The automotive industry employs some of the most creative marketing professionals for both traditional and online campaigns. Having often large budgets available, car manufacturers also represent one of the largest consumer markets. What can we learn from these huge international companies?
Here are 10 tips for effective automotive digital marketing:
# 1. Targeted campaigns for customers
If you look at the online marketing campaigns of some big names in the industry, such as Volkswagen and BMW, it is easy to see that the themes of each campaign are adapted to their target audience. There are rarely any changes made to effective campaigns. Why fix something that is not broken?
# 2. Advertising is done using all channels
It does not matter if it’s Facebook ads, Google AdWords, YouTube videos, or email marketing campaigns. Every effective strategy for automotive digital marketing brings the message to users by all means.
# 3. In the automotive sector, not all advertising has the same purpose
Car manufacturers use different advertising to achieve different objectives: they can introduce customers to the latest models, as well as they can push potential customers to buy. The insights necessary to perform such digital marketing campaigns are collected through traffic monitoring and user segmentation.
# 4. All ads are designed to add value
All digital advertisements created by car manufacturers engage with the target audience, but at the same time offer a lot of customization options as well as useful information about a particular product. You may think that this technique is new. In truth, since the early days of the digital era car manufacturers have been among the first to grow online configuration tools, which allow visitors to create the vehicle of their dreams.
# 5.Online videos work better for engagement
Probably the most used advertising medium by car producers is television. With the growing popularity of online videos, it seems they are ready to switch to digital media. Recent studies confirm this growth trend: 62% of car companies plan to invest their “television” budget for online videos!
# 6.Choose custom approaches
The Internet is becoming crowded with companies from all walks of life and this creates enormous competition to grab the visitor’s attention. The automotive industry is not an exception. The best way to build a solid customer base and improve customer retention is to employ a personalized marketing approach. It can include anything from personalized messages to special promotion emails based entirely on the customer’s previous history with the company.
# 7.Monitor and respond to customer feedback
A good way to measure customer feedback is to do it through surveys on a regular basis. However, this is important not only to monitor how customers feel about your website, with your products or services but also to concretely apply their suggestions. The more feedback you collect, the more results can be achieved with digital marketing.
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# 8.Keep it Simple!
It does not matter if it’s your digital strategy, customer service or any other aspect of your business: keeping things simple and convenient is the surest way to succeed. A great example of a simple (but effective to increase customer satisfaction) strategy is an automated email system, which sends notifications to customers when it is time to perform maintenance … and that informs them even when the vehicle is ready to be picked up.
# 9.Create regularly special offers and promotions
In addition to personal promotional offers, special offers and promotions must be organized on a regular basis. Company birthdays, parties and other special occasions are ideal for organizing such offers.
# 10.Offer valuable advice
A common problem (in particular with car dealers) is the constant attempt to push customers through the sales funnel and without providing high-quality content. If you provide valuable advice in the automotive field, your customers will quickly begin to recognize you as one of the industry leaders. A great example is the useful safety and maintenance tips that car owners need to follow.
Although these suggestions are primarily for websites in the automotive industry, they are fine for almost all professional digital marketing services.