Octane Research

Introduction The Digital DNA: State of e-Marketing in India 2015

Digital is here.

The year 2014 saw a growth curve in the India online space – a new government, a new leader and a boom in internet users. Taking India online as a wheel of India's future, we saw the India online population reaching 278 million users and a 44% increase in computer literacy in 2014 (IAMAI and IMRB, October 2014). A 33% increase was seen in rural population online, now at 61 million users. People are accessing internet in their local languages – with 21% of online users accessing internet in Hindi; followed by Tamil at 13%, Marathi at 12%, Oriya at 9% and Telugu at 3%.

India is a mobile country and it is growing mobile by the day, with 42% of India users online via their mobiles and a whopping 75% of the rural users online using their mobile devices. Companies like Make My Trip and Expedia reporting over 30% of their revenues generated via their mobile presence.

With Email Marketing in focus, marketers saw two big changes – Firstly, Gmail making FBL and Unsubscribe link mandatory. In addition to this Gmail also launched Action Buttons. Secondly, Yahoo! made a stricter DMARC policy routing campaigns to spam, when sender name is a Yahoo! domain.

India saw a great push in e-commerce! Today, with players like Snapdeal, Flipkart and Myntra the India e-commerce has seen 77% growth from last year and now stands at USD 3 billion. IRCTC ramped up their sales to 10,000 tickets booked in a minute from 2,000 tickets booked per minute in 2012, clocking a 500% growth. In a recent study by Google India (November 2014), it is estimated that the Indian e-commerce industry will reach USD 15 billion by 2017. Similarly, a McKinsey report forecasts that Indian Digital BFSI industry will reach USD 70 billion in 2020 (from USD 8 billion in 2014).

The future of Digital India looks promising with Government of India's 'India Digital Plan' 2019. The plan promises that 250k villages in India will have internet, all public places to have Wi-Fi and every Indian to have a smartphone device by 2019.

In 2010 India started its journey majorly towards digital marketing, this research study brings to you trending data on how online marketing in India has changed since and new insights for 2015. The study will also reflect upon how Digital 1:1 marketing (Email & SMS) is growing rapidly to take a centre stage with India marketers in terms of delivering ROI.

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

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