Digital marketing is becoming a must-have strategy globally for enterprises and advertising agencies. Evolving out of an experimental phase, marketers are shifting a higher percentage of their marketing budgets to digital methods, processes, platforms, and media.
About% of organizations in India spend % to % of their total marketing budgets on digital marketing in 2014. The business service vertical spends the highest on digital marketing and plans on increasing its average spend from % to % in the next two-to-three years.
Rising broadband penetration in India, especially through mobile media, has increased the potential of lead generation, maintenance, support and campaign reach out using digital platforms. Increasing consumer engagement on digital media and exchange of opinions through community sites are having a impact on the way customer experience can be tracked and leveraged for marketing.
However, while many enterprises in India are exposed to digital marketing and its benefits, several are unaware of tools, such as marketing automation software (MAS), that can help them build a workflow and streamline all the processes around their marketing-sales cycle.
These trends are changing gradually. The eCommerce market in India, which is estimated to grow at an annual growth rate of at least %, drives high adoption for MAS in India.
Apart from eCommerce, other segments within Information and Communication Technologies (ICT), such as software and high tech, are also driving adoption.
There are about vendors in the Indian MAS market, but the top three competitors constitute nearly % in market share by revenue. The market continues to see an increasing number of vendors with innovative and attractive kick-starter packages, especially for the SMB segment.
The India MAS market earned $4.1 million in 2013 and comprises less than % of the global market. This market is expected to grow at a CAGR of % from 2013 to 2020.
About this report
A Marketing Automation Solution (MAS) is a tool that automates marketing and sales activities to drive revenue growth and empowers organizations to make data-driven decisions. It includes Content Marketing Enablement, Lead Management, Sales Enablement, and Marketing Analytics and Measurement. The MAS market in India is at a nascent stage; awareness levels are low. Hence, end users are apprehensive about making the shift from using manual modes of digital marketing to automated modes. This report also covers the drivers and restraints for the growth of the MAS market in India. It consists of 7-year forecast of revenue for the total market and various end-user segment breakdowns, such as B2B, B2C, Enterprise, and SMBs. It also details the pricing and unit forecasts and trends. A detailed questionnaire was developed to understand the awareness levels, the rate of adoption, and the trends that currently exist in the region for MAS as a tool. 200 top-level executives from various verticals responded, and a combined analysis of end-user and vendor-side perspectives is provided in this study to render a holistic view of the MAS market in India.
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