{"id":12852,"date":"2023-12-18T11:14:10","date_gmt":"2023-12-18T18:14:10","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12852"},"modified":"2023-12-18T11:14:10","modified_gmt":"2023-12-18T18:14:10","slug":"how-a-digital-marketing-strategy-can-help-your-automotive-brand","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/how-a-digital-marketing-strategy-can-help-your-automotive-brand\/","title":{"rendered":"How a Digital Marketing Strategy Can Help Your Automotive Brand\u00a0"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Unsurprisingly, the pandemic shifted how consumers purchase products, and the same goes for buying cars. Like most businesses nationwide, the automotive industry continues to adapt to meet consumers\u2019 needs.\u00a0 What are auto buyers\u2019 new shopping behaviors? We\u2019ve got you covered.\u00a0<\/span><\/p>\n<h2><b>What are the Digital Trends in the Automotive Industry?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Research from J.D. Power reveals that consumers spend upwards of 11 hours researching cars online, decreasing the number of dealerships they have to visit. Consumers increasingly want a shorter and easier experience, and <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/digital\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">digital channels<\/span><\/a><span style=\"font-weight: 400;\"> provide this convenience. With that in mind:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">90% of car shoppers prefer a dealership where they can start the buying process online\u200b\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">70% of car shoppers expect to be able to configure a payment on a dealership website\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">83% say online buying technology helps them narrow down their vehicle choice and determine what is affordable\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">43% of car buyers say they are willing to complete the entire purchase process online without ever visiting the dealership\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">18% of auto shoppers would buy a vehicle sooner if there were an online purchase option\u200b\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Additionally, while the purchase journey is happening online, it still happens offline. At-home test drives and vehicle delivery were tied as the number one alternative to visiting a car dealership for auto shoppers.\u00a0<\/span><\/p>\n<h2><b>What is An Automotive Digital Marketing Strategy, and How Does it Work?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">An automotive digital marketing strategy outlines advertising initiatives for an automotive business across digital channels such as local websites, mobile apps, and streaming apps.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When paired with a strong brand strategy and a solid <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/broadcast\/\"><span style=\"font-weight: 400;\">linear broadcast<\/span><\/a><span style=\"font-weight: 400;\"> strategy, digital ad formats will align best with the consumer\u2019s mindset and get them down the purchase funnel more effectively.\u200b An integrated campaign like this gives manufacturers and dealerships top-of-mind awareness when consumers are in the market.\u200b\u00a0<\/span><\/p>\n<h2><b>7 Tactics for Creating a Digital Marketing Strategy for an Automotive Brand<\/b><\/h2>\n<h3><b>1. Invest in OTT\/Streaming<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Auto brands can also leverage our <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/streaming\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Over-the-Top (OTT) streaming<\/span><\/a><span style=\"font-weight: 400;\"> solution, which places brand messages alongside premium long-form, on-demand, and live-streaming content on more than 125 branded networks. Since OTT platforms leverage video, these media-rich formats are memorable while being tailored to your audiences.\u00a0<\/span><\/p>\n<h3><b>2. Advertise with Trusted Websites &amp; Mobile Apps<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Brand safety is a big concern for many brands beginning with online display campaigns. Companies such as TEGNA, are TAG Certified. The TAG Fraud Benchmark Study found that these properties were able to cut fraud by <\/span><a href=\"https:\/\/www.tagtoday.net\/certifications\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">up to 88%<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>3. Leverage Geotargeting<\/b><\/h3>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/local-media-advertising-options\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Local media<\/span><\/a><span style=\"font-weight: 400;\"> can make it easier to tailor your message to the right audience, whether you are a national brand or a small business. The right advertising platforms can also leverage geofencing and geotargeting to ensure you reach the right audiences in the right areas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By partnering with TEGNA, your automotive brand can leverage our network of 63 stations in 51 markets to reach potential customers from coast to coast by placing brand messaging alongside local news headlines, weather and traffic reports, and behind-the-scenes local sports coverage. Our web properties allow your companies to reach the right target audience within local markets.\u00a0<\/span><\/p>\n<h3><b>4. Use Native Content for Better Engagement<\/b><\/h3>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/native-advertising-defined-explored\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Native advertising<\/span><\/a><span style=\"font-weight: 400;\"> is content that blurs the line between marketing and content. As a result, this form of advertising blends into the publication or web property more seamlessly. This form of advertising is also highly effective, with <\/span><a href=\"https:\/\/www.inc.com\/laura-montini\/infographic\/the-shift-to-native-advertising-in-marketing.html\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">70% of those surveyed<\/span><\/a><span style=\"font-weight: 400;\"> citing that they\u2019d rather learn about products through content.\u00a0<\/span><\/p>\n<h3><b>5.\u00a0 Leverage Contextual Data for Better Targeting<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Advertisers need to reconsider how they reach the right audiences in a cookieless world. <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/contextual-advertising\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Contextual targeting<\/span><\/a><span style=\"font-weight: 400;\"> leverages the content of a page to determine the most appropriate placement of an advertisement. This form of advertising can also help brands improve what their brand is associated with (for example: If a beer company wants to be associated with sports).<\/span><\/p>\n<h3><b>6. Combine the Power of Digital and Television<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Brands don\u2019t have to choose between digital media and television advertising. Instead, companies can leverage both options to create a rich cross-channel strategy that engages customers across a wide variety of touchpoints<\/span><\/p>\n<h3><b>7. Don\u2019t Forget About Marketing Attribution\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Last but not least, TEGNA provides actionable results so you can understand exactly how your marketing dollars are working now and in the future. <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/attribution\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">TEGNA Attribution<\/span><\/a><span style=\"font-weight: 400;\"> connects TV and OTT viewing habits with engagement metrics such as website visits. This data can be used by clients to prove the value of TV\/OTT schedules in driving business results, making optimization decisions, and maximizing the efficiency of paid media.\u00a0<\/span><\/p>\n<h2><b>ABOUT TEGNA<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">TEGNA is a one-stop shop that helps automotive businesses thrive through an unmatched suite of services and solutions that reach consumers through linear broadcast, over-the-top streaming (OTT), and digital solutions. <\/span><a href=\"https:\/\/www.tegna.com\/contact\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Click here to learn more.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn purchasing trends and how your automotive digital marketing strategy can reach consumers and elevate an automotive brand.<\/p>\n","protected":false},"author":4,"featured_media":12866,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[58],"tags":[229],"class_list":["post-12852","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automotive","tag-automotive-digital-marketing-strategy","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12852","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=12852"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12852\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/12866"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=12852"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=12852"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=12852"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}