Transforming consumer behaviour into an innovative strategy

Maruti Suzuki Ertiga Does A Perfect Integration of Modern & Traditional Media to enhance user experience. Today, the consumer is the king. With innumerable choices available, it has only gotten difficult for advertisers to reach out to the end user. Hence, there is no marketing solution that is one-shoe-fits-all. New trends are rising every now and then where most people, irrespective of their age or gender, are becoming more and more involved with their electronics and are better connected. Today 83% of the Indian digital audience accesses the internet through smart devices. This has made traditional media trickier to communicate with the target audience. Owing to this advancement in mindset and technology, there was an evident need to revolutionize the way brands communicated and interacted with their customers. One brand that decided to change the way it connected with its audience was the new Life Utility Vehicle (LUV) Maruti Suzuki Ertiga. Keeping innovation in mind, Maruti Suzuki Ertiga opted to use more than just traditional media to connect with its customers. It decided to use the concept of second screening—phenomena where a user consumes content simultaneously through traditional media and on a smart device simultaneously. Knowing that consumers tend to search online on their smartphones if they come across something interesting, the brand used paring SDK technology to identify users who were exposed to the TV ad and then reached out to the same users on their smart devices instantly via banners and extended TVC. This led to an increase in brand recall and brand engagement with thousands of users on offline and online mediums, simultaneously. So while most brands struggled to marry traditional and new media, Maruti Suzuki Ertiga used brilliant innovation to get their message across to the end consumer and that too with a twist.

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