Tata Motors is leveraging a data-driven digital marketing approach and strategic influencer partnerships to achieve record engagement and sales growth in its commercial vehicle (CV) business, according to the company's latest annual report.
Girish Wagh, Executive Director, Tata Motors Limited in the company's latest annual report stated that as part of Tata Motors' digital marketing approach for commercial vehicles, key initiatives were implemented, considering product, region, and language variables, with an aim to maximise reach and efficiency. Additionally, influencer advocacy tailored by products, regions, use cases, and specific content planks, achieved 127 million video views and 5.2 million engagements – a record for any CV brand.
"As a result of these digital efforts and appreciation for BS VI Phase II products, we achieved the highest-ever Net Promoter Score. Overall channel satisfaction levels were maintained with sustained throughput and high level of engagement" said Wagh.
Talking about influencers and digital marketing, Shubhranshu Singh - Vice President, Marketing, Commercial Vehicle Business, Tata Motors said that the growth of influencer content creators was a revolution. Blogs, social media personas and their associated technologies of self-commercialisation have enabled a repertoire of tools that allows people to monetise their digital presence, he had noted.
"The influencer industry is a complex ecosystem, comprising influencers, intenders, technologists, marketers as brand builders and sponsors, social media corporations and many more. Together, they have negotiated the meaning, value and practical use of digital influence. A commodity has been branded with a personal signature for the social media age" Singh wrote, adding that they produce, evaluate, and market “influential” content.