DIgital Marketing Trends 2018 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. Being a mobile-first country unlike the western worl,there is no doubt that India will move past that percentage even faster than US. 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 significantly shift their culture and approach to grow and replicate their offline success to digital platform.

1. DIGITAL
MARKETING
TRENDS IN
INDIA 2018

2. 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.
Printed at: Manipal Technologies Ltd., Manipal | Released: Jan - 2018
02

3. 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.
I wish you all the best for 2018.
Akshay S Rao
akshay.r@adsyndicate.in
Message from the
Chief Digital Officer
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4. 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.
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.
The data consumption has grown multi-fold over the last few
years largely fueled by Reliance Jio which brought low cost
Introduction
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.
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.
Source:
Morgan Stanley, FICCI KPMG M&E Report, 2017, Economictimes.indiatimes.com, Telecom.economictimes.indiatimes.com
Overall industry size (INR billion)(For calendar years)
20212018
394.1
296.0
294.5
45.7
47.8
256.9
233.3
134.0
32.5
30.7
Source: KPMG in India’s analysis and estimates. 2016-17
04
Print
Digital Advertising
OOH
Radio
30.0%
15.3%
8.3%
12.0%
15.9%
2018E and 2021P
CAGR Growth
The year 2018 will be an interesting year ahead for digital.
TV

5. Key Digital Marketing Trends
in 2018
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6. Omni-channel Experience
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
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.
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06

7. 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.
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.
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07

8. 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 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.
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.
According to Twilio global study,
the nding claimed that 66% of
people prefer to talk to the
brands on messaging
platforms.
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08

9. 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.
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.
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.
“
“ 09
Source:
CISCO VNI

10. 10

11. 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.
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11

12. Gen Z
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.
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.
f6
12

13. 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.
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13

14. 8 Augmented 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.
As per DigiCapital Report,
Mobile AR could become the
primary driver of a $108 billion
VR/AR market by 2021.
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15. Articial Intelligence
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.
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
9
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.
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.
15

16. 10 Hyperlocal
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.
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17. The Rise of...
Search
17
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

18. 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.
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.
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
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.
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.
Source:
marketingweek.com, cpcstrategy.com, cnbc.com, practicalecommerce.com
Can Amazon put an end to Google and Facebook’s digital duopoly?
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18

19. 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.
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.
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
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.
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.
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.
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
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.
Source:
searchengineland.com, link-assistant.com, searchengineland.com, searchengineland.com, searchengineland.com, en.wikipedia.org, tobias-dziuba.de
Personalization Redened by Google2
19

20. 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.
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
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.
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.
SEO 2.0 – The rise of other search engines
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.
3
20
Facebook and its Social Search

21. Amazon and the everything
search
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.
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.
YouTube and the search for video
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.
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.
Source:
searchengineland.com, forbes.com, fossbytes.com, travelmediagroup.com, medium.com, searchenginewatch.com, develomark.com, searchenginewatch.com, mushroomnetworks.com
21

22. 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.
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.
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.
250,000+ Transactions Per Second: 50,000 Times Faster than
Bitcoin which is limited to only 7 transactions per second as of
now.
Fairer than Blockchain: Mathematically evidenced fairness (via
consensus time stamping) which means no individual will
manipulate the order of the transactions.
THE FUTURE: Hashgraph vs. Blockchain
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.
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.
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:
-Gossip about Gossip
-Virtual Voting
22

23. Source: squawker.org, coincodex.com
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.
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.
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.
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.
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.
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.
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.
When central banks were just trying to get rid of Blockchain,
along came Hashgraph to spoil the party even more.
23
Digital Marketing Trends Report Team
Atish Hemade
atish.hemade@adsyndicate.in
Prathik Kini
prathik@adsyndicate.in
Ashutosh Tiwari
ashutosh.tiwari@adsyndicate.in
Bhavesh Sharma
bhavesh.sharma@adsyndicate.in
Prashanth R
prashanth@adsyndicate.in
Mahesh Nirodi
mahesh@adsyndicate.in

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