the state of digital marketing in b2b in india - charts

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


• 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?


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?


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?


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


How often does your organisation use the listed channels?


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


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?


How effective are the below channels in achieving your organisation's goals?


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


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?


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


Micro

Small

Medium

Large

Very Large

WWW 2012 – what are marketers biggest challenges?


What are the three most significant challenges you face in B2B digital marketing?


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


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?


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


Micro

Small

Medium

Large

Very Large

WWW 2012 - Importance of personal contact in the buying process


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

Facebook

Twitter

Telemarketing

Generic email

Webinars

Industry sponsorship

LinkedIn

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?


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?


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 [email protected] or call 01223 307000

the state of digital marketing in b2b in india - charts

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