57% marketers in India allocate well defined budgets for Marketing Automation Solution: Survey

 

India’s 1st B2C MAS Report by Research NXT & Netcore aims to help marketers make right decision while evaluating and implementing Marketing Automation

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

Netcore Unveils New Brand Identity, Signals Evolution

“The change reflects Netcore’s journey from a provider of email communication solutions to India’s leading marketing automation solution provider”

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.”