Automobile Marketing takes a Digital Turn

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Automobile Marketing takes a Digital Turn

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Automobile Marketing takes a Digital Turn

  1. 1. Automobile Marketing takes a Digital Turn
  2. 2. Industry Overview • As per the Confederation of Indian Industry – Automobile sector is likely to rise to Rs. 600000 crore by 2016. • Global Auto majors like Hyundai and Volkswagen have set up facilities in India with the country becoming the fastest growing market for Mercedes Benz cars. • Surging income of the Indian population has led to heightened demand with High performance hybrid cars gaining popularity amongst consumers. Source: http://info.shine.com/industry/automobiles-auto-ancillaries/3.html
  3. 3. Trends shaping Digital Marketing in Automotive Industry • Digital experience ranked 2nd after live experience in driving premium perception & willingness to pay • Increasing consumer reliability on Digital channels – brand’s website, online reviews and visits to social networks & community forums • Digital medium as an emerging platform for pre-owned cars where perceived risk is higher Source: http://www.mckinsey.com/client_service/marketing_and_sales/latest_thinking/eight_trends_shaping_digital_marketing_in_the_ auto_industry
  4. 4. What is Digital Media Used for? • Strengthening the overall marketing campaign • Providing online platform for Customer Reviews • Apprising customers about New Models • Posting videos on Facebook & Youtube for Customer engagement • Generating Leads
  5. 5. Automakers need not throw ads Online; they must Connect!
  6. 6. Crowdsourcing – An emerging arm of Digital Marketing • Crowdsourcing - Process of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, and especially from an online community, rather than from traditional employees or suppliers. • Examples of Crowsourcing in Automobile Industry are ample.
  7. 7. Crowdsourcing for Hyundai’s i10 in 2013 • Hyundai’s agency Innocean Worldwide devised a crowdsourcing campaign using Shah Rukh Khan. • Prospective buyers of i10 and its existing owners were to write a script for the next i10 TVC. The selected contestant got to act with SRK in the TVC for i10.
  8. 8. The campaign utilised the digital platform extensively to close the participation loop.
  9. 9. And Nissan followed suit.. • Campaign on Facebook by Nissan – Actor Ranbir Kapoor inviting people to submit their dance entries for a chance to act alongside him in a ‘by-the- people’ movie.
  10. 10. Out of over 2000 entries, the top 100 were decided by public vote on Facebook
  11. 11. Generating Leads through Google • What is Lead Generation? In marketing, lead generation is the conversion of consumer interest or inquiry into products or services of a business. • A report indicated that the effectiveness of online advertising in India had increased by 70% in terms of generating sales in 2010. Source: http://www.mvfglobal.com/india
  12. 12. Search Engine Marketing Vs Offline Marketing for Mercedes Benz Newspaper Ad of Mercedes Benz •Geography: Gujarat •Attention Span: Till an individual reads Newspaper on a particular day •Expenditure: 2.5 lacs (Equivalent to 1 quarter page ad.) •Unique Leads Generated: 18-20 Online Ad of Mercedes Benz •Geography: Gujarat, Madhya- Pradesh, West Bengal, North-East •Time Duration: 2 months •Expenditure: 2.5 lacs (Equivalent to 1 quarter page ad. of a newspaper) •Unique Leads Generated: 156 Source: Online Campaign conducted by Wild Dreams Media & Communications
  13. 13. Newspaper Ad: Mercedes-Benz
  14. 14. Online Ads: Mercedes Benz
  15. 15. An edge with Digital Marketing! Why? • Coverage of a Larger Geographical Area: Digital Marketing covers larger area under the same cost in contrast to advertisement placed in a newspaper which are region-specific • Longer Duration: A typical advertisement placed online can be made to run for a longer duration, say 2 months. •More Attention: Since an advertisement placed online runs longer, more attention is received by the ad thus, more leads can be generated. In contrast attention span to a newspaper ad lasts till the the reader is reading newspaper or perhaps even less! •RESULT: More Leads can be Generated through Online Marketing!!
  16. 16. Concluding Note • Success in automotive marketing is largely determined by the ability to leverage mobile platforms, user generated content, social networking channels and other emerging media. Digital Marketing Research Team provides deep insight into consumer attitudes and behavior.
  17. 17. “Social Media creates Communities, not Markets’’ /wilddreamsmedia /dubludee www.wilddreams.in +91-79-66168785 info@wilddreams.in /wilddreams

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