In this ever-evolving and quickly changing marketing world. Automotive businesses must face challenges such as suddenly changing consumer expectations, digital transformation, and demands. In addition to this, the integration of technologies like autonomous vehicles and electric cars has set the stage for automobile industries to explore different marketing strategies. One of those strategies is automotive product marketing. Product marketing in the automotive industry is a dynamic field that plays an important role in the automotive industry’s success. It’s about more than just selling cars; it’s about creating brand loyalty, building trust, and providing value to customers throughout their ownership journey. Let’s deep dive in to find out more about product marketing automotive.
What is Automotive Product Marketing?
Automotive marketing or automotive product marketing, according to Amazon refers to helping dealerships connect with potential car shoppers, which includes those people who are looking for a car or those who are still researching. All of this is done through advertising and promoting. It involves planning and strategizing various techniques to market a product, which in this case is the automobile. The main focus of product marketing automotive is to engage interested customers and increase brand awareness.
Many automotive product marketing companies use wide range of activities to promote a brand. It can be through user marketing, where a strategy allows consumers to be a crucial part of marketing. This makes it an overall engaging and interactive experience for the consumers.
Impact of Technology in Automotive Product Marketing
Technology has had a huge impact on product marketing in automotive industry, transforming the way companies promote, sell, and engage with customers. Many new tools and technologies are now being implemented in marketing strategies. Through the following points, you will get a glimpse of digital automotive marketing examples, which will help you understand more about overall marketing in the auto industry.
Here are some of the ways in which technology has influenced:
1. Digital advertising and marketing
Since the dawn of the internet and social media platforms, a major portion of efforts that were given in automotive product marketing shifted online. Digital advertising allows target campaigns to reach specific demographics and individuals with a specific message and CTA. This amount of precision has elevated the efficiency of the amount spent on marketing and also improved overall ROI.
2. Virtual reality (VR) and augmented reality (AR)
VR and AR technologies have brought changes and revolutionized the car-buying experience. Customers can virtually explore vehicles, test drive them, and customize features, all from the comfort of their homes or showrooms. This immersive experience elevates customer engagement and helps buyers make more informed decisions.
3. Content marketing
Automotive content marketing has been a critical part of overall marketing for automotive companies since the rise of online marketing. Technology has extended the reach of content marketing efforts. Companies can now easily create engaging video content, blog posts, and social media campaigns to educate, entertain, and connect with their audience and potential customers. High-quality content can position a brand as an industry authority and build consumer trust.
4. Customer relationship management (CRM) systems
CRM systems powered by technology help automotive marketers and dealers track and manage customer interactions. These tools allow personalized communication, follow-up, and customer retention strategies, building stronger brand loyalty.
5. Online reviews and social media influence
Technology has given customers a powerful platform to share their opinions and experiences. Automotive social media marketing involves reviews and social media discussions that heavily influence potential buyers’ decisions. Companies must actively manage their online reputation and engage with customers to address concerns and build positive brand perception.
Industry Trends in Automotive Product Marketing 2024
To stay ahead, many automotive companies are using different marketing strategies and techniques. With such implementations, new trends are emerging in automotive marketing.
1. Short videos are on the rise
Short videos nowadays have been trending since last year. The popularity of short-form videos continues to be on the rise. It has shown dominance in the automotive product marketing space in 2022. YouTube and Instagram are now pushing short videos in their algorithms.
2. Influencers are making an impact
In the automotive market, you’ll find a wide range of influencers, from well-known automotive YouTubers boasting millions of subscribers to micro-influencers and social promoters with smaller followings, typically in the thousands. Micro-influencers often tend to generate greater engagement despite having a smaller reach. This is because consumers perceive them as relatable ‘everyday’ individuals, in contrast to the more high-class celebrity-status influencers.
3. Utilizing user generated content (UGC)
It gives a highly genuine representation of your marketing efforts and can position your product or service as something aspirational. Moreover, it humanizes your brand. User-generated content (UGC) finds its ideal platform on social media. It can take the form of a customer proudly showcasing their purchase through a photo or even a brief video of them unboxing the product.
While you may hesitate to request content from customers, it’s worth noting that most people genuinely take the opportunity to share content and express their perspectives. You can also consider prompting them in various ways, such as offering rewards for tagging your business in their posts, thereby further boosting your social media presence.
4. The content strategy is the key
Your content strategy remains a crucial component. Through the creation of a well-defined blueprint for content generation, distribution, and promotion, you can confidently connect with your intended audience with precision and timeliness.
This approach not only elevates brand recognition and customer interaction but also enhances overall marketing outcomes. Furthermore, a thought-out content strategy empowers efficient resource allocation and provides a means to gauge the effectiveness of your endeavors.
5. Blog content is valuable
Blogs have maintained their effectiveness as a marketing tool over time, and their relevance remains unwavering. They have stood the test of time because, quite frankly, they excel as a marketing tactic.
WDA has delved into this subject recently; you can explore our blog article titled ‘Why Written Content Continues to Reign Supreme’ for deeper insights. In essence, Informative blog content enriches the reader’s experience.It establishes you as the authoritative figure in your field.
Unique, informative content significantly enhances Search Engine Optimization (SEO).
6. Sustainability growth and social responsibility
In a recent survey of 850 businesses conducted in 2022, a staggering 80% expressed their intent to increase sustainability investments in the coming two years. This commitment is particularly critical in the automotive industry, given the accelerating shift toward electric vehicles (EVs) and enhanced internal combustion engine (ICE) efficiency, spanning both production and the vehicles’ operational lifetimes.
It’s worth noting that a genuine dedication to socially responsible and sustainable practices has been proven to foster stronger customer loyalty. If these priorities do not feature prominently in your agenda for 2024 and beyond, you may find yourself at risk of losing valuable business opportunities.
7. Goodbye to traditional google analytics
Analytics is a huge part of automotive product marketing. Google Analytics 4 (GA4), the newer version, made its debut a few years ago. This development could have significant implications for you, especially if you’re among the 30% of marketers who have yet to make the transition.
8. No need for an expert in every field
If you rely on an in-house marketing team, it’s unlikely that you possess the extensive expertise required across all the fields of modern marketing. This limitation can make it increasingly challenging to easily respond to evolving market dynamics and emerging trends.
Fortunately, you don’t need to be a specialist or expert in every discipline, but it is important that your marketing efforts are seamlessly integrated and guided by a well-crafted strategy. This is particularly crucial due to the growing multitude of customer touchpoints, which necessitates a concerted effort to ensure your message stands out in a crowded landscape.
What are the key challenges in automotive product marketing?
The main problem every automaker faces is tough competition, and with that, there are other marketing problems that they have to deal with. Here are some of the key challenges in product marketing automotive
1. Finding a balance between marketing and branding
2. Transitioning to Sustainability: From Perception to Reality
3. Urbanization
4. To be efficient, customer-oriented, and build strong brands
5. Understanding car culture in the future
6. Cooperating with different industries
7. Applying modern view
8. Attracting key talents
Product Marketing Element Found in the Luxury Car Industry
The luxury car market revolves around three major players: Mercedes Benz, BMW, and Audi. Together, they command a significant share of sales within this sector. While the industry holds promise for future growth, manufacturers and resellers must remain aware and actively monitor external developments. Although the brands are expected to maintain their dominance, other contenders, including brands like Vauxhall, are striving to enter the luxury market by changing their product offerings. This includes incorporating premium materials in their interiors and adopting design elements, such as larger-diameter wheels, that were traditionally associated with luxury car products. These luxury car brands do follow the basic rules of automotive product marketing. It is widely recognized that organizations must start an internal analysis when starting strategic marketing endeavors, particularly to ensure the success of their products within their chosen market, such as the luxury car industry. In accordance with the 5C framework, organizations should delve into:
Customer Needs: Evaluating the existence of unmet consumer needs, like the desire for safety, prestige, and luxury, while maintaining optimal functionality in automobiles.
Company Resources: Assessing whether the organization has access to luxury suppliers or possesses in-house capabilities and expertise, such as the development of high-performance engines for Mercedes Benz’s AMG performance line cars.
Context: Adapting products to align with shifts in the external environment, such as the increasing interest in electric cars and other relevant market developments.
Competitors: Identifying rival firms and conducting benchmarking exercises to inform the creation of a distinctive product.
Collaborations: Exploring opportunities for strategic alliances with suppliers, as seen in the luxury car industry, where many brands openly work with others.
Top Automotive Product Marketing Companies
As we know, the automotive industry has gone through significant changes. Businesses need to stay on top even when customer preferences are changing. Therefore, automotive product marketing companies provide their services to auto businesses to build brand awareness and drive sales.
Here are some of the top picks in automotive product marketing companies:
1. Sociallyin
2. Disruptive Advertising
3. SmartSites
4. Crafted Automotive
5. The Automotive Advertising Agency
6. Green Line Automotive
7. CBM
8. Cerious Productions
9. Automotive Marketing Gurus
10. Alioze
11. Team Lewis
12. Omni Advertising
13. Amra & Elma
What is User Marketing in the Automotive Industry and Its Examples
We know the consumer is the king, and with that mindset, many automotive companies market their brand with every stage of the consumer journey in their mind. In the realm of B2B automotive marketing, the significance of user-generated content, specifically user marketing in the automotive industry, has grown. Effective automotive marketing campaigns acknowledge the extended purchasing process and encompass various content types tailored to each phase of the customer journey. While user-generated content isn’t the sole solution, it wields considerable influence, often proving to be a game-changer.
Some of the most compelling user marketing in automotive industry examples are:
1. Nissan: #VersaVID
2. Ford: Fiesta Movement
3. Land Rover: Land Rover stories
4. Toyota: Paris Motor Show
Conclusion
In conclusion, the automotive industry faces numerous challenges and opportunities in the field of product marketing. It must adapt to rapidly changing consumer expectations and digital transformations while using emerging technologies such as autonomous vehicles and electric cars. Automotive product marketing is not just about selling cars; it’s about creating brand loyalty, building trust, and delivering value to customers throughout their ownership journey.
