Today vertical marketing is the talk of town when it comes to automobile industry. So, how big is the vertical marketing effect on automotive sales? Which method is better, mass marketing, or its vertical counterpart?
These are some of the questions automotive marketers are debating from now and then lately. Some are afraid to ditch their old-school marketing methods, while others are already on board to embrace contemporary vertical marketing trends. So, what is vertical marketing, and how does it influence automotive marketing?
Vertical Marketing and the Automobile Industry
A few years back, companies would hire specialized marketers to sell their vehicles. Back then, it was hard to identify and focus on the target market. After a few decades, technology has come to the fore as a critical marketing tool. It has made it easier to target specific audiences, thereby aiding vertical marketing further.
Any automotive marketing specialist will attest to the advantages of the same as well. In 2015, the automotive marketing expenditure stood at $15 billion. That figure rose to $16 billion in 2019, and it is still growing profoundly. However, innumerable car dealers prefer platforms such as Facebook and Google to market their merchandise. Recent research indicates that potential customers explore averagely over 5,000 ads in a day. This is because it’s hard to filter these ads out, considering they appear spontaneously.
General-purpose platforms such as Facebook or even Google are useful marketing tools. However, marketing efforts should concentrate on the niche market. Renowned auto companies such as AutoNation have seen the importance of niche marketing. By siphoning all customer feedback, this retailer has more data than most car dealers. As such, they can make better decisions regarding which car to sell and the most appropriate place to be bought.
To survive in the current industry, your automotive marketing plan must be vertical. Marketing photos for social media can help boost the company’s online presence. But research indicates dealers have more success when using vertical platforms such as Edmunds or Cars.com. Google and Facebook can offer traction, but a dedicated platform offers reliable feedback.
Other industries are in agreement
Reputable companies are in agreements that data-driven marketing is better than its traditional counterpart. This has come about due to the growing need for specialized marketing. Consumers are no longer shopping for any product or service. Their expectations are higher nowadays. Most of them want a quick car acquisition process. However, the auto dealership marketing depends on a company’s objectives.
Here are some reasons why vertical marketing is suitable for your auto repair shop marketing or auto dealer marketing plans.
Unlike traditional marketing plans, vertical promotion gives a company select control. With this form of marketing, companies can effectively control every aspect of the same. Vertical marketing works by incorporating all the marketing processes into one plan. As such, a company will have all data regarding the marketing process from manufacturing to sales. With such data, a company can quickly analyze and find problems within the process.
Besides, a company can use this strategy for auto parts marketing. All customer feedback will be relayed directly to the company. Facebook marketing only means all feedback will be left on the social media site. With proper feedback, an auto company can create tailored ads to a specific audience. This is a far better strategy compared to a marketing video for social media with no target audience.
2. Brand Recognition
The main objective of most businesses is growth. Attaining that can prove taxing at times, especially with today’s competitive marketing environment. However, any company can dominate their trade or become an industry leader with vertical marketing. Social media marketing is conventional, but expensive too. Why waste millions on such a plan when the company doesn’t stand to gain much from it?
Vertical marketing makes it easy for more people to identify your brand. It shows competency and industry knowledge, which is vital in convincing customers. The company’s understanding of what they are offering has an allure client cannot resist. Merge that knowledge with customer feedback, and auto companies will be able to create the ideal car shopping experience.
3. It Can Help Develop New Services
Vertical marketing only offers feedback to the right people. The manufacturers, retail workers, and distributors are capable of seeing customer feedback with ease. With such information, a company can easily create new services from unmet needs. New products can be designed to address new challenges before they become a significant problem.
A company such as AutoNation has over 325 outlets in 16 states. According to their CEO Marc Canon, efficient customer feedback is the primary reason why they make informed marketing decisions. With such input from vertical marketing, it is easy to make significant data stack investments too.