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Stream/Area:
-
Subject:
-
Paper ID:
10.55041/IJSREM.GSTCOS095
Volume:
10 |
7 |
Jul 2026
Pages:
1-9
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department Of MBA,
CMR Institute of Technology, Hyderabad, Telangana,
Department Of MBA,
CMR Institute of Technology, Hyderabad, Telangana,
Digital marketing has become central to how automotive brands build relationships across the customer journey. In India, Maruti Suzuki is increasingly using digital channels to inform, attract, and retain customers, particularly in metropolitan markets such as Hyderabad where internet and smartphone penetration are high. This study explores how social media, search, brand websites, video content, and CRM based communication influence customer engagement among Maruti Suzuki vehicle owners and users in Hyderabad. Primary data from 150 respondents is analysed using appropriate statistical tools to examine the links between digital touchpoints, engagement intensity, and loyalty related behaviours. The findings highlight the importance of relevant, timely, and personalised digital interactions in shaping perceptions, test drive intentions, and ongoing service relationships. Based on these insights and current industry practices, a structured digital marketing plan is proposed to help Maruti Suzuki dealerships in Hyderabad strengthen engagement and create an integrated online–offline experience for customers.
KEYWORDS
Digital marketing has become a critical driver of customer engagement in the automotive industry, especially in digitally advanced urban markets like Hyderabad. This study demonstrates that Maruti Suzuki customers in Hyderabad are active users of digital channels and that social media, personalised communication, and video content have significant positive effects on engagement, loyalty, and purchase‑related intentions. The proposed digital marketing plan outlines practical strategies for hyperlocal social media campaigns, content and video marketing, SEO and search advertising, CRM‑driven personalisation, and integrated online–offline journeys. By adopting such a plan, Maruti Suzuki dealers in Hyderabad can strengthen their relationships with customers, improve conversion rates, and sustain competitive advantage in a rapidly evolving market.
· OMR Digital (2025). Digital marketing for automobile dealers in India. Retrieved from OMR Digital website. · IKF (2025). Digital marketing for automotive industry – driving conversions with smarter customer journeys. · Digitech India (2025). Automotive digital marketing services – advantages of investing in automotive digital marketing. · Afaqs (2024). Maruti Suzuki is exploring new innovations across OOH and digital. · Matrix BCG (2025). Sales and marketing strategy of Maruti Suzuki Company. · Infosys (2024). Customer engagement maturity model for automotive OEMs. · MSXI (2020). New touchpoints – digitalizing the automotive customer journey. · PQube Business Solutions (2025). Digital marketing agency for automotive.
Publication Date
7/5/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
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