India Sees 163% Revenue Surge From Contextual Marketing In 2024, Says WebEngage Report

India is at the forefront of a marketing revolution. According to WebEngage’s Global Trends & Benchmarks Report 2024–2025, the country has seen a staggering 163% surge in revenue from contextual marketing campaigns, positioning itself as a leader in the evolution of user engagement across the APAC region.

The comprehensive report, analyzing data from over 850 brands and 400 billion messages, spotlights the rising influence of AI-powered personalization, first-party data strategies, and lifecycle automation in redefining customer engagement. But while personalization is increasingly prioritized, the report reveals a striking gap: India, along with much of APAC, still lags in engagement metrics—pointing to untapped opportunities for optimization.

“As we look ahead to 2025, it’s clear that the convergence of AI, data, and context is reshaping how brands connect with their audiences,” said Avlesh Singh, Co-founder & CEO of WebEngage. “This year wasn’t about just adapting—it was about leading with innovation. The businesses that embrace real-time, hyper-targeted engagement will not only survive but thrive in a privacy-first, digital-first future.”

Personalization Drives Performance

The report underscores that advanced personalization strategies have delivered up to 40% higher conversions, while AI-powered automation has led to a 25% boost in customer retention. With 60% of businesses now prioritizing first-party data, the shift away from third-party cookies is firmly underway, driven by regulatory changes and a growing demand for data integrity.

Notably, the BFSI sector emerged as a high performer, achieving a 33.56% open rate and 7.28% click-through conversion rate, highlighting the power of targeted messaging in traditionally complex sectors. Meanwhile, media and entertainment brands led the way in volume, pushing out 138 billion messages—a testament to the sector’s heavy investment in customer engagement.

WhatsApp and Omnichannel Growth

One of the report’s standout trends is the 3x rise in WhatsApp campaign adoption, reflecting the growing demand for real-time, conversational customer experiences. Alongside push notifications and email, WhatsApp has become a critical touchpoint in delivering timely, personalized content at scale.

The report also notes a 30% uplift in retention metrics among companies implementing full-funnel lifecycle engagement strategies, suggesting that a unified, omnichannel approach is key to building long-term customer relationships.

A Blueprint for 2025

WebEngage’s findings paint a clear picture for brands aiming to lead the next wave of marketing innovation. The fusion of AI, automation, and contextual storytelling is no longer optional—it’s essential. From predictive analytics in e-commerce to fraud detection in BFSI and personalized care journeys in healthcare, businesses are turning data into dynamic, personalized experiences that resonate.

“This isn’t just a trends report—it’s a strategic roadmap,” added Singh. “It offers marketers across industries the insights they need to refine their engagement playbooks, build loyalty, and drive sustainable growth in an increasingly complex digital landscape.”

As India embraces the power of personalization and contextual marketing, the message is clear: the future of engagement lies in data-driven creativity, AI-led execution, and a deep understanding of consumer behavior.