According to research released in February 2015 by Pitch Madison, the internet will account for just under 13 percent of the average paid media ad budget in India this year, up from 10.7 percent in 2014, reports eMarketer.com
That includes only search and display advertising, and does not include non advertising marketing activities—like a significant portion of social media-related spending for many companies.
Based on data from EY, the vast majority of companies in India spent 10 percent or less of their total marketing budget on social media specifically last year, including 42.9 percent who spent 5 percent or less. Spending in 2014 was actually down from reported levels in 2013, when about one in five marketers in India spent more than 10 percent of their budgets on social, vs. less than 10 percent who did so last year.
Marketers in India surveyed by Octane Research were becoming slightly less optimistic about the effectiveness of social media marketing, though they still considered it better than every other channel except email, which tended to tie with social for first place.
According to EY, social media marketers in India reported big differences in the reasons for social engagement between 2013 and 2014. During the earlier period, building community was by far the No. 1 reason to engage, chosen by nearly 96 percent of respondents. But in 2014, brand awareness took the top spot, with a similar 95.2 percent of respondents—up nearly 20 points since the previous year, while community building was down about 20 points.
Customer engagement and community building were tied for second place, with majorities of respondents also engaging to gain thought leadership and credibility or to manage their reputations.
eMarketer estimates that 130.8 million people in India will use social networks at least monthly this year, including 122.4 million who will use Facebook and 22.2 million who will use Twitter. On mobile phones, 106.8 million will access a social network monthly in 2015, and 101.5 million will access Facebook specifically.