Octane Research

Research Methodology

The 2015 issue of Octane's Annual State of e-Marketing Study reached out to India marketers via online links, offline forms and face to face meetings. In addition to this, for the first time Octane collaborated with Industry Associations - DMAi (Direct Marketing Association of India), RAI (Retailers Association of India) and IAMAI (Internet and Mobile Association of India), who spread the word about the e-Marketing study that resulted in a greater participation. This effort resulted into an active participation of 465 marketers from 399 companies. Such extensive support from the marketing community makes 'The Annual India e-Marketing Report 2015 – The Digital DNA' is the largest B2B research of its kind in India.

This report celebrates the 5 years of India online and five year of Octane's Annual e-Marketing study. The report is divided into 3 parts –

1. How India marketers saw Online Marketing grow from 2011 to 2014 and how they forecast 2015. The trending data shows how email, mobile, social and web has changed year-on-year.
2. The report also explores new insights of Online Marketing specific to 2014.
3. How Digital 1:1 marketing (Email & Mobile) has changed in India from 2011 – 2014 and how is it forecasted for 2015.

We modelled the survey questions on the following lines:

  • How effectively companies in India use e-Marketing tools
  • Broad marketing goals and to what extent e-marketing helps in achieving these goals
  • E-marketing budgets and the Return on Investment (ROI) given by e-marketing practices
  • The importance of mobile (Smartphones/Tablets/Apps) in the marketing plans
  • Content is king, however, how do India marketers deploy Content Marketing online
  • Which Social Media tools help gather maximum customer attention
  • Which are the steps being deployed to make email and SMS marketing more effective
The Digital DNA – State of e-Marketing India 2015 Research Methodology: e-Marketing Outlook 2015 (Octane Research)

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