Octane Research

Octane's Top 8 Research Highlights
  1. 1. Customer acquisition still remains the primary marketing goal for all marketers. However, we see an increase in votes for Customer Retention that saw an 80% increase since 2011. On the contrary, Brand Awareness dropped by 32% in 2015, despite a steady growth from 2011 to 2014.
  2. 2. The impact of integrated campaigns increased by 84% from 31% in 2011 to 57% in 2015. With 54% Travel marketers and 69% BFSI marketers leveraging the most from these types of campaigns.
  3. 3. Surprisingly, for 72% India marketers 'Websites' is the primary e-marketing activity in 2014. However, Retail & e-commerce and Travel sector the primary e-marketing activity is 'Email Marketing'.
  4. 4. Content Marketing is earning its place with India marketers. 61% marketers believe 'Blogs and Newsletter' is the most effective content marketing tool. However for Education (63%), Retail & e-commerce (71%) and Travel (55%) sectors, Social Media acts like a more robust tool for content marketing.
  5. 5. 'Reaching out to target audiences' is the biggest Email Marketing challenge India marketers faced in 2014, with 51% marketers agreeing to this statement. However, 60% of BFSI factors believe 'inadequate segmentation' was a bigger issue for them.
  6. 6. 'Frequency/ volumes of sending' is the most important factor that will impact Inbox Deliverability in 2015, replacing 'content' as the primary factor since 2011. 'Sender Reputation' is a growing concern for marketers, with 66% increase the last 5 years (36% in 2015 vs 21% in 2011).
  7. 7. 100% of large companies (5000+ crores turnover) find behavioural targeting effective and the number of retail marketers that think behavioural targeting has brought significant change to their campaigns have increased by 24% (77% in 2015 vs 62% in 2014).
  8. 8. 33% India marketers think that over 50% of emails are viewed on mobile devices, seeing a YoY growth of 25%. BFSI sector is on the forefront with 39% BFSI marketers' reporting the same.
The Digital DNA – State of e-Marketing India 2015 Octane's Top 8 Research Highlights: e-Marketing Outlook 2015 (Octane Research)

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