Evolving automotive marketing
The recession has not been all about doom and gloom, there have been some positives out of this. From what I can see the automotive market has made the most of it and come up with some initiative ways to stay afloat.
Since the recession set in, we consumers have become more conscious as to what kind of car we buy and how much it will cost to run. Car makers have realised this and most if not all of them have been marketing their cars as fuel efficient, cheap to maintain and reliable. Hybrid and electric cars have really benefited from the tightening of consumer’s belts.
As well as products car dealers as well as manufacturers have had to come out with better ways to market their products, when I say better I mean cheaper and more cost effective ways. We have seen dealers spend a lot more on online marketing such as SEO and PPC. Across the pond dealers have invested in web video marketing, something the UK dealers have been slow to adopt.
I have looked at the benefits of video marketing and come up with 7 reasons why all UK automotive brands should be doing video web marketing:
1. Media relations / pitches and press releases. Videos make pitches and press releases infinitely more interesting and engaging.
2. Building trust and credibility with targeted groups, trust is difficult to keep and maintain in the automotive industry and nothing builds trust like video. Instead of reading a text quote from a company spokesperson, viewers are able to actually see that spokesperson speaking.
3. Raising brand awareness. Videos that offer something of value like cash, prizes or 15 minutes of fame can spread like crazy and highlight a product’s involvement in a contest or promotion, raising awareness of the product, and by extension, the brand.
4. New car or model launches. Viral videos and branded entertainment are high-profile ways to announce new cars or updated models.
5. Content development. Company newsletters, blogs, speeches and annual reports are being sprinkled with videos.
6. Social media marketing. Video can be branded as heavily or as lightly as the creative and messaging dictate, and the larger story can be shared and developed via social media.
7. Events broadcast. While a single live event reaches only the people attending, social video allows PR teams to share the event with everyone.
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