India e-Marketing Outlook 2014

Igniting Engagement:
The State of e-Marketing in India

All Rights Reserved © 2014 :: Octa...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014
Participant Profile:
For this report...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014
Research Participants:
134 Online Co...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014
Primary Marketing Goal for 2014:
For...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014
Preferred channel for Customer Engag...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014
Contribution of e-Marketing in total...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014
Importance of Integrated Marketing:
...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014
Measures to decrease Spam and Inbox ...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014
Marketer’s Anti-Spam Sentiment:
36% ...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014
Activities that will see an increase...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014
Adapting marketing strategies to the...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014
Effectiveness of Email marketing pro...
Igniting Engagement: The State of e-Marketing in India
India e-Marketing Outlook 2014

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Igniting engagement - India eMarketing outlook 2014

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‘Igniting Engagement – The State of e-Marketing in India’ is the fourth edition of the series and the largest report of its kind covering knowledge and insights from 400 top marketers in India from 344 companies across 12 industry verticals. Topics covered include marketing channels being used, e-Marketing best practices, marketing strategies, budget allocations, marketing goals and industry trends from 2011 to 2014.

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Igniting engagement - India eMarketing outlook 2014

  1. 1. India e-Marketing Outlook 2014 Igniting Engagement: The State of e-Marketing in India All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  2. 2. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Participant Profile: For this report, we wanted to cover a diverse range of industries to get a more complete view of the e-Marketing domain in India. This was essential because we wanted the survey to represent all Indian marketers' opinions as accurately as possible. All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  3. 3. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Research Participants: 134 Online Companies, industry heavyweights to ambitious start-ups. Our research team analysed feedback received from CXOs, Directors, Presidents & Vice-Presidents, Business Heads and Marketing Managers All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  4. 4. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Primary Marketing Goal for 2014: For the fourth successive year, Customer Acquisition remains the top choice as the primary marketing goal for marketers in India with 51% of the respondents choosing this option over customer retention or brand awareness. All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  5. 5. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Preferred channel for Customer Engagement: Social Media updates and Email Campaigns continue to dominate the minds of marketers in India (both at 35%) when it comes to preferred channels of customer engagement. While Email had significantly dropped last year (29% in 2013 vs. 39% in 2012), it now seems to be back in favour with a 21% growth in the number of marketers choosing it for 2013-2014. All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  6. 6. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Contribution of e-Marketing in total revenue: For 29% of the companies surveyed, e-Marketing currently contributes between 11% to 30% of their total sales revenue while an additional 19% chose the ‘31% to 50%’ option for the same. Out of these, 57% indicated that they plan to increase their e-Marketing budgets again in 2014 by 21% to 50%. All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  7. 7. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Importance of Integrated Marketing: 89% of marketers shared that integrated marketing (Email+Mobile+Social) can have an important impact on the conversion rate for their campaigns. From these, 88% intend to increase their investment in Email marketing in 2014, 93% intend to increase investment in Social Media marketing and 86% plan the same for Mobile/SMS marketing. All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  8. 8. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Measures to decrease Spam and Inbox Clutter: ‘Increased personalisation and more accurate targeting’ is the top choice for 72% of the marketers surveyed when it comes to measures implemented to reduce the problem of spam and inbox clutter. Just like last year, ‘Rephrasing message titles and subject lines’ (at 43%) and ‘Identifying the best time to send Emails’ (at 39%) once again take the second and third place respectively. All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  9. 9. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Marketer’s Anti-Spam Sentiment: 36% of the marketers in India feel that a strong anti-spam law like the CAN-SPAM (USA) would help curb the menace of spam in India. 30% believes that a ‘code of conduct’ by an industry body like DMAi would be effective. Meanwhile, 27% of the marketers chose selfregulation could work, a surprising 7% of the marketers want Indian regulators to stop all promotional activities via Emails and SMS. All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  10. 10. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Activities that will see an increase in marketing investment in 2014: The biggest winner this year seems to be ‘Websites’ with 52% of the marketers voting for it (Vs. 15% in 2013). At the same time, Email marketing continues its upward trend with an increase of 18% this year (40% in 2011 vs. 58% in 2014) while Social media marketing has bounced to near its 2012 levels with an increase of 16% over last year (37% in 2013 vs. 52% in 2014). All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  11. 11. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Adapting marketing strategies to the rise of smartphone usage: Over the last two years, there has been a 5% increase in the number of marketers who are adapting well to the rise of smartphones as a marketing engagement channel (45% in 2014 vs. 40% in 2013). There has been a positive drop (of 4%) in the number of marketers who don’t yet see the use of smartphones for customer engagement. All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  12. 12. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Effectiveness of Email marketing programs in meeting agreed Goals: This year, we see a rise of 2% in the ‘Very Effective’ category , while we see a similar fall in the ‘Somewhat Effective’ category. There has also been a sharp increase of 5% in the number of marketers who feel that Email marketing is not effective in meeting their agreed goals in this year’s survey. Enhanced campaign volumes with limited expertise and lack of guiding resources could account for this sudden change. All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
  13. 13. Igniting Engagement: The State of e-Marketing in India India e-Marketing Outlook 2014 Thank You Visit us at: www.octaneresearch.in All Rights Reserved © 2014 :: Octane Marketing Pvt. Ltd.
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