Digital Dividend

Highlights

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.