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Customer retention is passe, customer acquistion primary goal for marketers: Survey

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octaneSegmentation and targeted marketing along with integration of different channels will be the growth drivers for e-marketing, according to India e-marketing Research Report 2013, released by marketing technology company, Octane, a few days ago.

As social media continues to enhance a brand’s interaction and engagement with customers, the trend reflects clearly in the report too. The confidence on the medium has almost doubled with 65 per cent of the respondents saying that they are willing to provide an investment boost to this channel of communication as opposed to a mere 37 per cent last year.

The report is based on the findings of an extensive market research survey done in 2011 and 2012 among 500 marketers from around 412 companies across a diverse range of industries.

With mobile, social media and email marketing emerging as the core pillars of e-marketing, the survey included specific questions on these verticals to ensure a comprehensive report that tracks the trends and growth in digital marketing.

For the third year running, the report has found that rather than customer retention or brand awareness, it is customer acquisition that figures as the primary goal for marketing initiatives. Fifty per cent of the marketers opted for this trend according to the survey. And to acquire new customers, email marketing seems to be the sought after marketing channel for a lot of marketers.

According to the report, more than half of the marketers looking at customer acquisition in 2013 agree to focus on email marketing. Clearly, email marketing continues to be relevant in today’s age of DND services and spam boxes and the report seems to echo similar thoughts. Ninety nine per cent of the respondents said that their email marketing programmes were effective in meeting desired goals in 2012. Though, 90 per cent of the marketers surveyed agreed to having experienced unwanted calls and spam messages.

The third important finding of the report is the surging popularity of mobile marketing. Three quarters of all marketers surveyed, believe that in 2013, up to 50 per cent of all email marketing messages will be viewed on mobile phones, with 92 per cent of the marketers agreeing to having created mobile marketing strategies to adapt to the change.

Amidst intense competition and with the online consumer inundated with choices, targeted and behavioural marketing is the key to a successful e-marketing campaign. As per the report, 94 per cent of the Indian marketers are planning to adopt segmentation techniques in their digital campaigns for 2013.

Segmentation using internet based preferences emerged as the top choice for marketers, with one third of the respondents opting for it. Integrated campaigns also seems to be the trend, with the number of such multi-channel campaigns increasing from 31.3 per cent in 2011 to a projected 49.2 per cent in 2013.

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