After years of high sales records, the industry is undergoing a major transformation. Electric drives, battery technology, and networking are in the foreground as the traditional combustion engine is about to be phased out.
Companies like Volkswagen and Opel are facing the challenge of mobilizing loyal customers in the face of declining sales. In making buying decisions, social media plays a significant role. In the future, online marketing and social media marketing through Facebook will be even more critical for businesses. Which social media trends are automakers trying to capitalize on?
The most important platforms on the Internet
Companies from all sectors are active in social networks. However, studies show that automobile manufacturers such as the Wolfsburg-based car company Volkswagen have a great deal of traction . You manage to mobilize a particularly large number of followers on Facebook and Co. Among the social networks, Facebook is the most important platform for successful social media marketing. For car brands, Instagram and Twitter are also important pillars.
In general, marketing cannot be reduced to one channel. It is advisable to use several networks in parallel – especially for the automotive industry. It has a diverse group of customers. Manufacturers can only reach the broadest possible customer group in social networks by using multiple channels.
Most car buyers find out about new models in advance on the World Wide Web. Buying a car is a decision that is also highly emotional. With an effective social media campaign, companies can achieve a positive relationship with their own brand.
Many followers are not crucial
Social media marketing is not to be had for free. It is important to use the necessary resources efficiently. This also applies to investing in marketing on social networks.
Facebook is the driving force and unites most of the followers in the automotive industry. The response is not good compared to other portals. Information about this is provided by the average post interaction of the followers. Although Facebook has the most followers, the interaction rate is below average. Only one out of 1,000 followers is actively involved with the manufacturer. The response on Instagram is 40 times as high. And even on Pinterest, the car maker gets more feedback than Facebook.
Don’t stand still
The longer a follower follows a car manufacturer, the lower their interaction rate becomes. The goal of a social media campaign must always be to generate new followers. It is not enough to put the latest advertising posters or TV spots online. Advertising on the net doesn’t follow the same rules as in real life. The social factor is relevant. Only then can the interaction with the follower be expected at all.
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- A little more than half of advertising expenditure is made by the automotive industry outside of the Internet. The expenditures have risen continuously in the last few years. A trend that will continue in the future. This is an investment that pays off:
- Every fourth car buyer uses social media to find out beforehand.
- 40 percent of all consumers make their purchase decision dependent on social media.
- Around 90 percent of all car buyers have an account with at least one social media channel – and are therefore receptive to social media marketing.
Watch the Positive and Negative Effects of Media