With increasing usage of internet by consumers, around 87 per cent of brands are opting for digital marketing, besides television and print medium, for customer engagement and brand promotion, says a report.
The Digital Marketing Industry Report 2016 was released by digital marketing agency Social Beat in May and June 2016 with participation of 376 Chief Marketing Officers and marketing heads of various companies.
“The report highlights the rise of digital marketing, though brands continue to use television and print medium to have a 360 degree approach. About 87 per cent of brands surveyed, leverage digital marketing,” Social Beat Co-Founder, Vikas Chawla said.
“While brand awareness and lead generation seem to be the primary goals, digital marketing is increasingly being leveraged for customer engagement and customer service too,” he said.
Social Beat Co-Founder Suneil Chawla noted that about 10 per cent of brands surveyed spend more than Rs one crore annually on digital marketing and 50 percent of them spend over Rs six lakh annually.”
Overall 20 per cent brands plan to increase their digital marketing spends by 25 per cent in next financial year, he said.
Social networking site Facebook was preferred by 89 per cent brands for taking up digital promotion, while search giant Google came second with 78 per cent.
Around 56 per cent of respondents preferred another site — Twitter, whereas 51 per cent chose LinkedIn for digital promotion, the report said.