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    BERYLLS POINT OF VIEW

    MARKETING PLANNING TRANSFORMATION IN THE AUTOMOTIVE INDUSTRY

    Munich, December 2021 | Topic: Marketing

     

    Car buying is now a hybrid experience, with online marketing playing a decisive role in guiding potential buyers to their preferred choice. By the time they step into a dealership, most people already know what vehicle they want to buy. For marketing planners in the car industry, this means far more attention must be paid to the customer’s online journey.

    In this shared virtual/physical world, the function of marketing changes from building brand awareness via big ad campaigns to becoming a key enabler of sales. This will require marketing departments to embrace new planning models that are goal-oriented, data-driven and integrated across several client-facing departments in order to keep prospective buyers engaged at every step of their decision-making journey.

    Berylls has identified six key elements for the successful transformation of marketing planning in the automotive industry:

     

    1. Become goal and business driven.
    2. Embrace the entire, complex customer journey.
    3. Adopt agile methods for real-time transparency and steering.
    4. Create cross-functional standards and collaboration.
    5. Introduce a central collaboration platform.
    6. Become data-driven and fact based.

     

    All will increase the effectiveness of marketing planning by placing the customer and business goals at the center of marketing efforts, and by adopting data and agile working methods to measure and optimize the performance of marketing decisions and lay firm foundations for further success.

    JONAS WAGNER

    Executive Partner

    [email protected]

    Sascha Kurth

    Senior Associate

    [email protected]

    Lukas Koch

    Associate

    [email protected]

    Nikolas Schoenenwald

    Associate

    [email protected]

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    AUTHORS

    Jonas Wagner
    Executive Partner
    [email protected]
    Sascha Kurth
    Senior Associate
    [email protected]
    Lukas Koch
    Associate
    [email protected]
    Nikolas Schoenenwald
    Associate
    [email protected]

    CONTACT

    Berylls Strategy Advisors
    T +49 89 710 410 40-0
    [email protected]