Turning the Corner in Automotive Marketing
Marketers driving on the conventional automotive marketing road should expect more than a few bumps to come their way in the future. Despite the automotive industry spending vast amounts on advertising and a record number of new product launches scheduled for this year, customer loyalty is decreasing and brand differentiation is more difficult to achieve. It's time to turn the corner. It's time to look clearly at what lies ahead on the road to the future. It's time to better understand the importance and value of building authentic, productive, and 1to1 relationships with customers.
We partnered with Carlson Marketing on a groundbreaking research study designed to quantify and examine the relationship strength between customers and automotive brands. This research sought to answer the most critical questions on the minds of marketers in the automotive industry. The questions include:
- Do customers have relationships with automotive brands?
- Which automotive brands are adept at building profitable customer relationships?
- Does it matter? What impact does relationship strength have on an individual's likelihood to recommend and repurchase from the automotive manufacturer?
- How can marketing strategies and tactics—including loyalty initiatives—be used to drive stronger relationships?