Did you know that the automotive industry is one of the largest in the world, consisting of numerous companies covering design, development, manufacturing, marketing, and sales? It also generates massive yearly revenues globally, with countless dealers, brands, and independent sellers jostling for their market share. In this cutthroat industry, pooling in new buyers with proper automotive marketing ideas up your sleeve is possible.
As per research, expenditure on digital automotive advertising in the US will surge by 11.7 percent in 2024, paving the way for more intense competition in the global market. Therefore, it’s time to buckle up, chalk out some great digital marketing strategies, and seize the deals.
What is Automotive Marketing?
Automotive marketing refers to promoting and advertising vehicles and related products or services within the automotive industry. It involves strategically planning and implementing marketing techniques that attract potential customers and keep them engaged to increase brand awareness, build customer loyalty, and drive sales.
Automotive marketing encompasses a wide range of activities, including traditional advertising, automotive digital retailing, social media campaigns, content creation, events, sponsorships, and other promotional efforts tailored to target specific demographics and meet the needs of consumers interested in automobiles.
The goal of automotive marketing is to position a brand or a particular vehicle as a desirable choice in a competitive market and to establish a strong presence in the minds of potential buyers. Auto marketing helps dealerships connect with potential car buyers, including those who are actively looking to purchase a car and those who are still researching.
Simply put, it is marketing for the automotive industry. All the players in the industry – manufacturers, dealerships, car marketplaces, and even automotive parts and service providers – need great automotive shop marketing for success.
Interestingly, only 7-9 percent of car buyers know what they want to buy, while the rest still need an immediate purchase intent. Automotive marketers, using effective marketing strategies, can capture the attention of these people and drive them to make a purchase. These campaigns also need a marketing manager who oversees the planning and deployment of all promotional activities.
Why is an Effective Auto Marketing Strategy Important?
Car buyers spend nearly 14 hours online during their car search, making effective automotive marketing services essential. Some buyers prefer browsing Facebook marketplace cars, while others may use different online platforms or contact dealers directly. Since buyers can switch between various sites to compare options, your marketing needs to be adaptable.
Using tools like social media platforms, email marketing, and search engine optimization (SEO) is key to a successful automotive marketing strategy. These tools help you reach a broader audience, provide personalized marketing messages, and measure your marketing performance accurately. By understanding what works best for each platform, you can better target new buyers and expand your company’s audience reach. This method ensures that your marketing efforts are more effective, helping you attract more customers and stand out in the competitive online marketplace.
These are the most significant reasons you need to care about having a top-quality vehicle marketing strategy:
1) Modern Vehicle Buyers Expect You Online
Over the past few years, the automobile market has become heavily dependent on digital channels. However, buyers’ behavior is quite complicated. They constantly switch channels; they may start their journey on their mobile devices or convert to a desktop. Your automotive digital marketing strategy should be responsive to all channels and target them smartly without being spooky.
2) Buyers Want You to Surprise Them
Around 54 percent of car buyers are willing to pay more if you provide them with a seamless buying experience. However, the first step towards an enhanced user experience is to assist them in identifying their needs and showing relevant and high-quality results, which starts with effective marketing techniques.
3) Improve Your Data and Lead Management
More often than not, car manufacturers and dealerships don’t have excellent communication between departments, like marketing, sales, etc. Thanks to harder competition, retailers need better marketing and management tools. Maintaining crucial data and managing leads properly could prevent losing sales through mismanagement.
4) Brand Identity and Positioning
Having a brand identity that is distinct is of great importance in the incredibly competitive market of today. Effective marketing for automotive industry improves brand awareness and reputation and helps your audience understand your value proposition. So, good marketing for cars is crucial to solidify your brand’s identity.
5) Influence Buyer Decisions
Automotive marketing campaigns help position your products and services as the best option for car buyers. It plays an important role in molding the decision-making process of your targeted audience in your favor.
6) Boost Revenue and Retention
Digital automotive marketing solutions allow you to engage customers across multiple channels, and tweak experiences to different segments. It also helps expand your audience and nurture customer relationships throughout their lifecycle. This nurturing process helps drive both new acquisitions and customer loyalty.
7) Try to Gain In-Depth Insights
Understanding how your audience is interacting with your campaigns allows you to make better decisions to improve your marketing efforts. The in-depth insights can also guide product enhancements based on user feedback.
There isn’t a single vehicle merchandising strategy that works for everyone. Instead, you should develop different strategies for each platform. For instance, techniques that work well on eBay might not be as effective on Facebook, and vice versa.
Top 10 Strategies for Automotive Marketing
To secure your place at the top of buyers’ minds and stay in the competition, here’s a curated list of the 10 best strategies for automotive digital marketing.
1) Build an Engaging Website
Your website is super important because 95% of people start looking for a car online. To make sure they stick around, your website needs to be fun and easy to use. Listen to what your visitors say and make changes based on their feedback. Websites should load quickly, ideally in 2 to 3 seconds, or you might lose potential customers. Also, make sure your site looks good on both computers and phones since over 60% of people browse from their phones.
2) Create Thought Leadership Content
Becoming a go-to expert in the car industry can really help your business. Share useful information through blogs, videos, and social media to show you know your stuff. About 80% of people like learning from educational content before making a decision. Being active and helpful by engaging in social media marketing for car dealerships can also boost your reputation and attract more visitors to your site.
3) Use SEO and Google Ads
Search Engine Optimization (SEO) and Google Ads are key tools to help people find your dealership online. SEO helps your website show up higher in search results. Almost 90% of people don’t look past the first page of search results, so SEO is crucial. Google Ads are a type of pay-per-click (PPC) advertising where you only pay when someone clicks your ad. This can be very cost-effective and bring in a lot of traffic if done right.
4) Leverage SMS Marketing
Text message marketing is a great way to reach people because 98% of texts are opened. Most people use their phones a lot and prefer getting promotions via text. Sending special offers and updates through SMS can be a very effective way to catch their attention.
5) Focus on Customer Experience
Creating a great automotive customer experience for your customers can make them more loyal and likely to return. Businesses that focus on making their customers happy often see better satisfaction scores and more repeat business. Personalizing your service, like playing customers’ favorite music at your dealership, can make a big difference.
6) Research Car-Buying Trends
Understanding current trends can help you market better. For example, 93% of people are using their cars more because of the pandemic, and 20% of those who didn’t own a car before are now thinking about buying one. Many people also look for good deals, so highlighting your promotions online can attract more customers.
7) Target Specific Demographics
Knowing who your customers are helps you market more effectively. You can divide your audience based on things like age, income, or location to make your ads more relevant. For example, targeting ads to younger people or those in certain areas can help you reach the right audience more easily.
8) Implement Paid Advertising and Remarketing
Paid ads, like banner ads and automotive social media marketing promotions, can help your process of car dealership marketing get noticed. Remarketing means showing ads to people who have already visited your site. This is effective because these people have already shown interest in your business, so they’re more likely to come back and buy.
9) Utilize Email and Text Marketing
Even with all the new digital marketing tools, email and text messages are still very important. Use emails to keep customers informed about new deals and updates. Text messages have a high open rate and are great for quick updates and special offers.
10) Make the Most of Social Media
Social media is a big deal for automobile marketing. It helps you connect with potential buyers and build your brand. Use social media to post engaging content, run ads, and interact with car enthusiasts. High-quality images and videos of your cars can grab attention and get more people interested in what you have to offer.
11) Proactively Manage Your Negative Keyword List
Your ads can appear for searches that are irrelevant which can cost you money for unwanted clicks. To mitigate this, you should regularly update your negative keyword list instead of limiting reach with exact keywords. This protects both your credibility and budget in automotive marketing strategies by preventing irrelevant searches.
12) Re-engage Existing Customers
Focus on past and current customers for more sales opportunities. Retargeting buyers or those buyers that have shown interest can yield surprising results. Make use of newsletters to offer upgrades, maintenance deals, or special promotions and help maintain customer relationships and keep your dealership top-of-mind for future purchases.
13) Implement Referral Marketing
Referral marketing builds trust and generates leads. Customers trust peer recommendations over sales pitches which increases the likelihood of their conversion. Incentivize referrals by offering cash rewards such as $100 for both the referrer and the new customer upon purchase. This practice helps boost sales and foster goodwill.
14) Automate Lead Nurturing
Automation ensures that no lead is neglected. You can deliver relevant content at the right time by setting nurturing actions based on triggers such as ad clicks or form submissions. Leads from platforms like Facebook seamlessly integrate into your CRM and enable continuous re-engagement through targeted ads.
15) Encourage Customer Reviews
Online reviews boost visibility, build trust, and provide valuable feedback. Encourage reviews by following up with customers after interactions, highlighting your dealership’s quality and service. Display reviews on your website and manage responses to maintain a strong online reputation, driving more future business.
8 Best Social Media Marketing Tips for the Automotive Industry Using Meta Technologies
To succeed in automotive social media marketing, leveraging Meta’s powerful tools is essential. From engaging video content to precise audience targeting and retargeting strategies, these tips will help optimize your efforts, generate leads, and build lasting customer relationships.
1) Utilizing Lead Ads Effectively
Lead ads simplify capturing potential buyers’ details through pre-filled forms, reducing user friction. Connect these ads to your automotive CRM for seamless lead management and automated follow-ups, ensuring your prospects are nurtured from the start.
2) Refining Audience Segmentation
Meta’s audience targeting integrates with CRM tools for enhanced results.
Custom Audiences: Target users based on their prior interactions with your website.
Lookalike Audiences: Reach new prospects by mirroring your top customers.
Conversion Leads: Focus on users most likely to convert using Facebook’s Conversion API.
3) Executing Retargeting Strategies
Dynamic Ads: Retarget visitors with personalized ads featuring the vehicles they viewed.
Engagement Retargeting: Re-engage users who interacted with posts or ads but didn’t convert. A MetaPixel and Conversions API improve targeting accuracy and campaign effectiveness.
4) Maximizing Video Content
Incorporate videos like virtual car tours, customer testimonials, and behind-the-scenes footage to engage audiences. Use Facebook Live for Q&A sessions, unveilings, and real-time interaction with leads to build deeper connections.
5) Ad Optimization Tactics
Optimize Meta ads through A/B testing different creatives, headlines, and CTAs. Experiment with various placements like news feeds or stories to identify the most effective spots for your automotive lead generation efforts.
6) Engage Leads Promptly
Automate responses to immediately acknowledge new leads and provide relevant information. Organize lead data to send follow-up emails or messages, keeping prospects engaged and progressing down the sales funnel efficiently.
7) Boost Engagement with Contests
You can generate user interaction by running promotions or competitions such as offering a free tire change. Sharing such events builds goodwill, improves brand visibility, and offers shareable content that also builds customer loyalty by reaching interested buyers.
8) Leverage Social Ad Objectives
Meta’s lead ads streamline prospect collection by auto-filling user information from profiles. This streamlining process improves engagement because users simply confirm and submit forms and this makes it an efficient way to boost lead generation in automotive marketing.
Real-World Automotive Marketing Examples
Here are some successful real world advertising campaigns from major automotive brands that showcase their innovative strategies to boost their brand’s visibility and engagement:
Mercedes-Benz
Mercedes-Benz partnered with *Avatar: The Way of Water* to promote its new electric vehicles through the “Earth is our Pandora” campaign. Using TV commercials, social media, influencers, and immersive touchpoints, the campaign generated 1 million+ impressions, over 40,000 social engagements, and 100,000 interactions at touchpoints.
BMW
BMW Spain launched a TikTok campaign featuring a visually engaging video linked to ads with pre-filled lead generation forms. The campaign enhanced lead quality and lowered CPL by 47% compared to other formats, efficiently syncing data with their CRM to validate potential customers’ email IDs.
Toyota
Toyota collaborated with LadBible to target millennials and GenZ by promoting the NG Yaris as the ultimate post-COVID road trip car. Using a car treadmill simulation, the campaign reached 28.8 million users on social media and increased Yaris’ purchase intent, desirability, and brand consideration.
Top 15 Automotive Marketing Trends of 2024
In 2024, the car industry is dealing with both problems and chances. Digital leads for buying cars online have jumped by 38%, but overall leads from websites have fallen by 30%. More people are choosing to shop for cars online because it’s easy and all-in-one. Here are 15 big automotive industry trends changing the car world this year:
1) More People are Buying Cars Online
Around 92% of people now search for cars online before they buy one. Younger buyers especially prefer checking out car options on the internet. But even though lots of people research online, 79% still want to go to a dealership to buy their car in person. This means that even as online shopping grows, dealerships are still important. Car buyers today know a lot more about the cars they want before they ever step into a dealership, so sellers need to be ready to meet informed customers.
2) Electric Cars are Still Growing in Popularity
Electric cars (EVs) are becoming more popular, with the market expected to reach $623 billion globally by 2024. Even though things like supply chain problems and high material costs have made things tough, EV sales are rising. In 2021, EV sales doubled, and now electric cars make up about 5% of the car market. People like EVs for their eco-friendliness, but the biggest challenge is their price and the lack of charging stations. Making them more affordable and increasing charging spots could make EVs more popular.
3) Hybrid Cars are a Popular Choice
While electric cars are growing, many people still prefer hybrid vehicles because they aren’t ready for a fully electric car yet. Hybrids are a good middle ground, offering some electric driving but still having a gasoline engine. Hybrid sales went up by more than 50% in the U.S. last year, showing that a lot of people want to lower their emissions but don’t want to worry about charging an EV. Automakers need to keep offering hybrid options while working toward an all-electric future.
4) Car Prices are Too High for Many Buyers
The average new car price in the U.S. was over $48,000 in 2023. This has made it hard for people with lower or middle incomes to afford new cars, meaning that car sales are mostly happening among higher-income buyers. In 2024, car sales are only expected to grow by about 2%, a much slower rate than before the pandemic. With prices staying high, automakers and marketers need to focus on showing customers the value they get for their money.
5) Cars are Turning into High-Tech Machines
At CES 2024, automakers showed off new tech like augmented reality (AR), artificial intelligence (AI), and in-car gaming. Companies like BMW, Mercedes-Benz, and Volkswagen are making cars that feel more like smart devices, where you can use voice assistants and interact with AI. This makes the driving experience more personalized and fun. Technology is becoming a bigger part of the car-buying decision, and people want cars that can do more than just drive.
6) AI in Automotive Marketing
AI in automobile industry is becoming a big deal in car marketing. Automotive marketing software tools powered by AI can predict what customers want, make ads more effective, and even help car dealers know what models to promote. This technology helps marketers show the right ads to the right people at the right time, saving money and improving results. AI can also help with things like analyzing shopping behavior to create better marketing strategies.
7) Omnichannel Marketing Connects Everything
Omnichannel marketing is about making sure customers have the same experience no matter where they shop, whether it’s online or in person. This means that car buyers can start their journey online, talk to chatbots, compare prices, and then go to the dealership knowing exactly what they want. Companies like Ford are using this approach to make car shopping smoother and more connected, which leads to happier customers and more sales.
8) Sustainability is Important
With more people caring about the environment, one-third of car buyers want eco-friendly options. Brands like General Motors are showing off their sustainability efforts to connect with these environmentally conscious consumers. But companies need to be genuine about their sustainability plans, as people can tell when a brand is just pretending to care about the environment (called “greenwashing”).
9) Mobile Research is Growing
More than 65% of visits to car websites now come from mobile devices. People use their phones to compare prices, check reviews, and look up information about cars when they’re on the go. With most U.S. households owning about 10 devices, automakers must make sure their websites and ads work well across all screens, from phones to TVs, to reach customers wherever they are.
10) Video Marketing is Key
More than 75% of car shoppers say that online videos help them decide what car to buy. Automotive video marketing that shows 360-degree views of the car or engaging stories about the car’s features can convince people to buy without even needing a test drive. Car brands that use creative, emotional videos in their marketing are more likely to capture the attention of potential buyers and boost sales.
11) First-Party Data is Important as Cookies Disappear
As third-party cookies (used to track people online) go away, automakers need to focus on using first-party data (information collected directly from users) to target their ads. Tools like KORTX’s Axon Audience Manager help companies gather this data and use it for more personalized and effective marketing. By relying on first-party data, car companies can keep their marketing strong even as privacy rules tighten.
12) Social Media Drives Car Sales
Social media platforms like YouTube, Facebook, Instagram, and TikTok play a big role in the car-buying process. Over 21% of car buyers say that social media directly influenced their decision, and 71% use it to research cars. After people buy a car, many still use social media to stay in touch with the brand and ask questions about services, especially younger buyers like millennials and Gen Z.
13) CTV Advertising is Growing Rapidly
As streaming services gain popularity, advertisers are increasing investment in Connected TV (CTV) advertising. In 2020, U.S. CTV investments grew 41% to over $9 billion. By 2025, this figure is projected to exceed $24 billion, making CTV a crucial part of future marketing strategies.
14) Dealerships Remain Crucial for Now
Despite rising online car sales, 80% of buyers still prefer visiting dealerships to experience brands, test drive, and finalize purchases. Baby Boomers, in particular, resist online transactions, affirming the ongoing relevance of physical dealerships in automotive sales.
15) Online Research Dominates Pre-Dealership Visits
While most buyers still prefer in-person dealership experiences, they increasingly research cars online before visiting. This shift highlights the importance of strong digital presence and online resources in influencing buyers’ decisions ahead of dealership visits.
Top Automotive Marketing Companies
If you are in search of an automotive marketing agencies that will effectively boost your sales, here is a list of top-rated companies:
| Company | Overview |
| Spyne | Spyne provides AI-powered photo booths that make capturing and editing car pictures quick and easy. |
| RevLocal | RevLocal specializes in enhancing a business’s online presence through tailored digital marketing strategies. |
| SmartSites | SmartSites offers top-quality digital marketing services designed to increase website traffic and sales. |
| Local Dealers Marketing | SaaS company that offers full-service digital marketing for car dealerships and creative services. |
| Automotive Marketing Gurus | Automotive Marketing Gurus uses their MOJO platform to streamline car marketing efforts and reporting. |
| GREEN LINE AUTOMOTIVE | GREEN LINE AUTOMOTIVE delivers digital marketing solutions for car dealers with customized strategies and no extra fees. |
| AutoSweet | AutoSweet provides marketing solutions aimed at driving leads, traffic, and sales for automotive businesses. |
| Bird Marketing | Bird Marketing is a global agency known for its innovative digital marketing strategies and award-winning results. |
| J Franco Marketing | J Franco Marketing connects with mobile consumers using advanced text message marketing technology. |
| CMB Automotive Marketing | CMB Automotive Marketing focuses on branding and marketing specifically for car companies and their suppliers. |
| Lead Foot Digital | Lead Foot Digital offers AI-driven marketing tools to enhance results and make the most of your marketing budget. |
| Force Marketing | Force Marketing provides a full range of marketing services for large automotive dealer groups and OEMs. |
How Can Spyne Help in Automotive Marketing?
Spyne can help you market your dealership with its exclusive suite of cutting-edge tools and solutions. It offers high-quality photos for your vehicle display ads using Image Studio and 360 Spin. Additionally, it can create a comprehensive short video covering all major details about your car with the Video Tour feature. Spyne also provides an advanced AI-based website builder that enables you to create a website in just minutes! Spyne is the best provider of end-to-end merchandising and marketing solutions!
Conclusion
Strategizing your automotive marketing approach is critical for your automotive digital retailing business. However, it can take a lot of work to keep up with the trends and practices and the infinite transformations in space. These are just a few tips and ideas to help you get a hold of marketing reins. However, you must evolve and adapt seamlessly to beat the competition.
To learn more about increasing conversions for your automobiles using visual merchandising, contact us and book a free demo!
