Eyeing Consumer Intelligence in Retail


  1. Customer Acquisition and Engagement: Customer acquisition remains the primary marketing goal for 63% of retail marketers in 2018. Social media updates (58%)and SMS campaigns (26%) were deemed the most engaging initiatives.
  2. Top Marketing Activities for 2018: For 95% of retail marketers, social media marketing remains the most preferred form of digital marketing followed by website based marketing.
  3. Digital Channel delivering the Best ROI: For retail, paid search (26%) was deemed to be the best performing digital marketing channel guaranteeing the highest ROI for each rupee invested by retail marketers, followed closely by Facebook marketing (24%) and email marketing (21%).
  4. Calculating ROI: First Click (35%), Last Click (12%) and Algorithmic (12%) attribution models are most widely used models by retail marketers. Technology limitations (61%) followed by a lack of conviction about the business case (22%) are the biggest challenges while performing attribution.
  5. Content Marketing: 69% of retail marketers use content marketing as an effective medium to attract and retain existing customers while 56% leverage it to increase brand awareness. Social media updates (62%) and Blogs & Newsletters (56%) were the most popular form of content deployment initiatives.
  6. Increase in Digital Marketing investment in 2018: Eyeing a massive opportunity in social channels, 84% of retail marketers are willing to allocate a higher budget share to social media marketing while 58% of retail marketers intend to increase their spend on search marketing in the coming years.
  7. Outlook for Future Technologies: Chatbots , Cross Channel automation platforms & Big Data analytics are the three most promising marketing technologies for the retail marketers in 2018.
  8. Challenges for 2018: Handling rising fragmentation due to more channels, audiences and geographies is the top challenge for retail marketers followed by deploying the correct click attribution model for effective measurement of digital channels.

Annual India Online Marketing Research Reports

Octane Research’s Annual Reports (State of e-Marketing India and State of Email Marketing) drives comprehensive analyses which are tailored to meet the requirements of the India Marketer and leverage them with multiple channels to aggregate customers and engagement rich conversions.

The Annual State of e-Marketing report is a one of a kind of ‘Voice of India Marketer’ report in India that talks about how India marketers forecast the next 12 months and built the competitive edge over the rapidly growing marketplace and help them in planning of their budgets with Digital1:1 marketing plans.  Annual State of Email Marketing report emphasizes only on Email Marketing trends 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