A study titled ‘Indian Marketers Continue Their Consumer Focus’, prepared by Ipsos Asia Pacfic Marketers Outlook 2012, throws light on the fact that building greater consumer loyalty for their brands with enhanced focus on ROI and Digital media would be top priority for Indian marketers in 2012.
The preceding year
The report states that majority (59 per cent) of Indian marketers say 2011 has turned out to be a year better than anticipated for sales across India; over three in ten (33 per cent) say it was same as previous year and only 9 percent believe it was worse than excepted.
The year ahead
In 2012 Indian marketers want to focus on the measurement of ROI of their campaigns. They expect better quality insights and creative thinking from their agency partners. Marketers think digital media; CRM and PR will take up a higher role in marketing communication plan.
As researched by the firm about nine in ten (88 per cent) Indian marketers believe outlook for their brand in 2012 would be better or much better and 61 per cent think their industry sector would fare better.
Improving media budget
The optimism has led marketers to increase their media spends in the coming time. The Indian marketing industry will see an increase of over ten percent planned by 46 percent of organisations in India and 38 percent in other Asia Pacific countries. About seven in ten (67 per cent) Indian marketers said they plan to spend more on market research.
Upping marketing budget
Over half of the marketers are planning to increase marketing investment for 2012 and only 10 per cent of the marketers are planning to decrease marketing investment for 2012.
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