Octane Marketing recently launched their first annual e-marketing report, where they gathered data from several leading companies, including Airtel, Dow Jones, GroupM, Google, Hungama, Ibibo, JP Morgan, Monster, Reliance Communication, Vodafone and Zapak. Collecting data from top level people in these organisations, Octane says that the results revealed that for 86 per cent of online marketers in India, email and SMS remain the most vital platforms to engage with their clients.
Sankarson Banerjee, CIO, India Infoline, said, “The projections made in report are in line with our expectations from the Indian industry, and show how marketers need to plan spends.”
Synergy between multiple channels like email, SMS and social media is also very important to 82 per cent of the marketers, and 72 per cent of those surveyed said that they intended to increase the marketing budget for the digital sector by over 10 per cent.
Samarth Saxena, Co-founder & COO, Octane Marketing, said, “This being the first such report of its kind, we intend to build over the research findings and come out with more insightful reports and have a genuine desire to share it back with the marketing community in India.”
The report shows that customer acquisition is a primary goal for online marketing, but also interestingly, revealed that 46 per cent of the respondents were generating over 10 per cent in sales online, and that 52 per cent used it to send promotions and newsletters to their clients, while the management of customer relationships is also an important use of the online media.
The top channels for these activities, according to the survey, are social media, then email marketing, and finally search marketing.
According to marketers in India, the integration of email and SMS will result in a significant increase in the return on campaign investments. About 82 per cent of marketers believe that there is indeed a synergy in integrated service offering to customers. For 78 per cent of marketers, across different verticals, it is important to integrate their email marketing and social media tools in marketing campaigns, while 52 per cent of the top marketers said that it was extremely important to integrate email marketing and social media.