BANGALORE: IMA India in collaboration with Sapient Interactive, an independent interactive agency, recently concluded a survey with leading Chief Marketing Officers (CMOs), to understand their views on various aspects of digital marketing and commerce. The survey spanned across from 52 organizations from the automotive, airlines & hospitality, telecom, BFSI and FMCGs sectors in India.
 
Key findings of the survey show that 59 per cent of the respondents would like to invest more in digital advertising. Around 33 per cent of the CMOs feel that they are over-spending on print advertising while 22 per cent on TV advertising.

It also points that digital forms 17 per cent of the total marketing pie at present.  The primary reason for the slow adoption of digital channels is “Lack of understanding of metrics used to measure effectiveness of spending”. Also, of the 81 per cent respondents who have launched marketing campaigns with a digital component 88 per cent feel that digital campaigns have achieved the set objectives.

One main reason for lack in achievement of objectives of digital marketing campaigns is “Inadequate understanding on their agency’s part about how to use digital channels appropriately”. The survey adds that 75 per cent felt that in the current economic climate, digital channels would take on a greater focus in their overall marketing strategy.

As it appears, allocation to digital media seems set to grow as 88 per cent of CMOs have launched campaigns with a digital component, while 92 per cent plan to do so in the next 12 months.
On the other hand, mobile and viral campaigns are distinctly less popular than internet-based tools, despite the greater penetration of mobile phones in India.

Sectors most at ease with adapting to digital media include- Travel, Insurance, Airline/ hospitality, financial services and IT. Their expectations of changes in consumers’ media habits are the most dramatic
Sapient interactive recently launched its marketing services in India and is betting on an addressable digital market of US$ 150 million, growing at about 45 per cent to 50 per cent Year-on-Year.