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Binary Web Solutions (I) Pvt Ltd
Binary Web Solutions (I) Pvt Ltd

- The survey received responses from 35% advertising, 11% e-commerce, 47% other industries. - 61% of marketers want to target both genders, while 32% prefer males and 7% prefer females. Younger audiences like 21-25 were also preferred. - Facebook was considered the best platform for outreach by 90% of respondents, while Google AdWords was second best.

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ºÝºÝߣ ‹#› www.bwsipl.com
ºÝºÝߣ ‹#› www.bwsipl.com Out of the total number of respondents who participated in the survey: •35% were form the advertising fraternity •11% from the e-commerce industry •47% from industries other than advertising, FMCG, Telecom and e-commerce By Industry Respondent Profiling 3% Telecom FMCG E-commerce Advertising Others 4% 11% 35% 45%
ºÝºÝߣ ‹#› www.bwsipl.com As per the analysis: •61% of the marketers would like to target both male and females •25% of marketers think it would be equally viable if one is able to target young people in the age group of 21-25 years •32% of the respondents would like to target male audience •7% were in favor of targeting only females. Preferred Demographics Preferred Demographics 18-20 3% 21-25 25% 26-30 33% 31-35 22% BY GENDER INR 10K-20K 13% By Income INR 21K-30K 12% INR 31K-40K 14% INR 41K-50K 14% More than INR 50K 47% By Gender Both 61% Male 32% Female 7% By Age 36-40 17%
ºÝºÝߣ ‹#› www.bwsipl.com Preferred Demographics By Profile BY GENDER By Profile College Going Adults 15% Housewives 3% Working Professionals 3% Besides age, respondents also considered other parameters such as gender, income level and work profile as crucial variables, which can help in identifying the target audience. Also, on the basis of audience profile, college going adults were the second best choice among the marketers.
ºÝºÝߣ ‹#› www.bwsipl.com Key Online Platforms Online platforms used for executing digital campaigns Out of the various available social media platforms: •90% of the respondents feel that Facebook is the best medium to reach out to people •70% of the total votes say that Google Adwords is the second best platform to market the brands followed by Twitter, Ad Networks and Linkedln
ºÝºÝߣ ‹#› www.bwsipl.com The Right Time BEST TIME TO SEND EMAILS? 29% 23% 25% 23% Morning 10am-11am Afternoon 1pm-2pm Evening 6pm-7pm Night 10pm-11pm 40% Yes 70% No 29% of the respondents feel that 10.00 am to 11.00 am is the best time to gain maximum attention of the customers. In the evening, 6.00 pm. To 7.00 pm.
ºÝºÝߣ ‹#› www.bwsipl.com Trending Objectives Main goals/objectives for Online Marketing Consumer Insight 38% Increase Awareness Engagement Drive Sales Generate Leads 68% 62% 40% 68% Out of the different goals mentioned in the question, generating leads and increasing awareness were considered to be the main goals of online marketing mediums. Engagement was considered to be the second most important goal for online marketing.
ºÝºÝߣ ‹#› www.bwsipl.com Parameters for measuring the Marketing Goals Volume of Traffic Brand Mentions Leads Conversions Sales Other 21% 16% 25% 25% 12% 1% When asked about the parameters for measuring goals of online marketing: •25% of the respondents think that determining the number of leads is the best method to measure the goal •Conversions was voted the second best and volume of traffic as the third best method. Trending Objectives
ºÝºÝߣ ‹#› www.bwsipl.com Parameters for measuring the Marketing Goals 22% 0.5% 27% 5-10% 18% 10-15% 7% 15-20% 10% 20-25% 17% > 25% According to the votes of 27% of our respondents, marketers invest 5-10% of their marketing budgets in digital marketing. Overall as per the opinion of our respondents, the percentage tends to be towards the lower side. Trending Objectives ` ` ` ` ` `
ºÝºÝߣ ‹#› www.bwsipl.com Return on Investment Clarity on ROI via SEO, SEM, Display, Social Media, e-mail 5% 6% 4% 6% 7% 32% 28% 24% 25% 21% 36% 40% 45% 41% 47% 27% 26% 27% 28% 25% Unclear/Clueless Not Sure Clear Full Clarity SEO SEM ONLINE DISPLAY SOCIAL MEDIA EMAIL Basis on the clarity of ROI on different ways of online marketing, respondents said that they have full clarity on social media marketing (28%) followed by SEO & online display (both with 27%), SEM (26%) and e-mail marketing (25% votes).
ºÝºÝߣ ‹#› www.bwsipl.com Return on Investment Challenges Faced when using Digital for advertising 15% 15% 26% 26% 16% 8% 20% 27% 32% 32% 8% 10% 37% 35% 10% 6% 17% 29% 33% 15% 11% 25% 27% 25% 12% Generating Leads Measuring ROI Reaching your target audience Generate consumer Insights through Detailed monitoring Very limited interaction during working hours When asked to rate various challenges face by marketers while using a digital platform on scale a of 1 to 5, reaching out to prospective customers was rated as the toughest task.
ºÝºÝߣ ‹#› www.bwsipl.com Return on Investment Open rates of emails? 0-5% 50% 5-10% 12% 10-15% 38% Click rates brands are getting <1% 44% 2-3% 40% >3% 16 @ @ @ As per the analysis, the mail open rate varies from a minimum of 0-5% to a maximum of 10-15%. Additionally, on the basis of the survey, the mail click rates in an email campaign ranges from less than 1% to 3%. Whereas 16% of our respondents think that often times the mail click rate is more than 3%.
ºÝºÝߣ ‹#› www.bwsipl.com Return on Investment Expected information in the result metric 21% 88% 70% 64% 50% 70% 53% Impressions Unique Viewers Click Unique Clicks Time Spent by User User Demographics - Location, Gender, Marital Status, Company Others When asked about the information that one would like to have in the result metrics, about 87% of the respondents wanted to know about the user demographics. Closely followed by 69% of the people looking for information about the number of unique viewers and the time spent by them.

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  • 2. ºÝºÝߣ ‹#› www.bwsipl.com Out of the total number of respondents who participated in the survey: •35% were form the advertising fraternity •11% from the e-commerce industry •47% from industries other than advertising, FMCG, Telecom and e-commerce By Industry Respondent Profiling 3% Telecom FMCG E-commerce Advertising Others 4% 11% 35% 45%
  • 3. ºÝºÝߣ ‹#› www.bwsipl.com As per the analysis: •61% of the marketers would like to target both male and females •25% of marketers think it would be equally viable if one is able to target young people in the age group of 21-25 years •32% of the respondents would like to target male audience •7% were in favor of targeting only females. Preferred Demographics Preferred Demographics 18-20 3% 21-25 25% 26-30 33% 31-35 22% BY GENDER INR 10K-20K 13% By Income INR 21K-30K 12% INR 31K-40K 14% INR 41K-50K 14% More than INR 50K 47% By Gender Both 61% Male 32% Female 7% By Age 36-40 17%
  • 4. ºÝºÝߣ ‹#› www.bwsipl.com Preferred Demographics By Profile BY GENDER By Profile College Going Adults 15% Housewives 3% Working Professionals 3% Besides age, respondents also considered other parameters such as gender, income level and work profile as crucial variables, which can help in identifying the target audience. Also, on the basis of audience profile, college going adults were the second best choice among the marketers.
  • 5. ºÝºÝߣ ‹#› www.bwsipl.com Key Online Platforms Online platforms used for executing digital campaigns Out of the various available social media platforms: •90% of the respondents feel that Facebook is the best medium to reach out to people •70% of the total votes say that Google Adwords is the second best platform to market the brands followed by Twitter, Ad Networks and Linkedln
  • 6. ºÝºÝߣ ‹#› www.bwsipl.com The Right Time BEST TIME TO SEND EMAILS? 29% 23% 25% 23% Morning 10am-11am Afternoon 1pm-2pm Evening 6pm-7pm Night 10pm-11pm 40% Yes 70% No 29% of the respondents feel that 10.00 am to 11.00 am is the best time to gain maximum attention of the customers. In the evening, 6.00 pm. To 7.00 pm.
  • 7. ºÝºÝߣ ‹#› www.bwsipl.com Trending Objectives Main goals/objectives for Online Marketing Consumer Insight 38% Increase Awareness Engagement Drive Sales Generate Leads 68% 62% 40% 68% Out of the different goals mentioned in the question, generating leads and increasing awareness were considered to be the main goals of online marketing mediums. Engagement was considered to be the second most important goal for online marketing.
  • 8. ºÝºÝߣ ‹#› www.bwsipl.com Parameters for measuring the Marketing Goals Volume of Traffic Brand Mentions Leads Conversions Sales Other 21% 16% 25% 25% 12% 1% When asked about the parameters for measuring goals of online marketing: •25% of the respondents think that determining the number of leads is the best method to measure the goal •Conversions was voted the second best and volume of traffic as the third best method. Trending Objectives
  • 9. ºÝºÝߣ ‹#› www.bwsipl.com Parameters for measuring the Marketing Goals 22% 0.5% 27% 5-10% 18% 10-15% 7% 15-20% 10% 20-25% 17% > 25% According to the votes of 27% of our respondents, marketers invest 5-10% of their marketing budgets in digital marketing. Overall as per the opinion of our respondents, the percentage tends to be towards the lower side. Trending Objectives ` ` ` ` ` `
  • 10. ºÝºÝߣ ‹#› www.bwsipl.com Return on Investment Clarity on ROI via SEO, SEM, Display, Social Media, e-mail 5% 6% 4% 6% 7% 32% 28% 24% 25% 21% 36% 40% 45% 41% 47% 27% 26% 27% 28% 25% Unclear/Clueless Not Sure Clear Full Clarity SEO SEM ONLINE DISPLAY SOCIAL MEDIA EMAIL Basis on the clarity of ROI on different ways of online marketing, respondents said that they have full clarity on social media marketing (28%) followed by SEO & online display (both with 27%), SEM (26%) and e-mail marketing (25% votes).
  • 11. ºÝºÝߣ ‹#› www.bwsipl.com Return on Investment Challenges Faced when using Digital for advertising 15% 15% 26% 26% 16% 8% 20% 27% 32% 32% 8% 10% 37% 35% 10% 6% 17% 29% 33% 15% 11% 25% 27% 25% 12% Generating Leads Measuring ROI Reaching your target audience Generate consumer Insights through Detailed monitoring Very limited interaction during working hours When asked to rate various challenges face by marketers while using a digital platform on scale a of 1 to 5, reaching out to prospective customers was rated as the toughest task.
  • 12. ºÝºÝߣ ‹#› www.bwsipl.com Return on Investment Open rates of emails? 0-5% 50% 5-10% 12% 10-15% 38% Click rates brands are getting <1% 44% 2-3% 40% >3% 16 @ @ @ As per the analysis, the mail open rate varies from a minimum of 0-5% to a maximum of 10-15%. Additionally, on the basis of the survey, the mail click rates in an email campaign ranges from less than 1% to 3%. Whereas 16% of our respondents think that often times the mail click rate is more than 3%.
  • 13. ºÝºÝߣ ‹#› www.bwsipl.com Return on Investment Expected information in the result metric 21% 88% 70% 64% 50% 70% 53% Impressions Unique Viewers Click Unique Clicks Time Spent by User User Demographics - Location, Gender, Marital Status, Company Others When asked about the information that one would like to have in the result metrics, about 87% of the respondents wanted to know about the user demographics. Closely followed by 69% of the people looking for information about the number of unique viewers and the time spent by them.