Automotive B2B marketing: a sizable industry that has long been important to the global economy.
In other words, this automobile industry’s internal workings, the market, as well as public perception, and the behaviors of the pool of existing and potential customers, are evolving. As a result, the marketing dynamics must change to account for everything.
78.6 million automobiles were sold globally in 2018 alone. This figure was 65.6 million in 2009. In the past ten years, growth has been 46%. Additionally, in 2018, sales of diesel vehicles decreased by about 18% (mostly due to the “diesel gate” incidents).
At the same time, sales of gasoline-powered vehicles rose by 12%. There was a 28% growth in alternative fuel vehicle purchases, which now make up 8% of the market.
B2B promotion in the car industry
Just consider all the parts that go into a single car, from the tires and radios to the batteries and computer systems.
Here, other specialized businesses from all over the world supply the car manufacturer with the majority of the components; as a result, they are B2B. Specialized digital platforms, which are developing at an accelerating rate, are frequently used for transactions.
Then, consider the merchants, dealers, and resellers that sell around 95% of cars to the ultimate customer; once more, this is a B2B transaction. But we may go even further upstream and think about the same business processes.
Examine the efficiency achieved by depending on businesses that specialize in digitalization and dematerialization. Also, consider the eradication of paper documents.
B2B marketing strategies
B2B marketing techniques up until a few years ago were pretty rudimentary; there was a lack of understanding of the target audience and a propensity to speak to the broader public uniformly.
Today, thanks to the development of digital transformation, everything has changed. We’ll now examine the primary trends and topics affecting the sector.
E-commerce to mobile
Smartphones of today are practical tools. As a result, the first channel to consider if you want to launch a successful B2B marketing program is mobile (from website optimization, as a starting point, to the creation of responsive interfaces and dedicated applications).
In other words, prospective purchasers need to be able to obtain information quickly, easily, intuitively, and potentially even interactively, all from their smartphones. This is the first and most fundamental step.
The ultimate goal, however, is to implement a successful strategy (including “physical” and face-to-face elements as well as email marketing and social media, from desktop to tablet to mobile).
Everything must be driven by data
Initially a business industry catchphrase, “Big Data” is now almost universally used. But we must get past this designation and the attendant catchphrases.
The major ally of a marketing department is data, yet gathering as much data as you can is not the only goal. You need to know where to go for the proper data, the data that will be most beneficial for your company (consider “Smart Data” or “Deep Data”), and this is where the significance of optics recurs.
The ability to evaluate data (using analytics and artificial intelligence) is ultimately and most important.
The future of customization
The economy and many industries of business have been touched by digital transformation. It has made the consumer the focal point of the company, which is one of the largest effects, if not the main one.
This is the real goal of data-driven marketing in the automobile industry, which is now becoming more successful and tangible due to the personalization tools made available by specialized businesses for both B2B and B2C transactions.
In a nutshell, it is essentially a return to one of the oldest trade secrets: having a thorough understanding of the consumer in front of you and the ability to approach each one differently based on their particular traits and habits. Being in the appropriate location on the
The future of AR and VR
Modern technologies like augmented reality (AR) and virtual reality (VR) have the potential to lead to advancements in B2B marketing for the automotive industry.
Consider a supplier of interior automobile parts, for instance. Customers may now experience the value, potency, and beauty of its solutions thanks to augmented or virtual reality.
The most powerful combination is video and personalization
For B2B, video marketing is becoming more pertinent and significant. Let’s review the statistics:
- More people—55 percent—watch videos than any other kind of content.
- When watching a video, the average viewer retains 95% of the material; when reading text, this percentage lowers to 10%.