The debate of offline versus online marketers and the impact that both drive in smaller Indian cities has continued for years. The discussion is now moot altogether. The offline-to-mobile funnel has become the strongest growth engine for Tier 2 cities - where any billboard, retail shelf, or local event can drive directly to an app download, website visit or wallet top-up. The discussion is shifting from ‘offline vs online’ to integrating intent that is sparked offline to action that is completed further down the funnel on mobile.
The Behavioural Shift that Can’t be Overlooked
Tier 2 consumers are no longer "mobile-first," but rather "mobile-only," in their discovery-to-purchase journeys. Purchase actions will almost always occur on their mobile screen whether they are watching a cricket match on TV, passing by a store banner, or attending a local mela.
1. Mobile Data Consumption in Tier 2 Cities Is Higher Than in Major Metros - According to a study by Bernstein, as reported by The Economic Times, mobile data use per capita in Tier 2 cities and towns has reached 35–40 GB/ month. This is 30% more than the usage reported in metro cities. This recent data suggests not only a broader base of internet access, but probably a more profound engagement with video, social media, and gaming content.
2. E-Commerce Users from Tier 2 and Smaller Cities Make Up Nearly Half the Online Shopper Base - A report from Bain & company and Flipkart states that shoppers from Tier 2 and smaller Indian cities now already account for about 50% of the e-commerce user base in the country, and that they generate 3 of every 5 orders on major platforms which showcases the importance of these cities to India's digital retail landscape.
Local influencers and community-based trust still lead discovery, but fulfillment is only a tap away. To sum up, the offline spark is now augmented by mobile's immediacy.
The Evolution of Offline Channels
Many marketers mistakenly assume that Tier 2 spends are also best spent on purely digital activations. They are shortsighted. Of course, offline still has cultural relevance: billboards, auto rickshaw ads, retail placement, cinema spots, or sponsorships of local events. But what has changed is the mindset of measuring. Offline no longer exists to "just create awareness", but instead is viewed in the modern funnel as the front door to mobile engagement.
● A QR code on a shop poster that drives users directly to installing an app.
● Locally sponsoring an event with UPI cashback incentives triggered by scanning a qr code.
● Interactive digital out of home (DOOH) placements where audiences unlock mobile rewards.
When offline is integrated mindfully with mobile, both channels help maximize ROI.
Mobile is the Non-negotiable Glue in Tier 2 Funnels
1. Personalisation at Scale – Offline can develop curiosity but mobile allows a marketer to customize offers based on language, interests and past behaviour.
2. Attribution Intelligence - If you have the right tech stack (SDKs, programmatic, DOOH integrations) then as a marketer you can follow a lead from a cinema screen ad to an in-app purchase.
3. Trust + Convenience - Mobile wallets, WhatsApp commerce, and vernacular app UX are creating less friction for first time digital buyers in Tier 2.
This ensures that offline doesn’t remain a black box; it can be measurable, optimisable, and scalable.
How Adtech & Martech Can Unlock This Funnel
In adtech and martech settings, Tier 2 offline-to-mobile funnels are not a concern, they are an opportunity. The opportunity comes from building seamless links between different points.
1. Geo-fenced DOOH + Mobile Retargeting: Expose an audience to an outdoor campaign, then retarget them with localized app install ads within a few hours.
2. Retail-to-Mobile Journeys: POS (Point of Sale) systems that push app coupons to every walk-in.
3. CTV + Mobile Conversions: Households watching a cricket match on connected TV scan QR codes to redeem offers right now on mobile.
4. Programmatic Vernacular Ads: Serving creatives in local languages when the offline trigger has been identified.
The deeper the connection between offline triggers and mobile actions, the stronger the funnel will be.
(Authored by Kumar Saurav, Co-founder & Chief Strategy Officer, AdCounty Media)
