Automotive Marketing: Changing Gears in the Digital Age

Reynold D’Silva and Aoi Tanaka-Ivanovic

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands