spend decisions.
Please visit www.MarketingDecisionIndex.com for full report with detailed analysis data on Marketing Budget Allocations, Marketing Budgets, Media Spend Effectiveness & Media Budget Momentum and Revenue Optimism.
About TRA Research
TRA Research, a part of the Comniscient Group, is a consumer insights and brand analytics company dedicated to understanding and analyzing stakeholder behavior through two globally acclaimed proprietary matrices of Brand Trust and Brand Desire. TRA Research conducts a primary research with consumers and stakeholders to assist brands with their business decisions based on researched consumer insights. TRA Research is the publisher of TRA’s Brand Trust Report and of TRA’s Most Desired Brands for the last 12 years.
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