With ROI as the key parameter to measure investment, 57 per cent of marketers have allocated well-defined budgets for marketing automation spends. The latest B2C Marketing Automation Report India 2017 reveals that 70 per cent marketers in India have adopted Marketing Automation Solutions (MAS) to increase lead conversions. It further states that 48 per cent of marketers in India have already decided to include MAS in their marketing strategy.
The report, being first-of-its-kind, produced by Research NXT in association with Netcore, is based on a survey from more than 150 top marketing professionals and CMOs of leading brands from different sectors across India.
As per the report, the MAS category has grown by 36 per cent from 2016 to 2017, from 156 vendors to 212. There are more than 200 MAS providers available in the global market catering to the needs of B2B and B2C marketers. The number of Indian service providers is also growing at a faster pace, with India ranking third in terms of MAS providers after USA and UK with more than 10 companies offering MAS solutions.
The report highlights that more than 70 per cent marketers state that Email and SMS marketing are crucial features of the MAS mix. App engagement and segmentation are other two features that are gaining preference among Indian marketers.
Commenting on the report findings, Mr. Kalpit Jain, CEO, Netcore, said, “It is exciting to know that the trend of marketing automation is gaining momentum in the India market. The rate at which it is growing, we are sure that in the next couple of years or sooner India will be on the same platform as US in terms of usage of technology in marketing. India is at an early stage of adoption and we have observed high level of awareness on the need and benefits of MAS among marketers. We believe 2017 will be the year of marketing automation adoption for majority brands in India.”
The report highlights that 61 per cent of marketers are evaluating MAS with cloud based platforms, and 28 per cent of marketers are looking at a mix of in-house along with – cloud based platform. Campaign Execution, Implementation and Integration are the top three activities which marketers who are evaluating MAS would like to outsource. This clearly reveals that lack of internal skills and expertise are the biggest barriers in MAS implementation in India, hence choosing a MAS provider offering Marketing Technologist Consultancy to deliver the required results for brands is recommended.
Though predictive scoring and machine learning, workflow builder and unified customer view are not widely used as of now; this trend is expected to witness a change. With the advent of technology in business steering the evolution of marketing channels rapidly, more than 60 per cent of marketers feel that paid digital media, social media and website are the most effective channels for marketing campaigns. Digital channels like browser notification, In-App / web messaging are gaining importance due to the ease of measurability and real time engagement among customers.
For knowing more about the five key trends that will dominate marketing automation in 2017, you may download the report here: http://bit.ly/2r4GfsB
Having pioneered the internet communications and online marketing space for over 18 years, Netcore has transformed its brand identity to reflect the seismic changes in the ever-changing marketing technology landscape. Today, Netcore seeks to be a marketer’s pathfinder through innovative and intelligent marketing automation solutions, with a goal to create infinite experiences for its ever growing list of marquee clients.
With the arrival of smartphones, the balance of power has shifted from marketers to consumers. It is the ‘age of the customer’ and today’s customers demand personalised, relevant and engaging experiences. To help their clients create customer delight and achieve their strategic business goals, Netcore had created India’s first and leading full-spectrum omnichannel marketing automation solution in 2015 that puts customer experience at the centre of marketing strategy. This philosophy is captured in the company’s new tagline ‘Experience the Infinite’ and its new logo which features the infinity symbol at its centre.
The company has built a profitable track record and has witnessed 40 per cent year-on-year growth over the past 5 years. With an employee strength of more than 450; serving over 3000 brands as clients along with over 50 Netcore Smartech Clients, Netcore is India’s largest digital marketing company enabling
7 billion customer connects across various sectors through email, SMS, mobile, push notifications and digital marketing solutions. Given the industry expected growth estimates of about 340 million smartphones and over 225 million Facebook users in 2017, it is critical for brand owners to explore the power of Netcore’s infinite marketing and gain a first-mover advantage in the market.
Commenting on the new brand identity, Rajesh Jain, Founder and Managing Director, Netcore Solutions, said, “The company has led from the front with innovative services throughout, starting from way back in 1998. Over the years, we have kept our promise to evolve with the market’s needs by introducing email marketing, mobility (SMS, IVR and voice based) marketing to India’s first and leading cross-channel marketing automation platform (Netcore Smartech) that helps brands create personalised and real-time customer experiences. ‘How do I make every customer feel special?’ – That’s the direction in which marketing has started to move. And we have got some very interesting early case studies including from companies like HDFC Life, Pfizer, Cover Fox, Lemon Tree Hotels, among others.”
Providing an industry perspective, Kalpit Jain, CEO, Netcore Solutions said, “As per the latest NASSCOM report, Indian players’ share in the global Martech industry can grow to USD 45-55 billion by 2025. This is the age of the connected consumer. So, brands must shift their primary focus from the traditional, unidirectional, one-to-many broadcast-style of marketing and move to one-to-one, interactive, and hyper-personalised communication and conversations with their target customers. Our feedback from marketers’ told us that the most important need is to enable personalisation at scale. And so we created Netcore Smartech – our proprietary, full-spectrum, omnichannel marketing automation solution, which can help marketers get their job done to map customer journeys and thereby create rewarding customer experiences on a one-to-one basis.”
Kamini Rupani, Chief Marketing Officer, Netcore Solutions opined, “When we introduced Smartech in 2015, it evangelised the marketing technology industry in India. Our value proposition to our customers has evolved greatly, and so we decided to give our brand a completely new visual expression and fly a new flag. Netcore’s services have grown phenomenally in size, scale and impact, and our brand personality too has evolved to reflect that growth and promise. Netcore projects a brand’s personality which is agile, reliable, intelligent, empathetic, and resourceful. With Netcore Smartech, the possibilities are infinite, and we can give our customers infinite experiences. That is not just the promise of Smartech, it is also our motto.”
Adfactors PR, India’s largest public relations firm, was recognised as the ‘PR Consultancy of the Year for 2015’ at India PR & Corporate Communication Awards 2015 organized by Exchange4Media.com, a leading platform for latest news, views and analysis in the Indian broadcasting, media, advertising and marketing domain.
Adfactors PR was adjudged PR Consultancy of the Year 2015 based on significant business growth in the previous year, recognition in the Indian and Global PR industry, key client acquisitions, award winning PR campaigns and benchmark initiatives for attracting and retaining talent.
Apart from the top honour, the consultancy won two Gold metals for Crisis Management (GAIL Pipeline) and Public Sector campaigns (Goa Tourism). Also, the firm received a Silver metal for best use of PR by a Corporate (ICICI Bank) along with Silver and Bronze award for best PR campaigns in the Financial Services sector (IndusInd Bank, BSE Ltd.)
Madan Bahal, co-founder and Managing Director of Adfactors PR, said, “This award is a milestone in the long journey. We were the agency of the year four times in the last 15 months. The Asia Pacific Financial Consultancy of the year twice in the last 24 months and Global Financial Consultancy of the Year 2015. So we will keep doing what we are doing as well as we can.”
The agency was recognized as the ‘Global Financial Consultancy of the Year 2015’ at the recently concluded ‘The Holmes Report Global Public Relations Summit 2015’. In September 2015, Adfactors PR was adjudged the ‘Asia-Pacific Financial Consultancy of the Year’ by The Holmes Report. Prior to that, the firm was recognised as the ‘South Asia Agency of the Year’ by PRWeek Asia in June 2015, ‘South Asia Agency of the Year’ by Campaign India in December 2014, and ‘Indian Consultancy of the Year’ by The Holmes Report in September 2014.
Besides these, through 2015, the firm has won over 30 awards for its client-campaigns at various international and national industry excellence awards, another record by an Indian firm.
Hansa Cequity, India’s first customer marketing company will now work as a Business Level Partner of Adobe to provide digital marketing solutions and integrated technologies to its pan-India customers.
Hansa Cequity, India’s first customer marketing company headquartered in Mumbai, has announced that it has joined the Adobe Solution Partner Program as a Business Level Partner. This will allow Hansa Cequity to work more closely with Adobe to provide digital marketing solutions and integrated technologies to its pan-India customers.
Hansa Cequity will use Adobe Marketing Cloud solutions such as Adobe Audience Manager (a data management platform), Adobe Analytics (a leading marketing analytics solution), Adobe Campaign (for multi-channel campaign management), to provide integrated customer marketing solutions to its clients in retail, automotive, banking and travel and hospitality domains. In strengthening its relationship with Adobe, Hansa Cequity will receive greater levels of support from Adobe and in turn be able to pass that along to its clients.
“Hansa Cequity is excited to build our relationship with Adobe, and in signing this enterprise agreement, we will have a great Digital Technology partner in Adobe as we continue to expand as a full service Customer Experience Management Company,” said S Swaminathan, CEO and Co-Founder, Hansa Cequity.
“With customer centricity gradually becoming an integral part of organisational thinking, marketers are looking to partner who can provide integrated services for enhancing their customer’s experience. And that is what we aim to achieve with this partnership,” added, Ajay Kelkar, COO and Co-Founder, Hansa Cequity.
Commenting on the partnership Umang Bedi, MD – South Asia, Adobe Systems said, “Hansa Cequity has been one of the pioneers of data-driven marketing in India. This partnership will enable customers to act on the insights to deliver differentiated customer experiences in this rapidly changing digital world.”
The Adobe Solution Partner Program is designed to create a successful relationship between Adobe and digital marketing companies to help build customer experience solutions and facilitate exchange of resources and support.
- NASSCOM and Hansa Cequity releases a report on Analytic Maturity in India titled, “Application, Innovation and Maturity of Indian Analytics”
- The report was released as part of the Big Data & Analytics Summit organised by NASSCOM in Hyderabad on June 25, 2015
- The study proves that India is now ready to make the big difference in the way global companies make decisions.
To showcase how organisations are creating value by leveraging analytics across industries, The National Association of Software and Services Companies (NASSCOM) and Hansa Cequity today announced the release of a report on “Application, Innovation and Maturity of Indian Analytics”. The report was released as part of the Big Data & Analytics Summit organised by NASSCOM at Hyderabad.
Organisations, including global in-house centres, analytics providers, and Indian buyer enterprises across different industry sectors participated and showcased the innovation and business impact created by them by leveraging Indian analytical capabilities. The submissions were received in application areas of Customer Experience & Lifecycle Management, Revenue Maximisation, Operational Efficiency, and Compliance & Risk Management.
Key findings of the study:
- Organisations are increasingly ‘competing on analytics’ based on Insights from integrating institutional data, social media data, and machine data.
- Analytics solutions have matured from business intelligence and reporting into the realm of predictive and prescriptive analytics such as forecasting, scenario planning, simulation, optimisation, complex risk modelling, NLP etc.
- The industry is enhancing capabilities and moving towards productized analytics solutions by embedding domain expertise, understanding of customer business and deploying deep analytics expertise.
- Industry is offering solutions spread over industries such as Agriculture, Banking, and Mining to Government agencies.
- Many local government agencies, on a very positive note, have been early adopters of analytical solutions to provide better citizen centric services.
As part of the study, 12 pioneering examples were selected for special recognition and the companies that executed those projects were honored at the NASSCOM Big Data & Analytics Summit.
The ‘Top 50’ case submissions are featured in the ‘Application, Innovation & Maturity of Indian Analytics’ Report.
MohanaKrishnan, Director, NASSCOM, said “Disruptive technologies, informed customers, rapidly changing business models are presenting challenges as well as opportunities for enterprises to explore innovative solutions available in the ecosystem. The need for drawing better insights from huge volumes of data has fueled the need for innovative analytic solutions.
The depth, breadth, innovation and maturity of analytics solutions from India is not only fascinating and has led industries such as banking, retail, mining, aviation, agriculture, government, transportation, hospitality, and energy and utilities to quickly adopt and bring enhanced competitive advantage.”
Swaminathan, Co-founder and CEO, Hansa Cequity commented that, “At Hansa Cequity, we believe that Data is the new fuel and competitive advantage for the enterprise and Data-driven marketing will become the new normal in companies. The study proves that India is now ready to make the big difference in the way global companies make decisions.”
While sharing his views on the initiative, Ajay Kelkar, Co-founder and COO, Hansa Cequity, said “Data scientists were ranked by HBR as the sexiest job of the 21st century. Cequity assessed the work done by participating Data science teams along with NASSCOM and used their Smart Analytics Impact™ framework to assess the more innovative case studies. This Research demonstrated that a vibrant ecosystem for analytics has developed in India”
Integreon Recognised in 2015 IAOP Global Outsourcing 100 List® of the World’s Best Outsourcing Service Providers
MUMBAI – 17 February 2015 – Integreon, a leading global provider of outsourced legal, document, business and research support, has been recognised as one the world’s best outsourcing service providers in the International Association of Outsourcing Professionals® (IAOP) 2015 Global Outsourcing 100®. This marks the fifth consecutive year Integreon has been recognised by the IAOP and the second time in the last three years the firm has been named to the prestigious Global Outsourcing 100 list.
Integreon was selected after a rigorous IAOP process that weighs firms based on four criteria: size and growth, delivery excellence, programs for innovation and corporate social responsibility. Inclusion in the Global Outsourcing 100 follows a year of continued strong growth and performance for Integreon, as supported by high client satisfaction scores and growing worldwide demand for the firm’s outsourcing services.
Key highlights from Integreon’s last 12 months include:
- Expansion at five of the firm’s twelve global delivery centres – including those in New York; London;Fargo; Manila, Philippines and Noida (Delhi), in addition to other infrastructure investments, as the firm has grown its operations to meet increasing client demand.
- Development of innovative, new services for legal, document, business and research support, most recently Simplicity™ and Simplicity Plus™ for managed discovery.
- Industry recognition at LegalWeek’s 2014 British Legal Awards, in Chambers Global 2014, as a 2014 “Best Overall LPO” by India Business Law Journal, and in accolades from other respected publications and industry analysts from around the world.
- Fostering best practices and innovation across the industry through the firm’s Centre for Legal Services Innovation and worldwide support of the FT Innovative Lawyers program in North America, Europe and the Asia-Pacific region.
- Continuing certification to stringent ISO information security and quality management standards, including a recently upgraded certification of its Manila delivery centre to the ISO/IEC 27001:2013 security standard.
- A growing corporate social responsibility program, notably including Project Edu-Lync, which uses video conferencing technology to enable instructors from around the world to teach students at a school for the hearing disabled in India. The program’s success was a highlight of the keynote address at Microsoft’s Lync 2014 Conference in Las Vegas.
“Integreon is honored to once again be recognised by the IAOP in their Global Outsourcing 100 list of the world’s best service providers,” said Bob Gogel, CEO of Integreon. “Our experience and our focus on quality and service excellence are what clients appreciate most. My thanks to our many Associates around the world for their hard work, creative thinking and dedication to delighting our clients, which has made Integreon one of the world’s most trusted providers of knowledge and legal services outsourcing.”
By identifying the world’s best outsourcing service providers and advisors, the 2015 Global Outsourcing 100 helps buyers compare and select the most suitable providers for their needs. Firms were evaluated by the IAOP following meticulous scoring by an independent judging panel with extensive experience in selecting outsourcing service providers and advisors.
The panel was organised by the IAOP and led by IAOP Chairman Michael F. Corbett, who noted, “Being named to the Global Outsourcing 100 list is no easy task. The IAOP is pleased to recognise Integreon for their excellence and achievement.”
Integreon is a trusted, global provider of award-winning legal, document, business and research support solutions to leading law firms, corporate legal departments, financial institutions and professional services firms. Around the globe, Integreon’s 2,200 Associates support more than 250 clients in areas such as discovery, legal process outsourcing (LPO), market and competitive intelligence, operating model transformation and back office redesign. Integreon also excels in business support services such as IT, document processing, finance and human resources. With our unrivaled outsourcing experience and industry-leading onshore and offshore capabilities, clients increasingly rely on Integreon to provide value-added solutions and meet their needs in a demanding business environment. Integreon has won more than 40 industry awards over the past five years and supports its global client base from 12 delivery centres across the US, UK, India, China, the Philippines and South Africa.
For additional information, please contact:
IAOP is the go-to association leading the way to improve outsourcing outcomes by bringing together customers, providers and advisors in a collaborative, knowledge-based environment that promotes professional development, recognition, certification and excellence. With over 120,000 members and affiliates worldwide, IAOP is not only on top of the latest trends but in front of them. Through its expansive global chapter network, premier training and certification programs, knowledge centre, member community and more, IAOP helps members learn, grow and succeed. For more information and how you can become involved, visit www.IAOP.org.
The media contact for IAOP is:
Media & Communications Manager, IAOP
+1.845.452.0600, ext. 122
Social Media is no more a medium to broadcast your thoughts and connect with followers: Its now a battle ground. Social Media has transformed into a territory which brands need to conquer. Instead of speaking what you do, brands have realized that social media is the place where other people talk about you, and your existence, profits and loss, everything depends on these conversations.
How Indian brands are responding to social media challenges of 2015? Which platforms are they working on and how much are they spending on conquering social media? Which objectives define their social media strategy and how many posts are they updating daily?
Ernst & Young decided to directly ask the brands as part of their second edition of “EY Social Media Marketing India Trends Study” and tried to dig out the answers from the warriors themselves, who are slogging it out in the battlefield.
Tata Global Beverages Limited (TGBL) spent Rs 377.06 crore (17.6 per cent of Total Income from Operations or TIO) towards advertising and sales promotion (ASP) during the quarter ended 31 December, 2014 (Q3-2015), which was 6.3 per cent more than the Rs 354.80 crore (17.5 per cent of TIO) in the immediate trailing quarter, but 5.9 per cent lower than the Rs 400.71 crore (19.3 per cent of TIO) in Q3-2014.
ASP for the nine month period ended 31 December, 2015 (9M-2015) at Rs 1017.66 crore (18.2 per cent of TIO) was 3.5 per cent lower than the Rs 1054.75 crore (19.7 per cent of TIO) in 9M-2014. TGBL is the unifying entity of the Tata Group’s beverages interests under one umbrella.
Note: Rs.1 crore = Rs.100 Lakhs = Rs.10 million = Rs.100,00,000
TGBL’s Q3-2014 ASP was the highest in absolute rupees as well as in terms of percentage of TIO (19.3 per cent) during a 11 quarter period starting Q1-2013 until Q3-2015. During this eleven quarter period, ASP shows an upwards linear trend in absolute rupee spends, while the linear trend in terms of ASP as percentage of TIO is almost flat with a slight upward inclination.
Companies and brands have significantly increased their social media spends even as they find it challenging to measure the effectiveness of their social media engagements according to EY’s second annual Social Media Marketing India Trends Study.
About 90 per cent of organisations reached out to in this study are planning to spend as much as 15 per cent of their annual marketing budget exclusively on social media, up from 78 per cent organisations in 2013.
Digital and social media presence is a key element in the marketing mix of most brands.
About 23 per cent respondents stated that their social media budgets were in excess of Rs 1 million per annum and 14 per cent of the brands spent Rs 1-2 crore on social media in 2014.
Last week, ET reported early talks between Google and ad tech firm Inmobi for a possible valuation of over Rs 12,000 crore. Inmobi founder Naveen Tewari later told employees that he was not looking for such a deal. The same day, ET also reported that e-commerce firm Snapdeal was looking to acquire Komli Media, another ad tech firm, for a potential valuation of over Rs 1,800 crore. Flipkart acquired Adiquity earlier this month.
All this comes in the backdrop of a squeeze in the US. After an early flurry in 2013 and the first half of 2014, the number of ad tech initial public offerings have now dried up. But that hasn’t deterred new firms and existing ones from aiming for a slice for huge spends that are on stake as online ad spend continues to grow on the PC and mobile. It could also very soon enter the universe of wearables.
Future of Ad Tech Firms
Globally, companies spent about $140 billion on digital advertising last year. One or more ad tech firms have a role to play in every one of these dollars spent. Going forward, ad tech will continue to play a crucial role in targeting ad spends precisely at the right consumers.