Automakers embrace digital marketing in India

Bindu Nair

"Three-and-a-half years ago, we took our first steps into the digital marketing space, which we viewed as an iterative medium," Vivek Nayer, chief marketing officer of Mahindra & Mahindra's auto division, told delegates at IAMAI's Ninth Marketing Conclave, held in Mumbai.

"We approached the digital platform not just as one that helped us with information sharing, but also as a channel to help create engagement and an emotional bond with our customers. In this context, content has been a very important aspect of our strategy, in the form of photographs, videos, apps, etc."

More specifically, while traditional media platforms presented the usual constraints of intense competition, fragmenting audiences and sizeable costs, the growth of digital pointed towards a process of democratization. "Anyone could create content and distribute it," Nayer said.