subject: Chevrolet To Market The Digital Way [print this page] Chevrolet has recognized the potential of the online media and is soon launching an advertising campaign, exclusively meant for the aforesaid medium. Six more such campaigns will follow the idea. Ankush Arora, GM Indias vice president, marketing, sales and after-sales, says that the first campaign will be for Chevrolet Cruze and will be launched at the end of this month.
The new campaigning style does not mean that General Motors will abandon the conventional media campaign but the content will be separate for the new campaign. This initiative of new style of campaigning has been taken by looking at the huge response that Chevrolet Cruze gets from its substantial online presence. Many customers who are buying a GM vehicle get the details of its products from websites.
As online medium is the most cost efficient option for advertising in comparison to print and television, the company plans to use this online space further. Earlier, GM had used internet advertising for its Captiva and Optra Magnum models. These sort of innovative and novel strategies are slowly taking momentum and are recognised as the growing need of the hour with the passage of time. Marketing has been realised as the key to customer relationship and investments are now made in the same.
Ankush Arora, GM Indias vice president also said that Chevrolet Cruze was launched months after GM was declared bankrupt in the US. He also said that as they could not afford to pay consultants, so they went out themselves to the customers for finding out what their concerns were. Two points of action were identified ,based on the feedback. The first one was to launch a campaign for telling people that GM is in India for the long haul and the second one was to launch new products, said Arora.
