The Drive For Data: The Future of Automotive Marketing in a Customer-Centric World
This Ansira webinar covers new automotive research based on qualitative interviews with senior marketing executives at premier auto manufacturers including BMW, Chevrolet, Ford, General Motors, Hyundai, Nissan, Subaru, Toyota, and Volkswagen. The research, conducted by Winterberry Group and sponsored by Ansira, looks at how automakers have been using data in new and innovative ways before and during the pandemic, to drive a customer-centric focus for brand management, promotions, and digital experiences.
Some Key Takeaways Include:
– Poor online experiences can undermine the full potential of the “digital shift”
– The importance of marketing attribution is critical; the marketing mix is ripe for a refresh as more customers migrate their attention, interest, and buying activity to digital channels
– The automotive market is rethinking their approach…to everything
Andy Arnold, EVP of Ansira Channel, is joined by Michael Harrison, Managing Partner at Winterberry Group, to discuss the insights revealed, and how the release of this research further amplifies the transformational power that the right data insights can provide to an automotive brand, and their dealer network of partners, and how they must develop a data-first approach to ensure successful automotive marketing.