B2C Marketing Automation Report India 2017

Table of Content
Introduction1
06Evolution and Adoption of MAS in India
Evolution of MAS – An Indian Context
2
The Marketing Technology Landscape 2017
MAS Providers and Their Global Presence
MAS Adoption Pattern in India
Key Features and Channels
The Right Marketing Automation Mix
3
The Must Have MAS Features
Channels and Effectiveness
Pricing Models, Budgets and ROI
MAS Pricing Models and Budgets
4
Measuring ROI from MAS
Challenges
Challenges while Implementing MAS
5
Top Challenges and How to Tackle Them
Recommendations and Trends For 20176
Credits and Disclaimer7
14
07
08
09
11
Foreword by Netcore
Key Takeaways
Research Methodology
03
Executive Summary 01
04
05
15
16
18
19
20
22
26
31
23
24
Best Practices and Recommendations
MAS Trends for 2017
27
29
17

Executive Summary
The B2C Marketing Automation Report India, 2017 produced by Research NXT in association
with Netcore is based on a survey from more than 150 marketing professionals from leading
B2C brands across India.
This report is focused on seven industry segments: BFSI, Telecom, Travel, e-Commerce,
Pharmaceutical, Auto and FMCG & Consumer Electronics and also includes perspective from
CMOs & Experts from leading brands gained through exclusive interviews. This report aims to
provide information on the adoption of Marketing Automation Solutions (MAS) speciﬁcally for
the B2C market in India. It helps to understand the adoption of MAS in Indian B2C
organisations, identify most commonly used features, drivers and restraints while providing
insights on pricing models, ROI measurements & challenges while implementing MAS.
This report will help B2C marketers make the right decision while evaluating and
implementing Marketing automation in their organizations, thus opening the door to a new
world of more effective and efﬁcient marketing.
2017 – The Record Year For Marketing Automation Adoption In India
India ranks #3 in terms of marketing automation solutions providers after USA & UK in that
order with more than 9 companies offering MAS.
The rate at which marketing automation is adopted in India, will soon make it on par with
USA in terms of usage of technology in Marketing.
Marketing Automation Is Being Used By Most Organisations
48% of respondents have either successfully implemented MAS in their organisations or are
currently evaluating MAS vendors.
The senior marketers interviewed for this report agreed to the fact that MAS is making their
job far more easier than before.
MAS is helping them interact with their customer more effectively and understand their
needs better.
B2C Marketing Automation Report India, 2017 01© Research NXT

Biggest Barrier For MAS Adoption? Internal Skills & Expertise
63% of marketers say that lack of internal skills and expertise is the biggest barrier for MAS
adoption.
To enable better collaboration between the brands’ marketing & technology teams, some of
the marketing automation vendors offer consultative services to help in designing,
implementing and integrating solutions, thus aiding in adoption of MAS in India.
Cloud-based Marketing Automation Solutions Are Preferred By
Marketers
61% of respondents say they are considering cloud-based solutions over in-house solutions.
Those considering to use MAS, are not developing in-house solutions to be up to speed to
increase the effectiveness of their campaigns.
Marketing Automation Is Getting Its Due Share Of Digital Marketing
Spends
57% of marketers have a well-deﬁned marketing budget allocated for Marketing Technology
spends, and 10% of them have more than 8% allocated for it.
With MAS adoption increasing this year, we see this % spends increasing and moving closer
to 10%.
OPEX pricing models with value-add services will also contribute to this trend of increased
spends.

It’s the year of automation, literally. Every day we
work with companies that are constantly
focusing on driving results with Accretion
Marketing by embracing Marketing Automation –
a marketing technology which was introduced in
early 2014 in India and has never come to a
pause since then. In fact, it has only advanced by
the day, empowering marketers to take concrete,
data-driven decisions and serve customers with
the most personalized experiences.
The first-of-its kind B2C Marketing Automation
report of India, displays a huge scope of adoption of
Marketing Automation Solution (MAS) that many
Indian Marketers are yet to discover. It shows
the radical expansion of the Marketing
Technology Landscape and how several
marketing automation vendors have ventured
into offering solutions in the last few years.
Foreword by Netcore
The primary vision of Netcore is to help marketers increase their efficiency. As an organization,
we aim to help the marketer get a better Conversion Rate Optimization by enabling brands
to engage in a much more personalized and individualized manner with their customers.
This in turn would lead to increased Customer Lifetime Value (CLV).
We believe technology can play a very strong role to help us achieve this vision. As technology
is moving ahead and marketing is advancing with tools like machine learning, analytics
which are going to play a very important role to automate a lot of customer engagement.
We are going to invest in these newer areas of the Marketing Technology space.
The process of making an optimum decision of
choosing one of these can be smartly simplified
if you’re well-informed about the dynamics of
the MAS space. This report is a perfect guide
covering all the aspects of MAS coupled with
significant global trends which will, in the near
future, blur the line between the MAS adoption
patterns in India and across the globe.
The report with its comprehensive research,
assures that, if you reckon the need of
consistency in messaging across all digital
channels, a consumer goes around, you realize
the need for a cohesive, one-view of the
always-on, uber-digital customer, and if you
embrace the right MAS, then you can rest
assured that you will take a leap in Accretion
Marketing this year to drive business growth.
Kalpit Jain, CEO

Key Takeaways
#3
61%
48%
57%
70%
70%
60%
63%
India among the top three countries with most
number of MAS providers
Marketers evaluating MAS are more inclined
towards cloud based platform
Marketers decided to have MAS in their
marketing strategy
Marketers have a well-deﬁned marketing budget
allocated for Marketing Technology spends, and
10% of them have more than 8% allocated for it
Marketers are using MAS to increase lead
conversion
Marketers think Email and SMS marketing are
very crucial features of their MAS mix
Marketers and more feel that social media,
paid digital media and website are the most
effective channels for a marketing campaign
Marketers say lack of internal skills & expertise
is the biggest barrier to implement MAS
Tweet This
Tweet This
Tweet This
Tweet This
Tweet This
Tweet This
Tweet This
Tweet This

Source : Research NXT survey
150+ Surveys
30+ Expert
Interviews
PARTICIPATION
80% Primary
20% Secondary
DATA COLLECTED
Email/social/Web/TeleCHANNELS WE USED
TARGET AUDIENCE
B2C Marketers
Report Focus
B2C
Technology
Marketing Automation
Geography
India
Time Conducted
Feb’17 – May’17
PARTICIPANT’S PROFILE
INDUSTRY
JOB TITLE ROLE IN MARKETING
Brand &
Corporate
Branding
Product
Marketing
Digital
Marketing
Marketing
Ops
MarCom
Others
Marketing
Technologist
30%
23%
19%
13%
5%
5%
5%
Manager
CXOHead
VP
30%
21%
18%
20%
11%
GM
Research Methodology
26% of companies that participated in the
research are using e-commerce / online as
their sales channel
BFSI
Others
Retail
TTHL
Healthcare
& Pharma
Media
FMCG
Consumer
Electronics
Telecom
26%
15%
14%
9%
9%
8%
8%
7%
4%
Chart 1
Chart 2 Chart 3

EVOLUTION & ADOPTION
OF MAS IN INDIA
India
Product

Evolution of MAS-An Indian Context
Started Late, picked up quickly & now Catching On!
Marketing Automation Solutions (MAS) are platforms and technologies designed for marketing
departments and organizations to more effectively market on multiple channels online (such as
email, social media, websites, etc.) and automate repetitive tasks.
Fig. 1. Evolution of MAS: US and Indian timeline
The evolution of marketing automation in India has followed almost the same pattern as in the
US except that the new concepts were rolled out first in the US and gradually found their way
into Indian markets.
Batch & Blast
Email, SMS
(Digital Identity)
2003
2006
2010
2013
2015
2007
2010
2013
Digital Channels
Web, Mobile,
Social Media
(Personalization)
Unified View
Customer Journey
Mapping
(Predictive
Modeling)
Customer
Experience (CX)
Cross Channel
Customer
Interaction
(Omni-Channel)
Real Time
Engagement
Chatbots, In App
Notification,
Geo Fencing
(ArtificialIntelligence)
2017-18
2016US TIME LINE
INDIAN TIME LINE

The Marketing Technology Landscape
2017
Marketing is evolving. It’s now more sophisticated, targeted & data-driven than ever. The above
timeline is prepared from the recently released Scott Brinker’s annual Marketing Technology
Landscape Supergraphic, this landscape is tracking the evolving MarTech space since 2011. The
Marketing Automation category of this landscape grew by 36% from 2016 to 2017,
from 156 vendors to 212. This is a clear indication that this space is still evolving and lot of
innovations are happing in this space, we observed industry speciﬁc and geography speciﬁc solu-
tions now being offered.
No. of
Marketing
Automation
Solutions
2011
16 51 212
28 156
2012
2014
2016
2017
Fig. 2. Global MAS product growth timeline
Source: www.chiefmartech.com
Fig. 4. Marketing Technology Landscape 2017 (Marketing Automation Section)
Source: www.chiefmartech.com
B2C Marketing Automation Report India, 2017 08Research NXT

We further analysed the MarTech Landscape to check the origin country of these MAS providers
and created a heatmap with density of MAS providers w.r.t. origin countries. The above ﬁgure
depicts top 05 countries w.r.t. origin MAS providers.
As expected maximum number of service providers are based out of America followed by United
Kingdom.
Based inputs from Survey Participants and Industry Experts, we have prepared a list of MAS
vendors selling in India:
India Ranks # 3 amongst the countries
with most MAS providers
India is in the 3rd place with 9 companies, and this further validates
the emergence of geo speciﬁc providers.
INTERNATIONAL VENDORS INDIAN VENDORS
6
124
14
6
9
CANADA
US
UK
SWEDEN
INDIA
Adobe | Oracle | IBM | Experian
Emarsys | Marketo | Hubspot | BlueShift
Netcore | Webengage | CleverTap
Betaout | Gamoga | Moengage
Fig. 3. MAS providers & their origin countries

Is this the right time to adopt marketing automation for your company? Are Indian marketers
ready for this technology? MAS is one of the most discussed topics in the marketing circles. There
is no doubt marketing automation can help organizations to efﬁciently scale their sales &
marketing efforts. To understand this better, we categorized participants based on their current
adoption of MAS.
Chart 4. Current use of MAS
Source: Research NXT Survey
48% marketers decided to have MAS
in their marketing strategy
With a tech-enabled
consumer to target and many
channels to manage, MAS
now is a must have in every
Indian marketer’s tool chest.
Responses from participants
clearly indicate that 2017 is
the year of MAS adoption.
Don’t really
need it
Not yet
decided to use
Considering
to use
Yes
44%
8%
27%
21%
48% respondents are either considering
to use or are already using MAS
44% are contemplating and
observations shows they could
adopt starting this year.
8% respondents are not willing to
adopt MAS

Chart 5. Implementation of MAS
Implementation of MAS
MAS Adoption and Implementation
Availability of a solution which is not complex and tech readiness of the organisation are the
essentials for MAS adoption. We did a deep dive to understand the key drivers and restraints for
MAS Adoption in India via our survey.
Considering to use MAS
Using MAS
In-house + Off-the-Shelf
Mix of different Products
Managed by Agency
In-house Solution
Off-the-Shelf MAS
36%
28%
29%
28%
18%
22%
14%
4%
22%
Marketers evaluating MAS are
inclined more towards
Off-the-Shelf than developing
their own in-house product.
28% marketers are looking at a mix of
in-house + Off-the-Shelf product
61% evaluating MAS with cloud based
platforms
Pradeep Dwivedi
CEO, Sakal Media Group
It is important to get the Sales, CRM and Marketing team
aligned on a marketing platform

MAS Management
Chart 7. Managing MAS
Chart 6. Outsourced MAS Activity
MAS Activity Outsourced
Marketing Team
In-house IT Team
MarTech Vendor
Agency
68%
78%
40%
33%
11%
17%
39%
4%
Using MAS
Using MAS
Campaign Execution, Implementation and Integration are the top 3 activities
which marketers who are evaluating MAS would like to outsource. This clearly shows the
lack of technical skills within the organisation to manage MAS.
Marketing teams are no more depended on IT teams for managing MAS. Apart from
internal marketing teams, agencies and MarTech vendors are helping them to manage MAS.
6%
11%
28%
18%
28%
18%
46%
39%
44%
21%
50%
56%
67%
32%
32%
21%
Campaign Execution
Other
Implementation
Integration
Content Creation
Creative & Design
Reporting & Analytics
Ad Management

Embracing change is always difﬁcult, especially when we’re talking about a new technology.
Marketing professionals too, have been found to respond differently to the introduction of
marketing automation. Based on the surveys conducted and our discussions with senior
marketers we observed the following four types of user adoption patterns:
These are early adopters, who are open to
implement the latest automation solutions
& are happy to test and implement products
available in the market to address their
marketing automation requirements.
Marketers who are enthusiastic about
adopting automation technologies – and
implement it using in-house resources
because they feel that they have the requisite
talent & expertise to develop in-house tools
and integrations to address their MAS needs.
Product Enthusiasts Tech Enthusiasts
Tech mixers as the name suggest would like
to use the best of both worlds i.e. products
available in the market and in-house tech
expertise to build a solution that addresses
their MAS needs.
Marketers who are yet to catch up with the
current scenario to even think of wholesale
adoption of marketing automation. They are
last to adopt an innovation and usually have
an aversion to change.
Tech Mixers Slow Starters
?
4 Personas of Marketing Technology
Adoptors
So, which one are you?

Features available within MAS can be overwhelming; hence, it is important to have the right mix of
features which suits the requirements of the business. During our survey, we asked our respondents
to share their current marketing automation mix.
09
App Engagement and Segmentation are other two features which are gaining
preference among Indian Marketers. Only 14% have Predictive Scoring & Machine
Learning in their marketing automation mix at present. Our conversations with senior
marketers reveal this feature of key importance in near future.
More than 70% marketers think Email
and SMS marketing are very crucial
features of their MAS mix
Chart 8. Current use of MAS
Email Marketing
SMS Marketing
App Engagement
Segmentation
Campaign Management
Content Management
Landing Page Management & Optimisation
Integrations (API,CRM’s, LMS, DMP other Tools)
Social Media Management
Ad Optimisation & Management (PPC, bidding etc)
Content Personalisation & Recommendation Engine
Audience Targeting & Cookie-based Re-targeting
Web Engagement
Customer Lifecycle Analytics
Lead Scoring & Management
Campaign Analytics
Cross Channel Automation
Uniﬁed Customer View
Automated Voice Marketing
Predictive Scoring & Machine Learning
79%
71%
46%
43%
39%
39%
39%
36%
32%
32%
32%
32%
32%
29%
29%
25%
25%
18%
18%
14%
Workﬂow Builder 14%

Chart 9. MAS Features Rating
The Must Have MAS Features
MAS provides a broad range of features. Need for these features vary across industries and
companies. We asked marketers to categorise the key features to Must Have, Good to Have and Not
Required. We observed that ease of use and lead qualification & nurturing were the top priorities
for marketer while shortlisting key MAS features.
• Campaign Management
• Content Management
• Email Marketing
• Audience Targeting & Cookie-based Targeting
• Web Engagement and Lead Scoring & Management
Campaign Management
Content Management
Email Marketing
Audience Targeting & Cookie-based Targeting
Web Engagement
Lead Scoring & Management
Integrations (API,CRM’s, LMS, DMP other Tools)
Social Media Management
Segmentation
Content Personaliszation & Recommendation Engine
Ad Optimisation & Management
Landing Page Management & Optimisation
Customer Lifecycle Analytics
App Engagement
Cross Channel Automation
Unified Customer View
SMS Marketing
Workflow Builder
Predictive Scoring & Machine Learning
Automated Voice Marketing
3% 19% 78%
6% 19% 75%
5% 21% 74%
6% 21% 73%
4% 25% 71%
6% 23% 71%
1% 30% 69%
2% 29% 69%
3% 28% 69%
3% 33% 64%
5% 31% 64%
3% 34% 63%
6% 31% 63%
7% 30% 63%
7% 31% 62%
8% 36% 56%
12% 34% 54%
7% 40% 53%
5% 47% 48%
26% 46% 28%
Not Required Good to Have Must Have
Predictive Scoring & Machine
Learning, Workflow Builder and Unified
Customer View are not widely used as
of now, but we see this trend
changing soon.
Top 5 Must Have Features

Channels & its Effectiveness
The advent of technology in business has steered the evolution of marketing channels in a swift
pace. Now a marketer must manage constantly expanding network of engagement with the customers &
prospects, which could be a real tough task. We asked our survey participants to rate different
marketing channels as per its effectiveness to check how these channels are impacting the Indian
marketers.
Social Media
Mobile App
Email
Blogs
SMS
Push Notifications
Web Messaging
Chat
Voice
Browser Notification
7%
16% 36% 48%
19% 38% 43%
19% 55% 26%
22% 43% 35%
28% 42% 30%
31% 44% 25%
31% 45% 24%
37% 34% 29%
37% 45% 18%
31% 62%
Least Effective Somewhat Effective Most Effective
• Paid Digital Media
• Social Media
• Website
• Mobile App
• Email
Despite of being rated low, digital
channels like browser notification, In-App
/ web messaging are gaining importance
due to the ease of measurability and real
time engagement with the customers.
Top 5 Must Have Features
Chart 10. MAS Channels Effectiveness
Paid Digital Media 6% 34% 60%
Website 8% 31% 61%
In-App Messaging 32% 38% 30%

Chart 11. % of Budgets allocated for Marketing Technology
Chart 12. Perception on MAS pricing
There are various pricing models available in the market. It starts a Base fee which could be
either a one-time CAPEX based pricing or a recurring OPEX based pricing. In addition to this there
could be a One-Time fee that normally includes Set-up, Implementation & training cost. There
could be one more layer of Monthly Variable fee which would depend on the additional users
per month & Feature Add-ons.
Marketers are apprehensive in adopting CAPEX based models as the technology is developing at
a swift pace, tools used today can become redundant within months. To take lesser risk
marketers tend to go for OPEX based model, where you need to pay money to the vendor month
on month based on the campaigns and the consumables.
We checked the budget allocation for MAS & perception on current MAS pricing and got the
following response from participants.
MAS Pricing Models & Budgets
31%
27%
10%
12% 8%
12%
Less than 1%
5-8%
Need Based1-5%
More
than 8%
Don’t Know
51%
21%
20%
5%
3%
Inexpensive
Fairly Priced
Expensive
but worth itToo Expensive
Not Sure
There is an overlap between those who are
unsure of MAS budget and those with undeﬁned
Marketing technology budget. These people
predominantly are the ones who are considering
to use MAS. We see this is going to change once
they start using it.
We have also observed that MAS vendors have
come up with innovative pricing models to
simplify the MAS evaluation process for Indian
marketers.
57% respondents have a
well-deﬁned marketing
technology budget
10% marketers have more
than 8% of total
marketing budgets
allocated for
marketing technology

Chart 13. Goals to measure MAS ROI
ROI has been the key parameter on which every investment is measured. Defining ROI parameters
and measuring them raises the accountability of the marketing department, providing insights
into how campaigns are truly performing. This clarity puts marketing in a better position within a
company to make decisions and obtain a larger piece of the budget.
To measure ROI accurately first and foremost marketer should define what is he expecting out of
his marketing. These Goals are the metrics by which the ROI of Marketing Campaigns and the MAS
running them can be measured. We asked respondents to rate their marketing goals which can
help them measure the ROI.
70% Marketers are using MAS to
Increase lead conversions
Increase Lead Conversions
Increase Sales Revenue
Improve Campaign Targeting
Improve Marketing Productivity
Improve Customer Engagement
Cross-sell & Up-sell
Improve Lead Nurturing
Improve Performance Measurability
Improve Lead Velocity
70%
62%
60%
60%
58%
52%
51%
49%
27%
• Increase lead conversions
• Increase sales revenue
• Improve campaign targeting
• Improve marketing productivity
• Improve customer engagement
ROI measurement metrics from the
survey clearly indicates that these goals
are interlinked. Combination of all these
are required to measure accurate ROI.
Top 5 ROI Measurement Metrics

Most of the marketing automation tools provide analytics that would help to measure goal
achievement & ROI. This includes:
Analytics in measuring MAS ROI
• Basic Reporting & Engagement Analytics
• Business Analysis or Funnel Analysis
Once the MAS is in full swing further advanced analytics that can be used to measure ROI are:
• Propensity Analytics, Segmentation & Micro Segmentation
• Machine learning, Artiﬁcial Intelligence & Predictive Modelling
Pratik Mazumdar
CMO, Times Internet Ltd
Measuring ROI on Marketing Technology spends is the
biggest challenge for B2C Marketers
Deepak Malhotra
IT Business Partner, Sales and Marketing, Kellogg Company
Technology requires a huge investment and unless we
see ROI out of that, it is of no use
Amit Shah
President & Country Head, Yes Bank
From the B2C Marketing Automation Report India, 2017,
I would want to get an insight into how should one go
about selecting the right system and allocate investments

Challenges While Implementing MAS
We all know that MAS can beneﬁt an organization in a big way. If done correctly it will have a
direct positive impact on the ROI. But there are challenges which a business must overcome while
implementing and using MAS. The challenges are understandable considering MAS is not
comprised of a single component, but many segmented parts are synchronised to achieve the
optimal output.
Our survey respondents listed challenges related to MAS implementation in the following manner:
Lack of Internal skills and expertise
Complexity of the system
Data quality and Readiness issue
Budget constraints
Marketing and sales alignment
Missing Key MAS features
Lack of relevant content
48%
63%
37%
50%
33%
50%
11%
44%
11%
25%
4%
25%
19%
4%
Chart 14. MAS implementation challenges
Using MAS
Lack of an effective strategy
38%
15%

The people who implement and maintain
MAS platforms have backgrounds in IT,
development, and data architecture. The
Marketing Technologist is a relatively new
and rare breed. A few years back, marketing
and technology were terms used by two
different departments in most of the
companies. Continuous training of the
employees is the key to overcome this
challenge of lack of internal skills & expertise.
Despite this, if headcount and skills are an
issue in your organisation, you should ﬁnd
an external resource or vendor.
Data is the most important ingredient for
successful implementation of marketing
automation. If the data is incorrect and
unorganized, then it doesn’t matter that if you
are using the best MAS in the market – the
implementation of marketing automation can
go for a toss. If you have a huge unorganized
data, you will need help from a data scientist
or a data management team to analyze your
data before uploading it in your MAS. You can
have an in-house team to manage it or
outsource this activity to experts.
Top Challenges & How To Tackle Them
There are many MAS products with comprehensive list of features
available in the market. As a marketer evaluating MAS, it is very important
to identify core set of features required for your current marketing
strategy and features that you would require in near future. To reduce
the complexity, look for the Right Solution based on your need rather
than going for the most comprehensive solution available in the market.
Internal Skill and Expertise
Complexity of the System
Data Quality and Readiness
Karthik Anantharaman
CMO, BPL Medical Technologies
Digital brilliance and digital expertise should be an integral part of
hiring process. Somebody who is digitally illiterate or semi illiterate
is no longer a valid candidate for sales & marketing

RECOMMENDATIONS
&
TRENDS FOR 2017

While Evaluating MAS
Are you getting the most out of your Marketing Automation? Complex system and under -
preparedness of the company has a negative impact on the overall campaign. Even if you’ve
already had positive results with marketing automation, there’s more you could do. Here are the
best practices suggested by marketing leaders which you will require at the different stages of
MAS adoption cycle.
Get Your House In Order - Success of any MAS implementation will depend on the quality of data
you have internally. It is important to analyse and organize all the data you have and then start
the evaluation.
Defining Objectives - It is very critical to begin MAS adoption process by recalling your ultimate
marketing goal. This helps to align automation with the end objective. So, before you start
implementing, define your marketing strategy with well-defined objectives for MAS aligned to the
overall goal.
Keep Customer At The Centre - All your strategies of MAS implementation should revolve
around the customer need. Key is getting to know your customers: Who they are? What do they
want? What are their pain points?
Identifying The Right Product - There are a lot of comprehensive solutions which are available in
the market. These solutions come with wide range of features. Look for the Right Solution that
fits your current need and is synced with your future roadmap.
Choose Right Pricing Model - Based on your short and long term objectives try to adopt a MAS
pricing model, which is not very rigid on you. As you grow your requirement for more features
will also grow. So, look for a model that scales up as per your need versus a rigid model that
demands a commitment of 3-4 years.
Best Practices & Recommendations
Meera Iyer
Head of Marketing, bigbasket.com
All your marketing strategies should come out of very sharp consumer
insights. Once you understand your customer, it is important to
choose the right media channel according to the budget you carry
and take time to decide your customer targeting options

For Marketers-Implementing MAS
Take Baby Steps - Don’t measure the ROI of MAS on all your campaigns from day one. It takes
some time for an organisation to adopt Marketing automation. Measure ROI with your short-term
goals initially and if it works fine then go big bang.
Marketing & Sales Alignment - To reap maximum benefits of the marketing technology the sales
and marketing teams should always work in alignment. Both should work towards shared goals
through streamlined data collection processes, mutual goal setting, lead generation & handover
tracking and reporting.
Right Technology - MAS is a very advanced and complex technology. It is very crucial to have a
right technology partner or team to help you with smooth implementation of MAS in your
organization. 22% of survey respondents prefer an agency who can manage MAS in their
organization.
For Marketers Using MAS
Campaign Execution - Most of the companies don’t have well defined marketing operations
structure and roles. It is very important to have that team or an agency in place who can run
these campaigns and run analytics for your marketing and help you stay on track with your goals.
Analyse and Provide Recommendation - Wrong offer going to the customer in terms of wrong
product and wrong time of the day can impact the productivity of MAS. With MAS, track the
customer behaviour and their purchasing trends before targeting them with offers.
Customer Experience - For an organisation it has become important to integrate all the channels
which are used by customers and provide seamless experience to them. Create an Omni-channel
Strategy to maintain consistency across channels and enhance customer experience.
Karun Thareja
Head of Marketing, Faircent.com
Whatever you are doing, ensure that you are measuring it. You should
measure your MAS in terms of impact and effort. If your measurements
are not in place, then you will be putting up more resource than what
is required. I would like to tell marketers to experiment a lot

The more up-to-date you are with the latest trends in MarTech, the more scope you’ll find to
innovate your marketing messages by taking advantage of the full potential of MAS. Marketing
Automation has becomes the buzzword for every brand that is looking to differentiate on customer
experience, so here’s a look at 5 key trends that will dominate marketing automation in 2017.
MAS Trends For 2017
Tools like Facebook Custom Audience,
Twitter’s Tailored Audience & Google
Customer Match are helping marketers to
target a segment of customers basis their
profile or demographics. Marketers are also
able go a step further and target “lookalike”
audiences now. We noticed that most of the
B2C brands we connected with have a
well-defined audience acquisition and
marketing strategy.
This might not seem like a “trend” for this year.
But in reality, a good percentage of marketers
in India are still not using basic analytics such
as Segmentation, Cohort and Attribution
Analytics. With MAS implemented, such
powerful analytics are now easily available
without the need to buy any expensive tools.
Beyond these basic analytics, the future lies in
the use of “predictive analytics” that would
help marketers guess customer behaviour.
Audience Acquisition Marketing Analytics
Mapping customer’s journey across multiple channels and having a
comprehensive view (by integrating online and offline data) is becoming very
useful to marketers in 2017, to offer a much better Omni-channel Customer
Experience.
Unified View of Customer

Chatbots & Machine Learning are enabling Real Engagement with customer and are more
attractive lead acquisition & conversion channels, as they’re speedier and they reduce the error
margin and of course offer cost savings. As the familiarity of AI in Marketing and its potential
increases, there will be greater acceptance among marketing teams to try out the possibilities of
including it in their automation strategy. We see that by the end of 2017 most of the large Indian
B2C brands would be implementing AI in marketing, in one or the other form.
To break the budget barrier, MAS vendors are innovating and creating more specific &
affordable pricing models for Indian marketers. They are also extending technical expertise
via their teams and vendors to ease out the implementation process. This will lead to a
massive adoption of off-the-shelf MAS products in 2017.
AI (Artificial Intelligence) in Marketing
Innovative Pricing Models
`
Abhishek K. Gupta
Sr. Vice President & Head of Marketing, Edelweiss Group
The right MAS should be able to help us with Enrichment
of Data to get a Unified View of the Customer, Aquire
Customers & explore Cross-Sell and UpSell opportunities

Credits & Disclaimer
Partial list of survey participants
• Aditya Birla Online Fashion Pvt. Ltd.
• Angel Broking Pvt. Ltd.
• Asianet Satellite Communications Ltd.
• Aviva Life Insurance Company India Ltd.
• Axis Bank Ltd.
• B9 Beverages Pvt Ltd.
• Bank of Maharashtra
• Base Corporation Ltd.
• Benzara E-commerce India Pvt. Ltd.
• bigbasket.com
(Innovative Retail Concepts Pvt. Ltd)
• BankBazaar.com
(A & A Dukaan Financial Services Pvt. Ltd.)
• Birla Sun Life Insurance Company Ltd.
• BPL Medical Technologies Pvt. Ltd.
• Care Hospitals
• Carrier Corporation
• Centrum Capital Ltd.
• Colgate Palmolive (India) Ltd.
• Collegedunia.com
• Conﬁdent Group of Companies
• Crompton Greaves Consumer Electricals Ltd.
• Dabur India Ltd.
• Dainik Bhaskar
• Danone Nutricia India
• Durga Das Publications Private Ltd.
• Dsm Sinochem Pharmaceuticals India Ltd.
• Delhi Transport Corporation
• Edelweiss Financial Services Ltd.
• Eureka Forbes Ltd.
• Faircent.com (Fairassets Technologies Pvt. Ltd.)
• Fincare Business Services Pvt. Ltd.
• FINO PayTech
• ﬁnstop.com
• Flipkart Internet Pvt. Ltd.
• Fortis La Femme (Fortis Healthcare)
• Future Generali India Life Insurance Co. Ltd.
• Future Retail Ltd.
• Genesis Luxury Fashion Pvt. Ltd.
• Goddres Pharmaceuticals Private Limited
• Gokaldas Exports Ltd.
• Goli Vada Pav
• Gorb - Living Entertainment Enterprise Pvt. Ltd.
• Gyan Dairy (‎C.P. Milk & Food Products (P) Ltd.)
• HDFC Life Insurance
• Hero Motocorp Ltd.
• Hi Impact Consultants (Pvt.) Ltd.
• Huawei Technologies Co. Ltd.
• Taj Hotel (Indian Hotel Company Ltd.)
• InterContinental Marine Drive-Mumbai
• Intex Technologies (India) Ltd.
• Jaslok Hospital And Research Centre
• Kellogg India Pvt. Ltd.
• Kurlon Enterprise Ltd.
• MakeMyTrip
• Marks & Spencer
• Maruti Suzuki India Limited

Secondary data reference
Chiefmartec.com - Marketing Technology Landscape 2017
All Rights Reserved
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form by any means,
electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of the publisher,
Research NXT.
The facts of this report are believed to be correct at the time of publication but cannot be guaranteed. Please note that
the findings, conclusions, and recommendations that Research NXT delivers will be based on information gathered in
good faith from both primary and secondary sources, whose accuracy we are not always in a position to guarantee. As
such Research NXT can accept no liability whatever for actions taken based on any information that may subsequently
prove to be incorrect.
• Medlife.com (Medlife International Pvt. Ltd.)
• Meru Cab Company Pvt. Ltd.
• Infibeam.com (NSI Infinium Global Pvt. Ltd.)
• Ola Cabs (ANI Technologies Pvt. Ltd.)
• Oriflame India
• Oyorooms (Oravel Stays Pvt. Ltd.)
• Paytm (One97 Communications)
• Piramal Enterprises Limited
• PolicyBoss.com (Landmark Insurance
Brokers Pvt. Ltd.)
• Reliance Capital Limited
• Religare Finvest Limited
• Riya Travel & Tours India Pvt. Ltd.
• Royal Enfield
• Saint-Gobain India Pvt. Ltd.
• Schneider Electric India Pvt. Ltd.
• Shoppers Stop Ltd.
• SKF India
• Skillzlearn
• Snapdeal.Com (Jasper Infotech Pvt. Ltd.)
• Stylefobia.com
• TARA Jewels Ltd.
• Tata Communications Ltd.
• Tata Motors Finance Ltd.
• Tata Sky
• Times Internet Ltd.
• Total Environment Building Systems Pvt. Ltd.
• TP- Link India Pvt. Ltd.
• Trail Blazer Tours India Pvt. Ltd.
• TVS Credit Services Ltd.
• United Spirits Ltd.
• USV Private Ltd.
• UTI Asset Management Company Ltd.
• UTI Mutual Fund
• Woodland
• YES BANK
• You Broadband India Ltd.
• Zomato
• ZTE Telecom India Pvt. Ltd.

About
Research NXT is an innovative market research company
covering in-depth research and insights on trending
Enterprise Technology.
Report Authors
Santosh Abraham, Founder & Lead Analyst
Bijeesh Babu, Content & Project Management - Lead
Connect with us
Suite no. 21, EFC Center, 4th Floor, West Wing,
Marisoft III, Kalyaninagar, Pune – 411004
enquiry@researchnxt.com www.researchnxt.com Scan to book an appointment with our Analyst

B2C Marketing Automation Report India 2017

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Similar to B2C Marketing Automation Report India 2017

Similar to B2C Marketing Automation Report India 2017 (20)

More from Netcore Solutions

More from Netcore Solutions (20)

Recently uploaded

Recently uploaded (20)

B2C Marketing Automation Report India 2017