Gearing Up For Growth – India e-Marketing Outlook 2012


  1. Remarkable increase (18%) in the number of India marketers who see the importance of integrating email and social media campaigns in 2012. 61.3% of our respondents believe integrating emails and social media is extremely important for achieving higher impact and e-Marketing success.
  2. A greater number of companies intend to use email and SMS for e-Marketing in 2012. Respondents in the two successive years have indicated maximum use of 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 be the most effective marketing channel. Social Media (68.8%) and Email Marketing (53.1%) emerge as the top 2 online marketing initiatives that will see an increase in marketing investments in 2012, as compared to 2011.
  4. Satisfaction level on effectiveness of email/SMS for meeting marketing objectives/goal has grown by 20% over the last year.
  5. There has been a major shift in the perception of behavioral targeting. For 2012 more India marketers share that this is paramount in meeting email marketing targets.
  6. Telecom Regulatory Authority of India (TRAI) has limited the number of SMS to 200 per day per SIM. As a result of this cap on SMS approximately 35.3% of our respondents plan to increase their budgets towards email marketing by more than 11% in 2012.
  7. Our research revealed that the majority of marketers (36%) wanted a code of conduct for Indian marketers by an industry body like IAMAI while 31.5% of participants who believe stronger anti-spam laws in India like CAN-SPAM would curb the SPAM menace.
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