1. Using the fifth gear on digital

Using the fifth gear on digital

Marketing in today’s age has become complex and sophisticated, with every brand struggling to get its voice heard. With more and more users trying to avoid ads, it is becoming hard for marketers to engage them.

New Delhi | Published: February 13, 2018 12:12 AM
audi, volco, carmakers, automobile sector, automobile industry Till recently, car manufacturers were conventionally relying on glitzy television ads to promote their brands.

Marketing in today’s age has become complex and sophisticated, with every brand struggling to get its voice heard. With more and more users trying to avoid ads, it is becoming hard for marketers to engage them. Till recently, car manufacturers were conventionally relying on glitzy television ads to promote their brands. But with the landscape shifting towards social media, all this looks set to change.

Audi and Volvo are two brands that have started using AR and VR recently, but in different ways. Audi 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.

Today’s buyer no longer visits dealerships/ showrooms to find out the information she needs. There are a few simple yet effective ways of engaging your customers on digital platforms that can help brands in the long run.

Their channel, their format: This is the first and basic rule of the game today when it comes to digital marketing. If you are investing in channels of low time spent by your customers, you are bound to waste your marketing dollars. Find the most effective channels where they are spending most of their time and then craft your reach strategy accordingly.

Know them fully, use data: How many times have we seen irrelevant messages promoting irrelevant products to us as users? This is a result of not using data to your advantage to know your customers. Thankfully, there are plenty of tools available today which can help you know your potential and current customers effectively.

Stop advertising, think content: New-age users are averse to plain advertising, that is, one-sided communication. Digital users seek empowerment today. If you want to educate, entertain, motivate, inspire and interest consumers, it is only possible through content and not advertising-led messages. Give them ‘useful’ content and then you can expect some engagement in return. For example, Audi’s Instagram page is full of original visual content displaying the beauty of its vehicles, which encourages potential buyers that their Audi purchases would look good on their favourite image-sharing platform.

No time, talk ‘to the point’: Some marketers have this old habit of ‘teasing first and revealing later’ which does not work anymore. Come straight to the point as early as you can. Talk about the problem your product/service is solving for the customer early enough in the conversation. Attention spans are decreasing as customers have increased choices and it is recommended to come to the point straight away.

RP Singh is chairperson, Content Marketing Summit Asia

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