Annual e-Marketing Outlook 2014

Igniting Engagement - The State of eMarketing in India


  1. For the fourth successive year, Customer Acquisition remains the top choice as the primary marketing goal for marketers in India with 51% of the respondents choosing this option over customer retention or brand awareness.
  2.  Social Media updates and Email Campaigns continue to dominate the minds of marketers in India (both at 35%) when it comes to preferred channels of customer engagement. While mail had significantly dropped last year (29% in 2013 vs. 39% in 2012), it now seems to be back in favour with a 21% growth in the number of marketers choosing it for 2013-2014.
  3.  The number of marketers that don’t yet believe in engagement via smartphones, apps or email on the go has decreased by about 31% since last year. At the same time, 45% of the marketers surveyed said that they believe in mobile devices as an important aspect of customer engagement and are adapting their strategies to leverage it better. 
  4. For 29% of the companies surveyed, e-Marketing currently contributes between 11% to 30% of their total sales revenue while an additional 19% chose the ‘31% to 50%’ option for the same. Out of these, 57% indicated that they plan to increase their e-Marketing budgets again in 2014 by 21% to 50%.
  5. 65% of the marketers believe that Social Media integration in Emails can lead to increase in brand awareness and reputation. At the same time, 44% think it helps in extending the reach of their Email content to new markets and 24% said it helps in generating more qualities leads.
  6. 47% of the respondents shared that they think that between a quarter to half of all their Email marketing messages will be viewed on mobile devices in 2014. A further 25% were even more confident and chose the 50% to 75% option while 22% of the marketers were cautious and said that less than 25% of all Email Marketing messages will be viewed on mobile devices in 2014.
  7.  According to marketers in India, Content (at 50%), Frequency/Volume of sending (at 46%) and Black Listing/Sender Reputation (at 34%) are the top three factors impacting inbox deliverability rates for Email campaigns.
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.

Our Partners

Our Partners