Industry experts discuss role of tech in auto sales at Taboola-exchange4media roundtable
The conference was attended by auto experts from brands like Ford, Hyundai, Nissan, Royal Enfield, MG Motors, Droom, Zoomcar, Cars 24, Olx Auto, among others
Taboola, the globally renowned ad tech company, in association with exchange4media recently organised a roundtable to discuss the automotive path to purchase and how online marketing could help the auto sector.
Held at The Leela, Gurugram, the roundtable was attended by thought leaders from the auto sector representing brands like Ford, Hyundai, Nissan, Royal Enfield, MG Motors, Droom, Zoomcar, Cars 24, Olx Auto, among others. It also witnessed participation from Taboola’s international teams that flew down from Bangkok and Israel.
Underlining the growing importance of digital in auto, Kaushik Prasad, General Manager, Consumer Marketing, Ford India, spoke about how tech has ushered in a seamless experience in the purchase journey of customers and how Ford is leveraging these digital touch points.
Neha Chandok, Marketing Manager, MG Motor India, spoke about how they have been using content and community marketing to engage more consumers instead of just focussing on product marketing which is of transactional nature. She said, “We have been connecting with our customers on a larger level so that they know the brand belongs to me and I belong to the brand.”
Gomti Shankar, Country Manager, Taboola India, who was also the moderator of this insightful roundtable, spoke about the changing landscape of the auto sector and how a progressive partnership with Taboola could help auto players navigate the highly competitive market environment. She also shared a number of case studies where Taboola has effectively helped brands script success stories in challenging times.
Devesh Rai, President, Business Development at Droom, underlined the growth of demand coming from non-metros and how Droom is leveraging this shift. “The biggest change happening in the sector is the increase of demand specially led by tier 2 and tier 3 cities and Droom is looking to leverage this opportunity in a big way,” said Rai.
Sunny Kataria, VP, OLX Group, added how focusing on the 3 V’s- video, voice, and vernacular has impacted OLX’s marketing strategy.
He also highlighted how buying a car still remains an occasion for any Indian family and how it is celebrated with great zeal.
Saurabh Khattar, Director of Media Sales & Partnerships, at Taboola, spoke about how marketing at the right place and right time can be effective in reaching the right audiences and how this strategy has helped various brands which are associated with Taboola.
Ankit Sood, Digital Head, Hyundai India, shared insights about the importance of video in marketing and how Hyundai is effectively using this strategy to target new customers.
Ritika Jain Ahuja of Big Boy Toyz spoke about the growing relevance of experiential marketing and how tech led innovations can make such experiences more immersive.
