With increasing usage of internet by consumers, around 87% of brands are opting for digital marketing, besides television and print medium, for customer engagement and brand promotion, says a report.
The Digital Marketing Industry Report 2016 was released by digital marketing agency Social Beat in May and June 2016 with participation of 376 Chief Marketing Officers and marketing heads of various companies.
"The report highlights the rise of digital marketing, though brands continue to use television and print medium to have a 360 degree approach," Social Beat Co-Founder, Vikas Chawla said.
"While brand awareness and lead generation seem to be the primary goals, digital marketing is increasingly being leveraged for customer engagement and customer service too," he said.
Social Beat Co-Founder Suneil Chawla noted that about 10% of brands surveyed spend more than rupees one crore annually on digital marketing and 50% of them spend over Rs 6 lakh annually.
Overall 20% brands plan to increase their digital marketing spends by 25% in the next financial year, he said.
Social networking site Facebook was preferred by 89% brands for taking up digital promotion, while search giant Google came second with 78%.
Around 56% of respondents preferred Twitter, whereas 51% chose LinkedIn for digital promotion, the report said.