The landscape of auto marketing has undergone significant changes in this digital age. Comparing it to 10 or even 5 years ago, digital platforms didn’t play a major role. Marketing was primarily ATL-driven, focusing on TV, newspaper ads, and outdoor advertising. On-ground marketing (BTL) was also crucial, with auto brands showcasing products in high-traffic areas and displaying logos for visibility.
While these traditional approaches remain important, the digital age has transformed how people gather information about cars or bikes even before seeing them in person. The abundance of available data and opinions on social media provides consumers with a wealth of information. This increased flow of information has notably shaped customer awareness before the actual experience of a vehicle.
In this digital era, influencer marketing has become a prominent force in the automobile industry. People in the auto sector tend to be influenced by individuals perceived as knowledgeable about automobiles. The significance of influencer marketing is growing with each passing day, making a substantial impact on overall auto marketing. I believe this trend will continue to increase.
Arvind Balan, Co-Founder & CEO of Maxperience shares, “Experiential marketing has become a powerful tool in the automobile industry. Nowadays, people are highly informed and aware of car features and comparisons before making a purchase decision. In this era of informed consumers, the buying process has shifted towards a desire for hands-on experiences. In the past, customers might have based their decision on how well a showroom salesman presented a car. A skilled salesman could have a significant impact on sales patterns. However, in today’s marketing landscape, it’s challenging for a salesman or dealer to influence a customer’s decision. Customer choices are now primarily influenced by two factors: opinions, which we address in digital marketing, and experiences with the product.”
Now the customers desire to experience a vehicle firsthand before making a decision. They want to touch, feel, and test how a vehicle performs. High mileage and other technical details are no longer the primary focus. Instead, customers are more interested in the overall experience with a particular vehicle. In response to this shift, automobile companies are allocating more of their budgets to experiential marketing compared to earlier times. Many companies are now investing in experiential marketing campaigns, creating specially curated experiences such as off-road adventures and performance tests tailored to their vehicles. As customers become more aware and sensitive, the importance of experiential marketing continues to grow and will likely keep increasing in the future.
Technology is becoming increasingly crucial in enhancing overall experiential marketing to create more engaging experiences for consumers. In the past, experiential marketing mainly involved the physical touch and feel of the car, but it is evolving now. Virtual reality, augmented reality, and artificial intelligence play vital roles in shaping the overall experience around automobiles.
While the performance of a vehicle remains a critical factor for consumers, technology is emerging as the second most important aspect influencing their decisions. It plays a significant role in improving the overall customer experience.
When evaluating the impact of a specific digital experiential marketing campaign, key performance indicators (KPIs) play a crucial role. While lead generation remains the primary KPI, it’s essential to acknowledge the significance of brand advocacy as the first and foremost metric. Generating leads is undoubtedly vital, but building brand advocacy among the target audience is equally crucial.
Beyond lead generation and brand advocacy, another noteworthy KPI is the ability of digital experiential marketing to create maximum reach in the selected target audience. Assessing the campaign’s impact in terms of impressions and reach becomes the third most important KPI. Understanding how widely the campaign resonates and how many individuals it reaches helps gauge its effectiveness in the digital space.
In essence, the success of a digital experiential marketing campaign should be measured not only by the leads it generates but also by its ability to foster brand advocacy and achieve maximum reach within the specified target audience. These KPIs collectively provide a comprehensive assessment of the campaign’s impact and effectiveness in the digital marketing landscape.
“In my view, experiential marketing is on the brink of a complete transformation over the next 5 years. While traditional experiential marketing in its physical form will undoubtedly persist, the emergence of technology-oriented experiential marketing is poised to play a pivotal role. I foresee a shift from conventional showrooms to what I would term as “experience zones” within the next 5 to 10 years. These zones would incorporate real-life simulators for cars, allowing customers to immerse themselves in various scenarios.
Imagine being able to experience a car in different terrains and weather conditions with just a click. These simulators would provide a dynamic and interactive way for customers to explore and compare different cars. The technology would essentially replace the traditional showroom setup, offering a more engaging and personalized experience,” adds the co-founder.
In essence, the integration of technology into experiential marketing is set to revolutionize the way consumers interact with and evaluate vehicles. The prospect of virtual simulators creating lifelike experiences could redefine the entire landscape of experiential marketing in the coming years.
While these traditional approaches remain important, the digital age has transformed how people gather information about cars or bikes even before seeing them in person. The abundance of available data and opinions on social media provides consumers with a wealth of information. This increased flow of information has notably shaped customer awareness before the actual experience of a vehicle.
In this digital era, influencer marketing has become a prominent force in the automobile industry. People in the auto sector tend to be influenced by individuals perceived as knowledgeable about automobiles. The significance of influencer marketing is growing with each passing day, making a substantial impact on overall auto marketing. I believe this trend will continue to increase.
Arvind Balan, Co-Founder & CEO of Maxperience shares, “Experiential marketing has become a powerful tool in the automobile industry. Nowadays, people are highly informed and aware of car features and comparisons before making a purchase decision. In this era of informed consumers, the buying process has shifted towards a desire for hands-on experiences. In the past, customers might have based their decision on how well a showroom salesman presented a car. A skilled salesman could have a significant impact on sales patterns. However, in today’s marketing landscape, it’s challenging for a salesman or dealer to influence a customer’s decision. Customer choices are now primarily influenced by two factors: opinions, which we address in digital marketing, and experiences with the product.”
Now the customers desire to experience a vehicle firsthand before making a decision. They want to touch, feel, and test how a vehicle performs. High mileage and other technical details are no longer the primary focus. Instead, customers are more interested in the overall experience with a particular vehicle. In response to this shift, automobile companies are allocating more of their budgets to experiential marketing compared to earlier times. Many companies are now investing in experiential marketing campaigns, creating specially curated experiences such as off-road adventures and performance tests tailored to their vehicles. As customers become more aware and sensitive, the importance of experiential marketing continues to grow and will likely keep increasing in the future.
Technology is becoming increasingly crucial in enhancing overall experiential marketing to create more engaging experiences for consumers. In the past, experiential marketing mainly involved the physical touch and feel of the car, but it is evolving now. Virtual reality, augmented reality, and artificial intelligence play vital roles in shaping the overall experience around automobiles.
While the performance of a vehicle remains a critical factor for consumers, technology is emerging as the second most important aspect influencing their decisions. It plays a significant role in improving the overall customer experience.
When evaluating the impact of a specific digital experiential marketing campaign, key performance indicators (KPIs) play a crucial role. While lead generation remains the primary KPI, it’s essential to acknowledge the significance of brand advocacy as the first and foremost metric. Generating leads is undoubtedly vital, but building brand advocacy among the target audience is equally crucial.
Beyond lead generation and brand advocacy, another noteworthy KPI is the ability of digital experiential marketing to create maximum reach in the selected target audience. Assessing the campaign’s impact in terms of impressions and reach becomes the third most important KPI. Understanding how widely the campaign resonates and how many individuals it reaches helps gauge its effectiveness in the digital space.
In essence, the success of a digital experiential marketing campaign should be measured not only by the leads it generates but also by its ability to foster brand advocacy and achieve maximum reach within the specified target audience. These KPIs collectively provide a comprehensive assessment of the campaign’s impact and effectiveness in the digital marketing landscape.
“In my view, experiential marketing is on the brink of a complete transformation over the next 5 years. While traditional experiential marketing in its physical form will undoubtedly persist, the emergence of technology-oriented experiential marketing is poised to play a pivotal role. I foresee a shift from conventional showrooms to what I would term as “experience zones” within the next 5 to 10 years. These zones would incorporate real-life simulators for cars, allowing customers to immerse themselves in various scenarios.
Imagine being able to experience a car in different terrains and weather conditions with just a click. These simulators would provide a dynamic and interactive way for customers to explore and compare different cars. The technology would essentially replace the traditional showroom setup, offering a more engaging and personalized experience,” adds the co-founder.
In essence, the integration of technology into experiential marketing is set to revolutionize the way consumers interact with and evaluate vehicles. The prospect of virtual simulators creating lifelike experiences could redefine the entire landscape of experiential marketing in the coming years.
