Automotive Marketing: Changing Gears in the Digital Age

Suggests how brands can take advantage of the online customer journey, especially social media, to inform automotive purchases, including examples of campaigns from India, Philippines, Korea, Australia and Thailand.

Very few purchases are more visceral than the experience of buying a car. From the point of view of a car buyer, it’s been a high involvement, high friction consumer journey on the path to purchase. Prospective car buyers would have to commit considerable time before making a purchase. This would involve multiple trips to and from various dealerships and conversations with numerous sales people in search for the right car and the best deal. The entire process could take months.

Today the tools of the internet have empowered the consumer and made it easier for brands to reach them...

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