Tata Motors has achieved record engagement and sales growth in its commercial vehicle (CV) business by leveraging data-driven digital marketing approach and strategic influencer partnerships, according to its latest annual report.
Girish Wagh, executive director, Tata Motors Limited, said in the company's latest annual report that as part of Tata Motors' digital marketing approach for commercial vehicles, significant initiatives were undertaken to maximize reach and efficiency, taking into account product, geography and language variables. Additionally, influencer advocacy tailored to product, geography, use cases and specific content plans resulted in 127 million video views and 5.2 million engagements, a record for the CV brand.
“As a result of these digital initiatives and the recognition of our BS VI Phase II products, we achieved our highest ever Net Promoter Score. Overall channel satisfaction was sustained with sustained throughput and high levels of engagement,” Wagh said.
Earlier, we spoke about the growing influence of digital marketing and influencers in marketing communications strategies. In a previous column in Autocar Professional, Shubhranshu Singh, vice president of marketing for Tata Motors’ commercial vehicles business, said that while it may seem like a tool of commercialism, the growth of “influencer content creators” is a revolution. What began as blogs, advice, and “enthusiast commentary” has now become a global, multi-billion dollar industry that impacts every aspect of our lives and society. Blogs, social media personas, and their associated self-commercialization technologies have enabled a range of tools that allow people to monetize their digital presence. This is profitable self-expression branded with authenticity.
“The influencer industry is a complex ecosystem made up of many players: influencers, influencers, technologists, marketers as brand builders and sponsors, and social media companies. Together, they have negotiated the meaning, value, and utility of digital influence. In a social media era, personal traits are branded commodities,” Singh wrote, adding that they produce, value, and sell “influencer” content.
