The most popular car makers in India, Maruti, Hyundai, Tata Motors and others are increasing their ad campaigns through cell phones, which according to them, fetches more positive results. The ads through this mobile phones constitute some 31% of buying decisions than the global buyers, estimates Carsonline. Of late, there is an increase in the small car segment which offers fuel-efficiency.
Simultaneous is the increase in the buying decision from the customers who access through their mobile phones. But the reliable information on TV, Print continues to influence the customers at large. According to the estimates made by the industry analysts, the buyers initially browse their choice through the net – 75%- as pre-shopping which is crucial in the buying decision, said the official from Maruti-Suzuki. Customers involve in pre-shopping on the digital medium because of the bureaucratic means of the dealers.
The country has 30% of the car buyers who get influenced by TV and Print media whereas the global equivalent is 19%. The figures for website ads are 22% of the buyers in India compared to 10% globally. The digital medium enables the customers to have an analysis of the product. For Maruti-Suzuki, the sale for its Swift ranges has increased due to the digital presence through Facebook and YouTube. The company believes that the digital marketing is the most potential for dealing with the customer.
The customers too prefer this medium to have a free interaction with the dealers, before buying the product. The demand for the car industry will continue for another four months, according to the industry analysts, as the excise duty relaxations and the incentives offered by the dealers and makers too contribute. The car market is expected to triple in another ten years from the current 1.5 million units there will be fuel-efficient models in future.