“Customer is king” – no matter how clichéd this sounds but it is a reality that every marketer lives with. Today, personalized treatment is the key to maintain a customer’s interest. With the evolution of technology the consumer has a far louder voice, which has opened up two-way communication between them and the brand.
Today a marketer has an option to choose from wide range of channels like Email, SMS, Voice, Chat, Website, Mobile App, Social Media, etc to reach out to potential customers – many channels means more interaction, more interactions lead to a huge amount of data creation and this data helps him to target and nurture his customers.
It is very difficult to manually manage multiple marketing channels, and the sheer volume of personalized interactions and customer data that gets generated. And this is where marketing automation plays a big role. Marketing Automation Solutions (MAS) make the job of a marketer much easier by automating marketing and sales activities, enabling him to focus on driving revenue and taking data-driven decisions instead.
“From this report I expect to get more insights on global MAS trends and at India level, which are the new MAS tools being used by leading brands, their benefits & use in campaigns.”
Times Internet Limited
“Digital brilliance and digital expertise should be an integral part of hiring process. Somebody who is digitally illiterate or semi illiterate is no longer a valid candidate for sales & marketing.”
Dr. Karthik Anantharaman
BPL Medical Technologies
“India is at the stage of marketing automation where US was three years ago.”
“If you are able to summarize the entire B2C Marketing Automation, Report 2017 into a 90 day action plan then it will be something which everybody would appreciate.”
VP & Head of Marketing
PolicyBoss.com (Landmark Insurance Brokers)
“Measuring of ROI should be incorporated into the marketing strategy from the day one.”
Chief Innovation Officer
“It is important to get the Sales, CRM and Marketing team aligned on a marketing platform.”
Sakal Media Group
“In the report it will be good if you can break down all the MAS features. This will help in understanding which tool is suitable for which platform.”
“Before adopting any marketing technology it is important to genuinely understand the needs of your customers.”
Head of Marketing
“From the report I would like to understand the technology landscape in India and what are the other companies doing in terms of adoption of MAS”
IT Business Partner, Sales and Marketing
“With proliferation of digital channels, the idea is to utilize the engagement metrics and other statistics that different channels provide to continuously improve the marketing efforts.”
President & Country Head
“From the report I would like to gain Insights on adoption/usage of tools and resulting increase in productivity and efficiency and also know how we can reduce manual intervention in preparation of reports.”
Director – IT Ops & Strategic Initiatives
Religare Finvest Limited
“The right MAS should be able to help us with enrichment of data to get a unified view of the customer, acquire customers & explore cross-sell and upsell opportunities.”
Abhishek K. Gupta
Sr. Vice President & Head of Marketing
“From the report I would like to know is there any differential practice or way of thinking that is emerging in MAS space. It will be great if you can have a separate section for key observations from the report.”
Head of Marketing
Birla Sun Life Mutual Fund
“If content is the King then technology platform is the Queen and one cannot ignore the Queen.”
“Payment automation is a beautiful thing that has happened to every industry.”
Asianet Cable Service
“E-Commerce & Digital marketing are the biggest innovations helping brands to go Global.”
“All your service systems, social media and marketing campaigns should be connected to one single system to get Unified Customer View.”
AVP – Marketing
“By enabling a personalized and individualized engagement, we help marketers with increased Customer Lifetime Value (CLV).”
Report Objectives – What to Expect!
- Current adoption pattern of MAS in Indian B2C Market.
- Most commonly used products, features in use, drivers & restraints.
- Best Practices & Challenges.
- Expectations & Needs.
- Alternative solutions currently in use.
- Buyers guide and checklist
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Recent participants include:
Senior Marketing Director
Sr. Manager Marketing
Head of Marketing
City Head – Online Ordering
Asst. Marketing Manager
Sr. Executive Marketing
CMOs, CDOs, CIOs, Marketing as well as Technology & Strategy Leaders from leading brands across India have participated in this survey.
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The Need: An Unbiased Report on Marketing Automation for Indian B2C Marketers
Since its incorporation, Research NXT has been actively involved in the process of understanding the need of technology in business through market research.
What we observed was that the current scenario of marketing job profiles in India was the exact reflection of the stats we pulled from Linkedin & other sources as well – out of the 25,000 marketing professionals who talk about MarTech on Twitter & Linkedin, around 50% mention “digital marketing” in their profile. This showcases that role of a marketer is still evolving in India, cross-functional activities are being carried out by the same individuals and the implementation of technology in marketing is still a shared responsibility. Most of the new-age marketing channels processes and tech are clubbed under the “Digital Marketing” umbrella as of now. This raised an important question:
[themify_quote]Do Indian marketers have the right source of information to understand which MAS is the best fit for their needs?[/themify_quote]
While going through the reports which are available on MarTech (India), we realised that more focus is given on broader topics like digital marketing and there is a lack of information on the adoption of Marketing Automation Solutions (MAS) in India.
To get more insight we did some pre-work and conducted interviews with 20+ eminent marketing leaders from the B2C industry to get their take on the need for a research report on MAS for the B2C industry in India. Following are our observations from the initial research:
- More than 80% of the marketing leaders interviewed, expressed the need for a detailed report / buyers’ guide for MAS.
- Most of the organizations interviewed have invested heavily to develop in-house solutions to cater to their MAS needs and are willing to evaluate the right vendors who can deliver solutions that would cater to their specific needs.
- Awareness of available MAS / pricing / benefits in the Indian market is low and an unbiased report on MAS adoption can bridge the gap.
[themify_quote]If this report can summarize the entire report into a 90 day action plan for Marketing Automation then it will be something which everybody will appreciate. – Varun Kaushik, VP & Head of Marketing, Landmark Insurance (PolicyBoss.com)[/themify_quote]
Methodology & Expectations: What we covered in this Report.
Our interviews with marketing leaders from the B2C industry in India helped us validate the need for an unbiased and in-depth report.
Research NXT has an innovative approach towards market research and we believe that a market research project is a journey and that participants should get the opportunity to be a part of this journey to share their perspective and gain insight into the best practices of industry leaders while the research is being conducted instead of waiting till the report is published.
Our quest to provide an unbiased and comprehensive perspective on the Indian MAS industry interested one of the MarTech product leaders from the country, “Netcore’ to join us as the exclusive report sponsor.
[themify_quote]In today’s digital India, marketers have to differentiate on customer experience by mapping customers’ journey and influencing their decisions with personalised, omni-channel and real-time data-driven marketing – all made possible with marketing automation solutions. – Kalpit Jain, CEO, Netcore Solutions[/themify_quote]
[themify_quote]This report should give good insights on the real impact of B2C Marketing Automation on Consumer Purchase / Buying Behaviour. – Dr. Karthik Anantharaman, CMO, BPL Medical Technologies[/themify_quote]
This research will be conducted over 14 weeks and we will be connecting with marketing leaders and industry stalwarts to discuss their views on MAS adoption in B2C sector in the Indian market. We will be publishing insights from Interviews, Panel Discussions and Surveys that would be conducted for this research every week and the same would be shared with all subscribers of Research NXT. If you have not already subscribed to Research NXT then this is your opportunity to stay tuned into Unbiased & In-depth Research on Trending Enterprise Technology, Subscribe Now.
[themify_quote]From this report I’d like to know what the global MAS trends are and at India level, what are the new automation tools being used. – Pratik Mazumder – CMO, Times Internet[/themify_quote]
About Research NXT
Research NXT is an innovative market research company covering in-depth research and insights on trending Enterprise Technology.
About Report Sponsor
Netcore is India’s leading Marketing Technology company offering a full-stack, omni-channel, marketing automation solution consisting of engagement platform (customer journey builder, unified view, cross-channel automation, analytics), channels of communications (email, sms, voice, social, web, app) and consultative services to enable marketers deliver exceptional 1:1 customer experiences. To know more, visit netcore.in