Auto major Volkswagen is pushing the pedal on digital engagement with a new portal www.planetvolkswagen.co.in .
The company has also more than doubled its digital spends this year. Digital spends account for eight to nine per cent of its marketing budget now (from over three per cent a year ago), according to Mr Lutz Kothe, Head - Marketing and PR, Passenger Cars, Volkswagen Group Sales India.
Speaking to
Beyond product and brand information, the portal will be a gateway to games, have a section for kids and even feature drive destinations. It will also allow visitors to build their own community using social media channels like Facebook, twitter and YouTube. Future plans include a virtual factory tour.
“It is also a clear CRM tool; and when people are really interested in the brand, it will serve as a lead generation mechanism,” Mr Kothe added.
An advertising campaign to promote the new portal will begin on October 17, when the portal goes live, led by print and digital media. Being a “first-of-its-kind” initiative on the digital front, Mr Kothe did not rule out an adaptation of the portal in other markets.
The company's corporate Web site is www.volkswagen.co.in . It currently claims 50,000 page views and 10,000 visitors per day on average. This is up from 35,000 page views and 8,500 visitors a day in the same quarter a year ago, according to the company.