Digital Dividend


  1. Customer Acquisition and Engagement: Customer acquisition remains the primary marketing goal for (70%) India Marketers in 2018. Social Media updates (50%) and Email marketing (31%) were deemed the most engaging channels.
  2. Top Marketing Activities for 2018: (69%) B2B marketers vote website based marketing as their primary e-marketing activity, while for (76%) B2C marketers Social Media marketing remains the most preferred form of digital marketing.
  3. Digital Channel delivering the Best ROI: Email Marketing (28%) was deemed the best performing digital marketing channel guaranteeing the highest ROI for each 1 rupee invested, followed closely by Paid Search (24%).
  4. Calculating ROI: The Last click (24%) and the First click (20%) attribution models are the most widely used attribution models by India Marketers. Technology limitations (54%) followed by lack of knowledge (35%) are the biggest challenges while performing attribution.
  5. Content Marketing: (70%) India Marketers use content marketing as an effective medium to get more visibility to the brand while (54%) leverage it to engage newer audiences. Social Media updates (70%) and Blogs & Newsletters (66%) were the most popular form of content deployment initiatives.
  6. Increase in Digital Marketing investment in 2018: Eying a massive opportunity in Social channels, (64%) of India Marketers are willing to allocate a higher budget share to Social Media Marketing while (55%) intend to increase their spend on the Website development/Update in the coming year.
  7. Outlook for Future Technologies: Cross Channel automation platforms , Big Data analysis and Chatbots are the three most promising marketing technologies for the India Marketer in 2018.
  8. Challenges for 2018: Justifying revenue impact of high Social Media spends and proving RoI on Digital Marketing are the top challenges for the India Marketer in the coming year.

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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