Automotive brands should focus on user experience rather than promoting attributes when creating videos and ads, according to new recommendations published by the Content Marketing Institute (CMI). The thought leader claims that the complex and unpredictable nature of the automotive sales funnel requires a unique approach to content strategy.
Data shows that just one-fifth of an original equipment manufacturer’s target audience plan to buy a new vehicle during any 12-month period, which makes it incredibly challenging for marketers to deliver return on investment with their content endeavours. Buyers also rely heavily on information from the Internet to inform their purchasing decisions.
Brain + Trust Partners’ founding partner Christopher Barger believes that automotive brands must begin to leverage digital tools to mine social media and other platforms for data. These tools can unearth genuine insights about a customer’s wants and needs in order to deliver targeted content that can reach and engage with consumers regularly.
Barger also urges brands to promote the experience of using a vehicle rather than doubling down on specific products and attributes. This shift will not only allow for more personal messages but also ensure that automotive enterprises can highlight their role as “mobility service providers.”
Barger revealed that the rise of car sharing and self-driving vehicles means that car ownership is likely to decline in the coming years, and marketers can remain relevant by using content to promote how unique that their brand experience is. He also echoed recent sentiments from marketing experts about the need to focus on the audience at all times.
“We don’t often enough begin content development by thinking about what the audience is thinking about and experiencing – how they prefer to view content like ours, what else they’ll likely be doing when they discover it or why they should pay attention to us instead of the dozens of other messages they’ve already decided to filter out,” Barger said.
He added: “If you want me to pay attention, tell me how (your car brand or your dealership) can reduce friction and increase simplicity in my life. Make your content about me, not you or your product or your service.”