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e-Marketing in India for 2014 is all about ‘Igniting Engagement’

It’s that time of the year once again when we at Octane pour over data from our expansive annual e-Marketing survey, pivot long charts, crunch numbers, make graphs, design pages and launch the latest version of the Annual India e-Marketing Outlook.  It’s January and we are very excited to share with you that the fourth edition of our flagship e-Marketing research report is now ready! The theme that we derived from the analysis of the survey (with 400 participants from 344 companies) was that 2014 will be the year when expansive engagement really ignites between marketers and their customers.

Therefore, this report, that essentially chronicles the state of e-Marketing in India, has been titled ‘Igniting Engagement’. But why do we feel this is the year of engagement? Well, because we have data for four years of marketing trends in India; Data that shows us where marketers in India are coming from and where they are planning to going. It also shows the divergence of marketing attention across multiple channels (Email, Social, Mobile and Web) so as to reach the customer in the most effective manner possible. More reach, better communication and greater engagement!

So, to kick things off leading to the official launch of the report (Exclusively with DMAi at their Convention on the 22nd of January 2014 in New Delhi), we thought it would be a nice idea to give you an early sneak peek into some of the our findings covering Email, Social Media and Mobile Devices (as communication channels for marketers).

Therefore, here are a few exclusive highlights:

  • More than a quarter (at 26%) of the marketers surveyed said that Email marketing was their primary e-Marketing activity in 2013 and at the same time, 59% of the marketers indicated that in 2014, they are looking to increase their investment in the same.
  • The reason for the popularity of Email marketing with marketers in India could be because 92% of them feel that it is a very effective tool for achieving their marketing goals. Out of the marketers endorsing Email as a marketing channel, 83% shared that they have an active E-mail marketing program and have found it to be an integral part of their communication process.
  • While 26% of the marketers surveyed for the report voted for Social Media marketing as their primary e-Marketing activity in 2013, 65% also said that integrating Social Media with Email marketing campaigns increases brand reputation and awareness. Additionally, 31% of the marketers also said that this cross integration helps in increasing ROI (return of investment) of marketing programs.
  • More than a third of the marketers in the survey (at 35%) said that for them, Social Media is a great channel for customer engagement. This could be a reason for 68% of the marketers also voting for Social Media when it comes to increase in investment for the coming financial year.
  • 73% of marketers surveyed revealed that mobile specific marketing activities are important for them. Out of this, 34% are already doing campaigns for devices while a larger 39% are planning to start activities soon.
  • At 47%, almost half of the survey respondents said that they expect 25% to 50% of their Email marketing campaigns in 2014 to be viewed on mobile devices. A further 25% were even more confident and chose the 50% to 75% option for the same.

This is just a small sample of the findings from the report which show a larger trend of marketers deploying multiple marketing channels, their integration, the strategies, the budgets, the decision making process and of course the relentless march towards enhanced engagement.

The full report will be out soon but for more information and updates, you can immediately sign up for our newsletter on our research page (where you can also view/download previous versions of this report).  If you would like to attend the launch of the ‘Annual India e-Marketing Outlook 2014: Igniting Engagement’ on the 22nd of January 2014, then you can visit the DMAi Convention website at www.dmai.co or get in touch with us at research@octane.in.

Stay tuned for more!

 

–          Team Octane

 

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