Marketing cars: Driving digital success

Antony Green
Connect Group

An average of eight digital sources are used by prospective car buyers as they spend up to three months finding the right car, which is why the digital experience is vital for the automotive industry.

Digital marketing efforts by the top 10 car brands accounted for a massive $5.82 billion slice of the $16 billion-worth of automotive advertising investment in the US last year. There is no question that the category is big in the digital world, so how do they ensure this overall investment shows return all the way through the buying process?

Here are seven new themes for digital leadership that can guarantee success in 2014 and beyond.

1. Brand investment

Car marketers are in an ebullient mood. In 2014, Ford will launch 23 new vehicles around the world, open three more manufacturing facilities and add more than 5,000 new jobs in the United States to meet growing demand for its products. In the UK, there are now 96 different car brands competing for consumers' attention, with the Society of Motor Manufacturers and Traders claiming that around 2.25 million cars will have been sold in 2013.