Indian IT and ITeS companies are spending most of their marketing focus on acquiring new customers, and promoting new products as they see it as a main sales enabler tool. This way companies are in danger of ignoring other areas. Which could lead to an adverse long-term impact says Marketing Best Practices (MBP) Study by Prayag Consulting.

The report says that 87% of IT firms surveyed said marketing was their top priority. This represents a significant jump from the data points of the 2006 study - When only 55% said that new customer acquisition was the main focus of their marketing efforts. While some of this can be explained by the tough business environment, and hence need to augment business environment, and hence need to augment business acquistion initiatives, the lack of focus on other areas of marketing could have long term impact.

"While attracting new customers is a very important business imperative for companies in a growth market, not paying enough attention to your brand could begin to hurt, especially as these customers become bigger" says CEO Prayag Consulting Sudha Kumar.