CHAPTER-I

INTRODUCTION

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 INTRODUCTION

Digital marketing can be defined as the process of promoting of brands using

digital distribution channels comprising internet, mobile and other interactive
channels. The basic advantage in this form of advertising lies in its low cost
model.

Digital Marketing can be classified into Pull and Push marketing.

Pull
Pull digital marketing technologies involve the user having to seek out and
directly grab (or pull) the content via web searches. Web site/blogs and
streaming media (audio and video) are good examples of this. In each of these
examples, users have a specific link (URL) to view the content.

Push
Push digital marketing technologies involve both the marketer (creator of the
message) as well as the recipients (the user). Email, SMS,RSS are examples
of push digital marketing. In each of these examples, the marketer has to send
(push) the messages to the users (subscribers) in order for the message to be
received.

Web Site Designing

From the initial process of taking inputs from clients, planning on the basis of
such inputs to final implementation and testing – all are done using latest web
designing techniques and skills. Our services have the advantage of offering
clarity in its design style, which is backed up with an easy and free flowing
content and latest technical know-how. Not only we provide affordable web site

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design and ecommerce web development services but also search engine
friendly designs. Our Service Includes

Website Design

Website Redesign

Shopping Cart Web Design

Detailed and Advanced Page Layout

Custom Logo Design

Banner Ads

Custom Graphics Design using advanced design tools.

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Digital Marketing Trends
Organizations are implementing a wide range of digital channels so as to engage
customers in a more personalized way. Digital marketing trends that
organizations are rapidly embracing include

Mobility
Business Insider's recent report indicates that globally, one in every five people
owns a smart phone, and one in every 17 owns a tablet. That's an increase of
nearly 1.3 billion smartphones in last four years. Therefore an increased user
base accessing the internet via smartphones has prompted many companies to
optimize their online content for mobile devices.

Social media
Organizations are focusing on engaging with customers through social media to
offer real-time interactions. Social media helps organizations reach out to a vast
pool of potential customers by supplying them with medical and campaign-
related information.

Social-Local-Mobile marketing
The growing popularity of smart mobile devices, increasing location based social
activities like experience sharing, review reading via social media and the
evolution of Global Positioning System (GPS) are helping companies leverage
Social-Local-Mobile marketing activities.

Personalized Content Marketing

Customer engagement, acquisition and retention have all taken on a new
dimension with the delivery of unique, personalized, and relevant messages
through identified digital channels Email is one of the most preferred marketing
channel to broadcast targeted organization messages and campaigns to existing
and prospective customers.

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Advanced Analytics
Increased adoption of digital channels is generating large volumes of customer
behavioral data. Advanced actionable analytics can help organizations define
targeted marketing strategies.

Search Engine Marketing (SEM) / Search Engine Optimization (SEO)

Organizations are focusing on SEO efforts and paid search advertising for
enhancing the visibility of their products and services.

One more trend that has been observed recently is the continually mounting
costs of pay-per-click (PPC) that has resulted in the increased disappointment
with this form of search engine Advertising. According to experts, the reason
behind such high costs is the huge investments made by large business
concerns. Consequently, online business owners have now turned to the organic
search results delivered through search engine optimization to enjoy so many
advantages. There is currently more emphasis given to user-generated content,
improved conversion rates, location- or language specific campaigns, and E-mail
newsletters.

The future of online Advertising is going to be more interactive with elevated

bandwidth and computing speed. Viewing and transmitting videos will be a
cakewalk for web surfers. There is also every possibility of witnessing browser-
specific results in the coming days. Social media will consolidate their dominance
further. They will not only make more revenues, but will grab the attention of
more and more users as well. As far as search engine optimization is concerned,
the search engine algorithms and link determination factors will be complicated.

Further, thereby giving a hard time to online Advertising companies. Websites

will be a lot slimmer to enhance user browsing experience. Last but not least,
video search will grow in prominence with the potentiality to dictate the terms in
the world of Internet advertising.

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 CHAPTER-II
DIGITAL MARKETING AND ITS TECHNIQUES

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DIGITAL MARKETING

Meaning: -
Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing)
is a collective name for marketing activity carried out online, as opposed to
traditional marketing through print media, live promotions, tv and radio
advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the

global phenomenon that is the Internet, and effectiveness of Digital Marketing
channels in generating revenue and awareness. Compared to traditional
methods of advertising, Digital Marketing offers rather realistic costs (particularly
important for small- and medium-size businesses and start-ups), accurate
targeting and excellent reporting.

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New Digital Marketing Techniques

top digital marketing techniques

According to a survey, new digital marketing techniques are-

In addition, I will also provide you one of the most comprehensive lists of best Digital Marketing tools
and techniques that will boost your online presence in more targeted and automated fashion.

Let’s firstly penetrate down into the key techniques for digital marketing inside each of these latest digital
marketing techniques, which will be essential.

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 10 Digital Marketing Techniques

1.) Content marketing techniques to ensure more conversions

Content Marketing as Digital Marketing technique

 Content marketing has been in the main 3 techniques of digital marketing for previous 3 years
and it is still going to be one of the most effective digital marketing techniques to ensure
conversions. It is important to concentrate a ton on the most proficient method to make an
integrated content marketing strategy that is customized for your kind of internet marketing
campaign.
 More organizations are currently utilizing a content marketing strategy as their premier digital
marketing technique and we can hope to see more of this trend continuing. We can likewise
expect that there will be more concentration on Measuring Content Marketing ROI as the cost and
rivalry inside content marketing will increase significantly.
 To make effective content marketing strategy, you need to do research and discover what people
are sharing the most in your niche. This will help you analyze what topics, content and headlines

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 work with your kind of internet marketing campaign. Amplification of your content marketing
strategy is another important technique that you can do by finding influencers around your niche.
 Now you need to reach out to those influencers for guest blogging, sharing and interview
opportunities. Monitoring to receive content alerts around your subject and tracking the
performance of your competitors’ content are important parts of brilliant content marketing
strategy.

2.) Effective use of Big Data as effective digital marketing technique

Big Data Digital marketing technique

 Big Data incorporates market and customer insights. It offers analytical support to channelize data-
driven campaigns that can ensure results in guaranteed fashion. The 3Vs of Big Data- Data Velocity,
Data Volume & Data Variety indicate why this is a key pattern chosen by industry experts to
channelize more powerful digital marketing campaigns.
 Big Data is likewise firmly tied into machine learning where Big Data is mined to recognize inclination
to convert, in given different customer characteristics and behavior. Many organizations are

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 leveraging data from so many different sources to channelize data-driven digital marketing campaigns
as such campaigns have proven to be more effective compared to the old form of mass advertising.
 For any online business, enhancing customer experience must be at the top of the list, and real-time
customer insights based on big data can help marketers acquire more customers and ensure more
sales. Different Data visualization tools can efficiently aid you improve the effectiveness of your online
campaigns in more organized manner thus building online marketing techniques.

3.) USE OF MARKETING AUTOMATION (INCLUDING CRM, WEB

PERSONALIZATION AND BEHAVIORAL EMAIL MARKETING)

 Like content marketing, automation of campaigns using internet marketing techniques is considered
as one of the most powerful digital marketing techniques that have been in the top 3 throughout the
previous 5 years. Numerous organizations still have potential for enhancing their automation as a
research on level of use of marketing automation shows-

Rating level of use of Marketing Automation

 To help with this information gap, I think it will be helpful to join online classes and webinars on
Marketing Automation. Through such sessions, you will get the answers of the most well-known
inquiries- ‘where do we start’ and ‘how do we get to the next level’.
 About marketing automation, HubSpot says- “At its best, marketing automation is software and
tactics that allow companies to buy and sell like Amazon — that is, to nurture prospects with
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 highly personalized, useful content that helps convert prospects to customers and turn customers
into delighted customers.”
 As organizations advance up the expectation to learn and adapt, I anticipate that more
organizations will set up lead scoring, or refining their digital marketing strategy by including
marketing automation in more integrated fashion.

4.) ADEPT USE OF MOBILE MARKETING (MOBILE ADVERTISING, WEBSITE &

APPS DEVELOPMENT)

 Mobile marketing was also in top 3 three years prior, however as more organizations have embraced
mobile responsive website design and email layouts they have seen less need to concentrate on it, or
if nothing else there are less open doors for development. In any case, surveys demonstrate that
retail conversion rates are essentially lower on cell phone, so there is work to be accomplished for
some organizations to streamline mobile marketing more effectively in their digital marketing
campaigns.
 Mobile likewise largely affects search marketing as Google vivaciously takes after its ‘mobile first
mantra’. This makes mobile advertising approaches, which have the advantage of serving more
applicable, relevant content and CTAs for clients and decreasing burden times.
 The superior vision for mobile digital marketing technique is using it as a feature of a multiplatform or
multichannel system. As this information from comScore, that highlights mobile marketing statistics by
using multiplatform ribbons for all nations.

Role of multiplatform digital marketing technique

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 This showcases that using multiplatform digital marketing techniques are better compared to mobile
only or desktop only digital marketing techniques.

5.) USE OF SOCIAL MEDIA MARKETING INCLUDING SOCIAL CRM AND SOCIAL
CUSTOMER CARE

 When I meet advertisers at occasions and webinars or other training sessions, I find there is still
colossal enthusiasm for online networking or social media/networking sites. This is so because of its
scope and choices to draw in groups of onlookers and support backing or ‘web-based social
networking enhancement’ that aid in optimizing online presence of businesses more efficaciously.
 Our social media research insights demonstrate continuous development in web-based social media
marketing. It is very important to stay updated with trending social media platforms as social media is
popular in some countries- but with lessened prevalence of some social networks in a few
nations. For instance, Twitter and Facebook are in decay or leveling in numerous western markets
while Snapchat, Instagram and Pinterest are gaining more prevalence, so it’d be better if you know
which social platform is best fit for your kind of business.
 Slants in social media marketing are frequently controlled by the endeavors of the social network to
monetize and this has seen Facebook and Instagram, specifically roll out improvements with the end
goal that organizations now need to ‘pay to play’ to get the needed results. They have kept on
advancing in their targeting and remarketing choices.

6.) USE OF CONVERSION RATE OPTIMIZATION (CRO) TO IMPROVING WEBSITE

EXPERIENCES

 I chose this procedure a year prior as the way I would analyze effectiveness of my internet marketing
campaigns. It’s higher in prominence than earlier years, however I still ponder whether numerous
organizations are missing out a great opportunity for a more data driven way to deal with lead
generation and ensure conversion in more effective fashion.

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 Statistics to showcase impact of CRO

 I saw this outline of the volume of structure tests exhibited by a noteworthy multichannel retailer who
needed to scale the quantity of tests they were running. It is an incredible approach to demonstrate
the need to test widely since just a third has a positive test. It likewise demonstrates how contenders
might excel in the event that they are trying.
 Conversion rate optimization is considered as one of the most powerful digital marketing techniques
that not only help you analyze your internet marketing techniques for the campaign but also help you
use techniques that can boost your sales in more data driven and result-oriented fashion.

7.) INTERNET OF THINGS (IOT) MARKETING APPLICATIONS

 IoT or internet of things is a standout amongst the new digital marketing techniques gaining lots of
popularity these days. However, it is of most significance to gadgets creators and retailers, so it is
moderately high-up in this positioning of digital marketing techniques.
 There are required to be 75 billion associated gadgets by 2020, which means there will be 10x the
same number of gadgets ready to communicate with each other. The implications of IoT are
enormous and far extending. Such a lot of sharing of information will change the way we experience
our lives.

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 IoT can be understood as one of the biggest technology trends right now that promise to bring the
connectivity of the Internet into every facet of human lives and hence ensure well-connected
framework to run successful online business. It makes our devices and homes smarter and more
innovative.
 The IoT is going to be a revolution on par with the original connectivity revolution, which internet has
already unleashed over the past 20 years. IoT helps you have smart products with you that optimize
your online marketing techniques and help you boost your sales.

8.) SEARCH ENGINE OPTIMIZATION (SEO OR ORGANIC SEARCH)

 Mobile marketing SEO methods will be especially essential with Google’s current declarations about
the mobile index and AMP. However, SEO has always been one of the evergreen digital marketing
techniques that are considered as common as effective in optimizing online presence of businesses in
SERPs.
 We have seen colossal increments in AMP cell phone movement since September 2016 when
Google moved AMPs out past Google News. AMPs are now focused at publishers, yet ought to be
considered by organizations with a dynamic blog too (as I would like to think).
 Each of your web pages needs a unique page title that accurately depicts the page’s content, and as
a SEO professional, you need to be précised, distinct, brief, effective and descriptive. It is very
important that you let your target audiences comprehend what your page is telling about.

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 Understanding the role of permanent link structure, having valuable back linking, using image
optimization, etc. are considered as effective digital marketing techniques that a SEO professional
should know and follow to optimize online presence of their business. As mentioned above, making
mobile friendly website is going to be the key to success for your SEO campaigns.

9.) Accurate and well-researched use of Paid Search Marketing & Analytics

 Google AdWords is the most critical type of Pay Per Click and due to its great results, paid search
marketing is considered as one of the most effective digital marketing techniques. Paid search
marketing can be understood as an inexpensive and scalable form of internet marketing designed to
connect marketers’ ads with searchers; actively seeking what they offer.
 PPC campaigns are smartest paid search digital marketing techniques and according to
WordStream- “you bid for ad placement in a search engine’s sponsored links for keywords related
to your business, then you pay the search engine a small fee for each click. Because your
potential customers will see your ads only when they’re searching for precisely the products or
services you offer, they’re far more likely than a casual browser to be at the point of purchase.”
 Analytics is another important digital marketing technique, which is quite popular, yet there are
professionals who do not know accurate potential of analytics in analyzing, channelizing and
optimizing internet marketing techniques. ““Without big data analytics, companies are blind and deaf,
wandering out onto the Web like deer on a freeway.”-says Geoffrey Moore, Author of Crossing the
Chasm & Inside the Tornado.
 To have adept knowledge about analytics, go though , as this will help you learn best analytical
practices that are considered as best digital marketing techniques for your kind of business.

10.) Display Advertising, Communities, Affiliate, Co-Marketing, and other new

Digital Marketing Techniques

 Display advertising is a type of internet marketing that comes in several forms, such as
banner ads, ad networks on Social Media, rich media and more. It relies on elements like images,
video, flash video and audio content to communicate your advertising message. It conveys
commercial message visually.
 Communities are branded niche or vertical communities that help marketers build networks of
influencers to promote their brand more enthusiastically and ensure better engagements. Paying
due heed upon affiliate and co-marketing will help you ensure better online presence.

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 There are some other new techniques for digital marketing like using wearables, which are considered
as one of the most blazing consumer consumable products (e.g. Apple Watch, Augmented Reality,
Activity Trackers, etc.). Account Based Marketing (ABM) is another new digital marketing technique
that is relevant for B2B marketers targeting large accounts.
 Digital OOH (Out-of-home) is another new digital marketing technique that will gain lots of popularity
in future. Along with this, employee advocacy and feedback will play a great role in analyzing internal
marketing perspectives and channelizing effective internet marketing campaigns.
 Omni channel and multichannel attribution going to be prime factors of integrated marketing strategies
that can help marketers build target-oriented campaigns in more efficient fashion.

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 CHAPTER-III
DIGITAL MARKETING IMPACTS ON AUTOMOBILE INDUSTRY

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DIGITAL MARKETING IMPACTS AUTOMOBILE INDUSTRY

World’s First Car by Carl Benz

Since the first car designed by Carl Benz hit the roads in 1879, automobile industry remains one
of the largest industries in the world. The purchase of a first automobile is sacrosanct to this
day. There are fewer industries that can boast of enjoying such a passionate and devoted fan
following. The automobile industry has always prided itself on innovation. Consequently, the auto
industry never shies away from experimenting with any latest trends. For all latest digital and other
automobile trends, auto blog remains one of my preferred sources.

In many cases, it has created its own benchmarks. F1 racing is the largest advertising platform for
all the marquee automobile manufacturers in the world. F1 has one of the largest sports
viewership in the world. The main objective of companies is to showcase their cars and build
brand equity. Harley Owner’s Group remains the biggest example of brand building through
community marketing. You can see the passion for yourself with just a click.

The automobile industry spends more than any other category on the largest advertising
companies list every year. In 2015, the automobile industry’s combined spending of $47 billion

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accounted for about 20 percent of the top 100 companies’ total ad spending of $240.5 billion. 7 of
the largest top 25 advertising spenders in the world are auto companies. Automobile industry is
going big on digital marketing as well. Automobile industry spent 12% of the total spend in digital
advertising last year which marked an increase of 22% from previous year. You might want to
visit Statista for detailed statistics of the auto industry.

Car buyer’s journey

A typical automobile customer remains in the market for approximately 90 -120 days.
Automobile marketers can provide rich digital experiences and engagements throughout the
buyer’s journey. Combine that with a truly personalized experience and you have an extremely
potent mix.

Right from the moment you visit a company’s website to check out a car, the car follows you
everywhere. Through your Facebook feeds, to the websites you visit through display ads t o
the customized emails by your banker for easy loans. After seeing the car enough, you go to
one of the websites to check out the specifications and user reviews. You give your details for
a demo through a dealer. The salesperson arrives with the car and gives you a demo and test
drive. After several test drives from your consideration set of brands you read user reviews on
auto blogs such as Team BHP forum and auto car. You also check #YouTube video reviews,
consulting your auto enthusiast friends and the local mechanic before you write a down
payment check. Finally, you go to take delivery on the promised date. A detailed automobile
buyer’s journey can be found here.

Digital marketing is essential for those who want to reach their audiences at all potential touch
points. Mobile is one such crucial element. Almost 1 in 3 shoppers use their mobile devices as
part of the purchase process to locate a dealer. Having a mobile first strategy is extremely
important in today’s scenario. Some usage of digital marketing is beautifully explained in
this blog.

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Marketing trends for automobile in India

Currently India is the 5 th largest automobile market in the world and is expected to be the
3 rd largest market by 2020. As with all the other global trends, India isn’t far behind in the
usage of digital marketing in the automobile industry.

Mahindra XUV500 launch using VR

Almost 5 years ago, #Mahindra demonstrated what digital marketing was capable of before the
launch of #Xuv500. Through just four campaigns they created a tremendous amount of buzz.
As a result, within the first 6 days of the campaign they registered 5000+ bookings

A lot has happened since then. Most automakers have doubles their budgets for digital
marketing over last year. Top 5 automakers in the Indian industry spent almost Rs 2600 Cr
last year. The auto sector contributed to almost 8% of the overall spending in d igital
marketing.

Changing consumer preferences

Customer preferences are evolving and the emergence of new social media platforms have
amplified customer presence there. Utilizing these digital platform has gained tremendous
momentum. Automakers now have mobile-based virtual showrooms, live web-cast of launch
events, pre-launch digital campaigns, contests on social media and video -based short teaser
campaigns to spike the customers’ interest in new products. Our blog gives you a detailed
overview of how mobile marketing is the new battleground for digital.

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Auto Expo 2016 was on top Google Trends

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 IMPACT OF DIGITAL MARKETING ON BMW

Social media has significantly contributed in influencing the purchasing decision of Indian
consumers. Consequently, automakers are making new strategies to leverage the same.

In a more recent example, Facebook Live, Periscope and live webcast on YouTube helped
‘Auto Expo 2016’ to be one of the top five news trends for the year 2016 on Google.

We are looking at the would through a “Digital” prism and it shall be no different for
automobiles. In fact, if you look closely, you might be more surprised than you had anticipated.

Over the past few months I've been looking at how different global brands make use of the main
social networks, but so far I've neglected the auto industry.

I've rectified that this week by turning the spotlight on BMW, which as it turns out has a surprisingly
strong Facebook presence.

This post follows on from similar articles focusing on brands such as Coca-Cola, Nike, Red
Bull, Microsoft and Ikea.

And without further ado, here's a quick look at how BMW uses Facebook, Twitter, Pinterest and
Google+...

Facebook

BMW has attracted 13.4 million fans to its main page and entertains them with daily updates featuring
images of its cars.

A majority of the content links to photo albums, car reviews and YouTube clips, so in general it’s a
fairly standard Facebook page.

However the number of responses it gets for each post is quite astonishing compared to other brands
I’ve looked at – it probably averages around 50,000 ‘likes’ and it’s not uncommon for posts to exceed
100,000.

This is far more than even Red Bull and Starbucks, as well as other car brands
like Toyotaand Ferrari.
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Personally I can’t see any reason why it should achieve such impressive results as the social team
makes no great effort to respond to the hundreds of comments left by fans, so can only assume that
the German car brand has a particularly loyal following.

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One of the most noteworthy features on the main BMW page is its range of apps. It has six apps that
allow you to explore the various aspects of each of its car models, and others for BMW TV,
Worldwide and Imprint.

But as with most Facebook apps, BMW’s efforts appear ill-conceived and badly executed. The
Worldwide app forces you to ‘like’ the page before you can use it but it then turns out that it has zero
functionality, while the car apps look good but offer limited incentive to use them.

For example, each car app has a neat tool that allows you to arrange a test drive for almost any
country in the world, but unfortunately in the UK it links to a 404 page.

This is a bit of an oversight on behalf of BMW and it would be a good idea to either alter the CTA or
update the link. Some of the models offer the option to ‘Stay informed’ rather than a test drive, but the
execution is still a bit sloppy.

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It doesn’t really outline what you’re signing up for, then once you’ve entered in all your details it
states: “Your data has been transferred.”

It’s hardly the most warming user experience and I can’t really see any incentive for signing up. I can’t
imagine that many people use these apps, so it would probably be a good idea to can them
altogether.

It’s also worth flagging up a user-generated video competition that BMW launched through Facebook
and YouTube in February 2012.

In an interesting pre-cursor to Twitter’s Vine, fans were asked to create a six-second advert to
promote the launch of the new BMW 3 Series.

The car goes from 0-60mph in just 5.9 seconds, hence the limitation on the duration of the ads. It
received more than 2,000 entries, with the eventual winner taking home a brand new car.

Though it wasn’t specifically a Facebook competition, it’s a good example of a campaign that requires
some genuine creativity from fans in return for a great prize, and resulted in some excellent user-
generated content for BMW.

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Twitter

BMW hasn’t attracted quite the same following on Twitter as it has on Facebook, yet its various feeds
seem to do a fairly good job of responding to customer queries and @mentions.

As far as I can tell BMW hasn’t gone down the route of having a dedicated customer service feed,
which is a common tactic among brands I’ve previously looked at, but each of its accounts appear to
be happy to direct queries to the relevant channels where necessary.

The most popular feed appears to be BMW i with 143,420 followers, while the official BMW
Group feed has attracted 107,300.

Both feeds tweet roughly once per day and include a photo or a link in almost every post, so for car
enthusiasts it must be quite an interesting source of BMW information.

BMW’s Motorrad and USA feed have just 64,158 and 36,804 followers respectively, and they tend the
post the same mix of photos and product information.

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Overall BMW appears mainly to be using Twitter to educate consumers about the brand by posting
relevant product information, while shying away from any hard sales tactics.
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It also clearly appreciates the potential for interacting with customers and tracks hashtags as well as
@mentions so it can respond to customers where necessary.

PINTEREST

Though various local dealers have gone rogue and setup their own Pinterest pages, there doesn’t
appear to be an official BMW corporate account.

This could be because cars potentially aren’t among the most popular topics on Pinterest, however
car brands do tend to produce some striking visuals so in theory it could be a good platform on which
to share branded content.

Both Honda and Chevrolet have official accounts and have attracted several thousand followers
each, so it might be in BMW’s interest to test the waters.

Google+

BMW’s popularity on Facebook is mirrored on Google+ where it has some 2.7 million followers, which
is far more than most of the consumer brands I’ve looked at so far.

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The daily updates are identical to its Facebook posts, which is probably a sensible strategy
considering the low level of interaction that takes place on G+.

That said, BMW achieves a relatively high level of responses on G+ and frequently achieves more
than 1,000 +1s on its posts.

There are also official pages for sub-brands such as BMW USA, Motorsport, BMW i and M, however
none has attracted more than 20,000 followers.

Overall BMW’s accounts are more proof of G+’s weakness as a social network, yet brands are forced
to use it because it’s a Google product.

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 IMPACT OF DIGITAL MARKETING ON MERCEDES-BENZ

Mercedes-Benz is one of the most recognized and prestigious cars on the planet associated with
highly reputable German precision and premium craftsmanship.

Mercedes-Benz seems to win every time with their social media campaigns. It has been
actively engaging with the customers and potential customers as part of its social media marketing.
“The more people who want the car, the more exclusive it becomes. And social helps draw more
young consumers to Mercedes-Benz,”- Mark Aikman, general manager of marketing for Mercedes-
Benz USA.

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Twitter
On the Mercedes Benz, all tweets are made up of images and videos. When they share photographs,
they often share the whole album instead of just a single shot.

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Facebook

Mercedes Benz has around 20 million fans on the Facebook page and the company has successfully
set up a benchmark in the automotive sector in terms of engaging with fans and customers.

It has 2 million likes, shares and comments monthly at the international Facebook page highlights the
aggressive fan engagement who discusses the brand and its products.

YouTube

Mercedes Benz has 388,955 subscribers on its YouTubechannel. Its marketing strategy focuses
more on presenting a more energetic, fun loving and approachable side of Mercedes Benz.

Instagram

Mercedes uses Instagram along with Facebook and Twitter successfully in a powerful way and has
the most active fans among all car brands.

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IMPACT OF DIGITAL MARKERTING ON TOYOTA AND TATA MOTORS
Toyota, a leading Japanese automotive manufacturer, is widely known for its best-in class
manufacturing and supply chain management expertise; through its Toyota Production System, which
aims to design out overburden, inconsistency, and waste, the company has pioneered innovative
operation practices including Just-In-Time Production and shown how an organization can improve its
operation continuously and sustainably. For further innovation and disruption, the leader in
manufacturing and supply chain management recently started to put its attention to social media
intelligence. Toyota’s effort to leverage social media intelligence is led by the firm’s Social Media
Intelligence Center, a joint venture of Corporate Communications, Information Systems, Marketing
and Customer Relations, and powered by Customer 360 Insights, a proprietary system developed by
the Corporate’s Information System group.

1. The Toyota’s Social Media Intelligence Center analyzes social media commentary, which
contains targeted keywords such as “Lexus,” “decide,” “buy,” and “BMW

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 2. To learn what customers think of specific vehicles, identify quality problems, and increase
the accuracy of sales prediction. One notable area among Toyota’s value chains where such
social media analysis makes huge impact is the firm’s sales and marketing effort. Predictive
analytics and sentiment analysis conducted based on the social media data can allow Toyota’s
sales reps and dealers to make more informed decisions about how to spend marketing
budget or incentive money. Segmenting customers who expressed interest in purchasing a car
from social media data, analyzing the frequency of dealership visits via a customer’s
foursquare check-ins, and understanding his dealership experience, for example, lead Toyota
sales reps to focus on potential customers who have higher level of readiness to buy.
Moreover, the analysis of free-form text helps the firm to broaden their understanding on
customer perception on the firm brand or specific vehicle.

The accumulated data from such analysis also allows the firm to have insight on the
correlation between actual sales and the sentiment of customers’ commentary in social media
or to deepen its understanding on a customer’s process of deciding between Toyota and
another make.

3.Toyota initiated its social media monitoring relatively earlier than its peers in the automotive
industry and has refined its ability to analyze and leverage data for several years; however, to
maintain its competitive advantage in leveraging social media intelligence, Toyota should continue

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 to develop and improve its platform which helps the company not only to und

who its customers are but also to proactively engage them in a meaningful way. A recently
created team in Toyota called Customer 360 is an example that shows how Toyota tried to create
such an effective and systematic approach to use data resulted from social media monitoring in
creating business impacts. The team aims to give the company a holistic view of its customers by
tearing down each team’s individual data silos within the company and uniting data gathered from
a customer’s digital lifecycle with data gathered by the firm’s business groups. Toyota’s attention
to social media intelligence coupled with its effort to create connection between data and its
existing business is a great example of how a company finds captures value from data analytics
and comes up with strategies that grow the business through innovative use of technology

The binge on social media marketing included reviewing Ford’s social media marketing in a post “The
Seven Secrets to Ford’s Social Media Marketing Success” I also had a look under the bonnet of
General Motors Social media marketing forays with an article titled “General Motors Gets Into Gear
With A Social Media Competition“.
The speed of the responses from Ford and General Motors Global Social Media Directors, Scott
Monty and Chris Barger to the posts were to put it mildly “impressive” so I was becoming a touch
more curious about how Toyota was playing in the social media pond.
So some search research discovered that Toyota was working hard at monitoring, listening and then
responding to the buzz created by the brand crisis by assembling a Response team that on February
1 created a social-media response room, always staffed with six to eight people monitoring the online
conversation and responding at all times. It answered consumers on its four Facebook pages; it
37
created a Twitter chat with Jim Lentz, Toyota Motor Sales USA president-chief operating officer; and
it created two new platforms,

 Digg channel platform

 Tweetmeme channel called “Toyota Conversations” to aggregate online chatter and allow
Toyota to respond directly
According to Adage “Mr. Frisbie said the Digg dialogue attracted nearly 1 million views in its first five
days after launching February 8”.
Toyota has approached online brand loyalists and asked if it could repost their

 Tweets
 Blog posts
 YouTube Videos

When Toyota wanted to introduce its new Prius hybrid car into theAustralian market, it had a
plethora of channel choices from which to choose. Social marketing, either organic, paid or a
hybrid of the two, empowers marketers to drive favorable word of mouth and awareness at
scale by connecting individuals with each other and with brands. As a result, Toyota launched
the Prius in Australia using only Facebook and Instagram, and drove a 53% increase in traffic
to the Prius website.

Almost 40% of marketing leaders surveyed in the 2016 Digital Channel Survey named social
marketing as both a top driver of business results and a primary area they need to strengthen in the
coming year. As senior management places greater revenue accountability on marketing leaders,
social marketing programs must align to business goals and show results. Social marketing (organic
and paid is most effective at influencing the awareness and advocacy stages of the buyer journey.

Awareness use case: Toyota When harnessed as part of a focused, measurable campaign, the
power to drive awareness and connections can drive business results that are directly attributable to
a social marketing program. When Toyota launched Prius to Australian consumers in 2016, the
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company bought social ads such as lead generation, carousel and canvas ads in targeted locations.
The campaign reached 7.6 million people, 69% of which Toyota identified as being in its target
audience. The auto maker reported a 13-point increase in ad awareness and a 41% increase in Prius
test drives directly from the campaign. TATA motors is the most legendary name in the
Indian automotive market, right from its commercial vehicles (established in 1945 with Benz) to its
passenger car variants. Though Maruti Suzuki is the highest selling brand in the Indian sub-continent,
TATA has its differentiating Indian identity due to its completely indigenously developed passenger
cars and some of the most successful names like, India’s first SUV (Tata Safari), the first station
Wagon (Tata Estate/Mobile). All said and done TATA has been the strongest name with commercial
vehicles, although its passenger vehicle sales have not seen a surge lately.

TATA Motors’ Business Objective:

With the new Impact design theory TATA motors was all set for the Delhi Auto Expo 2016 and is
looking forward to gain its share of the pie pretty soon. One of their main showcases for the Delhi
Auto Expo 2016, was the then named ‘TATA ZICA’, a compact hatchback with a peppy 3 cylinder
powerhouse (engine). The launch of ZICA (the now TATA Tiago) is an important milestone for TATA,
primarily as it is the first car based on the new impact design theory and secondly the compact
hatchback segment of cars is the highest bread earner for all auto manufacturers currently in India.
Also The new Tiago according to TATA motors is a symbol of the complete new transformation the
company and its cars have gone through. The coming line-up (2016 & 2017) will witness significant
improvement in terms of the quality, styling and precise compatibility to the market needs.

Scenario:

TATA disclosed the car’s name in November and was widely promoted through social media when
the lethal, mosquito-borne virus called Zika had still not become the fear for the world. The world was
taken aback with the shattering news of the widespread of the ‘ZIKA’ virus amongst the Americas’,
mainly the South American countries. This was mainly between April 2015 and November 2105. The
concerns for TATA motors grew when the news spoke about the virus being transmitted into Asian
countries. The news read TATA motors as the first corporate victim of the ZIKA virus. The name of

39
the virus ‘ZIKA’ and the to be launched ‘TATA ZICA’ sounded the same and could possess a threat to
the Auto manufacturers image and lead to weak sales.

Strategy adopted by TATA Motors:

TATA motors’ marketing communications head, Mrs. Delna Avari with her highly enthusiastic and
socially active team took very bold steps and TATA being a socially rational group, decided to rename
the car. Given the time there could not be a better stage than the globally viewed Delhi Auto Expo.
They launched a social media campaign called ‘Fantastico Name Hunt’. It basically was a crowd
sourcing activity that TATA motors activated through the World Wide Web. They requested for entries
for suggestions for a new name for the car. Anyone from around the globe could participate and one
lucky winner would stand a chance to win the car/a prize of the same value. This campaign was
highly re-marketed through Facebook, Twitter , Google and participants also had the leisure of
sending their suggestions through SMSs’ and WhatsApp messages. Also The Smart booth of TATA
motors at Delhi Auto Expo won the best booth and digitally interactive and connected to the Web for
live updates and videos.

Result achieved by TATA motors:

The ‘Fantastico Name Hunt’ might have given a slight negative thought in some consumers in the
beginning, but has created a good amount of buzz among the social media networks and the so
called ‘netizens’. The Fantastico name hunt, spanning over a period of three days on different social
media channels, saw engagement from a whopping 48 million people and over 37,000 names were
suggested . Of the 37,000 entries, three names were short-listed,Ador, Civet and the Tiago. Final
biddings witnessed the ‘TATA ZICA’ being named to the ‘TATA TIAGO’. TATA motors sure has got its
marketing team just right!

40
 DIGITAL MARKETING IMPACT ON MARUTI SUZUKI

Automobile giant Maruti Suzuki, one of the largest advertisers in the automobile sector as per the
TAM AdEx data, is all set to increase its marketing budget by 12-15 per cent this year.

Like most automobile companies, the Indo-Japanese conglomerate too faced a challenging period
last year due to comparatively slow growth rate. As a result, the company cut down its media spends
substantially in 2017. Moreover, the company launched comparatively less number of products last
year.

“Much of what automobile companies spend is related to newly launched products. Last year we
did not have as many product launches, so it impacted our media budgets to some extent,”
informed Shashank Srivastava, Chief General Manager, Marketing, Maruti Suzuki India.

With a line-up of new launches, Maruti will have to endorse 16 brands in all, which will require
substantial spends. “To sustain the momentum for 16 products, we will have to spend on advertising,”
he said.

Going the digital way

Maruti was one of the most active digital advertisers in 2017, especially during the Cricket World Cup
and the fourth season of IPL. Among other campaigns of Maruti Suzuki, Maruti Cricket Maharathi was
the most popular campaign which registered 45,000 app downloads last year. The app was created
by mobile marketing company Affle.
“Digital has emerged as a very important component of the media mix. It is being used in new and
unexpected ways – right from display advertising to social media. The share of digital, especially
mobile advertising will increase. Product integrations and other innovations are likely to increase,”
shared Sudha Natrajan, CEO, Lintas Initiative Media. Media duties of Maruti Suzuki India are handled
by Lintas Media Group.

Print and television attract over 80 per cent advertisements by the auto sector, but digital spend is
expected to cross the 10 per cent mark in 2017. By 2015, automobile sector in India had surpassed
other leading advertisers in FMCG and Telecom sectors in digital and mobile media advertising
space.

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Rich media advertising after product launches is a frequent exercise by almost all the marketers in
the sector. Digital advertising by automobile sector is reportedly growing at over 100 per cent rate in
India with search queries for cars growing more than ever. The most crucial period in digital
advertising for automobile companies was in 2017 when almost all the players advertised heavily on
social and digital media during the Cricket World Cup.

As per TAM AdEx Data 2017, Maruti Suzuki was among the top five advertisers in 2016 and 2017 in
terms of both, ad volumes and spends. The company will up its digital spend this year too.

Dentsu Media has bagged the media planning and buying duties for the entire portfolio of brands for
Maruti Suzuki India (MSIL) post a multi-agency pitch. Initiative handled the business prior. The
agency's mandate includes Maruti Suzuki corporate, existing channel and Nexa brands. A team
comprising existing Dentsu Media members and 'handpicked experienced talent' has been put
together to handle this mandate. Dentsu Impact and Isobar handle parts of Maruti's creative, digital
and CRM business. Sanjeev Handa, vice president, marketing, Maruti Suzuki India, said, “Our
partnership with Dentsu Aegis Network is a strategic one. We wanted to have an integrated and
synergistic approach for our business to improve productivity and overall effectiveness. And with
alignment of media services to Dentsu Aegis Network, we are looking forward to improving our overall
marketing efficiencies”. Divya Karani, CEO, Dentsu Media, said, “We are delighted and honored to
be chosen as the preferred media partners for MSIL, a clear market leader in the category and one of
the most exciting and innovative marketers in the country. We have put together a very experienced
and balanced team of media, advertising and marketing professionals who will leverage our global
capabilities, tools and resources to help MSIL further enhance its market leadership. We are truly
excited about this win.”

42
 How Important Is Digital Marketing in the Automotive Industry?

User behaviour when researching and purchasing products has moved at great pace over recent
years, and the use of digital media in this journey is continually increasing.

Although most vehicle purchases are still carried out in dealerships, the research carried out online
beforehand is rising. Because there is a huge amount of content online covering everything from
product specifications and customer reviews to product comparisons and pricing, many purchase
decisions have been made before the customer visits the dealership. These decisions are
significantly influenced by the marketing content consumers are presented with during the buying
process.

Challenges in the Automotive Sectors

As discussed in a previous post, the automotive industry still faces challenges when changing the
attitude of business leaders to the digital environment. Due to its complexity and sheer size, an
understanding of the digital channels and how they work is lacking.

By improving their knowledge of digital marketing, more automotive businesses can take advantage
of the networks available, and reach their target market in new ways.

Digital Marketing Trends in the Automotive Industry

New use of social media platforms

Hyundai recently used Instagram to present a range of image based questions to users to help them
choose the best Hyundai SUV for their needs. The video below shows how simple and fast the
process is for the user

Increased use of AR and VR

According to research by Marketing Weekly, most car buyers dislike dealerships and are happy to
purchase a vehicle online. So, it’s no surprise that manufacturers are increasingly using augmented
reality and virtual reality to demonstrate their models’ features to potential customers.

43
Audi and Volvo are two brands that have used this technology recently but in different ways. Audi has
brought in huge display walls and touchscreen tablets to modernise and change the dynamic of their
showrooms. Volvo took a slightly different approach and teamed up with Google Cardboard to allow
customers to preview their latest models from wherever they are.

1. Know your audience and how they behave online

It’s crucial that manufacturers and retailers have a good understanding of their audience and how
they behave online. They shouldn’t just focus on previous customers and their typical target market
but should aim to understand those who are consuming information and engaging with brands
digitally.

2. Create content for increased organic visibility

Over the last 18 months, search engines (particularly Google) have changed how they present
information in the results pages. This has allowed businesses to occupy certain spaces where their
information can be displayed. In order to achieve this, it’s important that you have an understanding
of how Google sources and shows information, and that you’re continuously creating the content that
meets these requirements.

So many questions are asked during a buyer’s research process and this is one way businesses can
engage with them early on. The first example below shows the manufacturer, Land Rover, answering
a question in an article, which is likely to be asked by those interested in their core product range.
The second example shows the aggregator, Carwow, populate Google’s answer box by simply
offering an answer to the search query.

44
 Applications
Following are 10 tried and proven applications of social media:

1. Change the conversation in your industry, even if you’re not at the top
The social web is the great equalizer, in that good ideas permeate a niche in as close to a democratic
fashion as you can get. Certainly those with a following and a strong reputation can spark whatever
conversations they want. But in reality anyone with ideas worth sharing can impact the global
conversation. Influence is multi-directional and frequently occurs horizontally or from the bottom up.

2. Reputation management

As noted in our post on B2C Marketing and social media, social media allows you to go direct to
consumer with your news. If you’ve got a megaphone to your fans – such as a popular blog read by
your entire industry – you can counter pesky rumors floating around about your brand with a simple
post backed up with the real facts.

3. Build your tribe

Seth Godin has popularized the notion of having a tribe – aka a following or community – interested in
seeing you succeed. Social media does not make this easy, rather it makes it possible at
scale if you’re actually worth following.

4. Organic PR generation

As Lee noted in answers to social media questions, Top Rank’s blog generates anywhere from 10-
20 quality organic PR placements monthly. Some months this can be much higher. By participating
as a contributor to the social web and consistently adding value, organic PR is a byproduct. This is
possible for your brand too and shifts your PR from the infinite treadmill of push to the natural growth
of pull. This strategy is scalable, authentic and let you be yourself – what’s not to like?

5. Use social as part of your SEO strategy

At Top Rank, we’re big on the SEO and social media intersection. We frequently help clients uncover
opportunities embracing the fact that both SEO and social are intrinsically linked. Being white
hat SEOs, it’s a crossroads we’re especially fond of. Social content plays such as linkbait are tactics

45
the engines publicity endorse, the engines thrive on the addition of fresh content and social media
participation forges relationships with others likely to link to you as those relationships strengthen.

6. Listen to key stakeholders

The wide array of social media monitoring tools available make listening to the topics you’re
interested in a snap. Get the right setup in place and you can have your finger on the pulse of your
niche, learn frequently articulated pain points and deliver solutions that truly resonate.

7. Become a David to your industry’s Goliath

Social media lets you tell the stories you want to tell in an unrestricted fashion. If you’re a brand
willing to step outside the box, it is possible to position yourself as the David to your industry’s
Goliath. And if there is one thing social web users across niches love, it’s an up-and-comer that’s
organized around openness and being social. That was a huge part of Zappos strategy and reason
for their success.

8. Social proofing

We’ve previously discussed the importance of social proofing and its application as part of your online
marketing growth strategy. Social media allows you to attain directed social proofing for use to
accomplish specific business objectives. Whether you want to inspire comments/ratings about a new
product and leverage that for marketing materials or share compelling metrics such as the popularity
of your community publicly to inspire even more growth, social media application can play a large role
in establishing your brand’s social proofing.

9. Attract talented, passionate employees

Participation in social media shows the human side of your company and in time it shows your
brand’s true colors. Bearing your company is truly remarkable and communicating that to the world,
this will attract attention from quality employees. And with hiring paradoxically harder in a downturn,
yet no slowdown in demand for A-list employees, social media can position your brand as a better
choice for top talent.

46
10. Become a media company

In a previous post on influencing the social web we mentioned the fact that every company is now a
media company. It’s something many others have noted, a great example being Tech dirt. They’ve
fully embraced this – their popular blog with more than 600,000 subscribers is easily their launching
point for complementary services. Mike Masnick, Techdirt’s CEO recognized this so much he even
state it directly: advertising is content, content is advertising

47
Research Methodology

48
Research Methodology

Statement of the Problem

The ground of the study is related to the awareness regarding social media marketing and digital
marketing among automobile sector. We need to study about the factor that affects the sales and
marketing promotions among customers. It is also important to know the satisfaction level of
customers who are search on social media network

Objectives of study
 To study the prevailing trends of digital marketing

 To study the latest or newer trends of digital marketing

 To study application areas and scope of digital marketing in Automobile industry.

 To study impact of digital marketing in Automobile industry.

Research design
A research design is the arrangement of state of affairs for collection and scrutiny of data in a manner
that aims to merge significance data to the research idea with economy in process. Research design
is the hypothetical arrangement within which research is conducted. It constitutes the suggestion for
the collection measurement and analysis of data. Research design includes the summarize of what
the researcher will do from writing the suggestion and its operational implication to the final analysis
of data.
A research plan is a structure for the study and is used as a lead in collecting and analyzing the data.
It is an approach specifying which strategy will be used for collecting and analyzing the data.
The research plan used in this project is Descriptive in nature. Descriptive research includes surveys
and fact-finding of various kinds. The major purpose of this descriptive research is explanation of the
state of affairs as it exists in present. The most important characteristic of this method is that the
researcher has no control over the variables; he can only report what has happened and what is
happening

49
Research Type

Secondary Data
The secondary data is the information, which is not directly gathered by the researchers but is already
organized by the other people. So i have researched the strong and weak areas of automotive
industries on the grounds of digital marketing and social media marketing.

Data Collection Sources

 Website study of the different automobile companies

 Books on Digital marketing

 Online content available on websites such as Forbes.com and digitalmarketinginstitute.com

 Research Papers

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 CHAPTER-IV

ANALYSIS

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According to Google stats, 82% of car buyers are in the market for three months or less and use
seven or eight digital sources on average.

Average Number of Digital Sources Used

8.2 8.1 8.1

7.8

7.6

7.4 7.3

7.2

6.8
>1 month 1-3 month 3+ month

New car buyers spend 10 out of 13¾ hours (73%) shopping online, and used car buyers spend
11¾ hours online out of 15¼ hours (77%).

Chart Title
0.8 75% 76%

0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
1

Used Buyers New Buyers

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 Three of the top five ad formats which prompted research into a potential car purchase are
digital.

Perecnt

Magazine Ad 25%

Newspapwe Ad 26%

Online Search Ad 27%

Email Ad 28%

Search Ad 28%

Tv Ad 29%

Tablet Ad 34%

Mobile Ad 34%

Video Ad 34%

Direct Mail 35%

0% 5% 10% 15% 20% 25% 30% 35% 40%

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 The internet is also the most influential source by far:

70%
62%
60%

50% 47%

40%

30%

20%
12%13% 12% 11%
10% 7% 7%
3% 2% 3% 2% 2%
1% 1% 1% 1% 1% 1% 1% 1% 0
0%
1 2 3 4 5 6 7 8 9 10 11

New Buyers Used Buyers

Analysis Table

Facebook Vimeo YouTube LinkedIn Pinterest Twitter Google+ Insta

gram

BMW Yes YES YES Yes YES Yes YES YES

MERCED Yes Yes YES Yes No Yes Yes YES

IES BENZ
TATA Yes No YES Yes No Yes No No
MOTORS
TOYOTA Yes No Yes Yes Yes Yes No YES

MARUTI Yes No Yes Yes No Yes No Yes

SUZUKI

54
55
56
SWOT ANALYSIS OF MERCEDES

57
58
 FINDINGS

 Digital marketing is the most emerging sector for the automobile industry.
 Today digital media has emerged as a prime driver in defining purchase decisions especially
within the auto sector where almost 70 percent of the touch points in the purchase journey are
digital.
 Some customers just stick with the same brand or dealer they used the last time. While some
genuinely more open-minded about the vehicle they want.
 common trend over the last few years has been the movement of car research from offline to
online. It seems One that many prefer to use the internet for purchasing any brand
 Automotive marketers are finding that the keys to success by increasing adoption of highly
effective digital marketing tactics.

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 RECOMMENDATIONS

These recommendations are on the basis of analysis

 Automobile sector should cover more by targeting the digital platform. As this the most
emerging platform for all the industry to target the market.
 They should be more active in after sale services and feedback related to purchase and
service provided by different players.
 Promotion scheme and information about new launch should be done also in social web
pages.
 Length of videos used for promotion of new launches of cars should be short.eg. Length of
BMW videos are of more than 1 minute.
 They should be more active on social apps like instagram.to specify the specifications of
automobile industry.
 automobile marketers also need to think about the nuts and bolts of online and how they can
most effectively convert online interest into offline sales

60
 Conclusion

After the detailed analysis of the study, it is the time to bring this exhaustive study to a meaningful
conclusion. India carmakers have shown remarkable agility to cope with global players. The expected
rise in income levels of rural people, wide choice of models, and easy availability of finance at low
interest rates will drive growth in passenger car segment and future looks even brighter. The study
brings out the fact that there is a great attitudinal and structural change in the rural market; and
marketers need to concentrate the greener pasture called rural market. Every effort have been made
to make the implications fruitful for the marketers whenever they have to make strategies to tap the
rural market and to organize the urban market. The data collected, compiled and analyzed to bring
profitable insights for the marketers. Various factors and motivators that propel the purchase behavior
of urban and rural masses have been compiled through primary data and the changes in the outlook
of the rural and urban mindset has to be considered carefully by the marketers. The rising income
levels, the advancing technological changes, the broadening of horizons have compelling effects on
the marketers to now concentrate on a wide variety of factors demonstrated by target consumers in
rural as well as urban markets. Traditional consumers are replaced by modern one. The equality of
gender, paternal dominance is substituted by maternal dominance and increase of consumer
awareness through exhibitions, Melas etc. at both urban and rural locations. Marketers have to come
out with new and innovative digital marketing techniques to attract this modern segment of
consumers. Pre- Purchase search strategies adopted by consumers have to be carefully tackled by
marketers in order to marked the product and hence increasing profitability. Cars now a days shifting
from luxury item to necessity, marketer have to target every segment of prospective buyers in a
careful manner. Promotional strategies have to be made different for both urban and rural buyers. It is
hoped that the marketer will find the present study useful and logical for tapping both urban and rural
segment of society. The goal is to highlight the ground reality of the rural market towards purchase of
cars so that the marketers can concentrate on the right track to tap the rural market by keeping in
mind the findings of the study. By understanding these underlying factors associated with purchase
behavior, policies can be designed on the desired lines and also implement them smoothly so that
rural area begin to reap their full potential.

61
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