Gearing Up For Growth – India e-Marketing Outlook 2012

Highlights

1. Remarkable increase (18%) in the number of India marketers who seethe importance of integrating email and social media campaigns in 2012. 61.3%of our respondents believe integrating emails and social media is extremelyimportant for achieving higher impact and e-Marketing success.
2. A greater number of companies intend to use email and SMS for e-Marketingin 2012. Respondents in the two successive years have indicated maximum useof emails and SMS for Sales and Event Promotions.
3. Trends indicate an increase in the budgets allocated towards e-Marketing.Social media initiatives are gaining momentum and Email continues to bethe most effective marketing channel. Social Media (68.8%) and Email Marketing(53.1%) emerge as the top 2 online marketing initiatives that will see anincrease in marketing investments in 2012, as compared to 2011.
4. Satisfaction level on effectiveness of email/SMS for meeting marketingobjectives/goal has grown by 20% over the last year.
5. There has been a major shift in the perception of behavioral targeting. For2012 more India marketers share that this is paramount in meeting emailmarketing targets.
6. Telecom Regulatory Authority of India (TRAI) has limited the number of SMS to200 per day per SIM. As a result of this cap on SMS approximately 35.3% of ourrespondents plan to increase their budgets towards email marketing by morethan 11% in 2012.
7. Our research revealed that the majority of marketers (36%) wanted a code ofconduct for Indian marketers by an industry body like IAMAI while 31.5% ofparticipants who believe stronger anti-spam laws in India like CAN-SPAM wouldcurb the SPAM menace.