Annual e-Marketing Outlook 2015

The Digital DNA - The State of eMarketing in India


  1. Customer Acquisition still remains the primary marketing goal for all marketers. However, we see an increase in votes for Customer Retention that saw an 80% increase since 2011. On the contrary, Brand Awareness dropped by 32% in 2015, despite a steady growth from 2011 to 2014.
  2. The impact of integrated campaigns increased by 84% from 31% in 2011 to 57% in 2015. With 54% Travel Marketers and 69% BFSI Marketers leveraging the most from these types of campaigns.
  3. Surprisingly, for 72% India Marketers ‘Websites’ is the primary e-Marketing activity in 2014. However for Retail & e-Commerce and Travel sector the primary e-Marketing activity is ‘Email Marketing’.
  4. Content Marketing is earning its place with India Marketers. 61% marketers believe ‘Blogs and Newsletter’ is the most effective content marketing tool. However for Education (63%), Retail & e-Commerce (71%) and Travel (55%) sectors, Social Media acts like a more robust tool for content marketing.
  5. ‘Reaching out to target audiences’ is the biggest Email Marketing challenge India Marketers faced in 2014, with 51% marketers agreeing to this statement. However, 60% of BFSI factors believe ‘inadequate segmentation’ was a bigger issue for them.
  6. ‘Frequency/volumes of sending’ is the most important factor that will impact Inbox Deliverability in 2015, replacing ‘content’ as the primary factor since 2011. ‘Sender Reputation’ is a growing concern for marketers, with 66% increase the last 5 years (36% in 2015 vs 21% in 2011).
  7. 100% of large companies (5000+ crores turnover) find Behavioural Targeting effective and the number of retail marketers that think Behavioural Targeting has brought significant change to their campaigns have increased by 24% (77% in 2015 vs 62% in 2014).
  8. 33% India Marketers think that over 50% of emails are viewed on mobile devices, seeing a YoY growth of 25%. BFSI sector is on the forefront with 39% BFSI Marketers’ reporting the same.
For our latest e-Travel Marketing India 2015 Report. Click here.
Voice of India Marketers Report

Annual India Online Marketing Research Reports

Octane Research’s Annual Reports (State of e-Marketing India and State of Email Marketing) drives comprehensive analyses which are tailored to meet the requirements of the India Marketer and leverage them with multiple channels to aggregate customers and engagement rich conversions.

The Annual State of e-Marketing report is a one of a kind of ‘Voice of India Marketer’ report in India that talks about how India marketers forecast the next 12 months and built the competitive edge over the rapidly growing marketplace and help them in planning of their budgets with Digital1:1 marketing plans.  Annual State of Email Marketing report emphasizes only on Email Marketing trends in India.

India Online Marketing Industry Research Reports

Octane’s Industry Reports are powerful and actionable business tools that collate in-depth strategic insights and analysis over the several sectors in India. This research platform will enable India marketers to track the performance and profitability of the industry they belong to.

As every industry has its own nuances, therefore Octane Industry Research collates the knowledge and awareness from the experienced industry specialists which helps the marketer to make sound strategic decisions and get positioning in the market place.

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