Before we started on the journey of creating this report, we went through resources which were available on MarTech (India) and realised that more focus is given on broader topics like digital marketing. During our discussions with industry associations, experts and vendors from MAS space, we observed lack of information on the adoption of Marketing Automation Solutions (MAS) in India, specifically for the B2C market.
Objective of this report is to understand the adoption of MAS in Indian B2C organisations, identify most commonly used features, drivers and restraints. Share insights on Pricing Models, ROI Measurement & Challenges while implementing MAS. And help B2C marketers make the right decision while evaluating and implementing MAS in their organizations.
During the research, it was exciting to find that the trend of Marketing Automation is swiftly picking up in India. The way it is growing we are sure that in couple of years India will be on the same platform as US in terms of usage of technology in Marketing. Indian market is at an early majority stage of adoption and we observed high level of awareness on the need and benefits of MAS amongst Indian B2C Marketers.
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More than 150 marketing professionals of the leading B2C brands from India took part in the survey, giving us a rich pool of data. The survey was conducted across the country. We focused on seven industry segments: BFSI, Telecom, Travel, e-Commerce, Pharma, Auto and FMCG & Consumer Electronics. We also got the opportunity to speak with CMOs & Experts from leading brands across India and got their perspective on the topic.
#3 India among the top three countries with most number of MAS providers.
48% marketers decided to have MAS in their marketing strategy.
57% of marketers have a well-defined marketing budget allocated for Marketing Technology spends.
70% marketers think Email and SMS marketing are very crucial features of their MAS mix.
63% Marketers say internal skills & expertise is the biggest barrier to implement marketing automation solution.
“From this report I expect to get more insights on global MAS trends and at India level, which are the new MAS tools being used by leading brands, their benefits & use in campaigns.”
Times Internet Limited
“Digital brilliance and digital expertise should be an integral part of hiring process. Somebody who is digitally illiterate or semi illiterate is no longer a valid candidate for sales & marketing.”
Dr. Karthik Anantharaman
BPL Medical Technologies
“India is at the stage of marketing automation where US was three years ago.”
“If you are able to summarize the entire B2C Marketing Automation, Report 2017 into a 90 day action plan then it will be something which everybody would appreciate.”
VP & Head of Marketing
PolicyBoss.com (Landmark Insurance Brokers)
“Measuring of ROI should be incorporated into the marketing strategy from the day one.”
Chief Innovation Officer
“It is important to get the Sales, CRM and Marketing team aligned on a marketing platform.”
Sakal Media Group
“In the report it will be good if you can break down all the MAS features. This will help in understanding which tool is suitable for which platform.”
“Before adopting any marketing technology it is important to genuinely understand the needs of your customers.”
Head of Marketing
“From the report I would like to understand the technology landscape in India and what are the other companies doing in terms of adoption of MAS”
IT Business Partner, Sales and Marketing
“With proliferation of digital channels, the idea is to utilize the engagement metrics and other statistics that different channels provide to continuously improve the marketing efforts.”
President & Country Head
“From the report I would like to gain Insights on adoption/usage of tools and resulting increase in productivity and efficiency and also know how we can reduce manual intervention in preparation of reports.”
Director – IT Ops & Strategic Initiatives
Religare Finvest Limited
“The right MAS should be able to help us with enrichment of data to get a unified view of the customer, acquire customers & explore cross-sell and upsell opportunities.”
Abhishek K. Gupta
Sr. Vice President & Head of Marketing
“From the report I would like to know is there any differential practice or way of thinking that is emerging in MAS space. It will be great if you can have a separate section for key observations from the report.”
Head of Marketing
Birla Sun Life Mutual Fund
“If content is the King then technology platform is the Queen and one cannot ignore the Queen.”
“Payment automation is a beautiful thing that has happened to every industry.”
Asianet Cable Service
“E-Commerce & Digital marketing are the biggest innovations helping brands to go Global.”
“All your service systems, social media and marketing campaigns should be connected to one single system to get Unified Customer View.”
AVP – Marketing
“By enabling a personalized and individualized engagement, we help marketers with increased Customer Lifetime Value (CLV).”
About Research NXT
Research NXT is an innovative market research company covering in-depth research and insights on trending Enterprise Technology.
About Report Sponsor
Netcore is India’s leading Marketing Technology company offering a full-stack, omni-channel, marketing automation solution consisting of engagement platform (customer journey builder, unified view, cross-channel automation, analytics), channels of communications (email, sms, voice, social, web, app) and consultative services to enable marketers deliver exceptional 1:1 customer experiences. To know more, visit netcore.in