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“Online marketing” has become an important tool for the automotive industry in this era.
If it was 10 years ago, before deciding to buy a car We probably use the way to walk into the showroom. To discuss information from sales representatives Which many people cannot decide at that moment Because I want to compare different car models and offers from many sales representatives
But this era is not like that
Less people enter the showroom from 5 times to just 2 times before making a decision. The new influencers are Google, Facebook and YouTube, which are popular channels for people to search for car models.
That is the reason why the famous car manufacturers are spending their money Online marketing more
Recently, the Digital Advertising Association (Thailand) and Kantar TNS (Thailand) have revealed the number of ad spending in digital media of various business groups, found that the automotive business still dominates the business investment in Online marketing Most in the past year With advertising money of more than 1,280 million baht, an increase of 72% from the previous year and the advertising budget for Online marketing Of this business group will rise as high as 1,500 million baht next year.
What makes famous car dealers come together to throw the budget to Online marketing
The main reason is probably due to the behavior of car buyers that have changed. The online media has a greater influence on the decision to buy a new car.
If looking deeper, investing online marketing Of various car companies divided into 2 main parts which are 1. To boost sales 2. To create a way to connect more between customers and brands.
Let’s see how the giants in the automotive industry are moving. To catch the attention of customers in this era
Starting with ” Toyota “, the car company that has invested the most money in digital media in the past year. In addition to FB Fanpage “Toyota Motor Thailand” which has more than 9,000 followers, there is also a website. e-TOYOTACLUB.com The largest online social network for car lovers who have been in service for over 10 years, which has developed new functions such as Online Services, online appointment services and instant history checking and repair functions by yourself. Ask Guru answers all questions about Toyota cars every day.
As well as developing the e-CRB (e-Customer Relationship Building) system to build good relationships with customers. The latest is the development of TOYOTA T-Connect, an intelligent navigation application on mobile phones. Moreover, set up a subsidiary that provides Digital Marketing services. Plan online marketing. To the Toyota dealer as well
While competitors of the same nationality like ” Honda ” last year used Online marketing By experimenting with launching a new model with live events via the website and Facebook, instead of inviting reporters to press conference like before.
This year, the launch of “Honda Connect”, a technology that combines work between mobile applications and long-distance data devices installed on Honda cars. There is a function of checking the position and availability of the car. Driving style information Search and share trips Including contacting emergency help And news notification service With various privileges
The ” Ford ” American car giant Announcing the leading position Online marketing It is the first automobile manufacturer in Thailand that has partnered with YouTube to create a Channel and have invested in online video advertising since 2016.
Target at that time Want to be ranked in the Top 5 brands in the minds of car buyers In an era when Thai car buyer behaviors spend time watching YouTube More than watching TV
And at the end of that year Ford has moved up to No. 3 brands in consideration of buyers. From the 6th place in the previous year At the same time, the market share grew by 12.4% and car sales grew by 23%, becoming the only brand with double-digit growth while the car market that year dropped by almost 4%.
Online marketing strategies That starts with the analysis of the behavior of car buyers And relying on video to be an influence Makes Ford’s channel on YouTube currently has more than 173,000 subscribers, the highest among carmakers. Including leading carmakers in the market
For a digital world that spins everyday, “time” is the most expensive cost. Those who start first are those who have a competitive advantage.
And you will choose to be a leader or a follower in this arena
