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Indian marketers are ready to adopt and integrate digital
marketing in their businesses: Study

Significant growth in marketers embracing new digital marketing platforms and analytics tools; from 15% in 2012
to 33% in 2013

Mumbai, India Nov 27, 2013 Adobe today released the second annual Adobe APAC Digital Marketing
Performance Dashboard, a study done by the CMO Council in partnership with Adobe. A six-month in-field
program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and
success of digital marketing in Australia, Singapore, Korea, China, Hong Kong and India. 276 senior marketers from a
range of industries took part in the study including 43 respondents from India.

Umang Bedi, Managing Director, Adobe South Asia outlining some of the key findings said, Today digital marketing
is a boardroom-level conversation which means marketers are dealing with the expectation that they can justify the
return on investment on marketing budgets and show results. The dashboard reflects the changing dynamics that
Indian marketers are witnessing today a big shift is seen in the how the marketers have progressed over this one
year in this space. Over 80% of marketers are using analytics and reporting technologies for better understanding.
Challenges in terms of finding the right skill sets remain, however, Indian marketers lead the APAC region in terms of
their growing confidence in their skill sets, he added.

Here are some findings for India:

Changing mindsets of Indian marketers

Digital marketing has seen massive progress in India in these last 12 months in terms of understanding, readiness and
adoption.100% marketers in India now believe that digital marketing can create competitive advantage for their
company, helping them create a more customer centric organization, helping with brand differentiation and building
greater customer affinity and attachment (45%). This is a major shift from 2012 when less than 20% believed it to be
able to do so.

Cost-efficiency, effectiveness of these channels and their ability to deliver better ROI is considered the top driver
(75% marketers believe so) for the adoption of digital marketing, followed by size and appealing demographics of
internet population (72% marketers believe so). Other drivers include ability to better engage and activate audiences,
and proliferation, appeal, and capability of mobile devices (60%), followed by better campaign analytics, insight, and
accountability; customer preference and digital dependency; social networking and gaming account - ~50%

Shatrughan Singh, Head of Strategy and Marketing for Global Alliances, Wipro, India, one of the marketers surveyed,
said, Wipro understands that digital is a journey that is constantly evolving and is being driven by the voice of the
customer. Wipro's digital strategy signifies a transition from a siloed approach to cohesive integrated campaigns that
amplify the brand experience. These have delivered measurable results and quantifiable ROI, in addition to helping
the marketing department deliver more effective and measurable results at lower costs.


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Overall digital marketing budget spend has increased

The percentage of marketers spending over 50% of their budgets in digital marketing has also increased
substantially; from 2% in 2012 to 22% in 2013.

Social has been a clear priority for marketers this fiscal year, followed by increasing and improving paid search and
online display advertising; and customer listening, feedback, and community. In terms of spend, 75% of marketers
have been allocating their digital marketing funds on websites (content development and performance
optimization), SEO and SEM, social and email.

Better Organizational Alignment

A notable shift between 2012 and 2013 is the increase in the number of marketers indicating that the CMO or the
dedicated head of marketing is the lead of digital marketing. Today, Indian marketers enjoy the support of senior
executives in their organization. However, for 40% of respondents, their digital marketing strategy is developed and
executed from global head office and for 20% it is localized and executed in APAC and country level. Mr Bedi said,
There is opportunity for Indian marketers to increasingly localize their strategy at a country level.
Manu Kumar Jain, Co-founder, Jabong.com, one of the early adopters of Adobe Marketing Cloud said, We depend
immensely on the power of Digital Marketing. And when I say we, I mean the company as a whole including our
senior leadership who believes in its power. It not only helps us understand our customers better and predict their
buying behavior more precisely, it helps us so all our campaigns talk to each other and are extremely optimized. We
have become more competitive using Digital Marketing.

Challenges and Opportunities faced by Indian marketers

Budget limitations, making a business case for digital marketing spend and developing a comprehensive strategy for
Indian markets continue to be a challenge with each of these points rated at 50%. While asking for funding, a marked
shift is that more marketers are looking at assessing overall needs and presenting business case. They are
increasingly relying on parameters like customer data on digital media consumption preferences and patterns,
analytics on generating customer leads more effectively and overall strategic assessment of potential business impact
and contributions (50% each). However a good proportion of marketers feel their current ability to measure the
value and RoI of their digital marketing spends is Getting Better or Needs Improvement.

Liz Miller, Vice President, Marketing and Thought Leadership Programs, CMO Council, said, The results from this
second annual Adobe APAC Digital Marketing Performance Dashboard are encouraging and show that in the APAC
region, and also specifically in India, the power of digital marketing is being realized and applied. With CMO Councils
mission to operate as the premier knowledge transfer agent and affinity group for chief marketers worldwide, we are
very happy to witness this transformation, though we know that there is still a long way to go.

Helpful Links and References

Adobe APAC Digital Marketing Performance Dashboard Report 2013
Adobe Digital Dialogue blog for APAC Marketers
Join the Adobe Digital Dialogue LinkedIn group for news and views from APAC Marketers
Join the conversation around the APAC Digital Marketing Performance Dashboard via #APDash
For all the news on Adobe Digital Marketing, follow @Adobemktgcloud
Adobe Digital Marketing Blog

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APAC Digital Marketing Performance Dashboard Methodology
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The 2013 Adobe APAC Digital Marketing Performance Dashboard was compiled through qualitative interviews
conducted via phone with 23 marketers throughout the region. An online quantitative survey was distributed to the
APAC members of the CMO Council. A total of 276 marketers from Australia, Korea, China, India, Hong Kong,
Singapore and other countries responded and completed the online survey. All interviews and summaries included
in the report have been reviewed and approved by each interviewee.
About the CMO Council

The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and
personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide
range of global industries. The CMO Council's 7,000-plus members control more than $350 billion in aggregated
annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the
CMO Council and its strategic interest communities include more than 20,000 global executives in more than 110
countries, covering multiple industries, segments and markets. Regional chapters and advisory boards are active in
the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The council's strategic interest groups include the
Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), LoyaltyLeaders.org, Marketing Supply Chain
Institute, Customer Experience Board, Market Sense-Ability Center, Digital Marketing Performance Institute,
GeoBranding Center and the Forum to Advance the Mobile Experience (FAME). More information about the CMO
Council is available at www.cmocouncil.org.

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About Adobe Systems Incorporated
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