The Perfect Fit: 3 Marketing Concepts Every Auto Manufacturer Needs to Focus On

Source: http://www.experian.com/blogs/marketing-forward/2019/03/25/perfect-fit-3-marketing-concepts-every-auto-manufacturer-needs-focus/

There are thousands of potential car buyers heading into dealerships and browsing sites for their next vehicle every day. And that means thousands of opportunities for automotive manufacturers to promote their vehicles to buyers. But not every vehicle will meet the needs and wants of each car buyer. So, how can brand marketers reach the individuals?

Simply put, it comes down to understanding the audience of the brand. However, today’s digitally-driven world makes a substantial challenge for new marketers — the overreliance on mobile devices and channels generates hundreds of touchpoints for new marketers. However, the data also creates a chance. If marketers can bridge the gap between offline and online touchpoints, they’ll be better positioned to develop messages that resonate with their audience and deliver communications through the very best channels. The final result? A more interaction with potential car buyers.

To get there marketers need to think about these concepts:

Navigate the identity settlement procedure
The secret to a relevant conversation begins and ends with knowing who you are currently addressing. People interact with brands. A person could see an ad for a vehicle at home in their desktop in their smartphone, later research the same vehicle or on a mobile program and test drive the vehicle a few days later. The marketer that can reconcile these three interactions that are different will be able cut down on wasted advertising and to deliver advertisements spend. Identity resolution is what allows you to be with your marketing.

Present the right offer
People are bombarded with hundreds, or even thousands, of ads daily. Marketers need to cut through the noise and send whether it is through e-newslettersTV spots, banner ads or direct mail pieces. If the mark is missed by automotive producers, it could result in brand reputation and a consumer. For instance, an marketer wouldn’t want to advertise the minivan.

Create customer loyalty
It’s important to stay on top of current market data and statistics to marketing campaigns. Purchase patterns and vehicle ownership can vary in each marketplace, which means brands may need to fine-tune loyalty strategies that are long-term. Might not work well for the Midwest market behind having a vehicle based on the motives and automobile buying patterns. Data can help resources.

Experian Marketing EngineTM helps automotive manufacturers participate customers across every channel while making the most of a marketing budget. Consolidate it’s designed to seamlessly collect and use customer data by linking online and offline identifiers to create a single customer view. Experian’s North American Vehicle Database has over 11 billion records and over 800 million vehicles, of which over 68 million are cars. Marketing Engine leverages automotive insights, such as automobile purchase behaviours and ownership data, and combines that. These automotive tools offer a more unified approach so that brands can make decisions, gain and retain new customers, and drive sales. Learn more at https://www.experian.com/automotive/marketing.

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