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WWW India
The state of digital marketing
in B2B in India
November 2012
WWW India 2012                      22 November 2012                                 2




 Introduction
 The state of digital marketing
 in B2B in India

 For the past two years Omobono has conducted WWW in the UK with input from
 our clients in Europe and the US.

 But the world is changing and the requirements of many global corporates to
 spread their marketing efforts into BRIC countries means that we need to know
 whether the things we hold true as marketers in the West are held true elsewhere.
 Is there one universal way or not? If there are differences, what are they?

 Omobono set out to find the answers to these questions by extending its What
 Works Where study to India in 2012.
WWW India 2012            22 November 2012                     3


What works where

• 2011             70 respondents responsible for £30m

• 2012             96 respondents responsible for £70m
                   + 224 buyers with budgets of £150m

• India 2012       58 respondents of which 98% were under 40
WWW India 2012                       22 November 2012                                         4


How important is digital marketing activities in achieving
your organisations goals?
                               48%
 50%

 45%
                  38%
 40%

 35%

 30%

 25%

 20%
                                              12%
 15%

 10%
                                                                    2%
                                                                                       0%
  5%

  0%
            Critcal     Important    Less Important     Not al All Important   Not Relevant
WWW India 2012                       22 November 2012                                         5


How important is digital marketing activities in achieving
your organisations goals?
                               48%
 50%

 45%
                  38%
 40%
                                                                               UK:
 35%                                                                           95%
 30%

 25%

 20%
                                              12%
 15%

 10%
                                                                    2%
                                                                                       0%
  5%

  0%
            Critcal     Important    Less Important     Not al All Important   Not Relevant
WWW India 2012                                  22 November 2012                                          6


What are the B2B marketing priorities for your
organisation over the next 12 months?
           3.5
                       3.4        3.4
 3.5                                          3.3
                                                        3.2
                                                                   3.0
                                                                            2.9
 3.0


                                                                                        2.4
 2.5                                                                                                2.3



 2.0



 1.5



 1.0



 0.5



 0.0
        DBP      DCR         LG         RBA         EOLB       DUTM      LNPS     STL         OTH
WWW India 2012                                  22 November 2012                                          7


What are the B2B marketing priorities for your
organisation over the next 12 months?
           3.5
                       3.4        3.4
 3.5                                          3.3
                                                        3.2
                                                                   3.0
                                                                            2.9
 3.0


                                                                                        2.4
 2.5                                                                                                2.3



 2.0



 1.5



 1.0



 0.5



 0.0
        DBP      DCR         LG         RBA         EOLB       DUTM      LNPS     STL         OTH
WWW India 2012       22 November 2012   8


Primary objectives
WWW India 2012                                       22 November 2012                                                            9


How often does your organisation use the listed channels?

           3.5
 3.5

                     2.97      2.9
  3
                                         2.56
                                                    2.38
 2.5                                                            2.25
                                                                           2.16         2.14       2.11
                                                                                                                1.95
  2                                                                                                                      1.82


 1.5


  1


 0.5


  0
       Websites   Organic   Social     Email   Online PR   Intranets Paid search    Audio,     Extranets    Display Mobile and
                  search    Media    Campaigns                          (PPC)     video and                Advertising SMS
                   (SEO)                                                         interactive
                                                                                 marketing
WWW India 2012                                         22 November 2012                                                  10


Channel usage by organisation size




                                                                                                                 Micro
                                                                                                                 Small
                                                                                                                 Medium
                                                                                                                 Large
                                                                                                                 Very Large




  Websites   Intranets   Extranets   Display   SEO    Paid    Emails   Social   Mobile & Interactive Online PR
                                      Ads            Search            Media     SMS        MKt
WWW India 2012        22 November 2012       11


WWW 2012 – what are marketers spending on?
WWW India 2012                                           22 November 2012                                                            12


How effective are the below channels in achieving your
organisation's goals?
 4.5        4.2
                       3.9
  4
                                 3.5         3.4         3.3         3.3
 3.5                                                                            3.2         3.1        3.0
                                                                                                                   3.0        2.9
  3

 2.5

  2

 1.5

  1

 0.5

  0
       Company    Organic    Social      Email     Intranets    Online     Extranets Paid search Display      Audio,    Mobile and
        website   search     Media     Campaigns                Public                  (PPC)   Advertising video and     SMS
                   (SEO)                                       Relations                                    interactive
                                                                                                            marketing
WWW India 2012                                         22 November 2012                                                  13


Channel effectiveness by organisation size




                                                                                                                 Micro
                                                                                                                 Small
                                                                                                                 Medium
                                                                                                                 Large
                                                                                                                 Very Large




  Websites   Intranets   Extranets   Display   SEO    Paid    Emails   Social   Mobile & Interactive Online PR
                                      Ads            Search            Media     SMS        MKt
WWW India 2012                                              22 November 2012                                                         14


To what extent, if at all, do you outsource each of your
organisation's activities to external agencies as opposed
to doing it in-house?
 1.8
            1.64
                         1.58
 1.6
                                    1.44
                                               1.34       1.28       1.28
 1.4                                                                            1.27       1.25

 1.2
                                                                                                        0.98
  1
                                                                                                                   0.83       0.82

 0.8

 0.6

 0.4

 0.2

  0
          A/V &    Paid search   Organic   Mobile and Company   Display    Extranets    Online     Intranets     Email     Social
       interactive    (PPC)      search      SMS       website Advertising              Public                 Campaigns   Media
       marketing                  (SEO)                                                Relations
WWW India 2012          22 November 2012           15


Outsourcing by organisation size




                                           Micro
                                           Small
                                           Medium
                                           Large
                                           Very Large
WWW India 2012         22 November 2012             16


WWW 2012 – what are marketers biggest challenges?
WWW India 2012                                        22 November 2012                                                       17


What are the three most significant challenges you face in
B2B digital marketing?
 60%
           53%         52%

 50%                              47%



 40%                                           36%

                                                           31%
                                                                     28%
 30%
                                                                                  22%
                                                                                             21%
 20%
                                                                                                          12%

 10%                                                                                                                  7%



  0%
       Measuring   Creating   Speed and    Tackling   Recruiting Unifying and Internal Allocation of  Lack of   Others -
         ROI       Valuable   Innovation Social Media    and      Integrating Resistance Budget for Technology Consistency
                   Content                            Managing       within                Digital
                                                       People     Digital and             Activities
                                                                  Traditional
                                                                   Marketing
WWW India 2012                                                  22 November 2012                                                          18


Digital challenges by organisation size




                                                                                                                                  Micro
                                                                                                                                  Small
                                                                                                                                  Medium
                                                                                                                                  Large
                                                                                                                                  Very Large




   Measuring   Recruiting   Allocation    Tackling   Creating      Unifying    Speed and     Internal      Lack of   Others -
   Return on      and       of Budget      Social    Valuable        and       Innovation   Resistance   Technology Consistency
  Investment   Managing     for Digital    Media     Content     Integrating
                People      Activities                              within
                                                                 Digital and
                                                                 Traditional
                                                                  Marketing
WWW India 2012                             22 November 2012                                    19


Apart from digital marketing, what other techniques have
you found effective?
       4     3.7
                   3.34
     3.5
                          3
                              2.8   2.79     2.73
       3
                                                     2.56
                                                              2.4   2.4   2.4   2.3
     2.5                                                                              2.15

       2

     1.5

       1                                                                                     Mean

     0.5

       0
WWW India 2012           22 November 2012           20


Non digital channels by organisation size




                                            Micro
                                            Small
                                            Medium
                                            Large
                                            Very Large
WWW India 2012                                      22 November 2012                                     21


WWW 2012 - Importance of personal contact in the
buying process
                                  Personal visits                                                  45%
                              Personalised email                                       28%
                                   Trade events                                      25%
                                 Bespoke events                                20%
                           Email sharing content                         16%
                                     Direct mail                         16%
                                       LinkedIn                     13%
                           Industry sponsorship                    11%
                                       Webinars                10%
                                   Generic email              8%
                                  Telemarketing          5%
                                         Twitter     4%
                                                                   Don’t provoke particularly
                                       Facebook      4%
                                                                   negative reactions, but don’t
                                      SMS/MMS       2%             lead buyers to act, either

           None - no need for any goods/services              8%
            None - no-one made a compelling case                   11%
WWW India 2012                                                22 November 2012                                                      22


WWW 2012 - Best 5 channels for prospective suppliers to
contact B2B buyers?
 % reacting very or quite positively to contact

                                                   Engineering/
            Financial services                                            Business/ prof. services       Technology/ telecoms
                                                   manufacturing
  1         Personal visits (83%)             Personal visits (87%)           Bespoke event (75%)          Bespoke event (78%*)

  2         Trade events (73%*)               Trade events (69%*)            Personal visits (74%)         Personal visits (69%)

  3            LinkedIn (71%)               Industry sponsors (65%*)          Trade events (69%*)          Trade events (69%*)

  4     Email sharing content (67%)          Bespoke events (62%*)        Email sharing content (66%)   Email sharing content (64%)

  5            Webinars (67%)               Personalised email (56%)       Personalised email (60%)           Twitter (54%*)

 % who had actually purchased something as a result of contact through this channel

                                                   Engineering/
            Financial services                                            Business/ prof. services       Technology/ telecoms
                                                   manufacturing
  1         Personal visits (36%)             Personal visits (58%)          Personal visits (53%)         Personal visits (33%)

  2       Personalised email (20%)          Personalised email (27%)          Trade events (45%)         Personalised email (31%)

  3            LinkedIn (19%)                     Trade events (25%)       Personalised email (33%)       Bespoke events (24%)

  4        Bespoke events (17%)                    Direct mail (22%)         Bespoke events (29%)       Email sharing content (20%)

  5          Trade events (17%)              Bespoke events (10%)           Industry sponsors (24%)           LinkedIn (16%)
WWW India 2012                     22 November 2012                          23


What metrics does your organisation use to measure
return on digital investment?
 80%
           72%

 70%             62%
                       57%   57%
 60%
                                     52%
                                                47%   45%
 50%
                                                            38%
 40%
                                                                  29%
 30%

 20%
                                                                        9%
 10%

  0%
WWW 2012                     22 November 2012                       24


Conclusions

• B2B marketing in India is well established and sophisticated in
  terms of digital channel usage.
• How can digital augment what are undoubtedly extremely strong
  personal relationships.
• How can you build customer referrals?
• How can you gain advantage with email – we know it works
  powerfully.
• Continue with the importance of search and web.
• Think of mobile as an increasingly positive spiral
Thank you

   For further information please contact Fran Brosan
   fran@omobono.co.uk or call 01223 307000


©2012 Omobono Ltd. All ideas, concepts, brand-related names, strap lines, phrases, copy/text and
creative concepts developed and contained in this document remain the intellectual property of
Omobono Ltd until such time as they are procured by a third party.

Anyone viewing this document may not use, adapt or modify the contents without our prior consent.


Omobono Ltd.                               T +44 (0)1223 307000
St Giles Hall                              F +44 (0)1223 365167
Pound Hill
Cambridge
CB3 0AE, UK                                www.omobono.com

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The State of Digital Marketing in B2B in India - Charts

  • 1. WWW India The state of digital marketing in B2B in India November 2012
  • 2. WWW India 2012 22 November 2012 2 Introduction The state of digital marketing in B2B in India For the past two years Omobono has conducted WWW in the UK with input from our clients in Europe and the US. But the world is changing and the requirements of many global corporates to spread their marketing efforts into BRIC countries means that we need to know whether the things we hold true as marketers in the West are held true elsewhere. Is there one universal way or not? If there are differences, what are they? Omobono set out to find the answers to these questions by extending its What Works Where study to India in 2012.
  • 3. WWW India 2012 22 November 2012 3 What works where • 2011 70 respondents responsible for £30m • 2012 96 respondents responsible for £70m + 224 buyers with budgets of £150m • India 2012 58 respondents of which 98% were under 40
  • 4. WWW India 2012 22 November 2012 4 How important is digital marketing activities in achieving your organisations goals? 48% 50% 45% 38% 40% 35% 30% 25% 20% 12% 15% 10% 2% 0% 5% 0% Critcal Important Less Important Not al All Important Not Relevant
  • 5. WWW India 2012 22 November 2012 5 How important is digital marketing activities in achieving your organisations goals? 48% 50% 45% 38% 40% UK: 35% 95% 30% 25% 20% 12% 15% 10% 2% 0% 5% 0% Critcal Important Less Important Not al All Important Not Relevant
  • 6. WWW India 2012 22 November 2012 6 What are the B2B marketing priorities for your organisation over the next 12 months? 3.5 3.4 3.4 3.5 3.3 3.2 3.0 2.9 3.0 2.4 2.5 2.3 2.0 1.5 1.0 0.5 0.0 DBP DCR LG RBA EOLB DUTM LNPS STL OTH
  • 7. WWW India 2012 22 November 2012 7 What are the B2B marketing priorities for your organisation over the next 12 months? 3.5 3.4 3.4 3.5 3.3 3.2 3.0 2.9 3.0 2.4 2.5 2.3 2.0 1.5 1.0 0.5 0.0 DBP DCR LG RBA EOLB DUTM LNPS STL OTH
  • 8. WWW India 2012 22 November 2012 8 Primary objectives
  • 9. WWW India 2012 22 November 2012 9 How often does your organisation use the listed channels? 3.5 3.5 2.97 2.9 3 2.56 2.38 2.5 2.25 2.16 2.14 2.11 1.95 2 1.82 1.5 1 0.5 0 Websites Organic Social Email Online PR Intranets Paid search Audio, Extranets Display Mobile and search Media Campaigns (PPC) video and Advertising SMS (SEO) interactive marketing
  • 10. WWW India 2012 22 November 2012 10 Channel usage by organisation size Micro Small Medium Large Very Large Websites Intranets Extranets Display SEO Paid Emails Social Mobile & Interactive Online PR Ads Search Media SMS MKt
  • 11. WWW India 2012 22 November 2012 11 WWW 2012 – what are marketers spending on?
  • 12. WWW India 2012 22 November 2012 12 How effective are the below channels in achieving your organisation's goals? 4.5 4.2 3.9 4 3.5 3.4 3.3 3.3 3.5 3.2 3.1 3.0 3.0 2.9 3 2.5 2 1.5 1 0.5 0 Company Organic Social Email Intranets Online Extranets Paid search Display Audio, Mobile and website search Media Campaigns Public (PPC) Advertising video and SMS (SEO) Relations interactive marketing
  • 13. WWW India 2012 22 November 2012 13 Channel effectiveness by organisation size Micro Small Medium Large Very Large Websites Intranets Extranets Display SEO Paid Emails Social Mobile & Interactive Online PR Ads Search Media SMS MKt
  • 14. WWW India 2012 22 November 2012 14 To what extent, if at all, do you outsource each of your organisation's activities to external agencies as opposed to doing it in-house? 1.8 1.64 1.58 1.6 1.44 1.34 1.28 1.28 1.4 1.27 1.25 1.2 0.98 1 0.83 0.82 0.8 0.6 0.4 0.2 0 A/V & Paid search Organic Mobile and Company Display Extranets Online Intranets Email Social interactive (PPC) search SMS website Advertising Public Campaigns Media marketing (SEO) Relations
  • 15. WWW India 2012 22 November 2012 15 Outsourcing by organisation size Micro Small Medium Large Very Large
  • 16. WWW India 2012 22 November 2012 16 WWW 2012 – what are marketers biggest challenges?
  • 17. WWW India 2012 22 November 2012 17 What are the three most significant challenges you face in B2B digital marketing? 60% 53% 52% 50% 47% 40% 36% 31% 28% 30% 22% 21% 20% 12% 10% 7% 0% Measuring Creating Speed and Tackling Recruiting Unifying and Internal Allocation of Lack of Others - ROI Valuable Innovation Social Media and Integrating Resistance Budget for Technology Consistency Content Managing within Digital People Digital and Activities Traditional Marketing
  • 18. WWW India 2012 22 November 2012 18 Digital challenges by organisation size Micro Small Medium Large Very Large Measuring Recruiting Allocation Tackling Creating Unifying Speed and Internal Lack of Others - Return on and of Budget Social Valuable and Innovation Resistance Technology Consistency Investment Managing for Digital Media Content Integrating People Activities within Digital and Traditional Marketing
  • 19. WWW India 2012 22 November 2012 19 Apart from digital marketing, what other techniques have you found effective? 4 3.7 3.34 3.5 3 2.8 2.79 2.73 3 2.56 2.4 2.4 2.4 2.3 2.5 2.15 2 1.5 1 Mean 0.5 0
  • 20. WWW India 2012 22 November 2012 20 Non digital channels by organisation size Micro Small Medium Large Very Large
  • 21. WWW India 2012 22 November 2012 21 WWW 2012 - Importance of personal contact in the buying process Personal visits 45% Personalised email 28% Trade events 25% Bespoke events 20% Email sharing content 16% Direct mail 16% LinkedIn 13% Industry sponsorship 11% Webinars 10% Generic email 8% Telemarketing 5% Twitter 4% Don’t provoke particularly Facebook 4% negative reactions, but don’t SMS/MMS 2% lead buyers to act, either None - no need for any goods/services 8% None - no-one made a compelling case 11%
  • 22. WWW India 2012 22 November 2012 22 WWW 2012 - Best 5 channels for prospective suppliers to contact B2B buyers? % reacting very or quite positively to contact Engineering/ Financial services Business/ prof. services Technology/ telecoms manufacturing 1 Personal visits (83%) Personal visits (87%) Bespoke event (75%) Bespoke event (78%*) 2 Trade events (73%*) Trade events (69%*) Personal visits (74%) Personal visits (69%) 3 LinkedIn (71%) Industry sponsors (65%*) Trade events (69%*) Trade events (69%*) 4 Email sharing content (67%) Bespoke events (62%*) Email sharing content (66%) Email sharing content (64%) 5 Webinars (67%) Personalised email (56%) Personalised email (60%) Twitter (54%*) % who had actually purchased something as a result of contact through this channel Engineering/ Financial services Business/ prof. services Technology/ telecoms manufacturing 1 Personal visits (36%) Personal visits (58%) Personal visits (53%) Personal visits (33%) 2 Personalised email (20%) Personalised email (27%) Trade events (45%) Personalised email (31%) 3 LinkedIn (19%) Trade events (25%) Personalised email (33%) Bespoke events (24%) 4 Bespoke events (17%) Direct mail (22%) Bespoke events (29%) Email sharing content (20%) 5 Trade events (17%) Bespoke events (10%) Industry sponsors (24%) LinkedIn (16%)
  • 23. WWW India 2012 22 November 2012 23 What metrics does your organisation use to measure return on digital investment? 80% 72% 70% 62% 57% 57% 60% 52% 47% 45% 50% 38% 40% 29% 30% 20% 9% 10% 0%
  • 24. WWW 2012 22 November 2012 24 Conclusions • B2B marketing in India is well established and sophisticated in terms of digital channel usage. • How can digital augment what are undoubtedly extremely strong personal relationships. • How can you build customer referrals? • How can you gain advantage with email – we know it works powerfully. • Continue with the importance of search and web. • Think of mobile as an increasingly positive spiral
  • 25. Thank you For further information please contact Fran Brosan fran@omobono.co.uk or call 01223 307000 ©2012 Omobono Ltd. All ideas, concepts, brand-related names, strap lines, phrases, copy/text and creative concepts developed and contained in this document remain the intellectual property of Omobono Ltd until such time as they are procured by a third party. Anyone viewing this document may not use, adapt or modify the contents without our prior consent. Omobono Ltd. T +44 (0)1223 307000 St Giles Hall F +44 (0)1223 365167 Pound Hill Cambridge CB3 0AE, UK www.omobono.com