These are the 3 biggest automotive marketing trends to watch right now
As automotive technology evolves, so too must the strategies that are used to market it. With so much competing content online, automotive marketers and retailers are driven to find more effective tactics to stand out and get buyers into the dealership. Business and communications leader Christopher Barger points out that the key to achieving this lies in engaging with consumers in a way that captures their divided attention and meets them where they are.
"We don't often enough begin content development by thinking about what the audience is thinking about and experiencing – how they prefer to view content like ours, what else they'll likely be doing when they discover it, or why they should pay attention to us," he said to the Content Marketing Institute (CMI).
So what are some of the key trends that are currently driving marketing in this industry?
The use of Facebook advertising is closely linked to a higher marketing ROI.
1. Social media advertising
Social media is almost a currency in today's marketing world, and automotive marketing is no exception. With peer-to-peer recommendations playing a significant role in influencing buyers' decisions, social media platforms are the perfect place to connect with potential customers and generate interest.
In fact, the 2017 State of Automotive Marketing report from digital content specialist 9 Clouds reveals dealers that invested in Facebook advertising more likely to see an increased Return On Investment for their marketing than those that did not.
2. Video marketing
Videos are another channel through which marketers can both entertain and communicate with potential buyers, and their visual nature means information is more quickly absorbed that through print media. Auto advertising agency Graham Oleson notes that video marketing also helps to give a brand greater authority and makes it more relatable.
3. Personalisation and data mining
Lastly, the use of data is on the rise in the auto marketing sector, valued for its ability to quantify an otherwise complex sales process and highlight exactly what is driving the outcome. It also helps marketers and salespeople to tailor their approach to meet the needs of each buyer.
"The tools now exist to more deeply understand individual customers or drivers more thoroughly than ever," Mr Barger explains to CMI. "By mining social networks and integrating (the resulting information) with other available data sources, we can develop a more genuine understanding of our customers' needs and wants, and develop far more specific, far more relevant content accordingly."
For more information on the services we provide in the automotive space, check out the Bayside Group Automotive website here.