New Delhi: The digital marketing is expanding its popularity in the overall marketing chart. Nearly 19% of 2016 marketing budgets allocated to Online Marketing by India Marketers for 2017. A quarter of India marketers plan to increase their investment in digital marketing activities by more than 21% for 2017.
This trend is revealed by the 7th annual state of online marketing in India study (for this 2017 issue), India’s leading industry associations – IAMAI (Internet and Mobile Association of India), RAI (Retailers’ Association of India), DMAasia (Association of Data Driven Marketing & Advertising) and Digital Defynd extended their support to Octane Research resulting in an active participation from more than 400 India marketers from more than 350 leading brands.
Customer Acquisition & Engagement Customer Acquisition emerges as the top goals for 2017 for a majority of India Marketers (63%). Social Media and Email delivered maximum customer engagement in 2016
Top Marketing Activities for 2017: Social Media Marketing (66%) tops the list of marketing activities being planned for 2017, followed closely by Email Marketing (56%) & Search Marketing (54%)
Digital Marketing Investments: Analytics & Tools: 60% of India Marketers have integrated Google Analytics to analyse their emails. Although a majority of India Marketers receive a majority of their subscribers from Gmail (78%) only 32% of them use Google Postmaster to analyse the performance of their emails.
Content Marketing: Blogs & Newsletters (68%) and Social Media (65%) form a major part of India Marketers’ Content Marketing initiative with Brand Awareness (69%) and Engagement (62%) being the top 2 key benefits
“With the rise in adoption of online by consumers and with programs like Digital India, India is on its way to realise the true potential of digital. 2017 promises to be no different,” commenting on the ‘Digital by Default’ study, Subho Ray, President, Internet & Mobile Association of India said, “Annual studies like these are an important marker in this fast paced journey.”
According to Vatsal Asher, CEO of DMAasia, “Evolved consumer preferences and the big push for digital by government has marketers looking for effective ways to engage with their audiences breaking the clutter. DMAasia is delighted to have partnered with Octane for the 7th Edition of the Annual report on the State of Online Marketing enabling higher efficacy in 2017 for their investments in data, digital & devices.”
Commenting on the study, Prateek Shah, Founder Digital Defynd said, “While the Digital Marketing industry is moving faster than ever, Email marketing is emerging as one of the best mediums for most marketers to not just reach out but build relationships with their customers. This report should serve as an eye opener for everybody as they get down to draw their budgets for the coming year.”
Commenting on the release of this Annual Industry Study Report, Punit Modhgil, Director & Co-founder, Octane Marketing said, “2016 was the year that Digital firmly established in India. With Digital the new default, 2017 will see an increase in focus on Digital 1:1 as India marketers try to catch up with the consumers’ lead. Octane Research’s annual collaboration with industry partners like DMAsia, IAMAI, RAI etc. is a sincere effort in providing India marketers with deep insights and valuable baseline data for their annual planning in online marketing.”
