Top Story

Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Auto sector goes digital

25-January-2011
Font Size   16
Auto sector goes digital

Online ad network Komli has finished a six month study of five thousand internet users from India and tracking their behavior online has arrived at a number of interesting conclusions. Speaking to exchange4media, Amit Bhartiya, Business Head of Komli’s audience measuring system ViziSense, said, “Having identified potential auto-buyers, we saw that a lot of the content consumed is very similar to the kind of information people look for in the offline world as well. In many ways, the online space acts as a mirror for the offline space, allowing people to get as much information as possible before making a very involved decision.”

The growth in online interest, in automotive portals and autoblogs, along with the websites of the car companies, according to the study and a report by SIAM (Society of Indian Auto Manufacturers) is largely parallel to the actual growth in sales. Bhartiya points out that the year on year traffic for the month of December grew by 51 per cent and that the sales in cars also went up by 33 per cent for the same period. This, he feels, reflects the fact that the people on the internet are affluent and looking to make purchases.

In the offline space, a lot of the decision making before buying a car is done through information gathering. Whether this is done through word of mouth information, like asking friends for their opinions about a particular car model, or reading magazines to get the view of experts, a strong social component underpins the experience. According to Bhartiya, the same is true for the online model, with the added benefit of bringing in easy comparisons with other brands and other models.

He said, “Around 50 per cent of all interactions online are of a social nature. Whether people are sharing their experiences of cars, or with a particular dealership, or talking about after sales service.” Online people seem more interested in seeking advice from their peers rather than seeking expert inputs.

“People who are online show a preference for user reviews rather than for expert views, while only around 20 per cent of the users go to OEM sites. People who go to the OEM site spend 15-20 per cent more time there than on the auto-portals. The largest use for the online space though,” he added, “is in the comparison of different brands and different models.”

Despite the strong involvement of automobile manufacturers in the digital space, the majority of people who fit the auto-buyer profile created by Komli were people who used search engines to discover information about cars. While the social media and online campaigns were both important, discovery would begin with search engines.

Bhartiya said, “Almost 80 per cent of the buyers begin with a search engine, so on the whole, a digital presence is crucial and a good understanding of search engines is key.”
 

Tags Automotive Industry Komli Amit Bhartiya Digital Marketing Tata Motors Maruti Suzuki

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity