Content marketing is of highest prominence in our strategies, says Bojan Jankulovski, Head of Operations, Maserati India

In a conversation with BuzzInContent.com, Jankulovski talks about how content serves as a showcase of the Maserati lifestyle to its prospective customers and brands enthusiasts. Sharing its upcoming plans in the same space, he reveals how it is measuring ROI garnered from content initiatives

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Akanksha Nagar
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To engage with and involve themselves in buyers’ journeys, and to generate high-quality leads, luxury car brands are embracing content marketing strategies. Quickly gaining speed in the automotive industry, content marketing has changed the age-old perception of online marketing not being for niche car makers.

For Maserati India, content marketing is of highest prominence in its marketing strategies.  Bojan Jankulovski, Head of Operations, Maserati India, told BuzzInContent.com how content generated through its customised marketing strategies serves as a showcase of the Maserati lifestyle to its prospective customers and brands enthusiasts.

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Bojan Jankulovski

“Content is a major part of a marketing strategy when it comes to social media where newsfeed is very competitive. For Maserati, the chief value of content marketing lies in its ability to reel in, persuade and evangelise the most discerning audience in a language and elevated aesthetic that is particular to the Maserati lifestyle,” said Jankulovski.

The brand actively does closed-door events for on-ground activations to touch base with customers personally. The content generated through these events is then used on its social media platforms. It believes that through this, the brand will be able to showcase the Maserati lifestyle as a whole to its present and prospective customers and brand enthusiasts.

Talking about one such content initiative, Jankulovski shared how the brand did a one-minute video around a paper art installation for its iconic model ‘Ghibli’.  The makers of the installation took about 45 days and the entire moment was captured on video, which was organically circulated on various social media handles.

“Being the most successful content initiatives for us, it had not only created content but also gave our followers something to talk about and hold conversations around the brand,” he added.

To create visual appeal and engage in conversations with the customers, the brand is actively present on Instagram and Facebook. It considers these two as the most effective and main platforms for itself.

While luxury car brands in India are leaving no stones unturned to woo customers, consumers have also shown an appetite to rev up car content, especially when they are researching vehicles for purchase. “40% of luxury purchases are influenced by what consumers see online and their interactions with a brand,” Jankulovski said.

He shared how the brand is measuring ROI of all such initiatives while building a whole community on social media platforms.

With a motto to chase value and not volume, the brand believes its marketing initiatives are not only successful because of the leads it gets but also the kind of traction it gives to the brand, which involves awareness.

To measure brand awareness, it looks at measuring metrics like volume, reach, exposure, and amplification to get a sense of how far is the message spreading. For engagement, it looks at the number of comments, re-tweets, replies and participation in that conversation.

When asked about the techniques that the brand uses to measure the content-generated opportunities or ROI, Jankulovski said, “We measure our ROI purely based on tracking leads on the website, this also counts of how many test drive queries/forms have been submitted. We usually generate a list of all our business goals for social media and then we calculate metrics to measure these goals.”

Maserati India is also planning to do a couple of campaigns around the launch of Levante Trofeo. The plan includes generating curiosity around the car before the launch with videos, teasers and sneak-peaks on its social media platforms coupled with other marketing activities.

Bojan Jankulovski Maserati India