MAM

Marketers to up email marketing spends by over 11% in 2012

NEW DELHI: Following the Telecom Regulatory Authority of India’s (Trai) directive on usage of SMS for promotional messages, marketers plan to increase their budgets towards email marketing by more than 11 per cent in 2012.


According to ‘Gearing up for Growth’, India e-marketing outlook for 2012 conducted by Octane Marketing, as many as 35 per cent of those interviewed wanted to increase their email marketing.


The study showed that the top five industry verticals in India in terms of e-Marketing investment are Retail and Distribution (including online retail and ecommerce) – 32 per cent, Media and Entertainment – 17 per cent, IT and ITES – 11 per cent, Services and Consulting (including marketing agencies) – 9 per cent and Education – 8 per cent.


Customer Acquisition continues to be the primary goal for marketing initiatives over the last two years.


Social media initiatives are gaining momentum and email continues to be the most effective marketing channel. Social Media (68.8 per cent) and email Marketing (53.1 per cent) emerge as the top two online marketing initiatives that will see an increase in marketing investments in 2012, as compared to 2011.


A majority of India marketers (36 per cent) want a code of conduct by an industry body like the Internet and Mobile Association of India (IAMAI), while 31.5 per cent of participants believe stronger anti-spam laws like CAN-SPAM would curb SPAM campaigns in India.


There is a remarkable increase of 18 per cent in the number of India marketers who see the importance of integrating email and social media campaigns in 2012.


A high number of India marketers (62 per cent) feel that the email and SMS marketing programmes are effective in meeting agreed goals.


Comparative analysis of data revealed that more that 80 per cent of the respondents agree that integrated (email and SMS) campaigns influence conversion rates.


Reaching the Inbox (and not the Junk/Spam folder), increasing ROI and building subscribers list are seen to be the top three challenges for the last two successive years.


In 2011, an increased dependence was seen on email service providers or ESPs (like Octane) to provide assured inbox delivery of email messages (25.5 per cent respondents in 2011 V/s 19.2 per cent in 2010). There was a decline in the role of IT in ensuring inbox deliverability over the last year.


At The outset, the report says e-Marketing in India has seen unprecedented growth in recent years as an efficient distribution channel to reach out to the consumers, offering a unique value generating proposition for all stakeholders. This has been largely because of the high adoption growth of online and mobile technologies in India.


Internet usage in India has almost tripled over the last three years and there are approx. 100 million Internet users and 800 million mobile connections in the country. According to IMRB estimates, out of the 35 million claimed mobile Internet users, 26.3 million (75 per cent) are active mobile Internet users.


IAMAI says lower subscription rentals, availability of feature-rich cell phones at cheaper prices, increased PC and digital Literacy, greater awareness of the Internet medium are some of the reasons why mobile Internet penetration has risen in India. With the double digit rise in shipments of Smartphones in India in 2012, more and more users in India will have access to mobile Internet at a price point lower than ever before.


The Annual India e-Marketing Research 2012 is based on surveys conducted with reputed market leaders. The primary objective of this research report is to provide insights to marketers on the trends and technologies impacting e-Marketing in India in the last two years.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/savlon.jpg?itok=394aS9Bm
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/M%20K.jpg?itok=lxg-i-zi
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/youtube.jpg?itok=j0JuH5zZ
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/ola.jpg?itok=8O9ddgr6
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/11/Levi.jpg?itok=i_ggieNm
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/11/Dentsu.jpg?itok=SFcfbyL9
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for Goomo.com, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/11/Festival-Bharat_0.jpg?itok=VAxKHszU
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/09/nutri-choice.jpg?itok=kj4BA9Se
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/09/Sumanto.jpg?itok=o0U8gnck
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories