Digital Marketing in Automobile industry: Growing data access and smartphone usage in India means there is an unprecedented number of people coming online who are searching for cars, among other things. Research that was traditionally done in person is now taking place primarily on smartphones, effectively flipping the traditional route to car buying on its head. The Auto Gearshift Study 2017 by Google-Kantar TNS surveyed consumers who were interested in buying a car in India and found that 89% of all car purchases in India were digitally influenced—up 14% from last year. The study was conducted globally across 27 markets and had nearly 14K respondents.
Over 9 in 10 car buyers in India use Search at some stage of the purchase journey. What keywords were they searching for? 85% percent of searches in the auto vertical were for specific auto brands. But as India is a cost-conscious market, the most searched keywords within brand searches were about price.
Consumers also searched for information about vehicle size, fuel efficiency, interior, brand reputation, driving experience, reviews, and financing options.
Online video is emerging as the biggest disruptor in India’s automobile industry with watch time of auto-related video increasing by 225% year over year on YouTube alone. The medium is quickly becoming essential to the car-buying journey, and brands should use it to connect with potential consumers.
Over the course of just one year, there’s been an incredible 2X growth in the usage of online video in the car category research and buying phase. The study on
Digital Marketing in Automobile also found that 79% of all car buyers (car purchases in india) who watched online video took action (went for a test drive, downloaded a brochure, visited a showroom, etc.) afterward.
The average car purchases in india research and thought processes are gradually evolving. The proportion of car buyers who are undecided about the car they want to buy when they start their research has increased from 55% in 2016 to about 68% in 2017, signifying the immense potential for brands to influence the buying process.
Digital Marketing in Auomobile is now part of the entire purchase journey for automobile buyers, and brands must quickly realize this opportunity. Brands should also consider consumers’ various lifestyles when promoting cars to specific audiences. What motivates a consumer to buy a car differs tremendously across audiences.
With targeting capabilities like custom affinity and life-stage targeting, the opportunity for brands to reach potential car buyers with relevant, customized ads has never been greater.