AUTOMOTIVE RETAIL MARKET

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1 DIGITAL MARKETING FOR AUTOMOTIVE RETAIL MARKET Neeraj Mishra Co-Founder, Mcounts

INDIAN AUTO INDUSTRY STATISTICS employs 19 million people 3 rd Largest Market by 2016 45% nation's manufacturing GDP 23.36 million vehicles produced 7.

2 INDIAN AUTO INDUSTRY STATISTICS employs 19 million people 3 rd Largest Market by % nation's manufacturing GDP million vehicles produced 7.1% of country's GDP 3.57 million vehicles exported Domestic Market share FY'15 International Rankings % 3% 13% 3% 2-wheeler producer Motorcycles Commercial Vehicles

GROWTH DRIVERS India has the world s 12th largest number of high-net-worth individuals Increasing disposable incomes in the rural agri-sector growing working population and an expanding middle-class

3 GROWTH DRIVERS India has the world s 12th largest number of high-net-worth individuals Increasing disposable incomes in the rural agri-sector growing working population and an expanding middle-class large pool of skilled and semi-skilled workers and a strong educational system. 8% 18% 19% CAGR during FY entry of a number of foreign players and reduced overall product lifecycle large number of products are available to consumers across various segments Favourable government policies like lower excise duties, automotive mission plans, the constitution of NATRiP etc.

4 AUTOMOTIVE RETAIL IN FUTURE Customers are able to quickly interact and easily access information across media and devices anytime, anywhere. This needs to reflect in the customer experience and marketing strategies. Automotive retail will shift from a product-driven to a customer-centric approach to drive customer loyalty and to adapt to changing customer behavior and expectations. The rise of new mobility concepts and shifting mobility preferences of private and commercial customers (e.g., private and business-car sharing, Cab aggregators and Self-drive vendors and an increasing role of used cars and fleet) are causing automakers and automotive retailers to rethink their current business model. Digitization, regulations, evolving customer needs and new competitors necessitate a rethink of the retail model Ernst & Young

5 CONSUMER BEHAVIOR While customers currently prefer to purchase a vehicle offline, a large part of the purchasing journey is already digital. While online purchase will certainly pick up significantly, customers need to be given the confidence through an engaging digital experience. Crafting a holistic Content, social media and digital strategy has, therefore, become imperative. 10 Hours spent on average by automotive customers on the web to search for information and to decide when and where to buy 80% Customers will use multiple devices to research a vehicle purchase Consumers spend more time for online research per-purchase of a car than for any other product. 52% New and used car customers visit the dealer s website during the purchasing process 46% Buyers willing to finance a car purchase online 61% Consumers feel that an improved online experience would motivate them to visit dealerships more often Source: Car Buyer of the Future, AutoTrader, 2015;

6 DIGITAL STRATEGY Customer attraction Engagement Marketing Process Automation Customer Acquisition

7 DIGITAL STRATEGY Customer Attraction, Engagement and Acquisition Affiliate Marketing Targeted Campaigns Designing Responsive s & Landing Pages Detailed Anaytics on Statistics Subject Line Testing for maximizing Opens A/B Testing to enhance ROI Landing Page heat-map analysis based on user behavior Prospective Target audience is sent mail via multiple Data publishers. The interested customer signs up for Product Demo / Test Drive at the required Date/Time on the custom made Landing Page. Pre-Sales / Call Centre Team confirms appointment with customer and engages the sales team. Sales team engages with customer and gives a demo of the product, Test drive and available financing options. Sales happens: customer drives away in his new car.

8 DIGITAL STRATEGY Customer Attraction, Engagement and Acquisition Hyperlocal SMS Activation Rich Targeting Profiles Pincode based Targeting IVR Integration (informational) Engagement Automation Missed Call integration for Promos and virality Short Code/Long Code for User intent establishment Customer can give a missed call to the dealer (for sales team to follow up) Send a Y or N to a short Code (number) displaying intent and approval to call Prospective Target audience sent SMS regarding offers/test drive in local dealership and in Pin Codes covering the dealer. Click on the shortlink sent to smartphone to go to the landing page and enquire, Pre-Sales/Call Centre Team confirms appointmentwith customer and engagesthe sales team. Sales team engageswith customer and givesa demo of the product, Test drive and available financing options. Sales happens: customer drives away in his new car.

9 DIGITAL STRATEGY Marketing Automation Drip marketing is a chain of s that is triggered one after the other. These first goes out as soon as someone shows interest in your product/service and then follows an automated chain of s, which helps you engage your customer better. Drip marketing is also known as: Automated campaign, Lifecycle s, Autoresponders, Workflows, Marketing Automation Lead Nurturing - For example, explaining unique features of the product to a prospect. Welcoming a customer: A customer has booked a car, congratulate the customer. After a week, give details of relationship manager to customer. After a week, send the customer a checklist of how to take effective care of the car. After a week, send customer details on nearest travel places to go for a long drive. After two weeks, thank the customer and ask for referrals. Engagement - Keep your prospect engaged by informing them about the news in Automobile sector Education - Educate your prospect about Autombile models. Start off with sending a checklist of things to see when buying a car/bike. After 4 days, explain the common terms like mileage, chassis, throttle, torque, gear-rato etc. After a week, send them an EMI calculator to understand how to apply for car loans and best loan vehicles in the market.. After 3 high value content s, send the customer a product about an new product launch. After a week, restart high education s. Upselling - Don't miss out on your existing customers. Inform your existing customers every month about your new products and how to take care of their automobile, a timely service of the vehicle as a best practice?

10 DIGITAL STRATEGY Marketing Automation Relevant You can deliver the right information to your prospect at the right time. Informed The leads that you generate through a drip campaign are well informed. A well informed is a high quality lead. Automation No more need of maintaining complex excel sheets for lead stages. s go out based on automated rules thereby reducing manual error.

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