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\nhttps://www.adsyndicate.in/\n\nAdsyndicate Digital Marketing Trends Report 2018.\nLearn how to get an edge in 2018 using latest marketing trends that businesses of all types need to adapt and stay ahead of the competition.\n\nDownload The Report and Know:\n-Blockchain or Hashgraph – Who Has A Better Future?\n-How Mobiles Are Driving A $108 Bn AR/VR market\n-Chatbots – Their Evolution using Artificial Intelligence\n-Will Amazon end the Google and Facebook Duopoly?\n\nGet your access to more interesting facts and stats.

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digital marketing trends in india 2018

DIGITAL

MARKETING

TRENDS IN

INDIA 2018

message from the chief digital officer

Message from the

Chief Digital Officer

Akshay S Rao

akshay.r@adsyndicate.in

Dear Friends,

It gives me great pleasure to release our annual digital trends report for the year

2018. The new year brings with it a new set of opportunities and challenges and

for those in my shoes, it's an exciting phase to be in to take on the challenges

head-on and win over the opportunities. The year 2018 will be more interesting

and will fascinate us even more than the last three years due to rampant

growth in digitalization across industries powered by mobile computing and

low-cost data connectivity.

I believe digital will witness yet another year of super-growth wherein new

digital products and solutions will be launched which will vie for larger eye-ball

share. Advertisers will look for performance over delivery and conversions over

clicks. Recent reports from IAB suggest mobile contributes 54% of the digital

advertising pie in the US. I have no doubt in my mind that we will move past that

percentage even faster that US with India being a mobile-rst country unlike the

western world.

In this report, we shall also throw light on three new platforms which we believe

will change the dynamics of the industry for giants like Google, Amazon and

Facebook forever.

At the current pace of growth, digital cannot be ignored by both small and large

enterprises. It is no more a platform which can be taken for granted.

Organizations will have to go back to the drawing board, develop strategies and

business models suiting the digital eco-system. The businesses will need to

signicantly shift their culture and approach to grow and replicate their offline

success to digital platform.

About Digital Marketing Trends Report

Digital Marketing Trends Report is the annual report released by Adsyndicate team covering major digital

trends impacting the industry in India over the next 12-15 months. The report is prepared by in-house

digital experts in discussion with clients across a variety of Industries.

I wish you all the best for 2018.

02

03

Printed at: Manipal Technologies Ltd., Manipal | Released: Jan - 2018

message from the chief digital officer 1

Message from the

Chief Digital Officer

Akshay S Rao

akshay.r@adsyndicate.in

Dear Friends,

It gives me great pleasure to release our annual digital trends report for the year

2018. The new year brings with it a new set of opportunities and challenges and

for those in my shoes, it's an exciting phase to be in to take on the challenges

head-on and win over the opportunities. The year 2018 will be more interesting

and will fascinate us even more than the last three years due to rampant

growth in digitalization across industries powered by mobile computing and

low-cost data connectivity.

I believe digital will witness yet another year of super-growth wherein new

digital products and solutions will be launched which will vie for larger eye-ball

share. Advertisers will look for performance over delivery and conversions over

clicks. Recent reports from IAB suggest mobile contributes 54% of the digital

advertising pie in the US. I have no doubt in my mind that we will move past that

percentage even faster that US with India being a mobile-rst country unlike the

western world.

In this report, we shall also throw light on three new platforms which we believe

will change the dynamics of the industry for giants like Google, Amazon and

Facebook forever.

At the current pace of growth, digital cannot be ignored by both small and large

enterprises. It is no more a platform which can be taken for granted.

Organizations will have to go back to the drawing board, develop strategies and

business models suiting the digital eco-system. The businesses will need to

signicantly shift their culture and approach to grow and replicate their offline

success to digital platform.

About Digital Marketing Trends Report

Digital Marketing Trends Report is the annual report released by Adsyndicate team covering major digital

trends impacting the industry in India over the next 12-15 months. The report is prepared by in-house

digital experts in discussion with clients across a variety of Industries.

I wish you all the best for 2018.

02

03

Printed at: Manipal Technologies Ltd., Manipal | Released: Jan - 2018

introduction

Introduction

The Indian economy has been on one of the brightest spots

globally with GDP growth of 6.4% in 2017. The economy is

expected to fully shelve the demonetization and GST impact

and achieve growth rate of 7.5% in 2018. The economy is on a

roll and the investment in digital stack especially Aadhaar and

Aadhaar-enabled services is going to further fuel the economy

with ease in credit access, availing government services and is

poised to become a $6 Tn GDP by 2027.

data plans in the marketplace. Today, Jio is the world's largest

data network operator carrying over 16,000 TB of data on its

network with over 13.8 crore users across the length and

breadth of the country. Furthermore, the launch of OTT by

Netix, Hotstar, Voot and existing behemoth Youtube and

Facebook has only helped push the envelope further in terms

of per user data consumption which today stands at

3.9GB/Month.

The digital advertising revenues for the year 2017 in India has

reached INR10,150 crores and is further expected to grow at a

CAGR of 30% to reach INR 29,450 crores by 2021. As the

digital ecosystem continues to develop with low-cost

smartphones and access of high-speed data connection,

digital content consumption is likely to become more frequent

and more mainstream.

This year, we will witness AI making an impact in areas such as

digital marketing and content marketing. On the other side,

chatbots will go mainstream and moving out of its cocoon

wherein brands will not only look for a vendor but a partner

who can deliver both automated as well as human

intervention for delivering good customer experience. The year

2018 will be an interesting year ahead for digital.

The data consumption has grown multi-fold over the last few

years largely fueled by Reliance Jio which brought low cost

Overall industry size (INR billion)(For calendar years)

2018E and 2021P

CAGR Growth

47.8

45.7

30.7

32.5

Key Digital Marketing Trends

Digital Advertising

TV

30.0%

256.9

394.1

134.0

294.5

15.3%

2018

2021

Print

OOH

Radio

8.3%

in 2018

12.0%

233.3

296.0

15.9%

The year 2018 will be an interesting year ahead for digital.

Source:

Morgan Stanley, FICCI KPMG M&E Report, 2017, Economictimes.indiatimes.com, Telecom.economictimes.indiatimes.com

Source: KPMG in India’s analysis and estimates. 2016-17

04

05

introduction 1

Introduction

The Indian economy has been on one of the brightest spots

globally with GDP growth of 6.4% in 2017. The economy is

expected to fully shelve the demonetization and GST impact

and achieve growth rate of 7.5% in 2018. The economy is on a

roll and the investment in digital stack especially Aadhaar and

Aadhaar-enabled services is going to further fuel the economy

with ease in credit access, availing government services and is

poised to become a $6 Tn GDP by 2027.

data plans in the marketplace. Today, Jio is the world's largest

data network operator carrying over 16,000 TB of data on its

network with over 13.8 crore users across the length and

breadth of the country. Furthermore, the launch of OTT by

Netix, Hotstar, Voot and existing behemoth Youtube and

Facebook has only helped push the envelope further in terms

of per user data consumption which today stands at

3.9GB/Month.

The digital advertising revenues for the year 2017 in India has

reached INR10,150 crores and is further expected to grow at a

CAGR of 30% to reach INR 29,450 crores by 2021. As the

digital ecosystem continues to develop with low-cost

smartphones and access of high-speed data connection,

digital content consumption is likely to become more frequent

and more mainstream.

This year, we will witness AI making an impact in areas such as

digital marketing and content marketing. On the other side,

chatbots will go mainstream and moving out of its cocoon

wherein brands will not only look for a vendor but a partner

who can deliver both automated as well as human

intervention for delivering good customer experience. The year

2018 will be an interesting year ahead for digital.

The data consumption has grown multi-fold over the last few

years largely fueled by Reliance Jio which brought low cost

Overall industry size (INR billion)(For calendar years)

2018E and 2021P

CAGR Growth

47.8

45.7

30.7

32.5

Key Digital Marketing Trends

Digital Advertising

TV

30.0%

256.9

394.1

134.0

294.5

15.3%

2018

2021

Print

OOH

Radio

8.3%

in 2018

12.0%

233.3

296.0

15.9%

The year 2018 will be an interesting year ahead for digital.

Source:

Morgan Stanley, FICCI KPMG M&E Report, 2017, Economictimes.indiatimes.com, Telecom.economictimes.indiatimes.com

Source: KPMG in India’s analysis and estimates. 2016-17

04

05

slide6

2

Inuencer Marketing

The year 2017 witnessed a good growth in demand for

inuencer marketing. Many brands leveraged the popularity of

online inuencers be it on YouTube, Facebook, Twitter,

Instagram or a blogger with huge traffic. Inuencer marketing

campaigns were expected to give high returns compared to

traditional ways of online marketing. Many inuencers were

able to overachieve the pre-decided success metrics and

provide some astonishing results taking a brand to the next

level.

The inuencer marketing crusades in 2017 were a piece of a

considerably bigger incorporated activity, as restricted to

independent activities with constrained brand endorsements.

Going ahead in 2018, inuencers will have a sense of duty

producing content with the most astounding esteems for

various upcoming and developing markets. Brands in 2018 will

demand for leads and conversions over mere factors like likes,

shares, views and engagement.

Inuencer showcasing has consolidated its place in different

channels of marketing; the coming year will be about

advancement. Rather than keeping an eye on one tier,

marketing campaigns will be structured incorporating

inuencers from multiple and diverse tiers. Adding to which,

marketers will also take the advantage of big data and

analytics platforms to nd and match the right inuencer/s for

their marketing campaigns thus achieving successful results.

According to Nielsen's Global

Trust in Advertising Survey, two-

thirds of consumer trust opinions

were posted online. Images and

videos posted by inuencers, as

well as custom recipes and

tutorials, tap into consumer

preferences for user-generated

content and tend to feel more like

recommendations from a friend.

1

Omni-channel Experience

to other sectors like banking, telecom, and hospitality. When

users visit your brand on the digital domain, they will expect a

similar experience in their customer relationship journey

offline. Hence, experiences will be vital more than the journey.

Having different teams focus on metrics in their respective

channels will cause more harm than benet. It is important

that these teams are in sync to provide a better customer

experience. Every action taken by your brand will provide you

fruitful insights and data. To drive personalized and optimum

experiences it is vital to make the most of the data recorded.

Omni-channel is a term that has been making the rounds since

several years but with 75% of mobile searchers visiting a store

within 24 hours, the release of Project Beacon was no real

surprise. In the year 2018, businesses will better understand

how attribution works when tech giants like Google will shed

light on tracking store visits eventually being a key metric in

online marketing.

Not just retail but every company which falls under service

sector will make sure to provide an omni-channel experience

to their consumers in 2018. This impact will be seen spreading

06

07

slide7

2

Inuencer Marketing

The year 2017 witnessed a good growth in demand for

inuencer marketing. Many brands leveraged the popularity of

online inuencers be it on YouTube, Facebook, Twitter,

Instagram or a blogger with huge traffic. Inuencer marketing

campaigns were expected to give high returns compared to

traditional ways of online marketing. Many inuencers were

able to overachieve the pre-decided success metrics and

provide some astonishing results taking a brand to the next

level.

The inuencer marketing crusades in 2017 were a piece of a

considerably bigger incorporated activity, as restricted to

independent activities with constrained brand endorsements.

Going ahead in 2018, inuencers will have a sense of duty

producing content with the most astounding esteems for

various upcoming and developing markets. Brands in 2018 will

demand for leads and conversions over mere factors like likes,

shares, views and engagement.

Inuencer showcasing has consolidated its place in different

channels of marketing; the coming year will be about

advancement. Rather than keeping an eye on one tier,

marketing campaigns will be structured incorporating

inuencers from multiple and diverse tiers. Adding to which,

marketers will also take the advantage of big data and

analytics platforms to nd and match the right inuencer/s for

their marketing campaigns thus achieving successful results.

According to Nielsen's Global

Trust in Advertising Survey, two-

thirds of consumer trust opinions

were posted online. Images and

videos posted by inuencers, as

well as custom recipes and

tutorials, tap into consumer

preferences for user-generated

content and tend to feel more like

recommendations from a friend.

1

Omni-channel Experience

to other sectors like banking, telecom, and hospitality. When

users visit your brand on the digital domain, they will expect a

similar experience in their customer relationship journey

offline. Hence, experiences will be vital more than the journey.

Having different teams focus on metrics in their respective

channels will cause more harm than benet. It is important

that these teams are in sync to provide a better customer

experience. Every action taken by your brand will provide you

fruitful insights and data. To drive personalized and optimum

experiences it is vital to make the most of the data recorded.

Omni-channel is a term that has been making the rounds since

several years but with 75% of mobile searchers visiting a store

within 24 hours, the release of Project Beacon was no real

surprise. In the year 2018, businesses will better understand

how attribution works when tech giants like Google will shed

light on tracking store visits eventually being a key metric in

online marketing.

Not just retail but every company which falls under service

sector will make sure to provide an omni-channel experience

to their consumers in 2018. This impact will be seen spreading

06

07

slide8

4

Content Marketing

Digital is the biggest platform from content marketing

perspective in India due to lower restriction on brand

promotion and the eco-system itself which is advertiser-led

than being subscription-driven. Video has by far been the

number-one preference for content marketing professionals

and the same will remain in the year 2018. The internet video

traffic is expected to be over 80% of the consumer internet

traffic by 2021, while content marketing will gain a whole new

dimension in the marketing mix.

The year 2018 will witness brands further pushing into brand

integrations and invest more and more in long term value

creation through thought leadership, tutorials and

testimonials. Companies will also not shy away from creating

digital video studios to deliver content on social media

platforms through in-house team.

3

Chatbots

Messaging is one of the most used features on smartphones

and when it comes to chatbots, India has been on-par with

global peers in terms of adoption. Companies large and small

across industries from Banking, e-commerce, insurance, and

entertainment have successfully implemented bots to assist

users across platforms.

The content in itself will undergo drastic changes wherein a

one-size ts all strategy will make way for specialized content

for specic target audience. Also, the content will move

towards more personalization than being generic to the TG.

The future is clearly becoming specic, unique and will

communicate in a crystal-clear manner and not just in views

and likes.

According to Twilio global study,

the nding claimed that 66% of

people prefer to talk to the

brands on messaging

platforms.

The year 2018 will put an end to dumb chatbots and will

embrace smart AI and NLP powered chatbots which will allow

users to have seamless communication. The lack of smart

chatbots have traditionally ruined the experience of users

leading to conversation with little or no conclusion.

By 2022, Content Marketing will

transform itself to be content

selling and ROI will be key

enabler for investment in

Content Marketing as per

Content Marketing Institute.

In India, businesses have restricted themselves to few

platforms for chatbots service i.e. website and Facebook

Messenger. The year 2018 and beyond will change the game

and will pave the way for chatbots becoming unied across

platforms i.e. Google Assistant to WhatsApp, every platform

will service users and provide unied communications with

up-to-date information with learned answers.

Source:

CISCO VNI

08

09

slide9

4

Content Marketing

Digital is the biggest platform from content marketing

perspective in India due to lower restriction on brand

promotion and the eco-system itself which is advertiser-led

than being subscription-driven. Video has by far been the

number-one preference for content marketing professionals

and the same will remain in the year 2018. The internet video

traffic is expected to be over 80% of the consumer internet

traffic by 2021, while content marketing will gain a whole new

dimension in the marketing mix.

The year 2018 will witness brands further pushing into brand

integrations and invest more and more in long term value

creation through thought leadership, tutorials and

testimonials. Companies will also not shy away from creating

digital video studios to deliver content on social media

platforms through in-house team.

3

Chatbots

Messaging is one of the most used features on smartphones

and when it comes to chatbots, India has been on-par with

global peers in terms of adoption. Companies large and small

across industries from Banking, e-commerce, insurance, and

entertainment have successfully implemented bots to assist

users across platforms.

The content in itself will undergo drastic changes wherein a

one-size ts all strategy will make way for specialized content

for specic target audience. Also, the content will move

towards more personalization than being generic to the TG.

The future is clearly becoming specic, unique and will

communicate in a crystal-clear manner and not just in views

and likes.

According to Twilio global study,

the nding claimed that 66% of

people prefer to talk to the

brands on messaging

platforms.

The year 2018 will put an end to dumb chatbots and will

embrace smart AI and NLP powered chatbots which will allow

users to have seamless communication. The lack of smart

chatbots have traditionally ruined the experience of users

leading to conversation with little or no conclusion.

By 2022, Content Marketing will

transform itself to be content

selling and ROI will be key

enabler for investment in

Content Marketing as per

Content Marketing Institute.

In India, businesses have restricted themselves to few

platforms for chatbots service i.e. website and Facebook

Messenger. The year 2018 and beyond will change the game

and will pave the way for chatbots becoming unied across

platforms i.e. Google Assistant to WhatsApp, every platform

will service users and provide unied communications with

up-to-date information with learned answers.

Source:

CISCO VNI

08

09

slide10

5

Gamication

Gamication has been around for a while wherein media

companies and startups have successfully provided

challenging opportunities to crack. Media companies such as

Times Internet have received humongous success in terms of

user engagement with content and comments which acts as a

barometer of success for news stories.

Gamication has over the years been used by companies for

its consumers and employees alike to bring competition. As

the attention span of users for consuming ad and content is

going down. Gamication is acting as a catalyst for

engagement and stickiness to platforms.

The year 2018 will witness new gamication initiatives by

companies across industries to motivate shoppers to buy

more, engage consumers, enhance customer loyalty, and

retain-encourage talent. The coming of age of Gen Y and the

overcrowding of digital space will make it even more harder for

companies to stand out in the marketplace wherein

Gamication will play a major role.

According to research and

advisory rm Gartner, today

more than 70% of global 2,000

organisations have at least one

'gamied' application operating

across their footprint.

10

11

slide11

5

Gamication

Gamication has been around for a while wherein media

companies and startups have successfully provided

challenging opportunities to crack. Media companies such as

Times Internet have received humongous success in terms of

user engagement with content and comments which acts as a

barometer of success for news stories.

Gamication has over the years been used by companies for

its consumers and employees alike to bring competition. As

the attention span of users for consuming ad and content is

going down. Gamication is acting as a catalyst for

engagement and stickiness to platforms.

The year 2018 will witness new gamication initiatives by

companies across industries to motivate shoppers to buy

more, engage consumers, enhance customer loyalty, and

retain-encourage talent. The coming of age of Gen Y and the

overcrowding of digital space will make it even more harder for

companies to stand out in the marketplace wherein

Gamication will play a major role.

According to research and

advisory rm Gartner, today

more than 70% of global 2,000

organisations have at least one

'gamied' application operating

across their footprint.

10

11

slide12

7

Videos

Video consumption has been on a rise in India with the advent

of Jio and low-cost smartphones. The year 2016-17 saw many

national and international players entering the segment with

their OTT services i.e. Netix, Viu, Voot and Hotstar. Existing

social media platforms such as Facebook and Twitter have

upped their ante against YouTube and other video incumbents.

The competition for content and eye-balls has been erce over

the years and will remain so in 2018 and beyond.

The new year will bring more live stories on Instagram,

Facebook and YouTube. The trend of going live will further get

a push with organizations setting up live studios similar to

Sele Stations for going live across platforms. In the race to

supremacy, platforms will try to differentiate themselves with

content type and communication leveraging their existing

strategy.

Globally, IP video traffic will be

82% of all consumer Internet

traffic by 2021, up from 73% in

2016. Global IP video traffic will

grow threefold from 2016 to

2021, a CAGR of 26%. Internet

video traffic will grow fourfold

from 2016 to 2021, a CAGR of

31%. Live Internet video will

account for 13% of Internet

video traffic by 2021. Live video

will grow 15-fold from 2016 to

2021 as per CISCO VNI.

f6

Gen Z

The brands will have to create a uniform experience across

stores, websites, online communities wherein the Gen Z can

walk and check out and make decisions. They are just

beginning to enter the labour force, and will have increased

buying power for sometime. We further see investments on

new-age platforms such as Snapchat and Instagram to target

the audience than on generic Facebook and Google-led

communication plan.

Gen Z or the generation which was born around 2000 and who

are in the age group of 11-18 years will slowly become part of

the mainline society. The generation has grown up in a digital

world where mobile and internet were synonymous. The

generation likes to think and work practically and are no more

in the look-out for a perfect world or a real-world scenario but

believe in real world.

The generation is always online and active on social media

platforms sharing content freely with a larger audience. The

brands will have to be present and listen closely to the

generation as they applaud or complain on platforms. The

lower attention span time is yet another challenge brands will

have to overcome while conversing with the generation.

12

13

slide13

7

Videos

Video consumption has been on a rise in India with the advent

of Jio and low-cost smartphones. The year 2016-17 saw many

national and international players entering the segment with

their OTT services i.e. Netix, Viu, Voot and Hotstar. Existing

social media platforms such as Facebook and Twitter have

upped their ante against YouTube and other video incumbents.

The competition for content and eye-balls has been erce over

the years and will remain so in 2018 and beyond.

The new year will bring more live stories on Instagram,

Facebook and YouTube. The trend of going live will further get

a push with organizations setting up live studios similar to

Sele Stations for going live across platforms. In the race to

supremacy, platforms will try to differentiate themselves with

content type and communication leveraging their existing

strategy.

Globally, IP video traffic will be

82% of all consumer Internet

traffic by 2021, up from 73% in

2016. Global IP video traffic will

grow threefold from 2016 to

2021, a CAGR of 26%. Internet

video traffic will grow fourfold

from 2016 to 2021, a CAGR of

31%. Live Internet video will

account for 13% of Internet

video traffic by 2021. Live video

will grow 15-fold from 2016 to

2021 as per CISCO VNI.

f6

Gen Z

The brands will have to create a uniform experience across

stores, websites, online communities wherein the Gen Z can

walk and check out and make decisions. They are just

beginning to enter the labour force, and will have increased

buying power for sometime. We further see investments on

new-age platforms such as Snapchat and Instagram to target

the audience than on generic Facebook and Google-led

communication plan.

Gen Z or the generation which was born around 2000 and who

are in the age group of 11-18 years will slowly become part of

the mainline society. The generation has grown up in a digital

world where mobile and internet were synonymous. The

generation likes to think and work practically and are no more

in the look-out for a perfect world or a real-world scenario but

believe in real world.

The generation is always online and active on social media

platforms sharing content freely with a larger audience. The

brands will have to be present and listen closely to the

generation as they applaud or complain on platforms. The

lower attention span time is yet another challenge brands will

have to overcome while conversing with the generation.

12

13

slide14

9

Articial Intelligence

customize content better and design ads for the target

audience. Each time a user engages online, a new data point is

created which can be leveraged for providing personalized

services.

Articial Intelligence has been making progress in leaps and

bounds in IoT, Chatbots, self-driving cars. The year 2018 will

witness Articial Intelligence impacting the digital marketing

arena like never before. The impact of AI will be seen in a wide

variety of products and services from content marketing to

social media and performance marketing.

Thanks to social media outreach and big data, we now know

customers better than we ever did. Businesses will start

incorporating AI into their daily processes such as assisting

customers in purchase decisions, answering chats, and deliver

personalized web experience.

Digital Marketing for brands with Articial Intelligence can be

ground breaking. The data crunched in terms of customer

searches, buying behaviour and interest can be used to

As per DigiCapital Report,

Mobile AR could become the

primary driver of a $108 billion

VR/AR market by 2021.

8Augmented Reality

Augmented Reality has been growing at a blistering pace

compared to its peer virtual reality. The addition of AR by

Google-ARCore, Apple-ARKit and the likes in their handsets

have further strengthened the growth prospects with AR

becoming a handy tool for content consumption and

decimation.

The recent adoption of AR by Amazon for its iOS apps will help

it grow faster than most experts believe. The continuous

upgradation of device performance, battery life and app-store

eco-system will further push AR into mainstream.

The use of AR in industries apart from retail into real-estate,

nancial services & healthcare will further broaden the horizon

and adoption. The broadened horizon for AR will surely push

existing players across sectors to leverage the platform to

deliver more, with better content for users to consume and

embrace.

14

15

slide15

9

Articial Intelligence

customize content better and design ads for the target

audience. Each time a user engages online, a new data point is

created which can be leveraged for providing personalized

services.

Articial Intelligence has been making progress in leaps and

bounds in IoT, Chatbots, self-driving cars. The year 2018 will

witness Articial Intelligence impacting the digital marketing

arena like never before. The impact of AI will be seen in a wide

variety of products and services from content marketing to

social media and performance marketing.

Thanks to social media outreach and big data, we now know

customers better than we ever did. Businesses will start

incorporating AI into their daily processes such as assisting

customers in purchase decisions, answering chats, and deliver

personalized web experience.

Digital Marketing for brands with Articial Intelligence can be

ground breaking. The data crunched in terms of customer

searches, buying behaviour and interest can be used to

As per DigiCapital Report,

Mobile AR could become the

primary driver of a $108 billion

VR/AR market by 2021.

8Augmented Reality

Augmented Reality has been growing at a blistering pace

compared to its peer virtual reality. The addition of AR by

Google-ARCore, Apple-ARKit and the likes in their handsets

have further strengthened the growth prospects with AR

becoming a handy tool for content consumption and

decimation.

The recent adoption of AR by Amazon for its iOS apps will help

it grow faster than most experts believe. The continuous

upgradation of device performance, battery life and app-store

eco-system will further push AR into mainstream.

The use of AR in industries apart from retail into real-estate,

nancial services & healthcare will further broaden the horizon

and adoption. The broadened horizon for AR will surely push

existing players across sectors to leverage the platform to

deliver more, with better content for users to consume and

embrace.

14

15

slide16

10

Hyperlocal

Search

Google being the dominant search engine in the market today,

took its rst step towards localization with My Business

services. Over the years, competition and players alike have

invested in localization of their search and services to

personalize it to the consumer needs. The localization has

even made companies big and small invest in local SEO in their

marketing arsenal.

However, with the advent of 'Near Me' phenomenon growing

exponentially followed by new avenues to explore local events

and activities in the neighborhood. The inclusion of social

media has taken hyperlocal a step further with local business

pages and events providing easy access of users split in the

geography and a much specic target audience.

In 2018, localization of search will no more be restricted to

brands and bigger chains. Each and every organization in the

eco-system will have to be present when users look for

information be it in the form of location, direction, contact nos.

Digital platform will force each and every offline activity to be

available in search to be relevant in the business place.

The Rise of...

the new, single seamless user experience will revolutionize the

‘here and now’,what with upbeat global technology majors

blurring the lines between physical and digital user experiences

16

17

slide17

10

Hyperlocal

Search

Google being the dominant search engine in the market today,

took its rst step towards localization with My Business

services. Over the years, competition and players alike have

invested in localization of their search and services to

personalize it to the consumer needs. The localization has

even made companies big and small invest in local SEO in their

marketing arsenal.

However, with the advent of 'Near Me' phenomenon growing

exponentially followed by new avenues to explore local events

and activities in the neighborhood. The inclusion of social

media has taken hyperlocal a step further with local business

pages and events providing easy access of users split in the

geography and a much specic target audience.

In 2018, localization of search will no more be restricted to

brands and bigger chains. Each and every organization in the

eco-system will have to be present when users look for

information be it in the form of location, direction, contact nos.

Digital platform will force each and every offline activity to be

available in search to be relevant in the business place.

The Rise of...

the new, single seamless user experience will revolutionize the

‘here and now’,what with upbeat global technology majors

blurring the lines between physical and digital user experiences

16

17

slide18

2

Personalization Redened by Google

Your Google search results aren’t just based on the context of

the query you seek answers to, but a lot goes behind it. It’s

nothing new that the search results are personalized and are

not just dependent on the traditional ranking factors. Search

results take information such as user’s location, browser

history, interests, whether logged in via google accounts etc.

To mention a few, personalization of search results will

decrease the likelihood of nding new information as it biases

search results towards what the user has already found. The

user may not be aware that their search results are

personalized thus giving rise to some privacy issues. It will also

affect the search results of other people who might be using

the same computer.

All these variables will provide the user with the most relevant

results factoring personalization. More than half a decade ago,

an experiment showed personal search results accumulated to

little over 50%. It is no surprise that this number has gone high

since and continues to grow. Daily, about 4 billion search

queries are commenced, 15% of which are relatively new.

The personalization feature has a profound effect on the SEO

(search engine optimization) industry as well, since search

results are not ranked the same way for every user. This

makes optimization more difficult and gives a hard time

identifying the effects of SEO efforts. Furthermore, the feature

makes search experience inconsistent for different users

requiring SEO experts to be aware of both personalized and

non-personalized search results. Personalized search caters to

creating plenty of background noise to search results. This can

A recent upgrade was made by Google in their ranking

algorithm arsenal, it was called Rank Brain. The effects of Rank

Brain algorithm can only be assumed as it already considered

as one of the important ranking factors. Due to Rank Brain’s

1

Can Amazon put an end to Google and Facebook’s digital duopoly?

Jeff Bezos and his mammoth company Amazon are growing

faster than ever and there has been a theory that the business

tycoon now wants to take on Google and Facebook giving a

run for their digital advertising business dollar. These steps

will catapult Amazon amongst the top 3 players in the digital

ad market. Despite dominating the ecommerce business,

Amazon hasn't made much impact in the ad market. As of

now, Google and Facebook have a clear duopoly of the digital

advertising market. Their combined market share was nearly

50% in 2017, according to eMarketer, also estimating that they

may have accounted for 89% growth in the same year.

market. Comparatively, Google and Facebook generated digital

ad revenues of $62.59bn and $26.89bn in 2016 respectively.

Again, Amazon will have a lot of catching up to do as it is

predicted that by 2019 Google will generate ad revenues of

$100bn. This won't demotivate Amazon as it has proved time

and again to rise and rise high in the quickest session possible.

History has shown Amazon's dominance in different areas;

recently being the purchase of Whole Foods and spreading its

presence to the groceries sector. Having revolutionised

ecommerce, it is now seeking to establish itself in sectors like

events, music, content, and automobile. Advertising would just

be one more string to its bow.

machine learning ability it is expected that the search results

will become more and more personalized. Therefore, it is likely

that the whole concept of rankings will slowly and steadily

diminish.

be seen as the carry-over effect where one search is

performed followed by a subsequent search. The second

search is infuenced by the rst search if a timeout period is not

set at a high enough threshold. An example of the negative

effects of the carry-over effect is a search for a store in

Mumbai could carry-over the results of a previous, failed

search that showed the same store in Pune, creating noise.

When it comes to digital advertising, Amazon is still treated as

a small sh in a very big pond and clearly its ght is against the

sharks. But now there are signs that Amazon is ready to have a

bigger slice of the ad market.

By the year 2020, Amazon's advertising model will target

bigger brands, include more websites which are non-Amazon

and provide ad spaces which will encompass more

sophisticated tools. Only time and Jeff Bezos will tell if

Amazon's advertising efforts will affect those of Google and

Facebook.

You may soon see Google adding social media posts from your

connections to the search results. It will push results endorsed

by your networks higher up the search results page, and subtly

tailor the search results you get to your prole. A few concerns

have been brought up by experts and users regarding this

feature.

As per eMarketer, stats show that Amazon saw its global ad

revenues rise by 60% in 2016 to $1.4bn. eMarketer also

predicts that Amazon's ad revenues will grow to become

$2.84bn by 2019 which is still just a tiny portion of the total

Source:

marketingweek.com, cpcstrategy.com, cnbc.com, practicalecommerce.com

Source:

searchengineland.com, link-assistant.com, searchengineland.com, searchengineland.com, searchengineland.com, en.wikipedia.org, tobias-dziuba.de

18

19

slide19

2

Personalization Redened by Google

Your Google search results aren’t just based on the context of

the query you seek answers to, but a lot goes behind it. It’s

nothing new that the search results are personalized and are

not just dependent on the traditional ranking factors. Search

results take information such as user’s location, browser

history, interests, whether logged in via google accounts etc.

To mention a few, personalization of search results will

decrease the likelihood of nding new information as it biases

search results towards what the user has already found. The

user may not be aware that their search results are

personalized thus giving rise to some privacy issues. It will also

affect the search results of other people who might be using

the same computer.

All these variables will provide the user with the most relevant

results factoring personalization. More than half a decade ago,

an experiment showed personal search results accumulated to

little over 50%. It is no surprise that this number has gone high

since and continues to grow. Daily, about 4 billion search

queries are commenced, 15% of which are relatively new.

The personalization feature has a profound effect on the SEO

(search engine optimization) industry as well, since search

results are not ranked the same way for every user. This

makes optimization more difficult and gives a hard time

identifying the effects of SEO efforts. Furthermore, the feature

makes search experience inconsistent for different users

requiring SEO experts to be aware of both personalized and

non-personalized search results. Personalized search caters to

creating plenty of background noise to search results. This can

A recent upgrade was made by Google in their ranking

algorithm arsenal, it was called Rank Brain. The effects of Rank

Brain algorithm can only be assumed as it already considered

as one of the important ranking factors. Due to Rank Brain’s

1

Can Amazon put an end to Google and Facebook’s digital duopoly?

Jeff Bezos and his mammoth company Amazon are growing

faster than ever and there has been a theory that the business

tycoon now wants to take on Google and Facebook giving a

run for their digital advertising business dollar. These steps

will catapult Amazon amongst the top 3 players in the digital

ad market. Despite dominating the ecommerce business,

Amazon hasn't made much impact in the ad market. As of

now, Google and Facebook have a clear duopoly of the digital

advertising market. Their combined market share was nearly

50% in 2017, according to eMarketer, also estimating that they

may have accounted for 89% growth in the same year.

market. Comparatively, Google and Facebook generated digital

ad revenues of $62.59bn and $26.89bn in 2016 respectively.

Again, Amazon will have a lot of catching up to do as it is

predicted that by 2019 Google will generate ad revenues of

$100bn. This won't demotivate Amazon as it has proved time

and again to rise and rise high in the quickest session possible.

History has shown Amazon's dominance in different areas;

recently being the purchase of Whole Foods and spreading its

presence to the groceries sector. Having revolutionised

ecommerce, it is now seeking to establish itself in sectors like

events, music, content, and automobile. Advertising would just

be one more string to its bow.

machine learning ability it is expected that the search results

will become more and more personalized. Therefore, it is likely

that the whole concept of rankings will slowly and steadily

diminish.

be seen as the carry-over effect where one search is

performed followed by a subsequent search. The second

search is infuenced by the rst search if a timeout period is not

set at a high enough threshold. An example of the negative

effects of the carry-over effect is a search for a store in

Mumbai could carry-over the results of a previous, failed

search that showed the same store in Pune, creating noise.

When it comes to digital advertising, Amazon is still treated as

a small sh in a very big pond and clearly its ght is against the

sharks. But now there are signs that Amazon is ready to have a

bigger slice of the ad market.

By the year 2020, Amazon's advertising model will target

bigger brands, include more websites which are non-Amazon

and provide ad spaces which will encompass more

sophisticated tools. Only time and Jeff Bezos will tell if

Amazon's advertising efforts will affect those of Google and

Facebook.

You may soon see Google adding social media posts from your

connections to the search results. It will push results endorsed

by your networks higher up the search results page, and subtly

tailor the search results you get to your prole. A few concerns

have been brought up by experts and users regarding this

feature.

As per eMarketer, stats show that Amazon saw its global ad

revenues rise by 60% in 2016 to $1.4bn. eMarketer also

predicts that Amazon's ad revenues will grow to become

$2.84bn by 2019 which is still just a tiny portion of the total

Source:

marketingweek.com, cpcstrategy.com, cnbc.com, practicalecommerce.com

Source:

searchengineland.com, link-assistant.com, searchengineland.com, searchengineland.com, searchengineland.com, en.wikipedia.org, tobias-dziuba.de

18

19

slide20

3

SEO 2.0 – The rise of other search engines

Since its inception and for nearly two decades, the search

engine giant Google has been dominating the online industry.

Their name itself has become a verb as people seek

information through it on a daily basis. Google has also been

dominant and successful in providing other products such as

Google maps, Gmail, Google cloud storage etc. Adding useful

and relevant information entries, live news, videos, operating

systems, and countless other services for free to everyone

around the world. Google has evolved from not just being a

search giant but also been able to spread its wings to different

areas and making themselves a technology enterprise. Google

has been authoritative in becoming the biggest inuencer in

terms of generating revenue. Only a handful companies have

been able to compete with it.

If we speak of direct competitors, Bing and Yahoo together are

the brands that come to mind. Baidu, Yandex and Duck have

recently gained popularity in their domestic markets.

Considering Yahoo and Bing, both account for less than a third

of all search traffic. Despite them being recognized brands,

many users don't prefer using them as they aren't nearly as

sophisticated as Google. They don't have access to the

abundant resources that Google does.

Amazon and the everything

search

YouTube and the search for video

But there are other competitors encroaching on Google's

territory, and they are social media platforms, e-commerce

giants and video platforms. Yes, we are talking about

Facebook, Amazon and YouTube.

YouTube is today the second largest search engine after

Google. The user generated video content platform is playing

an important role when audio visual aids are concerned.

Google will consider itself fortunate and proud at the same

time for acquiring YouTube in 2006. The way we search and

consume content on the web has been totally transformed by

the video sharing platform. Currently, YouTube gets hit with

over 3 billion searches a month. This is more than the

combined search of Bing, Yahoo, Ask and AOL.

The everything store - Amazon has successfully established its

name in the ecommerce sector. It’s rare that you haven’t

looked up at Amazon whenever you are about to purchase

anything. One tries the Amazon app or directly visits the site

for searching and buying products thus avoiding Google. Some

time ago, Bloomberg came up with a nding that 55% users

start their online product searches on Amazon, compared to

28% who opt for search engines like Google. Amazon's

marketplace has many features like enabling vendors to build

and stock their own stores. Amazon thus carries a lot of

personal information and insights about the users who are

connected to them. All your browsing history, wish lists, gifting

friends and ability to pull that data together gives Amazon a

massive advantage. It also stores retailer's reputation for

price-competitiveness, reviews, authenticity making it a go-to

destination for comparison shopping. Another powerful

weapon Amazon has in its arsenal is AWS or Amazon Web

Services. Just imagine how much of the internet it powers

through with an early investment, development and constant

innovation in the vast cloud computing space.

So to all marketers, have you ever wondered how important

YouTube is? How important it is now to plan and strategize for

YouTube SEO as well. Last year YouTube was logged-in by

more than 1.5 billion users. SEO for YouTube works very

differently and you can imagine the same as the platform is

very visual as compared to Google which is loaded with text

information. Producing video content is one thing, and getting

them to reach out to people is another. The ones who have

already tried their hands at YouTube marketing, know it's

easier said than done. Just like web optimization, app

optimization not just optimizing your Facebook pages.

YouTube optimization has it's own characteristics. YouTube

videos need to be optimized so that users can nd them

through search and within YouTube itself. To make the most of

YouTube, videos should be optimized not only to make them

appear on search but also provide users with optimum

experience. When optimizing videos, elements to look out for:

One thing to always remember is that to nd the most

effective method, you need to regularly A/B test to determine

what works best for you.

Facebook and its Social Search

Facebook is no slump in the world of online brands. If Google

has successfully provided information to users globally,

Facebook has successfully connected these users. It is the

dominant social media platform and it's making a fortune with

advertising revenue. With over 1.5 billion monthly active users

and a brand that has become synonymous with online social

interactions, Facebook stayed within its own niche. Now, it has

slowly started to branch out, and wants to lock horns with the

search bull that is Google. Facebook provides robust search

capabilities that allows users to nd out anything that has

been posted by or about a business. With its huge base of

users and volume of personal data on them, Facebook has

great potential for helping users in their search for local

products/services and helping businesses get found. All the

components are there: millions of business pages, location

data, behaviour data, demographic information, social

networks and engagement. Just in case you're looking for

some pizza place nearby, you can try related searches. As

Facebook supports search for places, you'll be able to search

for hotels, businesses, restaurants, services, etc. You can

combine phrases like liked by my friends, liked by me, etc. to

get more specic results. Facebook is also home to various

games and music. You can search for games like Candy Crush,

Words With Friends, etc. You can also search your favourite

music artists and bands and get updates on their latest

releases and videos. You might have not realized but you can

do shopping on Facebook. Simply search for the thing you're

looking for and narrow down the query using the top lters.

Adding to which you are also getting options to sort shop

results according to their current price. The future is uncertain,

but one thing is apparent: Facebook is serious about

developing new functions for its users, and it's quickly catching

up to Google's scale of offerings. As a business or an individual,

it's worth your while to stay abreast of these updates.

Predictions from Gartner show about 30% of all searches will

be done without a screen in the next four to ve years. After

text search, Voice search is driving the next generation of

navigating technology appealing more to Gen Z users, and

Amazon is one of the signicant leaders of voice with its Echo

platform & Alexa already in high demand. No prizes for

guessing that Amazon has already started collecting data,

information and analytics based solely on voice commands. It

also has the capability to listen to your background

environment. Not just retail but Amazon is causing disruption

in other areas with constant innovation and understanding

consumer behaviour.

Source:

searchengineland.com, forbes.com, fossbytes.com, travelmediagroup.com, medium.com, searchenginewatch.com, develomark.com, searchenginewatch.com, mushroomnetworks.com

20

21

slide21

3

SEO 2.0 – The rise of other search engines

Since its inception and for nearly two decades, the search

engine giant Google has been dominating the online industry.

Their name itself has become a verb as people seek

information through it on a daily basis. Google has also been

dominant and successful in providing other products such as

Google maps, Gmail, Google cloud storage etc. Adding useful

and relevant information entries, live news, videos, operating

systems, and countless other services for free to everyone

around the world. Google has evolved from not just being a

search giant but also been able to spread its wings to different

areas and making themselves a technology enterprise. Google

has been authoritative in becoming the biggest inuencer in

terms of generating revenue. Only a handful companies have

been able to compete with it.

If we speak of direct competitors, Bing and Yahoo together are

the brands that come to mind. Baidu, Yandex and Duck have

recently gained popularity in their domestic markets.

Considering Yahoo and Bing, both account for less than a third

of all search traffic. Despite them being recognized brands,

many users don't prefer using them as they aren't nearly as

sophisticated as Google. They don't have access to the

abundant resources that Google does.

Amazon and the everything

search

YouTube and the search for video

But there are other competitors encroaching on Google's

territory, and they are social media platforms, e-commerce

giants and video platforms. Yes, we are talking about

Facebook, Amazon and YouTube.

YouTube is today the second largest search engine after

Google. The user generated video content platform is playing

an important role when audio visual aids are concerned.

Google will consider itself fortunate and proud at the same

time for acquiring YouTube in 2006. The way we search and

consume content on the web has been totally transformed by

the video sharing platform. Currently, YouTube gets hit with

over 3 billion searches a month. This is more than the

combined search of Bing, Yahoo, Ask and AOL.

The everything store - Amazon has successfully established its

name in the ecommerce sector. It’s rare that you haven’t

looked up at Amazon whenever you are about to purchase

anything. One tries the Amazon app or directly visits the site

for searching and buying products thus avoiding Google. Some

time ago, Bloomberg came up with a nding that 55% users

start their online product searches on Amazon, compared to

28% who opt for search engines like Google. Amazon's

marketplace has many features like enabling vendors to build

and stock their own stores. Amazon thus carries a lot of

personal information and insights about the users who are

connected to them. All your browsing history, wish lists, gifting

friends and ability to pull that data together gives Amazon a

massive advantage. It also stores retailer's reputation for

price-competitiveness, reviews, authenticity making it a go-to

destination for comparison shopping. Another powerful

weapon Amazon has in its arsenal is AWS or Amazon Web

Services. Just imagine how much of the internet it powers

through with an early investment, development and constant

innovation in the vast cloud computing space.

So to all marketers, have you ever wondered how important

YouTube is? How important it is now to plan and strategize for

YouTube SEO as well. Last year YouTube was logged-in by

more than 1.5 billion users. SEO for YouTube works very

differently and you can imagine the same as the platform is

very visual as compared to Google which is loaded with text

information. Producing video content is one thing, and getting

them to reach out to people is another. The ones who have

already tried their hands at YouTube marketing, know it's

easier said than done. Just like web optimization, app

optimization not just optimizing your Facebook pages.

YouTube optimization has it's own characteristics. YouTube

videos need to be optimized so that users can nd them

through search and within YouTube itself. To make the most of

YouTube, videos should be optimized not only to make them

appear on search but also provide users with optimum

experience. When optimizing videos, elements to look out for:

One thing to always remember is that to nd the most

effective method, you need to regularly A/B test to determine

what works best for you.

Facebook and its Social Search

Facebook is no slump in the world of online brands. If Google

has successfully provided information to users globally,

Facebook has successfully connected these users. It is the

dominant social media platform and it's making a fortune with

advertising revenue. With over 1.5 billion monthly active users

and a brand that has become synonymous with online social

interactions, Facebook stayed within its own niche. Now, it has

slowly started to branch out, and wants to lock horns with the

search bull that is Google. Facebook provides robust search

capabilities that allows users to nd out anything that has

been posted by or about a business. With its huge base of

users and volume of personal data on them, Facebook has

great potential for helping users in their search for local

products/services and helping businesses get found. All the

components are there: millions of business pages, location

data, behaviour data, demographic information, social

networks and engagement. Just in case you're looking for

some pizza place nearby, you can try related searches. As

Facebook supports search for places, you'll be able to search

for hotels, businesses, restaurants, services, etc. You can

combine phrases like liked by my friends, liked by me, etc. to

get more specic results. Facebook is also home to various

games and music. You can search for games like Candy Crush,

Words With Friends, etc. You can also search your favourite

music artists and bands and get updates on their latest

releases and videos. You might have not realized but you can

do shopping on Facebook. Simply search for the thing you're

looking for and narrow down the query using the top lters.

Adding to which you are also getting options to sort shop

results according to their current price. The future is uncertain,

but one thing is apparent: Facebook is serious about

developing new functions for its users, and it's quickly catching

up to Google's scale of offerings. As a business or an individual,

it's worth your while to stay abreast of these updates.

Predictions from Gartner show about 30% of all searches will

be done without a screen in the next four to ve years. After

text search, Voice search is driving the next generation of

navigating technology appealing more to Gen Z users, and

Amazon is one of the signicant leaders of voice with its Echo

platform & Alexa already in high demand. No prizes for

guessing that Amazon has already started collecting data,

information and analytics based solely on voice commands. It

also has the capability to listen to your background

environment. Not just retail but Amazon is causing disruption

in other areas with constant innovation and understanding

consumer behaviour.

Source:

searchengineland.com, forbes.com, fossbytes.com, travelmediagroup.com, medium.com, searchenginewatch.com, develomark.com, searchenginewatch.com, mushroomnetworks.com

20

21

the future hashgraph vs blockchain

THE FUTURE: Hashgraph vs. Blockchain

A miner can opt the order for which transactions occur in a

block in the Blockchain. He or she can delay orders by inserting

them in future blocks, even stop them entirely from coming

into the system.

Efficient: 100% efficiency as no mined block ever becomes

stale.

In the Hashgraph, every container is used and none are

discarded. As compared to Blockchain, transactions are put

into containers (blocks) that form a single, long chain. Suppose

at a given time, two miners create two blocks, the community

will eventually choose one and discard the other.

Once an event occurs, everyone on the node will know within a

couple of minutes. Only the consequences of the transaction

are necessary in storing; everything else can be discarded. This

shrinks the quantity of storage presently required (Bitcoin:

60GB) to a fraction of 1GB, permitting a wise phone to

currently act as a node.

Inexpensive: Hashgraph avoids PoW or proof-of-work which

means it does not have to waste computations to slow itself

down, thus spending on expensive, custom hardware which is

no longer necessary.

Better Security: Asynchronous Byzantine Fault Tolerant: No

member in the Hashgraph can prevent the community from

reaching a consensus, and once the consensus has been

reached, it can’t be changed.

Members can create transactions and containers whenever

they want with Hashgraph. And because of Gossip about

Gossip, Hashgraph is extremely fast, (250,000

transactions/sec), with fair ordering and time stamping on

every event that occurred.

In the Blockchain world, it is only a probability that increases

over time whereas with Byzantine, a consensus can be

reached. Conicts will always occur if no consensus is ever

reached. This is the primary reason why so called hard forks

that result in alt coins, such as Bitcoin Cash and Bitcoin Gold

are occurring.

When central banks were just trying to get rid of Blockchain,

along came Hashgraph to spoil the party even more.

Source: squawker.org, coincodex.com

Bitcoin emerged in 2008, and conferred the globe with a digital

currency that was primarily based upon a revolutionary

technology called Blockchain that utilised a distributed ledger

system. This helped turn out a brand new standard of

monetary system that did away with centralized management

and helped move the globe towards the adoption of trustless

technologies. Although its introduction is just under a decade,

the Blockchain system that Bitcoin uses might already be

extinct because of another, may be better technology called

Hashgraph.

Gossip about Gossip involves attaching a tiny extra quantity of

data to a pair of hashes (Gossip) that contain the last 2 users

talked to. By doing this, a Hashgraph will be engineered and

updated whenever extra info is gossiped, on every node.

Digital Marketing Trends Report Team

When the Hashgraph is prepared, we tend to also awake to the

knowledge that every node has and precisely after they knew

it. As a result, it becomes simple to understand how a node

would vote and this data can be used as an input to the voting

algorithm and to search whichever transactions have reached

consensus quickly.

Ashutosh Tiwari

ashutosh.tiwari@adsyndicate.in

Atish Hemade

atish.hemade@adsyndicate.in

Hashgraph may be a new approach that greatly differs to

alternative interpretations of the distributed consensus and

appears to produce associated upgrade to the systems of

distributed ledger technology (DLT). Hashgraph will resolve

today’s scaling and security problems, whereas additionally

pushing the utilization of distributed consensus applications

into broader areas.

Why is it Better?

Hashgraph is said to be a superior distributed ledger

technology system than Blockchain. It eliminates the necessity

for large computation and unsustainable energy consumption

like those of Bitcoin, Ethereum and other cryptocurrencies.

Bhavesh Sharma

bhavesh.sharma@adsyndicate.in

Mahesh Nirodi

mahesh@adsyndicate.in

250,000+ Transactions Per Second: 50,000 Times Faster than

Bitcoin which is limited to only 7 transactions per second as of

now.

Essentially, Hashgraph is a data structure and consensus

algorithm that's quicker, fairer, and safer than Blockchain. It

uses 2 special techniques so as to outmatch the Blockchain.

These include:

Prashanth R

prashanth@adsyndicate.in

Prathik Kini

prathik@adsyndicate.in

Fairer than Blockchain: Mathematically evidenced fairness (via

consensus time stamping) which means no individual will

manipulate the order of the transactions.

-Gossip about Gossip

-Virtual Voting

22

23

the future hashgraph vs blockchain 1

THE FUTURE: Hashgraph vs. Blockchain

A miner can opt the order for which transactions occur in a

block in the Blockchain. He or she can delay orders by inserting

them in future blocks, even stop them entirely from coming

into the system.

Efficient: 100% efficiency as no mined block ever becomes

stale.

In the Hashgraph, every container is used and none are

discarded. As compared to Blockchain, transactions are put

into containers (blocks) that form a single, long chain. Suppose

at a given time, two miners create two blocks, the community

will eventually choose one and discard the other.

Once an event occurs, everyone on the node will know within a

couple of minutes. Only the consequences of the transaction

are necessary in storing; everything else can be discarded. This

shrinks the quantity of storage presently required (Bitcoin:

60GB) to a fraction of 1GB, permitting a wise phone to

currently act as a node.

Inexpensive: Hashgraph avoids PoW or proof-of-work which

means it does not have to waste computations to slow itself

down, thus spending on expensive, custom hardware which is

no longer necessary.

Better Security: Asynchronous Byzantine Fault Tolerant: No

member in the Hashgraph can prevent the community from

reaching a consensus, and once the consensus has been

reached, it can’t be changed.

Members can create transactions and containers whenever

they want with Hashgraph. And because of Gossip about

Gossip, Hashgraph is extremely fast, (250,000

transactions/sec), with fair ordering and time stamping on

every event that occurred.

In the Blockchain world, it is only a probability that increases

over time whereas with Byzantine, a consensus can be

reached. Conicts will always occur if no consensus is ever

reached. This is the primary reason why so called hard forks

that result in alt coins, such as Bitcoin Cash and Bitcoin Gold

are occurring.

When central banks were just trying to get rid of Blockchain,

along came Hashgraph to spoil the party even more.

Source: squawker.org, coincodex.com

Bitcoin emerged in 2008, and conferred the globe with a digital

currency that was primarily based upon a revolutionary

technology called Blockchain that utilised a distributed ledger

system. This helped turn out a brand new standard of

monetary system that did away with centralized management

and helped move the globe towards the adoption of trustless

technologies. Although its introduction is just under a decade,

the Blockchain system that Bitcoin uses might already be

extinct because of another, may be better technology called

Hashgraph.

Gossip about Gossip involves attaching a tiny extra quantity of

data to a pair of hashes (Gossip) that contain the last 2 users

talked to. By doing this, a Hashgraph will be engineered and

updated whenever extra info is gossiped, on every node.

Digital Marketing Trends Report Team

When the Hashgraph is prepared, we tend to also awake to the

knowledge that every node has and precisely after they knew

it. As a result, it becomes simple to understand how a node

would vote and this data can be used as an input to the voting

algorithm and to search whichever transactions have reached

consensus quickly.

Ashutosh Tiwari

ashutosh.tiwari@adsyndicate.in

Atish Hemade

atish.hemade@adsyndicate.in

Hashgraph may be a new approach that greatly differs to

alternative interpretations of the distributed consensus and

appears to produce associated upgrade to the systems of

distributed ledger technology (DLT). Hashgraph will resolve

today’s scaling and security problems, whereas additionally

pushing the utilization of distributed consensus applications

into broader areas.

Why is it Better?

Hashgraph is said to be a superior distributed ledger

technology system than Blockchain. It eliminates the necessity

for large computation and unsustainable energy consumption

like those of Bitcoin, Ethereum and other cryptocurrencies.

Bhavesh Sharma

bhavesh.sharma@adsyndicate.in

Mahesh Nirodi

mahesh@adsyndicate.in

250,000+ Transactions Per Second: 50,000 Times Faster than

Bitcoin which is limited to only 7 transactions per second as of

now.

Essentially, Hashgraph is a data structure and consensus

algorithm that's quicker, fairer, and safer than Blockchain. It

uses 2 special techniques so as to outmatch the Blockchain.

These include:

Prashanth R

prashanth@adsyndicate.in

Prathik Kini

prathik@adsyndicate.in

Fairer than Blockchain: Mathematically evidenced fairness (via

consensus time stamping) which means no individual will

manipulate the order of the transactions.

-Gossip about Gossip

-Virtual Voting

22

23

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