E-marketing in india
E- Marketing is considered to be broad in scopebecause it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management systems are also often grouped together under internet marketing.
Although, India has come out of infancy stage of E-Marketing and progressing rapidly but still it is far behind the developed countries like U.S.A, Canada and U.K. There are several factors which have impacts on status of E-Marketing in India. Majority of the Indian population resides in villages where the literacy level is low and the infrastructure required for E-Marketing is inadequate. The instances of cyber crimes are growing at increasing rate in the field of E-Marketing. In the absence of adequate legal protection, people hesitate to indulge in online marketing. The cultural scenario of India is entirely different from those countries where E-Marketing has become common practice. India is multi lingual and multi cultural country. Around two dozen languages are spoken in India. The multi lingual characteristic of India hinders the growth of E-Marketing. High initial investment in setting of infrastructures of E-Marketing also counts towards the progress of E-Marketing.
But now position is being changing the prime use of E-Marketing channels in 2010 was customer acquisition. For majority of Indian marketers this platform proved its effectiveness (97%) and a substantial number of marketers are using this platform for daily communications (34%) with their audiences. Overall the use of E-Marketing platform in 2010 was focused on sending promotional communications (62%) and newsletters (52%).
In email marketing, the main challenges faced by marketers in India are ‘Reaching Inbox’ & ‘Building Subscriber Lists’.
As reported by Indian marketers, the top 3 factors impacting email deliverability were: Frequency, content of mailer and sender reputation. In order to decrease inbox clutter, marketers are now focusing on ‘Personalization’ and ‘Targeting’ of their mailers. Overall the responsibility of email delivery is fairly distributed between IT team (22%), Marketing group (22%), partnership between IT group and marketing team (26%) and ESPs (19%). There is no single group ownership as yet.
According to marketers in India, the integration of email and SMS will result in a significant increase in the return on campaign investments. About 82% of marketers believe that there is indeed a synergy in integrated service offering to customers. For 78% of marketers, across different verticals,
It is important to integrate their email marketing and social media tools in marketing campaigns while 52% of the top marketers said that it is extremely important to integrate email marketing and social media.
(BBA,MBA MARKETING Gold Medalist of University of Pune )
ASM Institute of International Business and Research Pune
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