Digital marketing is an effective tool in today’s digital landscape and it is useful in all industries including automotive industries. Companies create effective digital advertising strategies to promote their products and services, increase their brand value and awareness and to boost business growth by increasing sales.
Key digital advertising trends in automotive sector-
- Shift to online automotive purchases- Post covid-era, there was a big change in the automotive industry as those consumers who used public transport wanted to own a car. Due to this increased demand, there is a lot of competition among automobile companies. More than 80% of the potential car buyers research cars online using digital channels. In this way, it is easier for home buyers to compare various options and obtain detailed information of each model. Therefore, automobile companies need to devise such strategies so that they increase their online presence through social media and other digital platforms.
- Content strategy motivates buyers- In today’s era, search engines and car dealers are not the only primary research sources. Now, car buyers use social media, websites, video etc to research and get information about latest car models. A content strategy covers all these platforms keeping communication focused. This strategy must win customers from the beginning of the journey.
- Engaging video content is on the growth path- Video is one of the most effective mediums of storytelling and communication. Car buyers can watch videos of cars and in these videos they can watch all the design and features of the car. In this way, it gives a realistic picture of the vehicle to the customer without visiting the dealer’s store. Therefore, video content is crucial through video specific ad campaigns. Companies can use automotive content creators to reach a larger audience.
- Social media advertising- Automotive brands segment customers according to their specific demographics and targeted ads on Facebook, Instagram, Tiktok in order to attract an audience as these days most potential buyers contact brands on social media for various queries. In order to engage the audience through social media, companies can use questions/answers, quizzes, stories etc. Companies can also use social media to build communities such as car enthusiasts.
- Data analytics and artificial intelligence- This helps businesses use and analyze data and help understand consumer behavior and preferences. With the help of this, automotive businesses can devise marketing strategies in a better way and plan and allocate their resources for these campaigns.
- PPC and website optimization- Automotive businesses should use PPC ads and Search Engine Marketing (SEM) to appear on top of SERPs. Audiences using the internet first click on top results first and then move to the next results. Companies should also devise SEO strategies to boost their business as SEO is a cost-effective method. Using the right keywords and high quality content, they can optimize their website to rank higher on SERPs.
