Digital Marketing Trends Report 2018

DIGITAL MARKETING TRENDS IN INDIA 2018

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 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

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

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

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

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

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

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

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

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 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

Digital Marketing Trends Report 2018

Digital Marketing Trends Report 2018

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