Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
The automotive industry is naturally innovative, and in an era of increasing engagement from digital consumers, there is a lot marketers can learn to study the trends and strategies of an industry that is worth nearly $ 1 trillion - according to Yahoo Finance estimates.
Taking a lead from the automotive industry is the secret to marketing success, from encouraging digital interaction across multiple platforms to connecting customer travel dots and improving user experience.
Let’s have a look at the key lessons to learn from the auto marketing industry.
Prioritize The Brand
Marketing professionals in this industry understand the value of branding and use their brands early to attract believers and brand ambassadors. Usually, it's an emotional attraction. The feeling that the individual gets when driving and living the brand.
How do automotive marketers achieve that? When advertising, they put a stronger focus in developing emotional ties between the consumer’s feelings, hopes or ambition and the car brand. The brand - along with its unique selling points - is emphasized in all marketing messages and images for the consumer; the image of having a dream of a better lifestyle and owning and driving that modern, stylish car brand, arriving home and parking it in a safe and smart garage space.
On this marketing strategy, Mercedes Benz and Tesla have done a good job.
Personalize the Digital Experience
Digital marketing has evolved for more than a decade, but it is the unique combination of digital and personalization that leads to the best results. Think of digital as your chance to gain crucial insight into a customer's preferences and the likelihood of conversions so you can offer a hyper-individual online experience.
Here is a general breakdown of the user journey:
It is vital to guide customers all the way to the making a buying decision -- rather than just focusing on getting them halfway the brand journey and then hoping they’ll figure out the rest of the way on their own.
Understand The Audience
You will never be good at selling something if you don't understand your audience. For this one important aspect alone, the automotive marketing industry spends a lot of time and money. How? They build deep buyer personalities and segment their audience.
For example, a segment might be based on demographics and financial status or economic buying power, but these brands still target that segment. Brands like Lexus, Mercedes Benz and BMW often offer "entry-level models" that appeal to a younger subset of this market. And when these buyers become members of the "family," the car manufacturer modifies the message overtime to motivate them to upgrade the brand they are familiar with (and hopefully love too).
Connect The Dots
Nowadays, customers interact today with brands on multiple levels across channels, largely because Smartphones, tablets and multiple in-home devices are increasingly prevalent.
Being aware that one person interacts with your media, website, email, and installers — rather than being mistaken to believe different people are using these different channels — allows marketers to create a more efficient experience that flows from device to device and channel to channel with customer.
The key to connecting the points lies in a central and integrated information centre that collects all the necessary data and bridges knowledge gaps that can lead to errors and ultimately to the loss of customers.
The Details Matter
Ultimately, all marketing specialists can get an insight into the best performance of the automotive industry. This gives customers a seamless, individual experience that they can achieve regardless of channel or device.
While the personalization feeling is especially important when a consumer is making a bulk purchase, the logic applies to all products and industries.
With strong branding, deep understanding of the audience, user-generated content and a strong social media strategy, many of these brands have achieved marketing success.