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The State of Digital Marketing in B2B in India - Charts

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  • 1. WWW IndiaThe state of digital marketingin B2B in IndiaNovember 2012
  • 2. WWW India 2012 22 November 2012 2 Introduction The state of digital marketing in B2B in India For the past two years Omobono has conducted WWW in the UK with input from our clients in Europe and the US. But the world is changing and the requirements of many global corporates to spread their marketing efforts into BRIC countries means that we need to know whether the things we hold true as marketers in the West are held true elsewhere. Is there one universal way or not? If there are differences, what are they? Omobono set out to find the answers to these questions by extending its What Works Where study to India in 2012.
  • 3. WWW India 2012 22 November 2012 3What works where• 2011 70 respondents responsible for £30m• 2012 96 respondents responsible for £70m + 224 buyers with budgets of £150m• India 2012 58 respondents of which 98% were under 40
  • 4. WWW India 2012 22 November 2012 4How important is digital marketing activities in achievingyour organisations goals? 48% 50% 45% 38% 40% 35% 30% 25% 20% 12% 15% 10% 2% 0% 5% 0% Critcal Important Less Important Not al All Important Not Relevant
  • 5. WWW India 2012 22 November 2012 5How important is digital marketing activities in achievingyour organisations goals? 48% 50% 45% 38% 40% UK: 35% 95% 30% 25% 20% 12% 15% 10% 2% 0% 5% 0% Critcal Important Less Important Not al All Important Not Relevant
  • 6. WWW India 2012 22 November 2012 6What are the B2B marketing priorities for yourorganisation over the next 12 months? 3.5 3.4 3.4 3.5 3.3 3.2 3.0 2.9 3.0 2.4 2.5 2.3 2.0 1.5 1.0 0.5 0.0 DBP DCR LG RBA EOLB DUTM LNPS STL OTH
  • 7. WWW India 2012 22 November 2012 7What are the B2B marketing priorities for yourorganisation over the next 12 months? 3.5 3.4 3.4 3.5 3.3 3.2 3.0 2.9 3.0 2.4 2.5 2.3 2.0 1.5 1.0 0.5 0.0 DBP DCR LG RBA EOLB DUTM LNPS STL OTH
  • 8. WWW India 2012 22 November 2012 8Primary objectives
  • 9. WWW India 2012 22 November 2012 9How often does your organisation use the listed channels? 3.5 3.5 2.97 2.9 3 2.56 2.38 2.5 2.25 2.16 2.14 2.11 1.95 2 1.82 1.5 1 0.5 0 Websites Organic Social Email Online PR Intranets Paid search Audio, Extranets Display Mobile and search Media Campaigns (PPC) video and Advertising SMS (SEO) interactive marketing
  • 10. WWW India 2012 22 November 2012 10Channel usage by organisation size Micro Small Medium Large Very Large Websites Intranets Extranets Display SEO Paid Emails Social Mobile & Interactive Online PR Ads Search Media SMS MKt
  • 11. WWW India 2012 22 November 2012 11WWW 2012 – what are marketers spending on?
  • 12. WWW India 2012 22 November 2012 12How effective are the below channels in achieving yourorganisations goals? 4.5 4.2 3.9 4 3.5 3.4 3.3 3.3 3.5 3.2 3.1 3.0 3.0 2.9 3 2.5 2 1.5 1 0.5 0 Company Organic Social Email Intranets Online Extranets Paid search Display Audio, Mobile and website search Media Campaigns Public (PPC) Advertising video and SMS (SEO) Relations interactive marketing
  • 13. WWW India 2012 22 November 2012 13Channel effectiveness by organisation size Micro Small Medium Large Very Large Websites Intranets Extranets Display SEO Paid Emails Social Mobile & Interactive Online PR Ads Search Media SMS MKt
  • 14. WWW India 2012 22 November 2012 14To what extent, if at all, do you outsource each of yourorganisations activities to external agencies as opposedto doing it in-house? 1.8 1.64 1.58 1.6 1.44 1.34 1.28 1.28 1.4 1.27 1.25 1.2 0.98 1 0.83 0.82 0.8 0.6 0.4 0.2 0 A/V & Paid search Organic Mobile and Company Display Extranets Online Intranets Email Social interactive (PPC) search SMS website Advertising Public Campaigns Media marketing (SEO) Relations
  • 15. WWW India 2012 22 November 2012 15Outsourcing by organisation size Micro Small Medium Large Very Large
  • 16. WWW India 2012 22 November 2012 16WWW 2012 – what are marketers biggest challenges?
  • 17. WWW India 2012 22 November 2012 17What are the three most significant challenges you face inB2B digital marketing? 60% 53% 52% 50% 47% 40% 36% 31% 28% 30% 22% 21% 20% 12% 10% 7% 0% Measuring Creating Speed and Tackling Recruiting Unifying and Internal Allocation of Lack of Others - ROI Valuable Innovation Social Media and Integrating Resistance Budget for Technology Consistency Content Managing within Digital People Digital and Activities Traditional Marketing
  • 18. WWW India 2012 22 November 2012 18Digital challenges by organisation size Micro Small Medium Large Very Large Measuring Recruiting Allocation Tackling Creating Unifying Speed and Internal Lack of Others - Return on and of Budget Social Valuable and Innovation Resistance Technology Consistency Investment Managing for Digital Media Content Integrating People Activities within Digital and Traditional Marketing
  • 19. WWW India 2012 22 November 2012 19Apart from digital marketing, what other techniques haveyou found effective? 4 3.7 3.34 3.5 3 2.8 2.79 2.73 3 2.56 2.4 2.4 2.4 2.3 2.5 2.15 2 1.5 1 Mean 0.5 0
  • 20. WWW India 2012 22 November 2012 20Non digital channels by organisation size Micro Small Medium Large Very Large
  • 21. WWW India 2012 22 November 2012 21WWW 2012 - Importance of personal contact in thebuying process Personal visits 45% Personalised email 28% Trade events 25% Bespoke events 20% Email sharing content 16% Direct mail 16% LinkedIn 13% Industry sponsorship 11% Webinars 10% Generic email 8% Telemarketing 5% Twitter 4% Don’t provoke particularly Facebook 4% negative reactions, but don’t SMS/MMS 2% lead buyers to act, either None - no need for any goods/services 8% None - no-one made a compelling case 11%
  • 22. WWW India 2012 22 November 2012 22WWW 2012 - Best 5 channels for prospective suppliers tocontact B2B buyers? % reacting very or quite positively to contact Engineering/ Financial services Business/ prof. services Technology/ telecoms manufacturing 1 Personal visits (83%) Personal visits (87%) Bespoke event (75%) Bespoke event (78%*) 2 Trade events (73%*) Trade events (69%*) Personal visits (74%) Personal visits (69%) 3 LinkedIn (71%) Industry sponsors (65%*) Trade events (69%*) Trade events (69%*) 4 Email sharing content (67%) Bespoke events (62%*) Email sharing content (66%) Email sharing content (64%) 5 Webinars (67%) Personalised email (56%) Personalised email (60%) Twitter (54%*) % who had actually purchased something as a result of contact through this channel Engineering/ Financial services Business/ prof. services Technology/ telecoms manufacturing 1 Personal visits (36%) Personal visits (58%) Personal visits (53%) Personal visits (33%) 2 Personalised email (20%) Personalised email (27%) Trade events (45%) Personalised email (31%) 3 LinkedIn (19%) Trade events (25%) Personalised email (33%) Bespoke events (24%) 4 Bespoke events (17%) Direct mail (22%) Bespoke events (29%) Email sharing content (20%) 5 Trade events (17%) Bespoke events (10%) Industry sponsors (24%) LinkedIn (16%)
  • 23. WWW India 2012 22 November 2012 23What metrics does your organisation use to measurereturn on digital investment? 80% 72% 70% 62% 57% 57% 60% 52% 47% 45% 50% 38% 40% 29% 30% 20% 9% 10% 0%
  • 24. WWW 2012 22 November 2012 24Conclusions• B2B marketing in India is well established and sophisticated in terms of digital channel usage.• How can digital augment what are undoubtedly extremely strong personal relationships.• How can you build customer referrals?• How can you gain advantage with email – we know it works powerfully.• Continue with the importance of search and web.• Think of mobile as an increasingly positive spiral
  • 25. Thank you For further information please contact Fran Brosan fran@omobono.co.uk or call 01223 307000©2012 Omobono Ltd. All ideas, concepts, brand-related names, strap lines, phrases, copy/text andcreative concepts developed and contained in this document remain the intellectual property ofOmobono Ltd until such time as they are procured by a third party.Anyone viewing this document may not use, adapt or modify the contents without our prior consent.Omobono Ltd. T +44 (0)1223 307000St Giles Hall F +44 (0)1223 365167Pound HillCambridgeCB3 0AE, UK www.omobono.com

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