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Marketers in India Don't Expect More from Digital ROI

Social media marketing is gaining importance

January 21, 2016 | Advertising & Marketing

Marketers in India continue to keep their eyes on digital—but they don’t think the channel will generate more revenues than it did last year.

Percent of Revenues Generated by Digital Marketing According to Marketing Professionals in India, 2011-2016 (% of respondents)

That’s according to Octane Research, which has asked marketing professionals in India what they think about digital each year since 2011.

When respondents were queried about the prospects for revenues driven by digital this year, their responses were virtually unchanged since 2015.

The tactics they find most effective have shifted somewhat, though. Nearly half (46%) said social media marketing was most effective in 2016, up from 34% in 2015 and higher than it’s ever been before. Respondents also found blogs more important than in the past, at 11% in 2016 up from 8% in 2015 and 5% in 2014.

One reason for the growing importance of social media marketing could be the growing social media population in India. eMarketer estimates that this year, 178.4 million people in India will use social networking sites at least monthly. That's up 24.1% over 2015. The social audience still amounts to a small share of India’s overall population—14.1% this year—but it’s unquestionably growing.

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