Automobile Marketing takes a Digital Turn

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

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

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

Automakers need not throw ads Online; they must Connect!

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.

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.

The campaign utilised the digital platform extensively to

close the participation loop.

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.

Out of over 2000 entries, the top 100 were decided by

public vote on Facebook

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

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: 156Source: Online Campaign conducted by Wild Dreams Media &

Communications

Newspaper Ad: Mercedes-Benz

Online Ads: Mercedes Benz

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!!

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.

“Social Media creates

Communities, not Markets’’

/wilddreamsmedia

/dubludee

www.wilddreams.in

+91-79-66168785

info@wilddreams.in

/wilddreams