To study the methods of leveraging digital marketing as a medium for increasing automobiles sales

Abstract

As technology has proliferated via rapid leaps and bounds in the past few decades, several industries and sectors had been transformed in ways never imagined before. Yet, the automobile sector wasn’t completely able to embrace this change. Hence, we thought of analyzing how this industry can put digital into use, to create better consumer experience while simultaneously increasing sales. We started off by briefly describing the automobile purchase journey which helped us identify that consumers have started using online resources for making the purchase decision. We came to understand that a majority of the customers make this research in a very short time frame and hence, targeting them via appropriate digital marketing at that time is essential for imprinting the brand in the consumer’s mind. Hence, we proceeded to formulate our hypotheses that test the effectiveness of social media posts, website design and additional customer services on increasing automobile sales. We have undertaken both descriptive and causal research. In the process, we could derive a customer engagement funnel from the stage of generating impressions online to the stage of final retail purchase by the consumer. We tested the hypotheses using the data from descriptive and causal research, especially depth interviews with sales executives and a consumer survey. Finally, we analyzed the data, drew conclusions and put forth recommendations.