India witnessed a dramatic 163% increase in revenue from contextual marketing campaigns in 2024, according to the latest Global Trends & Benchmarks Report 2024–2025 by WebEngage, a leading B2B SaaS and customer retention platform. The report offers an in-depth look at evolving engagement trends across APAC, analyzing over 400 billion messages sent by 850 brands worldwide.
While personalisation continues to be a key driver of success, the report notes that India and the broader APAC region still lag in some engagement metrics—highlighting an opportunity for improved optimisation. Sectors like BFSI (Banking, Financial Services, and Insurance) are outperforming others, boasting a 33.56% open rate and a 7.28% click-through rate, signaling effective targeting strategies.
The media and entertainment sector emerged as the most active in terms of communication, sending 138 billion messages, emphasizing its heavy focus on audience engagement.
The report also highlights that businesses leveraging AI-powered automation and advanced personalisation saw a 25% increase in customer retention and a 40% boost in conversions. With growing privacy regulations and the decline of third-party cookies, 60% of companies are now prioritizing first-party data collection.
WebEngage CEO Avlesh Singh emphasized that the future of customer engagement lies in real-time, AI-driven, hyper-targeted strategies. “Innovation is no longer a luxury—it’s a necessity,” he said.
The report provides actionable insights for marketers looking to refine their omnichannel and data-driven engagement strategies in 2025, with channels like WhatsApp, push notifications, and email continuing to lead in user engagement.
