The digital acceleration highlighted organisational silos for automotive groups and dealerships – there is an emerging need for marketing solutions that bring together various technologies and disconnected data.
How has the Automotive Industry changed?
The growing digitisation of the modern world impacted the automotive industry, and with the emergence of the pandemic, the shift towards digitisation has only accelerated.
Electronic vehicle production is on the rise and set to replace traditional cars in the coming decades. Additionally, a general awareness around environmental issues has also impacted the sales trends in the automotive sector. Car manufacturers have pledged to release more hybrid and electric vehicles in the market in the coming decade and governments around the world are already investing in more charging stations.
Customer behaviour also changed due to the COVID pandemic. Existing trends towards digital purchasing accelerated as work moved to home. People who had resisted online interactions had no choice but to adjust. Those who already had tried online shopping got even more comfortable with it.
There was a noticeable rise in sales of automobiles online. Many e-commerce websites and similar affiliates began selling more vehicles online, offering a hassle-free option for consumers. Due to this trend, there was a steady decline in traditional car dealership saless around the world and a new hybrid sales model emerged. With features like virtual tours and test driving at home, the need for the physical presence of the consumer diminished.
How can the automobile industry make a post-pandemic comeback?
Acxiom’s automotive experts target where the industry is going, from mobility and autonomous vehicles, to redefining the auto lead. Acxiom establishes how sales from existing and new revenue streams both inside and outside of the vehicle are aggregated, attributed, and now monetised.
Acxiom can optimise your data to enable more relevant people-based marketing strategies for your brand and automotive partners.
What are the key challenges and trends in automotive marketing?
With increasingly tough competition coupled with the changing buying habits of the consumer, the automotive industry is under pressure to innovate and adapt to emerging trends.
What do customer want from the auto market?
Taking a step back, if OEMs are to meet consumer expectations, they must first understand what buyers are actually looking for from their car. Fundamentally, what people want in a car remains the same as ever:
- Reliability is the essential factor in buying a car, it needs to be comfortable and safe, while price, performance and the car’s aesthetics play pivotal roles for different market segments.
- Fuel efficiency has become more important over the years, but it remains a secondary concern.
- In-car personalisation is an interesting factor for car enthusiasts – for example, fuel suggestions based on the route and typical fuel use. This is the most popular, followed by assistance on the best driving experience (traffic, scenic route etc.) and route memory and prompt (recognising typical routes and asking if you’re on that journey again).
How to plan a digital automotive marketing strategy?
Nobody connects data, identity and technology across the customer journey like Acxiom. We’re helping Automotive brands mobilise data to transfer the industry’s challenges into customer-centric outcomes in real-time, to deliver personalised experiences.
As Auto manufacturers become software companies, our data-first philosophy can harness connected-vehicle data, delivering valuable insights, all the while building engagement through seamless customer communications. This delivers both a measurable increase in revenue, and a tangible lift in customer satisfaction levels.
Acxiom can optimise your data to enable more relevant people-based marketing strategies for your brand and automotive partners.
Results of our people-based automotive marketing strategies
Acxiom optimises your first party automotive data to enable more relevant people-based marketing strategies for your brand and partners.
Acxiom CDP Automotive
Watch a short video to see a customer journey fueled by Acxiom CDP, Data and Identity
Automotive Marketing Success Stories
Speak with Our Automotive Marketing Experts
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Carsten Hoffmann
Acxiom EMEA, Director Business Development, Marketing Services
Carsten Hoffmann serves as Business Development Director at Acxiom for the EMEA region. He has supported Acxiom’s clients for the past 20 years with maximizing value from their data and technology across the entire marketing ecosystem in order to create seamless experiences for their customers.
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Lars Formanek
Senior Strategy Consultant at Acxiom EMEA
Lars Formanek advises companies on the development of holistic personalisation and customer experience strategies with the aim of securing a sustainable competitive edge in increasingly disruptive markets. He takes a client-specific approach to marketing transformation through the development of data, technology and customer intelligence.
Automotive Marketing Thought Leadership
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The Future of Automotive Retail is Now
Reuter’s digital retail whitepaper explores how OEMs and dealers are adapting to the new digital age and review best practices for meeting customer expectations now and into the future.
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Connected and Self-Driving Vehicles Spark Industry Convergence
Data isn’t just driving the future of the automotive industry. It’s the now.
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Re-imagining Customer Experience
In uncertain times like these, it is critical that brands stay focused on delivering exceptional customer experiences. It’s also important to instill confidence, confidence that a company in the virtual or physical world will deal with customers as individuals and understand their needs, drivers and concerns.
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Driving Media Optimisation with CDPs
Learn how an automotive leader can now create consistent customer experiences across all touchpoints, allowing teams to make data-driven decisions, optimise operations, and increase budget efficiency.
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Why People Should Be the Center of Any Future Automotive Supply Chain Strategy
Building a better automotive supply chain requires a better understanding of people. The popular demand for advanced vehicle technologies is determining how automobile companies are approaching supply chain challenges.
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In the Driver’s Seat Spotlight on Acxiom’s John Campos
Automotive News
John Campos, Group Vice President at Acxiom, discusses the importance of data in pinpointing potential automotive customers, how brands can connect with consumers as third-party cookies go away and how data and analytics can assist with electric vehicle adoption.