Octane Research

Expert Comment

Was 2014 the year where Indian Businesses spent more to do less?

With a whopping 220 million smartphones 2014 was the year of digitally embraced India. The general elections were fought on the digital turf. This happened as India has become a mobile country with 42% of India online population is online via their mobiles and a whopping 75% of the online rural population is online using their mobile devices. Perhaps true cost of contesting elections came down significantly for politicians who embraced the digital India.

Contrary, as corporations clamour to get new customers, the astonishing find from this report is about how it takes almost 5 times traditional advertising dollar to get same impact as on digital e-marketing. Just 15% of marketing budgets are towards e-marketing. Did businesses spend more to get less? Perhaps, as most of the money was spent on traditional media to acquire new customers online. India has seen a great push in e-commerce! Today the India e-commerce industry has seen 77% growth from last year and a lot of growth is coming from Tier II & Tier III cities. The e-commerce market is now estimated to be of USD 3 billion.

This edition 'The Digital DNA' has trending data, on how online marketing space in India has evolved from 2011 to 2015. The study also seeds in newer insights that online marketing has seen in the last year.

As the industry remains in a dynamic environment this report is, the only India centric comprehensive study, on trends, budget, channels and technologies impacting e-marketing in India that will help you stay a step ahead in the race.

We at DMAi are glad to be partners to this research effort with Octane for the second straight year and wish you a prosperous 2015.

Best Regards,

Vatsal Asher

Vatsal Asher
Digital Marketing Association of India (DMAi)

The Digital DNA – State of e-Marketing India 2015 Introduction: e-Marketing Outlook 2015 (Octane Research)

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