AC maker Blue Star hikes digital marketing budget

Digital marketing accounts for 10% of firm's total promo budget, up from 2% some 3-5 years back

Air conditioning (AC) and commercial refrigeration major Blue Star is betting big on digital marketing to reach out to consumers and brand promote its new product lines.

At present, digital marketing accounts for roughly 10 per cent of the company's total advertising and brand communication budget, which was hardly 2 per cent about 3-5 years back, Blue Star joint managing director B Thiagarajan told Business Standard here.

Digital marketing over social media and internet are acquiring more importance, since Blue Star buyers typically belong to the highest socio-economic category (SEC A), who are active on web, he added.

"In the next 4-5 years,