Transforming Auto Sales in the Digital-First World:
The Transforming Auto in India has relied on traditional media and channels for decades, but with the shift of customers to the digital world and the rise of digital devices, it is now essential for car dealers to find customers where they are. . the virtual market
About 30% of the traces generated by automotive giants today come from digital media. However, lead generation is the first level of the funnel and there is more to it than just lead generation.
While the car is a valuable purchase decision for which most customers seek financial assistance, they prefer to search, analyze and move the purchase decision offline through the extensive dealer network.
The auto industry remains the second largest contributor to ad revenue, even after the sharp decline last year due to the unprecedented pandemic. The sector accounts for a tenth of total ad spend. With the new fiscal budget, the sector aims to revitalize itself by 2021 and increase the sector’s advertising spending by 15%.
According to Google, 80% of car buyers use online video as a search destination before purchasing a vehicle. And most buyers who watch videos online tend to take follow-up actions, such as visiting a retail website, before going to a showroom and making informed decisions through digital settings. Thanks to reviewing sites like CarWale, Team-BHP, Overdrive, Autocar India, all relevant information about the latest vehicles is available with one click.
For the Transforming Auto, digital media serves as a means for customers and marketers to build relationships, fill information gaps, and create cohesive effects based on trust and value.
During their journey with Adsyndicate, they witnessed the many transformations the industry has gone through in the digital arena in recent years. Here are some notes on the changes they’ve seen so far, and thoughts on future transformations that see the shift in the marketing era the auto giants live in.
digital showroom Transforming Auto Sales
Automakers are developing digital showrooms where customers can choose, customize and receive offers on financial loans and auto insurance. Surveys around the world show that 54% of new buyers would rather shop online if given the chance.
Create Transforming Auto Sales touchpoints
COVID-19 pays for regulated forms of communication and social gatherings. It also means brands are adapting interaction options to serve customers at home and in real-time.
Car brands create contactless environments for their customers. Startup Spinny for Refurbished Vehicles has implemented a contactless delivery system and has sold more than 600 cars. They also introduced virtual tours, contactless home testing, customer safety kits, and hygiene protocols for cars and employees.
Digital experiences are not new to the automotive industry. In 2018, Nissan India collaborated with us at Adsyndicate on a virtual reality campaign to launch the Nissan Micra CVT version.
With the help of Nissan Intelligent Mobility, Adsyndicate built India’s first test drive in a garage. This groundbreaking campaign was an immediate success and had a strong sales pipeline.
With sensors built into the steering wheel, accelerator, and brakes, several customers have driven the Micra in a simulated environment via VR game consoles without compromising the actual driving experience.
VR content is specially adapted with real-time driving experiences to show how smart features such as speed warning, geo-fencing, advanced automatic CVT transmission, etc. Nissan Micra and Nissan Connect can come in handy in emergency situations.
Transforming Auto Sales role of influencers
India likes its influencers. Especially when it comes to stores like electronics, cars, fashion, travel, etc.
Renault, for example, regularly uses influencers for its marketing campaigns. In 2015, during the launch of the Renault Lodgy minibus, #LiveLodgycal invited the Indian blogging community BlogAdda to rate the car and the winning bloggers were taken to Goa for outdoor activity. Bloggers were asked to document their journey to Goa through the #LiveLodgycal lens, expertly aimed at travel enthusiasts, and to further expand the audience.
With the increase in voice search and the increasing use of digital devices in rural areas, the use of the local language in-car marketing plays a key role in involving speakers of the local language.
Bolero has established itself as a leader in the Indian SUV market by conquering Tier 2, Hindi Tier 3, and the rural population.
Initially, they translated large amounts of keywords and search terms into Hindi and used them in their communication through various high-quality Responsive Search Ads (RSA) to improve their relevancy. After that, they send all the traffic to the website and create an attractive destination in the local language for their users.
Final Considerations – The Omnichannel Approach(Transforming Auto Sales)
Despite the growth of digital marketing, the automotive industry cannot completely shift its foundations to the online workplace. In fact, it will operate in a context of technological convenience and confidence in physical markets.
Frost & Sullivan, a business consulting firm, reports a growing trend for ‘physical stores and online shopping channels to work together to create an omnichannel retail environment.’
This ‘physical’ approach aims to provide customers with the convenience of direct access to online information, prioritizing touch and touch, and supporting in-store conversations.
This is all the more true in small markets such as India, where a high investment decision in the consideration phase goes through several cycles before a purchase is made.