Published on April 25, 2025
Digital Marketing has become a core lever for customer engagement, brand visibility and business growth. To assess how Tata companies are leveraging digital marketing across sectors, Tata Business Excellence Group (TBExG), conducted the 46th Process Benchmarking Study on Digital Marketing Maturity based on global frameworks. The study findings were shared via a Group-wide webinar, held on April 16, 2025.
The study covered 21 Tata companies from seven business sectors and was designed by TBExG in collaboration with subject matter experts (SMEs) from participating companies. SMEs also shared practices from their respective companies during the session.
Companies were benchmarked across five key parameters and data on Digital marketing Metrics used was also collected in the benchmarking.
Within the Marketing Tactics parameter, sub areas such as organic search, paid media, UX & conversion, email marketing, social media, influencer relationship management were benchmarked.
Key takeaways from the study included:
- The need to integrate customer data across platforms to drive interactive, trigger-based consumer campaigns and track performance.
- Key differences and approaches for top-of and bottom-of the funnel paid campaigns were discussed along with steps for conversion rate optimisation, channel selection and budgeting and attribution modelling.
- The growing role of digital marketing in B2B for account-based marketing and social engagement.
- Data-driven personalisation of user experience, based on individual preferences and behaviours with recommendation engines and dynamic content.
- Use of various digital marketing channels for performance marketing and their respective KPIs to gauge outcomes.
Going forward, TBExG will facilitate best practice sharing sessions among Tata companies and support implementation of learnings in partnership with SMEs.