Personalisation cannot happen without information, but information cannot be utilised without data management and breaking down silo walls. The automobile business, like the retail industry, is undergoing huge disruption. Indian automotive marketers know digital marketing is the key to a connected car experience – but first they must unlock the data silos.
The way consumers shop for cars has changed markedly. The internet is now the primarily point of research to compare features and seek out the best offers from car dealers. Car dealers in turn are trying to ensure the car is as connected to a consumer’s life as their smartphone.
The automotive industry has been quick to realise they need to nurture the consumer from the beginning of their shopping journey, creating a personalised experience online and within this new era of digital dealerships. By utilising the right data combined with an effective marketing strategy, they can better serve customers and create personalised experiences that make the journey to purchase more streamlined and intuitive.
For example, a consumer may begin the search for a new car by visiting an automotive website to research a vehicle. This action will generate a display advertisement on their Facebook news feed or an email with a special offer.
Personalisation is continued into the dealership. If the consumer has shown interest in hatchbacks in their online habits, information about hatchbacks will be displayed on digital displays within the dealership.
The least important aspect of a car purchase decision nowadays is actually driving the car!
Connected car experience
The automotive industry is focused on connecting a consumer’s experience across all of the digital platforms they use, which in turn helps consumers feel more engaged throughout multiple touch points.
The most popular methods of digital platform that automakers are adopting include mobile-based virtual showrooms, live web-cast of launch events, pre-launch digital campaigns, contests on social media and video-based short teaser campaigns to spike consumer’s interest in new products.
According to media reports in 2016, the auto sector contributed 8.2 percent of the overall spending in digital marketing, this is much more than other major sectors like real estate, telecom, retail, e-commerce and banking.
The auto sector long ago staked a claim on using innovative marketing tactics, and continues to do so. Customers have grown to expect that brands deliver messages tailored to their interests, and that’s why personalisation is so important.
Car dealers in India are keenly aware of this and are stepping up their digital marketing strategy, keeping an eye on developments in the artificial intelligence arena. AI software, such as Adobe Sensei – a new framework and set of intelligent services that improve the design and delivery of digital experiences – is changing the pace of digital marketing innovation in the auto sector.
The data transformation agenda
To keep up with other global car brands, Indian auto dealers will however need to speed track their data integration strategy. A single repository of data is required before new advances mentioned above can be enjoyed.
Top management need to drive this transformation agenda. Marketers will need to be comfortable relinquishing campaign management to technology. Point solutions inhibit the fulfillment of the bigger visions. Marketers need to think holistically – if they are to continue setting the trends that other industries follow.
With inspiring keynotes and breakout sessions presented by marketing leaders from around the region, you’ll gain expert insights into the fast-moving world of digital marketing at Adobe Symposium 2017.
Join us on 4th May at Grand Hyatt Mumbai!