the state of digital marketing in b2b in india

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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 answers to these questions by extending its What Works Where study to India in 2012.

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  • 1. WWW IndiaThe state of digital marketingin B2B in IndiaNovember 2012
  • 2. The State of Digital Marketing in B2B in India Page 2 IntroThe state of digital marketingin B2B in IndiaFor the past two years, Omobono has conducted WWW in the UK with input from our clients inEurope and the US.But the world is changing, and the requirements of many global corporates to spread theirmarketing efforts into BRIC countries means that we need to know whether the things we holdtrue as marketers in the West are held true elsewhere. Is there one universal way or not? Ifthere are differences, what are they?Omobono set out to find answers to these questions by extending its What Works Where studyto India in 2012.
  • 3. The State of Digital Marketing in B2B in India Page 3What Works Where in India The state of digital marketing in IndiaAs anyone who has been to India will know, its another The simple fact is its pretty undocumented.country; they do things differently there. In fact it is, in our The internet is transforming lives in India but the way that it is beingopinion, not one India but 3. used by businesses to communicate with other businesses is, as yet,There is the simple fact of the numbers. 1.2bn people, of whom 120 unknown. As our literature review conducted as part of this projectmillion (around 10%) are internet users (Source: Economic Times of tells us, our survey is the first time anyone has looked at the topic. SoIndia, April 2012). theres much to learn.But 500 million people are below the poverty line, they are barely Findingsliterate, with no access to the internet at all. Thats one India. Were all familiar with the Google stat that says that 95% ofAnother is the establishment India, where traditional bureaucracy business purchases start on the web. Whilst not as high, thatand systems associated (and partly left by) the Raj still operate. This is point of view is certainly supported by our own WWWan India where everyone has their place and in order to get ahead you research which cites search as being the start point for overhave to know the right people (e.g. be a member of the Delhi Golf Club).As we will see later, one of digitals great challenges in India as in other half of the audience.markets, is how to augment these personal relationships, not to try to So perhaps its no surprise that in the India survey too, 86% ofsupplant them. respondents felt that digital was critical or important.Then theres new India. With a new professional class and 600,000 As well see later, the most important digital elements were web,people graduating in technology subjects from Indias excellent search and social - the three broadcast techniques which helpUniversities each year, India is provoking deep interest from global businesses span this massive continent.corporates, who have headquartered in the new towns that have grownup around Delhi, like Noida and Gulgaon, which simply didnt exist 25 Over the next 12 months digital spend is set to continue, with theyears ago. And of course similarly in Mumbai and Bangalore. majority of the businesses surveyed committing 10 30% of their budget to digital, with a small group (10%) some committing as muchBut with over 50% of the population under 35, this is the India most as 70%.people are now growing up aware of. In the UK and other markets the mean is more like 40%, so digitalsIn the digital landscape its this third version of India which is most share of the marketing wallet in India lags slightly behind.relevant. But any plan has to take into account Indias 1 and 2 as well,depending on the business sector you are targeting.
  • 4. The State of Digital Marketing in B2B in India Page 4 Marketing priorities The top three marketing priorities from the mean scores were: developing a brand position deepening customer relationships lead generation. Ensuring the organisation is living the brand and building brand awareness are close behind however. This is unlike in the UK where bringing the organisation along with you on the marketing journey is just not on marketers radars. Interestingly, this priority list does not change according to company size, again unlike in the UK, where building thought leadership (which is the third most important priority) overtakes building brand awareness to become the second most important priority for larger companies. What do we read into that? That Indian B2B marketers have a better understanding of the importance of lining up everyone within the organisation behind the brand or that they just dont have a separate resource to handle this, so it stays with the marketing community. And, probably, that in a market of the size of India, awareness is still the key game to be played, as opposed to saturated mature markets where the names of bigger companies are known and telling the difference between companies is harder. Digital channel priorities As we found in our UK study and as might be expected, websites are the backbone of companies digital presence.
  • 5. The State of Digital Marketing in B2B in India Page 5Unlike here though, where search is underinvested in (despite buyersbeing highly reliant on it), SEO comes up as the second most importantdigital channel in India, whilst social media overtakes email as the nextmost important marketing tool. Again this seems to point to the factthat in a market the size of India its more realistic to try to ensure thatyour customers find you than to market to them directly particularlyas data in India is still a nascent business.This seems to be backed up by the fact that the only people who wereusing email were the larger companies who perhaps have a moreemail orientated customer base.Small companies seem to be underusing this channel. Perhaps data isat the heart of this problem. Were not sure its as extreme as onedigital pundits comment that all databases in India are stolen, butclearly for email marketing to be widely used you need the data.
  • 6. The State of Digital Marketing in B2B in India Page 6 From What Works Where in B2B? 2012Perceptions of effectiveness - what works inIndia?As might be expected, perceptions of effectiveness followusage, with the most frequently relied on channels being theones that people think work best.Here there were some differences in terms of the size of company, withlarger companies favouring intranets (presumably because they havethem) and the biggest being strongest promoters of mobile.Given that 98% of our respondents marketing teams were under 40and the stats on mobile usage, mobiles appearance at the bottom ofthe range is interesting. The number of mobile phone subscribers inIndia rose to 929.37 million in May according to the TelecomRegulatory Authority of India.
  • 7. The State of Digital Marketing in B2B in India Page 7However, perhaps it only suffers in comparison to other channels,because overall, the levels are comparatively high. A third of therespondents use mobile channels, and 42% feel mobile is effective.This suggests a higher engagement level with mobile compared to