In an era of increasingly short attention spans, how do automotive marketers reach and engage with tuned-out consumers? The experience of buying a car has changed dramatically over the last 10 years, but has the message changed? Do automakers understand the customer buying experience and the journey of buying a vehicle and are they thinking more in experiential terms? How do automakers convince reluctant buyers (think: young millennials) that they even want a car?
For automotive industry marketers, engaging and converting consumers in today's dynamic media environment is the order of the day, and at our 7th installment of this Marketing: Automotive conference, marketers and Advertising agency buyers and strategists will gather as part of the Los Angeles Auto Show to discuss these and other related topics for an information-packed day at the LA Convention Center.
As we start 2019, the U.S. automotive industry is coming off back-to-back sales declines after arriving at what was colloquially known as “peak auto” in 2016. In the last six months, the industry has seen layoffs in the tens of thousands from the likes of GM, Ford and Tesla, as well as reports that some 7 million Americans are now three months or more behind on their auto loan repayments.
For automotive industry marketers, these conditions present a particular kind of challenge. Though OEM spending is already moving to digital media and services and further away from traditional TV, radio and print, external economic pressures will only accelerate the shift to digital everything.
In this climate, efficiency is the order of the day, and is the theme for MediaPost’s fourth-annual Marketing: Automotive at the N.Y. International Auto Show at the Javits Center in Manhattan on April 17.
We will cover how auto marketers are:
In the First Quarter of 2018, American adults spent more than 11 hours a day interacting with media, with Internet-connected media accounting for 57 percent of that total for 18-34-year-olds (read: Millennials). For automotive marketers in particular, these stats provide interesting food-for-thought, especially as they make plans for 2019 and beyond.
Why, because now that Millennials (Gen Y) have been fully assimilated into society as adults, marketers must now turn their attention to the incoming Digital Natives (Gen Z), who by some estimates already account for 25 percent of the U.S. population. These mobile/social-first consumers tend to be a fickle, advertising-averse bunch that generally prefers to rent rather than own anything. Traditional methods of advertising simply will not reach them, which could prove problematic for unprepared auto marketers, in particular.
With that in mind, welcome to the Post-Advertising Era. And welcome to MediaPost’s inaugural Marketing: Automotive Forum at the 2018 Automobility LA Conference at the Los Angeles Convention Center on Nov 27, where attendees can expect to learn:
Deep into the digital age, TV still reigns supreme for most automotive marketers. How are today’s digitally-empowered consumers relating to top-of-funnel brand messaging in 2018? How are OEMs justifying the ROI of Big Idea brand advertising in a world where price-conscious consumers conduct their own research and use social media as a forum to endorse, criticize and challenge brands publicly? How is money being diffused across digital channels, in particular, especially since mid to lower funnel is where most decision-making takes place? And where do ROI and attribution fit into all this?
At our second annual Marketing Automotive conference at the New York International Auto Show, MediaPost will take a hard look at how technology is impacting marketing, with presentations by executives from iconic automotive brands and their agencies that will demonstrate how they tie messaging together across today's diverse channels.
This March, the New York International Auto Show will spotlight production, near-production, and concept vehicles that speak volumes about how automakers are addressing a future of connected cars, alternative power-train technology, and quickly evolving consumer expectations and desires. At our inaugural automotive conference at Jacob Javits Convention Center, MediaPost will take a hard look at how marketers are addressing transformation. Our Marketing Automotive conference will, for example, ponder the paradox of the younger automotive prospect: is the car still the embodiment of freedom for the next generation, or merely a rolling connected "appliance"? How are automakers handling transformation in the digital landscape to generate efficiencies and create content that inspires consumers? How about the luxury market, which is now in flux as new players enter the fray, and mass market brands introduce their own definitions of "premium". Also in transformation: the U.S. population, whose changing makeup will soon render the terms “general market” and “diversity market” irrelevant. Finally, we will look at the connected car, and the power of telematics/infotainment platforms as sub-brands and de facto marketing channels. Or course, no conference on marketing would be complete without some great examples of campaigns and strategies automakers are using today.
They don’t kick tires. They don’t regard haggling as a sport. And when this multi-channel-enabled car shopper of 2016 comes into the showroom (if at all) she probably has already consulted multiple online sources that have armed her with more knowledge about that car she wants than your defenseless salesman can hope to know. Worse, she may even know what the last ten people in her area already paid for it.
Automakers are chasing the new car shopper across screens and through a labyrinth of product information sources: social, video, third party ratings, fan sites, online dealers, and maybe even your Web site fromtime to time.
At the inaugural Marketing Automotive event we come at the challenges for auto marketers the Mediapost way – consumer first. How are fragmented digital media experiences changing the path to purchase and opening up new opportunities for marketers to reach customers new and old in more personal, creative ways.
From mapping the new consumer journey to exploring how digital channel moves people to local retail, from social media influence to the need for big data, mobile and connected car strategies, we explore the emerging touchpoints marketers need to engage.