According to Ernst
& Young's 'Social Media Marketing - India Trends Study, 2013', a
40-question survey of 48 people responsible for the online or digital marketing
strategy of some of India's largest companies, including Bharti Airtel, Ford
India, Bajaj, Cafe Coffee Day, Honda Cars India, Pepsi India, MTV India,
P&G India, Microsoft India, etc. Most of the companies in the survey
highlighted that the annual social media budget is a small in lakhs of rupees
mostly around Rs 11-25 lakh which is a smaller proportion of the total
marketing spends by most of the companies that have marketing budgets in
hundreds of crores of rupees.
The E&Y study
highlights that 95.7% of
the surveyed social media-savvy organizations in India use the medium to build
communities and promote usage of their brands while 76.1% use social media as a
platform to highlight brand news. Around 16% of organizations use social media
for both the above reasons and most of the Indian organizations utilize it for
customer service, lead generation, and research indicate the increasing levels
of social maturity of Indian social
media users and businesses successfully engaging with their customers and
audience effectively. Facebook is the
most important platform for marketers in India for engaging customers followed
by Twitter, YouTube and blogging had been used by most Indian companies for the
past few years and employ
bloggers or online influencers who have authority and strong following for
this. Even the usage of emerging platforms such
as Pinterest, Google Plus, and Foursquare are also on the rise by Indian
corporates. 83% of the
social media-savvy organizations surveyed said that they have used social media
ads, with majority of the ads being used to promote a contest/promotion or for
brand awareness. 88.6% said they find social media ads to be beneficial in
achieving those objectives. 76.7% of social media-savvy organizations said they
have their marketing department handling social media with the rest being
handled by a cross functional team/across functions or by the PR/communications
team. Other than marketing, 34.6% said they use social media for thought
leadership and 26.9% said they use social media for CSR. 73.8% of surveyed
social media-savvy organizations have chosen standalone digital agencies as
compared to PR, ad agencies, or freelancers.
% of Market Budget
Spent on Social Media
Social
Media Budget Size per Year
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