Dulux is one of the oldest home decor companies with over 100 years of existence but is fast catching up with the advancements in the digital marketing space in India. It believes that India will be leading mobile marketing in a few years with the surge in mobile phones, including smartphone, penetration.
According to Rajiv Rajgopal, Director of Decorative Paints at AkzoNobel India, parent company of Dulux, the companies digital initiatives in the last year has already given it a 22 per cent increase in its digital audiences.
Dulux has seen 40 per cent of its traffic from the website. It has also acknowledged the huge consumer base on social media and has actively used platforms such as Twitter and Facebook to launch brand engagement campaigns for the product. “We have already got 1.4 million consumers on Facebook alone in India, which is over and above the traction on other platforms,” said Mr Rajgopal.
He explained, “We try to increase the resilience time of consumer who try to get on our website and it has increased by 25 per cent. Consumers today spend more time on digital media. It has evolved and people are very sure about what they want to use.”
Dulux recently unveiled its visualiser app that allows the consumer to preview walls in his home painted with a colour of his choice without actually physically painting it and through a smartphone or a tablet that has the app installed. The app works on the principle of augmented reality.
It launched the app with the idea of creating a level playing field for all the different brands under the umbrella of Dulux. “The initial downloads of the app suggest that youth audiences has shown better reception for the visualiaser app,” Mr Rajgopal divulged.
Dulux India makes no clear demarcation between digital and conventional marketing ad spends and believes in a 360 degree campaign for all its products as marketers in India believe that the Indian marketing community has not yet matured enough where advertisers can depend entirely on digital marketing. However, the Dulux senior team believes that the company is contributing sizably to digital advertising spends in India.
Summing up, Mr Rajgopal raised a concern that many digital marketers in India shy away from — the speed of internet in India. “There are really no limitations in digital marketing in India, but what can enable digital marketing faster is better speed of network,” he pointed.