This presentation is an in-depth study on how marketers today are using digital marketing and what are the things they keep in mind when the market their goods and services. This will help you to understand the current marketing trends and will help you to make the most out of digital marketing, using various social media channels. For more details, log on to:http://bit.ly/Binaryic Visit us on Facebook:http://on.fb.me/XAmv20

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Out of the total number of respondents who participated in the survey:
• 35% were form the advertising fraternity
• 11% from the e-commerce industry
• 47% from industries other than advertising, FMCG,
Telecom and e-commerce
By Industry
Respondent Profiling
3% Telecom
FMCG
E-commerce
Advertising
Others
4%
11%
35%
45%
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As per the analysis:
• 61% of the marketers would like to target
both male and females
• 25% of marketers think it would be equally
viable if one is able to target young people
in the age group of 21-25 years
• 32% of the respondents would like to target
male audience
• 7% were in favor of targeting only females.
Preferred Demographics
Preferred Demographics
18-20
3%
21-25
25%
26-30
33%
31-35
22%
BYGENDER
INR
10K-20K
13%
ByIncome INR
21K-30K
12%
INR
31K-40K
14%
INR
41K-50K
14%
More than
INR 50K
47%
ByGender
Both
61%
Male
32%
Female
7%
ByAge
36-40
17%
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Preferred Demographics
By ProfileBYGENDER
ByProfile
College
Going Adults
15%
Housewives
3%
Working
Professionals
3%
Besides age, respondents also considered other parameters such as gender, income level and work profile as crucial variables,
which can help in identifying the target audience. Also, on the basis of audience profile, college going adults were the second
best choice among the marketers.
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Key Online Platforms
Online platforms used for executing digital campaigns
Out of the various available social media
platforms:
• 90% of the respondents feel that Facebook
is the best medium to reach out to people
• 70% of the total votes say that Google
Adwords is the second best platform to
market the brands followed by Twitter, Ad
Networks and Linkedln
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The Right Time
BEST TIME TO SEND EMAILS?
23%29%
25%
23%
Morning
10am-11am
Afternoon
1pm-2pm
Evening
6pm-7pm
Night
10pm-11pm
40%
Yes
70%
No
29% of the respondents feel that 10.00 am to 11.00 am is the best time to gain maximum attention of the customers. In the
evening, 6.00 pm. To 7.00 pm.
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Trending Objectives
Main goals/objectives for Online Marketing
Consumer
Insight
38%
Increase
Awareness
Engagement Drive
Sales
Generate
Leads
68%
62%
40%
68%Out of the different goals mentioned in the question,
generating leads and increasing awareness were
considered to be the main goals of online marketing
mediums.
Engagement was considered to be the second most
important goal for online marketing.
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Parameters for measuring the Marketing Goals
Volume of Traffic
Brand Mentions
Leads
Conversions
Sales
Other
21%
16%
25%
25%
12%
1%
When asked about the parameters for
measuring goals of online marketing:
• 25% of the respondents think that determining the
number of leads is the best method to measure the goal
• Conversions was voted the second best and
volume of traffic as the third best method.
Trending Objectives
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Parameters for measuring the Marketing Goals
22%
0.5%
27%
5-10%
18%
10-15%
7%
15-20%
10%
20-25%
17%
> 25%
According to the votes of 27% of our respondents, marketers invest 5-10% of their marketing budgets in digital marketing. Overall as
per the opinion of our respondents, the percentage tends to be towards the lower side.
Trending Objectives
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Return on Investment
Clarity on ROI via SEO, SEM,
Display, Social Media, e-mail
5% 6% 4% 6% 7%
32% 28% 24% 25% 21%
36% 40% 45% 41% 47%
27% 26% 27% 28% 25%
Unclear/Clueless
Not Sure
Clear
Full Clarity
SEO SEM
ONLINE
DISPLAY
SOCIAL
MEDIA EMAIL
Basis on the clarity of ROI on different ways of online marketing,
respondents said that they have full clarity on social media
marketing (28%) followed by SEO & online display (both with 27%),
SEM (26%) and e-mail marketing (25% votes).
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Return on Investment
Challenges Faced when using
Digital for advertising
15% 15% 26% 26% 16%
8% 20% 27% 32% 32%
8% 10% 37% 35% 10%
6% 17% 29% 33% 15%
11% 25% 27% 25% 12%
Generating
Leads
Measuring
ROI
Reaching your
target audience
Generate consumer
Insights through
Detailed monitoring
Very limited interaction
during working hours
When asked to rate various challenges face by
marketers while using a digital platform on scale a of 1
to 5, reaching out to prospective customers was rated
as the toughest task.
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Return on Investment
Open rates of emails?
0-5%
50%
5-10%
12%
10-15%
38%
Click rates brands are getting
<1%
44%
2-3%
40%
>3%
16
@ @ @
As per the analysis, the mail open rate varies from a minimum of 0-5% to a maximum of 10-15%. Additionally, on the basis of the
survey, the mail click rates in an email campaign ranges from less than 1% to 3%. Whereas 16% of our respondents think that often
times the mail click rate is more than 3%.
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Return on Investment
Expected information
in the result metric
21%
88%
70%
64%
50%
70%
53% Impressions
Unique Viewers
Click
Unique Clicks
Time Spent by User
User Demographics - Location,
Gender, Marital Status, Company
Others
When asked about the information that one would like to
have in the result metrics, about 87% of the respondents
wanted to know about the user demographics. Closely
followed by 69% of the people looking for information about
the number of unique viewers and the time spent by them.
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