Marketing

70% marketers in India have adopted marketing automation solutions: Survey

Despite being a late entrant in the martech space, India Inc seems to have fastened its pace in the catch-up game. A recent B2C Marketing Automation Report India 2017 reveals that 70 per cent marketers in India have adopted Marketing Automation Solutions (MAS) to increase lead conversions. It further states that 48 per cent of marketers in India have already decided to include MAS in their marketing strategy.

With ROI as the key parameter to measure investment, 57 per cent of marketers have allocated well-defined budgets for marketing automation spends.

The report, being first-of-its-kind, produced by Research NXT in association with Mumbai-based full stack marketing automation solution provider – Netcore, is based on a survey from more than 150 top marketing professionals and CMOs of leading brands from different sectors across India.

As per the report, the MAS category has grown by 36% from 2016 to 2017, from 156 vendors to 212. There are more than 200 MAS providers available in the global market catering to the needs of B2B and B2C marketers. The number of Indian service providers is also growing at a faster pace, with India ranking third in terms of MAS providers after USA and UK with more than 10 companies offering MAS solutions.

Marketing automation adoption in India Netcore Research NXT survey 2017

The report highlights that more than 70 per cent marketers state that Email and SMS marketing are crucial features of the MAS mix. App engagement and segmentation are other two features that are gaining preference among Indian marketers.

Speaking to MAPR, Kalpit Jain, CEO, Netcore, said that 2017 might prove as to be the year of marketing automation in the country. “It is exciting to know that the trend of marketing automation is gaining momentum in the India market. The rate at which it is growing, we are sure that in the next couple of years or sooner India will be on the same platform as US in terms of usage of technology in marketing. India is at an early stage of adoption and we have observed high level of awareness on the need and benefits of MAS among marketers. We believe 2017 will be the year of marketing automation adoption for majority brands in India,” he said.

The report also highlights that 61% of marketers are evaluating MAS with cloud based platforms, and 28% of them looking at a mix of in-house along with – cloud based platform.

Major hurdle: Skilled resource

Campaign Execution, Implementation and Integration are the top three activities which marketers who are evaluating MAS would like to outsource. This clearly reveals that lack of internal skills and expertise are the biggest barriers in MAS implementation in India, hence choosing a MAS provider offering Marketing Technologist Consultancy to deliver the required results for brands is recommended.

Though predictive scoring and machine learning, workflow builder and unified customer view are not widely used as of now; this trend is expected to witness a change. With the advent of technology in business steering the evolution of marketing channels rapidly, more than 60% of marketers feel that paid digital media, social media and website are the most effective channels for marketing campaigns. Digital channels like browser notification, In-App / web messaging are gaining importance due to the ease of measurability and real time engagement among customers.

The report is available for download. To access the report, follow on this link: http://bit.ly/2r4GfsB

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