Ford India Driving You Digitally

In an increasingly interconnected “smart phone” dominated world, being able to get discovered & connect with consumers seamlessly has become critical for the success of any business. According to a recent study by Google - 75 % of users who use local search on mobile end up visiting the business premise and 2 in 3 Car buyers research online to find a dealer ‘Nearby’ 
 The motivation behind deployment of a hyperlocal marketing solution was that while Ford is a national brand, the dealerships however are local businesses which cater to demand only from their catchment area. It was important for us to connect the in-market consumers directly to the closest dealerships seamlessly and instantly.

Using our Spotlight platform, which is a hyper local marketing platform:

• we built thousands of micro targeted campaigns based on the rich location information contained in Google My Business Listings of Ford’s dealerships through automation. Each of these campaigns took locations signals & data points like Long Lat, Business Hours, Operating Days of each location and created automated location targeting & ad scheduling.

• We took a unique virtual number for each location and drove calls directly from these hyper local campaigns to the dealerships.

• 1000’s of landing pages were also generated, each relevant to the context of the search query and location of the user.

• Through the landing page, users could directly call the closest dealership or get directions by initiating Google Maps to head out straight to the dealer or leave their contact details to be connected by the dealership later.

• In a nutshell, the system connected the user searching for information to the nearest dealership by identifying the location where the search was generated and took the user to a dynamically generated location specific & contextual landing pages.

Using the Spotlight platform, we were able to deliver the following results for Ford India:

• Total Number of cars sold: 3370

• ROI generated: 145x

• Cost Per lead reduced by: 58%

• Total Number of Calls Generated to book a test drive/service: 991,356

• Total number of visits generated for dealerships: 12,16,108