However, the ability to measure value and outcome of such spends is getting better in the country, the study said. (Agencies)
Adobe's second annual Adobe APAC Digital Marketing Performance Dashboard, a study conducted by CMO Council in partnership with Adobe, revealed that percentage of marketers spending over 50 percent budget on digital marketing has also increased substantially.
"Budget limitations, making a business case for digital marketing spend and developing a comprehensive strategy for Indian markets continue to be a challenge with each of these points rated at 50 percent," the study said.
Marketers are increasingly relying on parameters like customer data on digital media consumption preferences and patterns, analytics on generating customer leads more effectively and overall strategic assessment of potential business impact and contributions, it added.
The six-month study accessed adoption, traction and success of digital marketing levels in Australia, Singapore, Korea, China, Hong Kong and India. 276 senior marketers from a range of industries took part in the study including 43 from India.
A good proportion of marketers feel their current ability to measure the value and RoI of their digital marketing spends is 'Getting Better' or 'Needs Improvement', it added.
Digital marketing has seen massive progress in India in these last 12 months in terms of understanding, readiness and adoption, Adobe said.
Almost all the respondents covered in India now believe that digital marketing can create competitive advantage for their company, helping them create a more customer centric organization, helping with brand differentiation and building greater customer affinity and attachment, the study said.
The percentage of marketers spending over 50 percent of their budgets in digital marketing has increased substantially from 2 percent in 2012 to 22 percent in 2013, it added.
However, the ability to measure value and outcome of such spends is getting better in the country, the study said.