Digital marketing, encompassing online channels and technologies for targeted promotion, has become essential for businesses in the digital landscape. In the government and Public Sector Undertakings (PSUs), digital marketing serves as a pivotal tool for communication, outreach, and citizen engagement. Utilizing platforms like Facebook, Twitter, LinkedIn, and Instagram, these entities share updates, engage the public in policy discussions, and promote initiatives. Content marketing through official websites and blogs creates informative materials, while email campaigns facilitate direct communication. Search Engine Optimization (SEO) ensures easy accessibility through online searches, and online advertising platforms enable targeted promotion. The dynamic and data-driven approach of digital marketing aligns with the evolving needs of businesses and government organizations seeking to establish a strong online presence and effectively convey their messages. An analysis of digital marketing initiatives undertaken by government agencies in India is provided herein.
Unlike the private sector, which has the flexibility to place an order for any vendor of its choice, government agencies are compulsorily required to advertise their requirements in the form of a tender and then choose the best offer. This process is enforced to guarantee transparency in the awarding of contracts. Government agencies and Public Sector Undertakings (PSUs) have released tenders for digital marketing services, encompassing aspects such as digital marketing training for women entrepreneurs, social media campaigns tied to events like the Bharat Mobility Show and Auto Show, digital advertisements, and social media services. According to the data compiled by Tendersniper from various public sources, Indian government agencies collectively issued 400 tenders for digital marketing services over the last 12 months (from October 2022 to October 2023). In this landscape, Maharashtra stands out with 93 tenders, constituting around 23% of the total, followed by Uttar Pradesh with 64 tenders. These procurement opportunities extend across diverse sectors, including bank, rural development, education, and social welfare. A further sector-wise breakdown of digital marketing is provided below.
Public sector banks in India must contend with rapidly expanding and efficient private sector banks like HDFC and ICICI. In the digital era, incorporating digital marketing is a crucial strategy for competing in the online landscape. To achieve this goal, public sector banks in India have endeavored to enlist vendors to deliver digital marketing services. The Bank of Baroda for instance issued tenders for the location management (hyperlocal marketing) of the bank in the digital domain, indicating a focus on finely tuned marketing efforts tailored to specific locations, possibly for promoting its services or products in particular areas. Other prominent banking entities, such as Canara Bank, released tenders for digital media buying agencies. Additionally, Indian Overseas Bank, State Bank of India, and Dakshin Bihar Gramin Bank published tenders for digital marketing services. Out of the 400 tenders advertised in the last year, 190 (47.50%) originated from the banking sector. Thus, the banking sector within the government is an important buyer of digital marketing services.
In response to the growing need for digital marketing services in the private sector, government agencies have taken the initiative to train and educate young graduates in the field of digital marketing. For instance, government agencies engaged in rural development published tenders to train women entrepreneurs in digital marketing. Through tailored training programs in digital marketing, these agencies seek to equip individuals with the skills needed to effectively promote and grow their businesses. Moreover, these initiatives contribute to local economic development through digital marketing capabilities to attract customers, investors, and opportunities to the region. Additionally, the Directorate of Panchayat issued tenders for social media management on platforms like Facebook and Instagram, along with website hosting, to enhance communication and engagement. Furthermore, tenders in ANGUL, Odisha, are dedicated to the management of social media platforms and the provision of related services to the District Mineral Foundation Trust (DMFT).
The Education Department of the government released tenders seeking digital media and communication agencies to manage media communication for various programs conducted by the Department of School Education. Fore School of Management in New Delhi also issued tenders for public relations and social media services. Additionally, higher education institutions such as Nalsar University, Cochin University of Science and Technology, and National Forensic Sciences University advertised tenders for digital marketing service providers in the past year.
In various sectors such as power, administration, and social welfare, prominent organizations are actively searching for digital marketing expertise. The Indian Telephone Industries Limited released tenders for the Marketing of SOCaaS (SOC as a service). Simultaneously, the Delhi India Brand Equity Foundation announced tenders for a social media campaign dedicated to the Bharat Mobility and Auto Show. The Directorate Of Animal Husbandry And Veterinary Services published tenders for the selection of a media consulting agency for IEC strategy and creative productions. Furthermore, the Director of Industries issued tenders for Media Strategy and Management to assist the Directorate of Industries in organizing the Uttarakhand Global Investment Summit 2023. Likewise Startup Odisha, Karnataka State Electronics Development Corporation Limited, and Kerala Shipping and Inland Navigation Corporation issued tenders for the selection of a Digital Marketing agency.
As of December 10th, 2023, there are currently 13 active tenders in digital marketing. Uttar Pradesh takes the lead with 5 tenders, comprising 36% of the total, while Kerala, Odisha, and Delhi each boast 2 tenders, making a 14% contribution individually. Madhya Pradesh and Assam each account for 1 tender, constituting 7% individually. This distribution highlights that the government agencies across India advertised for digital marketing tenders.
This analysis highlights a considerable demand for digital marketing tenders throughout India, with most of these tenders being advertised by banks and rural development departments. Those involved in providing digital marketing services can gain significantly by participating in the tenders advertised by the government agencies in India.
