Named as the 3rd highest marketing investment by top marketing professionals in India
Mumbai, 11 October, 2010: Experian, the global information services company, today published the results of a new report, “Online and Email Marketing in India”, which shows that online marketing is one the top priorities for brands in India with 60% of respondents viewing it as a critical marketing investment. The survey, undertaken in partnership with the Direct Marketing Association India, polled the views of 95 marketers from 72 leading organizations representing 15 industry segments during July - August 2010.
For brands in India, ‘Content is King’ with 96% of the respondents rating Website Content Development as vital, Furthermore, marketers also recognize that online market intelligence is key, with 88% of respondents citing it as a ‘must have’ capability.
Findings from Experian’s study also reveal that:
• In India, email marketing is a well accepted means of communication with 66% of the respondents having used email marketing regularly for at least the last two years and 30% using it on a weekly basis,
• 50% of those marketers still using traditional marketing tactics plan to start using email marketing within the next 12 months
These indicators point towards the growing focus on email marketing as an effective channel for targeted and direct communication with consumers. The key challenges faced by marketers currently using email marketing in India include low conversion rates and issues with email deliverability and designing of effective email creative copy.
Navin Chandani, Managing Director of Marketing Services at Experian India said, “As the internet savvy population in India grows, online and email marketing will increasingly become the channel of choice for reaching out to target customer groups. The majority of the challenges which have emerged from the survey can be addressed with the use of right technology. We believe that the right technology will enable marketers to understand their market and make the right offer to the right customer through the right channel enhancing the RoI from marketing Rupees ”.
Experian is the leading global information services company, providing data and analytical tools to clients in more than 90 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2010 was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil. For more information, visit http://www.experianplc.com