Digital Marketing in India 2015

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Netscribes (Research on Global Markets)

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No of Pages


Market Scenario

Netscribes' latest market research report titled Digital Marketing in India 2015 highlights the overall potential of digital marketing in India, particularly focusing on the major forms of digital marketing and the tools to implement it. Rising demand for digital marketing is spurred by the increased use of internet and mobile phones along with a fast growing e-commerce business. The major areas for digital marketing growth include social marketing, content creation and management, search marketing, email marketing, analytics and video production. The report also provides significant insights to the multifarious tools that cater to specific functions namely analytics, scheduling posts and filtering through content. Digital marketing is slated to generate around 40% of the revenues for most companies in India, and expected to receive 8% of the total media advertising spend in 2015. The market is set to expand predominantly owing to rapidly increasing Internet user base in India, growth in access to smartphones and tablets much complimented by a positive consumer attitude towards online media. One of the major drawbacks is that digital marketing poses considerable challenge with respect to measurement of return on investment in specific channels, thus making it a very calculated area of investment by firms. Mobile advertisements, content marketing, video and image based marketing and real time marketing are some of the recent trends observed in this market. Educational institutions spreading the concept of internet marketing, a robust infrastructure, viral campaigns, static banners and telemarketing are some recommended strategies one can adopt for success in the Indian Market in the digital marketing business.

Table of Contents

Slide 1: Executive Summary Macroeconomic Indicators Slide 2: GDP at Factor Cost: Quarterly (2011-12- 2014-15), Inflation Rate: Monthly (Dec 2014 - Apr 2015) Slide 3: Gross Fiscal Deficit: Monthly (Feb 2015 - Jul 2015), Exchange Rate: Half Yearly (Dec 2014 - May 2015) Slide 4: Lending Rate: Annual (2011-12 - 2014-15), Trade Balance: Annual (2011-12- 2014-15), FDI: Annual (2010-11 - 2013-14) Introduction Slide 5-12: Digital Marketing - Introduction, Factors that Aid towards Digital Marketing Success, Major Forms of Digital Marketing, Digital Marketing and Diverse Target Segments, 7P's of Digital Marketing, Traditional Media Pyramid, Social Media Pyramid, Online Marketing - Where it Pitches and Reasons to Pitch Market Overview Slide 13-17: Digital Marketing - India Overview, Digital Marketing - Market Size and Growth (2014 - 2019e), Digital Marketing - India Snapshots, Percentage Share in Spending in Different Online Marketing Segments in India (2013), Online Advertisement - India Overview, Online Advertising Industry - Market Size and Growth (2014 - 2019e), Mobile Advertisement - India Overview, Mobile Advertising Industry - Market Size and Growth (2014 - 2019e), Vertical Focus for Mobile Ad (2013) Digital Marketing Types Slide 18-28: Social Media Marketing, Major Social Media Marketing Benefits for Organizations, Changing Trends for Organizations for being on Social Media, Search Engine Marketing, E-mail Marketing, Online Advertising (Affiliate Marketing, Ad Networks and Blogs), Mobile Advertising Overview, Content Marketing Digital Marketing Tools Slide 29-41: Social Media Marketing Tools, Search Engine Marketing Tools, Online Public Relations Tools, Directories and Listings Marketing Tools, Email Marketing Tools, Online Advertising Tools Drivers & Challenges Slide 42: Drivers & Challenges - Summary Slide 43-46: Drivers Slide 47-48: Challenges Trends Slide 49: Key Trends - Summary Slide 50-58: Advent of Mobile Marketing, Content Marketing Emerges as the New Buzzword, Custom Content Development Process, Video and Image-Based Marketing, Visual Engagement Tools in Video and Image Based Marketing, Real Time Marketing, Online Marketing Evolving as New Stream of Study Competitive Landscape Slide 59: Porter's Five Forces Analysis Slide 60-63: Competitive Benchmarking Slide 64-113: Major Private Players Strategic Recommendation Slide 114-117: Awareness Spelled through Educational Institutions, Infrastructure, Viral Campaigns, Static Banners and Tele-marketing Appendix Slide 118: Key Ratios Description Slide 119: Sources of Information


This research report involves complete picture of the market with the help of in-depth secondary and primary research. This research report studies several aspects of the market and analyze vital industry influencers. Extensive secondary research has been conducted using paid as well as open access data sources in order to gather information on the market and parent market. These key findings are then analyzed and validated with the help of in-house data models and primary discussions with key industry participants and experts across the value chain


Research Tools and Models

  • Top-Down Approach and Bottom-Up Approach
  • QFD Modeling for Market Size and Share Calculation
  • Regression, Variable and Impact Analysis
  • Penetration Modeling

Qualitative Research

  • It comprises briefing about market dynamics and business opportunities and strategies.
  • Finally, all the research findings are validated through interviews with in-house industry experts, freelance consultants and key opinion leaders etc.

Quantitative Research

It involves various mathematical tools, models, projection, and sampling techniques. It involves following steps:

  • Identification of market variables and market size derivation
  • Assessment of future prospects, opportunities and market penetration rates by analyzing product commercialization, regional trends etc.
  • Evaluation historical market trends and derivation of present and future year-on-year growth trends

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