Adobe Digital Dialogue

April 13, 2017 /Digital Marketing /

Personalised digital experience defining the automotive industry

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!

Reg­is­ter today!

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