Ford recently stated that India shows the biggest responses to its digital campaigns, which has prompted it to go heavy on the digital front in its marketing strategies. James Farley, Executive Vice President – Global Marketing, Sales, Service, Lincoln Motor Company, told Campaign India, “Among all the countries, India has shown the biggest response to our digital campaigns. If you look at us now, we are surrounded by smartphones and apps. This has already caused a transformation. I think that the biggest advantage is that India, as a country, is one of the largest consumers of Facebook. So it's natural that any campaign we do now has to leverage digital. Following our campaign for the Figo and Fiesta, we realised that 60 per cent of our consumers say that digital is their first source of information. This wasn't the case until a few years ago.”
The company recently launched a new 360-degree campaign called “Urban Discoveries”, to promote the launch of the company's new car, Ecosport, and the campaign has digital marketing at its core. The campaign invited people from 12 cities to discover not-so-popular spots in their respective cities; the winner of the competition would drive away a Ford Ecosport.
Indians show huge response to digital campaigns
Explaining the rationale behind opting for a digital campaign, Farley and Vinay Piparsania, Executive Director – Marketing Sales and Service, Ford India, said they wanted to create create authentic conversations on a large scale using the digital platform to generate interest about the vehicle in India. While they will also explore the traditional medium, they said the focus will largely be on the digital platform.
Ford isn’t the only one leveraging the digital platform, as we have increasingly witnessed several top brands adopting this medium. Right from social media platforms like Facebook and Twitter to even YouTube, brands are building digital campaigns to strengthen their reach. And looking at their success and their popularity, there is clearly a shift towards digital advertising.