The report has received inputs from 115 senior level CxO's & CDO's. The report is in collaboration with Times Internet who are also the research partner for the exhaustive study.
At the launch, Gulshan Verma, CRO Times Internet Limited & President of the DMAasia Insights Council said, "With this study our goal was to understand what the marketers were thinking and help them learn from their community. By speaking to over a 100 CMOs in the country, we realised that ultimately the core goals of marketing haven't changed – reaching the consumer, engaging with them, and making them a loyal customer are still essential to all marketers. Digital will continue to be very important in the years to come to achieve these goals and what is interesting is the way marketers are approaching it. We hope this report will be useful to the marketing community."
This report includes the rich insights of marketing leaders and peers to augment the growth of businesses in order to ensure success and stay a step ahead in the race. The key findings show an increase of 50-55% digital share in the overall marketing budget. This share is expected to rise up to 75% over the next two years. Also, a majority of marketing leaders revealed that social media plays a pivotal role in customer engagement.
Commenting on the release of the report, Vatsal Asher, Founder & CEO DMAasia stated, "The report reveals the contribution of digital platform in the overall marketing mix and shares an insightful roadmap for the coming years. Basis current trends & sentiments, this report aims to help businesses understand, analyze and make decisions by being an indispensable guidebook to sail through the abundant choppy marketing waters."
The report highlights that social media marketing, content marketing, SEO, website and video are among the digital marketing initiatives that worked well in 2016 whereas video virality, agency output, influencer marketing, measuring ROI and mass media advertising did not. While customer engagement, content marketing, mobile first marketing and measuring marketing ROI are the areas to be focused and leveraged upon in 2017.
The study also yielded that 40% CMOs are not satisfied with the contribution of agencies as they do not manage to deliver in conformity with their marketing goals and growth prospects. Consequently, in house marketing asset creation movement is gaining momentum and will see surge over the next few years unless agencies reinvent their models.
To access the report please click on the link or paste it in your browser – http://marketing.timesinternet.in/
DMAasia is a transforming platform where marketing minds draw closer, harnessing the power of collaboration and creativity. Inspiring unprecedented ideas for the world. DMAasia is committed to creating a more relevant, sustainable and ethical environment for the marketing fraternity. With a broader geographical focus and wider business network, DMAasia will transform members into change leaders with evolved business strategies and relationships that support personal and professional growth objectives in data driven marketing.
As an apex, not for profit DMAi, since 1992, brings about collective action for advancing & protecting responsible Data Driven Marketing and Advertising. As the key to making marketing relevant and provide sustained customer engagement DMAi advocates for creating industry standards for ethical conduct and effective self-regulation of the Data driven, Marketing & Advertising community. DMAi is also co-founder of the International Federation of DMA's, global alliance of DMA & DMAasia.
The DMAi, in recent times, has successfully conducted five annual global conventions drawing participation from over 125 corporations from India & afar. As a platform for motivation, the DMAi has established a credible Awards & Recognition program with industry participation. The DMAi Awards instituted in alliance with the DMA International ECHO Awards aim at providing global recognition for response driven and result oriented marketing. The Hall of Fame awards felicitates individuals with lifetime awards for their noteworthy contribution. The other DMAi programs in its third year are the DMAi Knights and the Marketer of the Year. DMAi has added two new programs The CMO Choice Awards and the Marketing Innovation Awards in 2015. On the anvil is an all new program around internal communication excellence.
DMAi also sets stage for learning opportunities & intra vertical networking forums like-Day Learning Events called Masterclasses, peer to peer networking forums like the UNWIND, the CxO Roundtable.
About Times Internet
Times Internet, India's leading digital products company and the digital venture of Times of India, India's largest media and entertainment group. Reaching over 200m visitors each month, with businesses across content, entertainment, classifieds and transactions. Times Internet Limited websites are among the fastest growing Web / Mobile based networks worldwide. A powerful portfolio of world class product brands that are market leaders in the country which reaches, engages and ultimately transacts with customers in their preferred medium. TIL is playing a key role in accelerating India's digital transformation with their brands and platforms across news, entertainment and necessities across languages across age groups. TIL creates a meaningful connect with the consumer across urban and rural India based on his passions and insights and provides unique insights into their online behaviour and helps create exclusive experiences.