A new trend is spreading across India, with the digital marketing industry growing at a pace of 50 per cent in 2017.

Digital marketing infotainment (DMI) is a term used to describe the interaction between an online marketing platform and its audience, in which an information is presented to a user via a social media platform.DMI has been used to deliver content, promotions, insights and recommendations to customers through an interactive digital platform, but it is also used to reach out to potential buyers.

It can be seen as a new way to reach new audiences, which can be the target of the digital marketers to drive conversion and brand awareness.

Digital marketers are already making headway with DMI, which has become a hot topic in the market.

In a study by Infotainment & Analytics, conducted by IBN Live, digital marketers are finding that the market is getting more interested in DMI than ever before.

The study found that the share of consumers using DMI in their social media profiles grew from 3.6 per cent of total online traffic in 2015 to 5.4 per cent today.

The report also showed that the usage of DMI has risen by 5.3 per cent from 2014 to 2017, reaching 16.5 per cent.

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