Digital India: State of Online Marketing in India 2016


  1. Customer Acquisition: Customer Acquisition is the primary focus for marketing activities to be carried out in 2016 for majority (58%) of India Marketers.
  2. For 50% India Marketers, e-Marketing revenue contribution is above 10%: 85% of the Marketers are tracking revenues generated through e-Marketing activities for their business. 50% of Respondents report that e-Marketing activities are contributing more than 10% of share of their revenues.
  3. Integrated Campaigns increase Conversion Rates: 80% of India Marketers believe that integrated campaigns (Email, Social and Mobile) can result in moderate to significant increase in conversion rates.
  4. Maximum Customer Engagement is achieved through Social Media updates: Social Media updates was the top choice for achieving maximum customer engagement (46%) followed by email campaigns (28%).
  5. Top Marketing Activities for 2016: Social Media (66%) tops the list of marketing activities being planned for 2016. Email marketing is voted by 53% of India Marketers. More than 50% of the Marketers are planning to increase investment in Marketing activities.
  6. Online Budget for Email Marketing: 45% of India Consumers respond positively to email offers (which is 3x of US Consumer). For 2016, we see a jump of almost 50% of India Marketers who will be increasing their investments by 31%-50% in Email Channel.
  7. Influences of Social Media on Email Marketing: In 2016, India Marketers are expecting a considerable impact of Social Media on Email Programs. The acceleration in growth of subscribers is expected by 31% of marketers, a 500% increase from 2015.
  8. Email Marketing Segmentation Techniques: India Marketers show an increasing preference for Purchase History to be axis for Email Marketing Segmentation.
Digital India 2016

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.

Our Partners

Our Partners