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 Online Marketing Research Reports

Octane Research’s Annual Reports (State of online marketing in India etc.) drive comprehensive analyses which are tailored to meet the requirements of the India Marketer and provide them with insights to leverage multiple channels for consistent customer experience and engagement rich conversions.

The Annual State of Online Marketing research report is a one of a kind of ‘Voice of India Marketer’ report in India that tracks how India marketers forecast the next 12 months. Our research insights help India marketers in planning of their budgets & learn best practices towards a higher success on execution of digital marketing engagements. 10 years+ running, with a reach of over 2400 marketers across leading brands 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