Omnichannel marketing readiness in India report

Omnichannel is becoming the business imperative for businesses on the cutting edge of customer engagement.

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In spite of momentary uncertainties and disruptions, it is poised to be the way forward for brands across the world. Given the extraordinary rise of its economy and digital sophistication, India will be no exception.

However, how ready are India’s marketers for it? What’s holding them back from realizing omnichannel marketing effectively? What are their areas of focus in this cross-industry shift? What are the ones at the cutting edge doing differently from others?

These, and more, are the questions our new report Omnichannel marketing readiness in India set out to answer. It provides insights into where Indian businesses stand in terms of the omnichannel transformation. It sheds a light on the priorities, challenges, and expectations highlighted by marketers actually leading the change in their organizations.

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Who did we survey?

Total number of respondents 414
Most common annual business revenue

Top 5 Industries

Telecom
Telecom
Media
Media
FMCG
FMCG
BFSI
BFSI
Retail
Retail
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leaders

leaders
    • Deployed multiple advanced channels
    • Adopted multiple critical initiatives
    • Run a successful integrated approach
    • Implemented their approach at least six months ago

followers

followers
    • Deployed multiple conventional channels
    • Adopted few critical initiatives
    • Run an inadequate integrated approach
    • Implemented their approach six months back

aspirant

aspirant
    • Deployed few conventional channels
    • Adopted few critical initiatives
    • Not run or are running an inadequate integrated approach
    • Not implemented or implemented their approach less than six months ago

others

others
    • Deployed few conventional channels
    • Adopted no / few critical initiatives
    • Not implemented an integrated approach

Three key takeaways

While omnichannel customer engagement requires an integrated approach, some businesses have implemented it much easier than others.

Implemented more than 18 month ago

5%

Implemented in the past 6-18 months

22%

Implemented in the past 6 months

20%

Will adopt within the next 12 months

26%

Will adopt in the next 12-18 months

27%

There are a myriad of obstacles that stand in the way of businesses as they shift towards omnichannel. Data issues are among the most common.

25%

Technology or software limitations

29%

Incomplete customer data across all channels

31%

Inability to segment data effectively

41%

Inability to act on data in real time

43%

Lack of omnichannel marketing strategy

As they kickstart or continue their omnichannel journeys, marketing leaders have identified a number of priorities for their businesses.

46%

Invest in an integrated marketing automation tool

41%

Invest in data integration tools

36%

Invest in better analytics tools or practices

Learn how Resulticks can fuel your customer engagement transformation.

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