Effective marketing strategies are critical to your bottom line, but in today’s ever-changing environment, you may find it hard to keep up. On today’s Inside Automotive, we’re joined by the Digital Marketing Manager for Nielsen, Dodge, Chrysler, Jeep, and Ram, Colin Carrasquillo, to tell us what we need to know about marketing today.
According to Carrasquillo, marketing within the automotive industry is an ever-changing state. Therefore, he suggests that the dealer community should focus on three primary factors buzzing around the industry:
- EVs
- Automation and artificial intelligence (AI)
- Video
Electric Vehicles
Carrasquillo claimed he was pleasantly surprised by the dealer community as they knew about AI and were already utilizing it within their dealers to leverage it for marketing. However, Carrasquillo emphasized, “If we focus first on EVs, it’s not just about the infrastructure because dealers are investing in the push. But, they also need to build awareness for the consumer to answer all their questions regarding owning and maintaining an EV.” Additionally, Carrasquillo explains how there is, in fact, awareness around EVs, but it varies by manufacturer. He encourages dealers to consider EV awareness a separate but equally significant entity.
Artificial intelligence
Within the dealer community, Carrasquillo encourages dealers when utilizing AI to go into ChatGPT or Google Bard and ask: what are the ten most frequently asked questions about EVs? Such as, what are the questions surrounding purchasing or owning an EV? “Whatever it spits back out is the information compiled from all over the web.” It provides the most relevant information from consumer searches Google and Bing deem as the most effective results.
After requesting the FAQs from the chatbots, present the data on the dealer websites. In this manner, not only will a significant organic optimization be built, but dealers will also have access to a research hub to increase traffic to audiences that are unique to dealers.
Video
Dealers must understand the need for video and its power in disseminating it to all advertising and marketing channels, such as Facebook, Instagram, Youtube, and even TikTok. According to a recent study composed by Google’s CFO, 40% of Generation Z started their research on Tiktok. It’s important to note that Gen Z is tomorrow’s buyer. Therefore, getting in front of them with video advertising is crucial.
According to Carrasquillo, “Don’t think the consumer is looking for high-end videos. Sometimes It’s much more authentic with an iPhone or mobile video.”
