Impact Of Digital Marketing On Customer Acquisition In The Sirsa Automobile Industry

Abstract

This study examines the impact of digital marketing on customer acquisition in the Sirsa automobile industry, focusing on the effectiveness of various digital strategies and platforms. A sample of 185 automobile marketing professionals participated in the survey, revealing a workforce predominantly composed of male employees aged 45–55 years, with marketing employees forming the majority. The findings show a strong positive perception of digital marketing strategies, especially in areas like social media, email promotions, and investment in digital tools. Customer acquisition emerged as a significant predictor of digital marketing strategy adoption, with regression analysis revealing a high R-value (0.802) and 64.3% explanatory power. Among the digital platforms, Search Engine Optimization (SEO), Google Ads, and WhatsApp Marketing were identified as the most effective for attracting new customers, while influencer marketing and SMS were least favored. The study highlights the growing reliance on digital tools to reach broader audiences and enhance dealership visibility.