The automotive industry is mature and most of the automotive companies are also mature players. The marketing strategy used by these well-established companies is very different from that of a startup or a small business.
In this article, we are going to look at Tata Motors’ digital marketing strategy and find out how they use different tactics to promote their vehicles.
If you prefer watching a video then watch this:
Tata Motors’ product overview
Cars: Tigor, Altroz, Tiago
SUVs: Nexon, Harrier, and Hexa
Cargo: Ace, Intra, Prima, Yodha Pickup
Passenger Vehicle: Magic, Winger, Buses
Tata Motors’ Buyer’s Journey
Tata Motors’ buyer’s journey is online to offline (O2O) journey which starts with buyers considering automobile products online and ends with buying one from a nearby tata showroom.
Their buyer’s journey can be divided into 3 parts: Cold, warm and hot.
- The cold audience consists of people looking for buying a car but are not aware of Tata.
- The warm audience is the group of people who are considering Tata cars but are still not sure about buying one.
- The hot audience consists of people who have decided to go for a Tata car but are looking for the best price.
Using Google display ads and video ads for a cold audience
Tata Motors’ is using display ads on blogs and websites related to automobiles like www.autoportal.com to target cold audience.
Check out some of their display ads below:
The image takes the users to Tata’s landing page which looks like this:
Similarly, Tata Motors is using video ads on YouTube to increase product awareness among potential customers and driving them to their website. Check out the video ad of Tata Harrier and Altroz below which shows a 360-degree look of the car along with all the features.
Using Google search ads for the warm and hot audience
Tata Motors is using Google search ads to target warm and hot audience. They use these ads for a warm audience to increase product awareness and book test drives and they use them for a hot audience to generate leads and get more bookings.
Let’s check out some of their ads.
This ad is created for a warm audience to increase product awareness. It gives a lot of information such as car details, price, and links to other pages such as contact page, product page, and blog page.
Notice that they are using this ad on the keyword “Tata cars” which is for the audience who is already aware of Tata cars.
Here is an ad which gives an option to book a test drive or to call their showrooms. It is ideal for a hot audience, who is aware of the specific Tata product, but are still not ready to buy. It acts like a nudge for them to take action.
Tata is using this ad on the keyword “Tata Nexon” which is for the audience who is already aware of their car named Tata Nexon and therefore is hot.
This ad is also for a hot audience and gives the directions and phone numbers of their nearest showrooms along with more information like variants and price.
Also if the users click on the ad it will take them to their landing page as shown in the image below.
This page gives the customers more info about the car like price and features; and gives them more options such as “Request a call back”, “Book online”, “Download Brochure”, “See best offers”, and “Book a Test Drive”.
Using Facebook ads for the cold, warm and hot audience
Tata Motors’ digital marketing strategy also includes Facebook ads for getting video views, post engagement and conversions. Let’s look at some these ads.
Using videos to increase product awareness
Here is a Facebook ad from Tata Motors creating awareness of their new vehicle – Tata Harrier. This ad is targeted towards a cold audience, who doesn’t know anything about the product.
It has a CTA (Call to action) button which says “Learn More”. This button takes users to their website (https://cars.tatamotors.com/suv/harrier) which shows the details of the vehicle along with many more CTAs as shown in the image below.
Facebook optimizes this ad by showing it only to those people who are consuming similar content. These people are the ones who watch a lot of videos or engage (like, comment, share, and click links) a lot after watching a video.
Using lead generation ads to get leads
Tata Motors is using lead generation ads for getting on-Facebook leads. These ads come with a Facebook lead form which is auto-filled with user’s information. For instance, check out one of their ad with a CTA button “Get Quote”.
When users click on the button, a lead form pops up which looks like this:
Facebook fills this information from the user’s Facebook profile and thus generates leads in a single click of a button.
Facebook optimizes this ad by showing it to only those people who are most likely to fill the form. These are usually the people who fill a lot of Facebook form and have shown interest in automobile-related content.
Using Website conversion ads to get more leads
Apart from Facebook’s lead form, Tata Motors is using their website to generate leads. Check out their ad below.
Here they are using “Get Quote” as CTA to drive people to their website or landing page. This landing page (https://www.tatamotors.com.np/tata-h5/) requests users are to fill a form as shown in the image below. Notice that the landing page used for conversion ads doesn’t show multiple CTAs to avoid distractions.
Facebook optimizes these ads by showing it to people who are most likely to fill the form on the website. These people are the ones who have filled similar forms and have shown interest in similar content.
Using content marketing on social media for brand awareness
Apart from running Facebook ads for cold, warm and hot audiences, Tata Motors is also maintaining their social media profiles which help them in getting more followers on Facebook, Instagram and YouTube. Consequently, all these activities help them in creating brand awareness.
Check out the massive number of followers they have on different social media platforms below.
So, this is how Tata Motors uses Google Ads and Facebook Ads to attract their target audience. We hope that you get to learn a lot about Tata Motors’ Digital Marketing strategy from this post.
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