Digital India: State of Online Marketing in India 2016

Highlights

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.