The automotive industry is one of the biggest globally, and consists of countless companies that involve design, development, manufacturing, marketing, and sales. It also generates massive yearly revenues with a massive amount of dealers, brands, and independent sellers jostling for their market share. Getting new buyers while retaining existing ones is a huge challenge, so it is imperative to create an automotive campaign that delivers.
What is automotive campaign management?
Automotive campaign management basically refers to creating campaigns for promoting and advertising vehicles and related products or services within the automotive industry. It means strategically planning and implementing various marketing techniques to lure and engage potential customers, boost brand awareness, drive sales, and build customer loyalty. This type of campaign automotive advertising includes activities like traditional advertising, digital marketing, social media campaigns, content creation, events, sponsorships, and other promotional efforts. An automotive campaign is customized to target specific demographics and meet the needs of consumers interested in automobiles. It positions a brand or a certain vehicle as a desirable choice, in a competitive market, for establishing a strong presence in the minds of potential customers.
Ideas for running automotive campaigns
Mobile responsive marketing
Did you know that an average car buyer spends 33% of their journey time on mobile devices? All content, visuals, and ads have to be mobile-friendly. Companies usually develop content keeping the desktop in mind, and then force-fit it for mobile, which is a mistake. Google has now introduced a dedicated channel that helps automotive players ensure an immersive mobile experience. Compared to conventional automotive digital marketing strategies, mobile ads can boost conversions by 45%.
Search engine optimization (SEO)
It is necessary to boost visibility online, so your automotive website has to appear on top of the search results, when users enter relevant keywords. Thus, potential customers see your website first. Using SEO techniques, you can get website pages to rank higher on search engines. Make sure to position relevant keywords throughout the site and blogs – it provides useful information to shoppers and helps in achieving higher rankings too.
Video marketing
Nowadays, video content is ruling the roost in the automotive industry, so it should definitely be a part of your automotive campaign. Potential buyers need to view the car from all its angles, and get a feel of what it would be like to own it. Create interesting videos of a particular vehicle, while highlighting its build and best features (video test drives, accessory demos, and 360 degree visuals), and upload it on your website and social media channels. The videos should be detailed and informative, so viewers engage with them instantly. By tailoring this experience, you subtly convince buyers to take a closer look at a certain vehicle. With your video doing much of the work, your on-site sales personnel will simply need to give a final push to persuade visitors to buy.
Manage reviews
Don’t neglect online reviews, as it is an excellent automotive campaign strategy that can attract more buyers to dealerships. Respond to online reviews, especially negative ones, because potential buyers need to see that you take every customer seriously, even if they aren’t happy with the product or service. You have to actively work on boosting the number of positive reviews as well. In addition to general review sites like Google and Facebook, auto marketers should also be paying close attention to feedback on auto dealership review sites. These platforms are inhabited by serious car buyers, who are more likely to visit your dealership, if customers have good things to say.
Live streaming and events
Live streaming is another potential tool to attract and engage buyers. You can talk about your car features, new arrivals or offers, conduct live sales, address buyers’ doubts and concerns, and so on. Moreover, you can collaborate and participate in other live events. Take part in webinars and discussions and expand your reach.
Remember, you can’t follow any particular formula or a fixed strategy while designing an automotive campaign. It is an ever-changing landscape, and businesses have to adapt to trends accordingly, as it is the only way to grow and stay ahead of competition. Several trends arise in automotive marketing every year – you have to stay updated and integrate them into your campaign if and when required.
