Social media and marketing in India: a report from the India Social Summit 2010

Preeti Chaturvedi

Over 40% of brands and organisations in India are spending more than 10% of their marketing and communication budget on digital media. Within that, 31% of marketers are spending 10% of digital spend on social media; 11% are heavy spenders with more than 30% of digital budgets going to social media. And 90% of brands and organisations in India have already engaged in social media initiatives.

These were some of the findings of the India Social Media Report Edition 2, released by Blogworks and NMIncite (a Nielsen/McKinsey company) at the India Social Summit 2010, held in December in New Delhi. The report was compiled from the responses of 444 brands, organisations and agencies who participated in a detailed online survey.

Speaking about his experiences with the social media research report, Karthik Nagarajan, Director- Online Division at The Nielsen Company India, said: "The findings of the research confirm the fact that social media is no more a concept in India but something that brands are investing real time and money into, as we speak. There is an overwhelming acceptance of the fact that there are huge gains from this medium if used correctly, and that is shown in the structured approach that brands are adopting - in deployment as well as measurement."