DIGITAL MARKETING FOR

AUTOMOTIVE RETAILMARKET

Neeraj Mishra | Co-Founder, Mcounts | +91-7799656664 | neeraj@mcounts.com

INDIAN AUTO INDUSTRY STATISTICS

Domestic Market share FY'15

13%3% 3%81%

employs 19 million people Largest Market by 20163 rd

million vehicles produced23.36

million vehicles exported

3.57

nation'smanufacturing GDP

45%

of country's GDP7.1%

2-wheelerproducer

2Commercial

Vehicles

1Motorcycles

5

International Rankings

GROWTH DRIVERS

CAGR during FY 2014-2021

18% 19%8%

India has the world’s 12thlargest number of

high-net-worth individuals

Increasing disposableincomes in the rural

agri-sector

growing workingpopulation and an

expanding middle-class

large pool of skilled andsemi-skilled workers and astrong educational system.

entry of a number of foreignplayers and reduced overall

product lifecycle

large number of productsare available to consumers

across various segments

Favourable government policies likelower excise duties, automotive

mission plans, the constitution ofNATRiP etc.

AUTOMOTIVE RETAIL IN FUTURE

Automotive retail will shift from a product-drivento a customer-centric approach to drive customerloyalty and to adapt to changing customerbehavior and expectations.

The rise of new mobility concepts and shiftingmobility preferences of private and commercialcustomers (e.g., private and business-car sharing,Cab aggregators and Self-drive vendors and anincreasing role of used cars and fleet) are causingautomakers and automotive retailers to rethinktheir current business model.

Customers are able to quickly interact and easilyaccess information across media and devices —anytime, anywhere. This needs to reflect in thecustomer experience and marketing strategies.

Digitization, regulations,evolving customer needs andnew competitors necessitatea rethink of the retail model

Ernst & Young

CONSUMER BEHAVIOR

Hours spent on average by automotive customers on theweb to search for information and to decide when andwhere to buy

10

Buyers willing to finance a car purchase online46%

Consumers spend more time for online research per-purchase of a car than for any other product.

Customers will use multiple devices to research avehicle purchase80%

New and used car customers visit thedealer’s website during the purchasing process52%

Consumers feel that an improved onlineexperience would motivate them to visitdealerships more often61%

While customers currently prefer to purchase a vehicle offline, a large part of the purchasing journey isalready digital.

While online purchase will certainly pick up significantly, customers need to be given the confidencethrough an engaging digital experience. Crafting a holistic Content, social media and digital strategy has,therefore, become imperative.

Source: Car Buyer of the Future, AutoTrader, 2015;

DIGITAL STRATEGY

EngagementCustomer attraction

Marketing ProcessAutomation

Customer Acquisition

Affiliate Email Marketing

Customer Attraction, Engagement and Acquisition

DIGITAL STRATEGY

Targeted Email CampaignsDesigning Responsive Emails & Landing PagesDetailed Anaytics on Email StatisticsSubject Line Testing for maximizing OpensA/B Testing to enhance ROILanding Page heat-map analysis based on user behavior

Prospective Targetaudience is sent mailvia multiple Datapublishers.

The interested customer signs up for Product Demo /Test Drive at the requiredDate/Time on the custommade Landing Page.

Pre-Sales / Call Centre Teamconfirms appointment withcustomer and engages thesales team.

Sales team engages withcustomer and gives a demoof the product, Test driveand available financingoptions.

Sales happens: customerdrives away in his new car.

Rich Targeting ProfilesPincode based TargetingIVR Integration (informational)Engagement AutomationMissed Call integration for Promos and viralityShort Code/Long Code for User intentestablishment

Hyperlocal SMS Activation

DIGITAL STRATEGYCustomer Attraction, Engagement and Acquisition

Sales happens: customerdrives away in his newcar.

Sales team engageswithcustomer and givesademo of the product, Testdrive and availablefinancing options.

Pre-Sales/Call Centre Teamconfirms appointmentwithcustomer and engagesthesales team.

Customer can give a missedcall to the dealer (for salesteam to follow up)

Prospective Targetaudience sent SMS regardingoffers/test drive in localdealership and in Pin Codescovering the dealer.

Send a Y or N to a shortCode (number) displayingintent and approval to call

Click on the shortlink sentto smartphone to go to thelanding page and enquire,

DIGITAL STRATEGYMarketing Automation

Drip marketing is a chain of Emails that is triggered one after the other. These first Email goes out as soon as someone shows interest inyour product/service and then follows an automated chain of Emails, which helps you engage your customer better. Drip marketing isalso known as: Automated email campaign, Lifecycle emails, Autoresponders, Workflows, Marketing Automation

Lead Nurturing - For example, explaining unique features of the product to aprospect.

Welcoming a customer: A customer has booked a car, congratulate the customer. After a week, give details of relationshipmanager to customer. After a week, send the customer a checklist of how to take effective care of the car. After a week, sendcustomer details on nearest travel places to go for a long drive. After two weeks, thank the customer and ask for referrals.

Engagement - Keep your prospect engaged by informing them about the news in Automobile sector

Education - Educate your prospect about Autombile models. Start off with sending a checklist of things to see when buying acar/bike. After 4 days, explain the common terms like mileage, chassis, throttle, torque, gear-rato etc. After a week, send them anEMI calculator to understand how to apply for car loans and best loan vehicles in the market.. After 3 high value content emails,send the customer a product Email about an new product launch. After a week, restart high education emails.

Upselling - Don't miss out on your existing customers. Inform your existing customers every month about your new products andhow to take care of their automobile, a timely service of the vehicle as a best practice?

DIGITAL STRATEGYMarketing Automation

RelevantYou can deliver the right

information to yourprospect at the right

time.

InformedThe leads that you generatethrough a drip campaign are

well informed. A well informedis a high quality lead.

AutomationNo more need of maintaining

complex excel sheets for leadstages. Emails go out basedon automated rules thereby

reducing manual error.

ABOUT US

Agency with a creative heart and a technological backbone

@mcountsIndiasales@mcounts.com+91-7799656664+91-9986114420 www.mcounts.co