1. ROLE OF DIGITAL
MEDIA IN
PRE – OWNED CAR
BUSINESS
Anusri Mukherjee

2. INTRODUCTION

3. DIGITAL MEDIA
The whole world is going digital with everything having an aspect of
technology attached to it.
Broadening horizons – not restricted to the desktop
Digital interactive OOH – talk of the town

4. DIGITAL OOH

5. QR CODES

6. BASIC INFORMATION

7. AGE CLASSIFICATION
INCOME CLASSIFICATION

8. FIRST SOURCE OF
INFORMATION

9. RESEARCH SOURCE

10. NUMBER OF SOURCES

11. PREFERENCE 1

12. PREFERENCE 2

13. PREFERENCE 3

14. RANKING OF
ATTRIBUTES
Each attribute has been
ranked on a 5 point scale; 1
being the lowest and 5 being
the highest

15. BLOGS ON WEBSITE

16. REVIEWS/ARTICLES

17. LISTING OF THE
SPECIFICATIONS

18. COMPARISON BETWEEN
VEHICLES

19. TIPS AND ADVICE OFFERED

20. NEAREST DEALER LOCATOR

21. NEWS

22. INFORMATION OF UPCOMING
LAUNCHES

23. INFORMATION ON
ACCESSORIES OFFERED

24. INFORMATION ON LOANS
AND INSURANCE

25. SPECIAL OFFERS

26. ASSISTANCE OFFERED IN
BOOKING A TEST DRIVE

27. INFORMATION ON CAR
SERVICE OFFERS/PACKAGE

28. FIRST LOOK OF WEBSITE

29. DESIGN OF WEBSITE

30. SITEMAP

31. CLEARLY DEFINED TABS

32. RICH MEDIA ON WEBSITE

33. CUSTOMER CARE (ONLINE)

34. CUSTOMER CARE (OFFLINE)

35. DEALER DIRECTORY

36. VISUALS (VIDEOS)

37. ADEQUACY OF INFORMATION

38. LANGUAGE USED (EASY TO
UNDERSTAND)

39. REVIEWS (QUALITY)

40. ANALYSIS RANKING
OF THE DEGREE OF
PERCEIVED
INFLUENCE
The ranking has been done
on a 5 point scale; 1 being
the lowest and 5 being the
highest

41. INFLUENCE OF PREFERRED
WEB - BASED SOURCE

42. INFLUENCE OF OTHER WEB -
BASED SOURCES

43. VALIDITY OF INFORMATION

44. ASSISTANCE OFFERED

45. INFLUENCE OF ASSISTANCE
OFFERED

46. VALIDITY OF OFFERED
ASSISTANCE

47. FOLLOW UP OF WEB QUERY

48. REVAMP PLAN OF TRUE
VALUE WEBSITE
After studying figures from
Google Analytics, a revamp
plan has been chalked out

49. STATISTICS OBSERVED
Average Bounce Rate – 22.54%
User sessions trending between 1200 – 1600 daily
Average duration of a session – 3.38 minutes
Unique visitors – 75.4%
Returning visitors – 24.6%

50. USER TRAFFIC
Most of the traffic on the website was routed from metro cities and the
highest from New Delhi (16.54%), followed by Bengaluru (15.22)
Most of the traffic on the website was by the means of smart phones instead
of desktops/laptops.
Amongst smart phones, Android based smart phones had a share of 73.34%
followed by iOs (12.01%) and Windows (6.59)

51. INTERPRETATION
The Bounce rate is very high i.e. 22.54% of visitors ‘bounce back’ from the
website.
The average session duration is low i.e. the average amount of time spent
by a user on the website is 3.38 minutes
There are more of unique visitors than returning visitors prompting that users
do not return to the website.
Smart phones are more widely used than desktops/laptops.

52. REVAMP PLAN
 Glamorizing the website:
Changing the layout of content
Adding more of rich media (illustrations, high quality visuals, videos etc.) on the website
Adding a daily contest/poll for users with an added component of a monthly lucky winner
with prizes such as a free valuation/free service/discounts on certain services.
 Since majority of the traffic is routed from smart phones, the website can
be altered to have cell phone compatibility also. An application for
Smartphone users can also be developed for the 3 prominent operating
systems i.e. android, iOS and windows.

53. REVAMP PLAN (CONTD.)
 Adding content to the website in the form of:
Blogs by users on trends in the pre – owned cars business
Forums where users are invited to share views on care for vehicle, tips, guidance on
purchase/selling of a pre – owned vehicle
Online display of existing inventory with an availability of setting filters to search for a pre –
owned car as per the user’s requirements.
Providing for comparison between a minimum two vehicles.
News of upcoming offline events can be created as a separate section and
the picture gallery can be updated to showcase previous event’s pictures
and these pictures can be linked to instagram.

54. REVAMP PLAN (CONTD.)
 Links to social network pages such as Facebook, twitter, Youtube and
instagram can be mentioned on the sitemap of the website and all the
pages of the website as well.
 The social interaction can be increased by the following (this helps in
increasing the page rank which further helps in boosting the SEO
rank)
Posting a tip daily through twitter handle, tagging the True Value website.
Sharing tips/blog of the day/contest of the day on the Facebook page.
Addressing complaints/acknowledging appreciation on the Facebook page
Sharing pictures of events on instagram.
Sharing details of upcoming offline events on Facebook page, instagram and twitter.
Keep updated TVC’s on the Youtube channel.

55. REVAMP PLAN (CONTD.)
A small survey can be added to the website which explores what the users
would like the website to add to its content.
A feedback box for appreciation/complaints can be imbedded on all pages of
the website.