the state of digital marketing in b2b in india - charts
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WWW India The state of digital marketing in B2B in India
November 2012
Introduction The state of digital marketing in B2B in India
For the past two years Omobono has conducted WWW in the UK with input from our clients in Europe and the US.
But the world is changing and the requirements of many global corporates to spread their marketing efforts into BRIC countries means that we need to know whether the things we hold true as marketers in the West are held true elsewhere. Is there one universal way or not? If there are differences, what are they?
Omobono set out to find the answers to these questions by extending its What Works Where study to India in 2012.
22 November 2012 WWW India 2012 2
What works where
22 November 2012 WWW India 2012 3
• 2011 70 respondents responsible for £30m
• 2012 96 respondents responsible for £70m
+ 224 buyers with budgets of £150m
• India 2012 58 respondents of which 98% were under 40
How important is digital marketing activities in achieving your organisations goals?
22 November 2012 WWW India 2012 4
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Critcal Important Less Important Not al All Important Not Relevant
38%
48%
12%
2% 0%
How important is digital marketing activities in achieving your organisations goals?
22 November 2012 WWW India 2012 5
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Critcal Important Less Important Not al All Important Not Relevant
38%
48%
12%
2% 0%
UK: 95%
What are the B2B marketing priorities for your organisation over the next 12 months?
22 November 2012 WWW India 2012 6
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
DBP DCR LG RBA EOLB DUTM LNPS STL OTH
3.5 3.4 3.4
3.3 3.2
3.0 2.9
2.4 2.3
What are the B2B marketing priorities for your organisation over the next 12 months?
22 November 2012 WWW India 2012 7
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
DBP DCR LG RBA EOLB DUTM LNPS STL OTH
3.5 3.4 3.4
3.3 3.2
3.0 2.9
2.4 2.3
Primary objectives
22 November 2012 WWW India 2012 8
How often does your organisation use the listed channels?
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0
0.5
1
1.5
2
2.5
3
3.5
Websites Organicsearch(SEO)
SocialMedia
EmailCampaigns
Online PR Intranets Paid search(PPC)
Audio,video andinteractivemarketing
Extranets DisplayAdvertising
Mobile andSMS
3.5
2.97 2.9
2.56 2.38
2.25 2.16 2.14 2.11
1.95 1.82
Channel usage by organisation size
22 November 2012 WWW India 2012 10
Websites Intranets Extranets DisplayAds
SEO PaidSearch
Emails SocialMedia
Mobile &SMS
InteractiveMKt
Online PR
Micro
Small
Medium
Large
Very Large
WWW 2012 – what are marketers spending on?
22 November 2012 WWW India 2012 11
How effective are the below channels in achieving your organisation's goals?
22 November 2012 WWW India 2012 12
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Companywebsite
Organicsearch(SEO)
SocialMedia
EmailCampaigns
Intranets OnlinePublic
Relations
Extranets Paid search(PPC)
DisplayAdvertising
Audio,video andinteractivemarketing
Mobile andSMS
4.2
3.9
3.5 3.4 3.3 3.3 3.2 3.1 3.0
3.0 2.9
Channel effectiveness by organisation size
22 November 2012 WWW India 2012 13
Websites Intranets Extranets DisplayAds
SEO PaidSearch
Emails SocialMedia
Mobile &SMS
InteractiveMKt
Online PR
Micro
Small
Medium
Large
Very Large
To what extent, if at all, do you outsource each of your organisation's activities to external agencies as opposed to doing it in-house?
22 November 2012 WWW India 2012 14
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
A/V &interactivemarketing
Paid search(PPC)
Organicsearch(SEO)
Mobile andSMS
Companywebsite
DisplayAdvertising
Extranets OnlinePublic
Relations
Intranets EmailCampaigns
SocialMedia
1.64 1.58
1.44
1.34 1.28 1.28 1.27 1.25
0.98
0.83 0.82
Outsourcing by organisation size
22 November 2012 WWW India 2012 15
Micro
Small
Medium
Large
Very Large
WWW 2012 – what are marketers biggest challenges?
22 November 2012 WWW India 2012 16
What are the three most significant challenges you face in B2B digital marketing?
22 November 2012 WWW India 2012 17
0%
10%
20%
30%
40%
50%
60%
MeasuringROI
CreatingValuableContent
Speed andInnovation
TacklingSocial Media
Recruitingand
ManagingPeople
Unifying andIntegrating
withinDigital andTraditionalMarketing
InternalResistance
Allocation ofBudget for
DigitalActivities
Lack ofTechnology
Others -Consistency
53% 52%
47%
36%
31% 28%
22% 21%
12%
7%
Digital challenges by organisation size
22 November 2012 WWW India 2012 18
MeasuringReturn on
Investment
Recruitingand
ManagingPeople
Allocationof Budgetfor DigitalActivities
TacklingSocialMedia
CreatingValuableContent
Unifyingand
Integratingwithin
Digital andTraditionalMarketing
Speed andInnovation
InternalResistance
Lack ofTechnology
Others -Consistency
Micro
Small
Medium
Large
Very Large
Apart from digital marketing, what other techniques have you found effective?
22 November 2012 WWW India 2012 19
0
0.5
1
1.5
2
2.5
3
3.5
4 3.7
3.34
3 2.8 2.79 2.73
2.56 2.4 2.4 2.4 2.3 2.15
Mean
Non digital channels by organisation size
22 November 2012 WWW India 2012 20
Micro
Small
Medium
Large
Very Large
WWW 2012 - Importance of personal contact in the buying process
22 November 2012 WWW India 2012 21
11%
8%
2%
4%
4%
5%
8%
10%
11%
13%
16%
16%
20%
25%
28%
45%
None - no-one made a compelling case
None - no need for any goods/services
SMS/MMS
Telemarketing
Generic email
Webinars
Industry sponsorship
Direct mail
Email sharing content
Bespoke events
Trade events
Personalised email
Personal visits
Don’t provoke particularly negative reactions, but don’t lead buyers to act, either
WWW 2012 - Best 5 channels for prospective suppliers to contact B2B buyers?
22 November 2012 WWW India 2012 22
Financial services Engineering/
manufacturing Business/ prof. services Technology/ telecoms
1 Personal visits (83%) Personal visits (87%) Bespoke event (75%) Bespoke event (78%*)
2 Trade events (73%*) Trade events (69%*) Personal visits (74%) Personal visits (69%)
3 LinkedIn (71%) Industry sponsors (65%*) Trade events (69%*) Trade events (69%*)
4 Email sharing content (67%) Bespoke events (62%*) Email sharing content (66%) Email sharing content (64%)
5 Webinars (67%) Personalised email (56%) Personalised email (60%) Twitter (54%*)
% reacting very or quite positively to contact
% who had actually purchased something as a result of contact through this channel
Financial services Engineering/
manufacturing Business/ prof. services Technology/ telecoms
1 Personal visits (36%) Personal visits (58%) Personal visits (53%) Personal visits (33%)
2 Personalised email (20%) Personalised email (27%) Trade events (45%) Personalised email (31%)
3 LinkedIn (19%) Trade events (25%) Personalised email (33%) Bespoke events (24%)
4 Bespoke events (17%) Direct mail (22%) Bespoke events (29%) Email sharing content (20%)
5 Trade events (17%) Bespoke events (10%) Industry sponsors (24%) LinkedIn (16%)
What metrics does your organisation use to measure return on digital investment?
22 November 2012 WWW India 2012 23
0%
10%
20%
30%
40%
50%
60%
70%
80%72%
62%
57% 57%
52%
47% 45%
38%
29%
9%
Conclusions
• B2B marketing in India is well established and sophisticated in terms of digital channel usage.
• How can digital augment what are undoubtedly extremely strong personal relationships.
• How can you build customer referrals?
• How can you gain advantage with email – we know it works powerfully.
• Continue with the importance of search and web.
• Think of mobile as an increasingly positive spiral
22 November 2012 WWW 2012 24
©2012 Omobono Ltd. All ideas, concepts, brand-related names, strap lines, phrases, copy/text and creative concepts developed and contained in this document remain the intellectual property of Omobono Ltd until such time as they are procured by a third party. Anyone viewing this document may not use, adapt or modify the contents without our prior consent.
Omobono Ltd. St Giles Hall Pound Hill Cambridge CB3 0AE, UK
T +44 (0)1223 307000 F +44 (0)1223 365167 www.omobono.com
Thank you
For further information please contact Fran Brosan fran@omobono.co.uk or call 01223 307000
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