Marketing City

India Marketers to Focus on Social, Email Marketing and Search in 2013:

By SiliconIndia   |   Wednesday, January 30, 2013
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New Delhi-, India’s leading email marketing company very recently released its third annual industry research report, “Spark the Surge”, as part of the Octane Research series. India marketers have shared their ideas and investment plans for online marketing for 2013 making this research a definitive guide to marketing campaign planning and execution over the next 12 months.

The 2013 research report, which saw participation of 500 marketers from 412 companies-making it India’s largest marketing community research project till date, captures the trends and issues related to e-marketing (mobile, web, email, social and digital). 70+ of the companies that participated in this industry research were from the e-commerce domain.

“India marketers are increasingly looking to integrate their campaigns across multiple channels. Our 2013 research shows that while marketers are investing aggressively in social, a lot still needs to be done towards mobile marketing readiness by organizations in India,” said Samarth Saxena, Co-founder and Chief Operating Officer for He further added, “Email marketing continues to be the leader in terms of lead generation and ROI across channels and will see stronger investments in 2013.”

Key findings from the report:

1. Social Media continues to be the top investment for online marketing in India for 2013 with 65% of India marketers willing to provide an investment boost to the channel (up from 37% from last year).

2. Email marketing is the second highest e-marketing investment channel for India marketers in 2013. A staggering 99% of the respondents revealed that Email Marketing Programs were effective in meeting desired goals for 2012.

3. Three quarters of all marketers believe that in 2013, up to 50% of all email marketing messages will be viewed on mobile phones but only 40% of them have active plans to address mobile marketing as part of their current strategy.

4. ‘Once a week’ mailing has seen the most significant rise of 14% from 2011 to 2013 while there has been a moderate decrease in daily mailing activity.

5. 49% of marketers believe that in 2013, integrated campaigns can significantly increase conversion rates (up from 37% in 2012 and 31% in 2011).

6. 55% of marketers in India rely on professional ESPs (like Octane) to ensure their email marketing messages reach the ‘inbox’.19% of marketers in 2013 (vs. 15% in 2012) shared that their marketing groups are responsible for inbox deliverability. The data also shows a moderate decline in IT’s role in such marketing campaign (down from 22% in 2011 to 18% in 2013).

7. 39% of India marketers believe that a ‘code of conduct’ by an Industry body like the IAMAI or DMAi would be effective in curbing the growing menace of spam in India. Only 4% of the respondents in 2013 see a role of regulator stepping in and stopping all promotional campaigns (vs. 9% of respondents from last year who supported such a role for a regulator).

8. 50% of the respondents feel that increasing Click-Through-Rate (CTR) or Conversion-Rate (CR) is the biggest challenge they face in email marketing. Last year, the biggest challenge as reported was to prevent emails from going into the junk folder.

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