BWI: India Marketers Believe a Code of Conduct and an anti-spam Law will help Stop the Menace of Spam

Press release from Business Wire India
Source: Octane
Tuesday, January 10, 2012 09:30 AM IST (04:00 AM GMT)
Editors: General: Consumer interest; Business: Business services, Information technology, Telecommunications; Technology
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India Marketers Believe a Code of Conduct and an anti-spam Law will help Stop the Menace of Spam


New Delhi, Delhi, India, Tuesday, January 10, 2012 -- (Business Wire India) -- With the TRAI directive in September 2011 on SMS based promotional messages to curb the spam menace, it is interesting to note that 33% of India marketers report that their marketing promotions have been impacted. 68% of India marketers are in favor of a code of conduct (36%) or a strong anti-spam law (32%) like the CAN-SPAM in the US to stop spamming in India. Only a small minority of 9% marketers believe a severe action by the regulator (e.g. stopping the promo messages completely) will help in stopping SPAM.

Octane.in, India's leading email service provider and creator of India's first on-demand multi-channel marketing campaigns platform, has commissioned their second annual research report to help guide India marketers as they look to boost their return on investment in 2012 by linking their email marketing efforts to social media. The report, produced by Octane Research, is entitled "Gearing Up for Growth-India e-Marketing Outlook 2012" is being released today.

Speaking about the report, Mr. Shantanu Sirohi, Chief Operating Officer, Interactive Avenues said "Spam is a menace that needs to be tackled by the India marketing fraternity. I believe a code of conduct for marketers may be the starting point towards effectively curbing the growing spam problem in India."

"Over the last 12 months we have been educating our clients on huge opportunities in building customer relationships through opt-in or subscriber list based email marketing. With the fast adoption of broadband, mobile especially smartphones, we see marketers in India looking to further leverage the potential of social media and email marketing in 2012", said Samarth Saxena, Co-founder and Chief Operating Officer, octane.in. "It is in this context that we wanted to step back, look at the industry and common practices as a whole over the last 2 years, and then share that perspective with India marketers as they prepare for 2012. This is our second annual report and I am happy to share that 380 marketers from leading brands in India shared their suggestions and ideas towards this marketing outlook for 2012".

Key Findings (2010-2012):

-- Customer Acquisition continues to be the primary goal for marketing initiatives over the last 2 years.
-- Social media initiatives are gaining momentum and Email continues to be the most effective marketing channel.
-- Social Media (68.8%) and Email Marketing (53.1%) emerge as the top 2 online marketing initiatives that will see an increase in marketing investments in 2012, as compared to 2011 Majority of India marketers (36%) wanted a code of conduct by an industry body like IAMAI while 31.5% of participants who believe stronger anti-spam laws in India like CAN-SPAM would curb the SPAM campaigns.
-- As a direct result of the TRAI directive on usage of SMS for promotional messages, approximately 35.3% of our respondents plan to increase their budgets towards email marketing by more than 11% in 2012.
-- A high number of India marketers (62%) feel that the Email and SMS marketing programs are effective in meeting agreed goals.
-- Comparative analysis of data reveals that more that 80% of our respondents agree that integrated (Email and SMS) campaigns influence Conversion Rates.
-- Reaching the Inbox (and not the Junk/Spam folder), increasing ROI and building Subscribers list are seen to be the top 3 challenges for the last two successive years.
-- In 2011, we see a 6% increase of dependency on email service providers or ESPs (like Octane) to provide assured inbox delivery of email messages (25.5% respondents in 2011 vs 19.2% in 2010). We see a decline in the role of IT in ensuring inbox deliverability over the last year.

About Octane.in

Octane.in is an easy to use marketing messaging platform designed to increase email and SMS marketing ROI faster than any other medium. It is India's first integrated marketing solution to offer SMS, email, and social media messaging integration both in an online (on-demand) or onsite (office premise) edition. This solution includes powerful analytics, subscriber list builder, list management, Google Analytics integration, social media integration, rich set of APIs, IP reputation, Safe listing and hands on personal client support. Octane (www.octane.in) is headquartered in New Delhi.


CONTACT DETAILS
Ritu Gupta, Octane.in, +91 (11) 32434436, ritu@octane.in

KEYWORDS
CONSUMER, BUSINESS SERVICES, IT, TELECOMMUNICATIONS, TECHNOLOGY

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