Just like any other marketing tactic, successful brand storytelling also requires adequate amounts of planning and strategy. Digital branding is the core factor in building brand awareness and has a role to play in the ROI metrics

Let’s face the fact - consumers are pretty much aware of the advertising ploys and traditional marketing tactics. Although these tactics are still useful however in order to yield the maximum benefit most of the successful brands are using them in collaboration with carefully crafted brand stories.

The buyer persona has changed. Nowadays buyers have that innate desire to feel like they belong to something bigger. Developing brand story that connects with consumers can help brands create that ultimate emotional connection, thus creating brand loyalists.

Branding is the core factor in building brand awareness and has a role to play in the ROI metrics. Presenting a pretty packaging and bombarding with ads telling consumers why they need that particular product in life will not lead the brand anywhere to achieve the brand objective. The good news is; best brands understand this and they are in fact doing something about it.

Yes, the beverage giant - Coca- Cola understands that storytelling is at the center of all cultures

That’s right; Coca-Cola stands as the prime example of a brand that understands the value of storytelling. Instead of producing expensive commercials that highlight specific features of their products, Coca- Cola showcase product users which is their target audience actively enjoying the product in situations that model real-life.

GE makes boring fun again

While Coca- Cola shares real life stories about enjoying life, what happens to the brands that are rather mundane? Let’s take GE (General Electrics) for instance. Even a few years back it was all about detailing boring product specifications and engineering details.

Now; fast forward a few years. The brand has leveraged the power of storytelling on a more engaging level for refreshing its image. The GE creative team now takes things like factory noise and supply chain management and makes them exciting.

Yes; it is by innate and innovative storytelling, GE has been able to change public opinion while making GE seem exciting and cutting edge.

So how does the brand’s storytelling work?

Face it; storytelling is not as easy as it may sound. It isn’t as simple as gathering around a conference table and sharing a few quick tales.

Just like any other marketing tactic, successful brand storytelling also requires adequate amount of planning and strategy.

Develop a backstory: Yes; this is the first step. Every company created mission and vision and it is equally important to stick to them. As a brand you need to ensure that your company mission and vision embody the values, goals and objectives of your brand. This is the first building block of any great story.

Understand the target audience: Also; understand what your brand means to your target audience. In order to create a meaningful brand narrative you need to fully understand the needs and desires of your  target audience. It is all about connecting those needs and desires to the brand image. It’s all about creating that ultimate and lasting emotional bond that makes the consumer a true brand advocate.

Find the right content mix: Following the first two steps properly is crucial in determining the best content mix for telling your brand’s tale.

Ask a few important questions to yourself

• Videos are the hot thing right now, but are they useful for your brand?
• Is a blog necessary?
• What does the target market really want from you?
• How best can your target audience be reached?

Although the answer to the above questions varies however one answer, which works across the board is ‘variety’.  It’s absolutely important that you create a whole variety of content on a variety of platforms. Also; the device for which the content is being produced needs to be considered as well. Mobile needs to be a focus. Understanding the types of content and the consumption preference is equally critical

Brands that are yet not creating an effective brand narrative are playing with borrowed time!

Brand storytelling is a highly complicated however the most valuable practice for brands. Create a brand story that generates awareness and inspires loyalty.

Digital Branding is our forte and we are good at that. Our job is to help clients build their corporate reputation and brand through effective communication and a fool proof Digital marketing strategy. 

At SBR Technologies we work with leading brands and businesses to provide effective strategies and to achieve your desired results. From Fortune 500 companies to small businesses, we ensure your branding goals and satisfaction

Technology has dropped its image on all things and on customers' decision making as well. With trends updating and changing at a record pace, the buyer’s prior research and decision making are now done online via website research, social media, online videos and so on. Within the automotive industry consumers are leading the changes in the car buying experience and as a result the automakers and car dealers are adjusting their marketing strategies in order to influence their buying decision.

Why digital marketing is imperative in the automotive industry?

As typically the digital world has expanded into the physical world, the industries, which once relied on traditional forms of advertising has realigned with the demand of the digital world as well.  The onset of digitization of the automotive industry is now transforming auto marketing and sales.

The savvy car shoppers are taking informed decisions faster

Survey showed that

• 90% of car buyers turn to Google Search for an efficient and quick research process.

• Consumers took 4 months in 2011 to decide which car to buy

• They took 2.9 months in 2013 to decide which car to buy

• Consumers now take 2.3 months to decide which car to buy

The survey result clearly indicates - digital channels can supplant much of that purchase process.

Car shoppers are expecting more from the dealers – the role of the car dealer has to be aligned with the industry’s digitization

As the car buyers go online to do research, they also expect the car brands and dealers to have strong online presence.

Research shows –

• 51% of buyers attempted to contact dealers online in 2013.

• This number increased to 64% a year later

More and more research is happening on mobile

Today’s savvy car shoppers are using multiple devices in order to make decisions.

Research states -  

• 60% of auto buyers used a smartphone during their research process

• The number increased to 79% for luxury auto buyers

Online videos are making research informative, easy & social:

More and more consumers are turning to internet when contemplating car purchases.

Research states –

• 53% of buyers used YouTube to watch auto videos

• The number surged to 75% for luxury auto buyers  

• 67%  evaluate offers in automotive ads

• 65% search for car brands and car models

• 50% read /posts tweets

(Research Data source - thinkwithgoogle.com)

Time to embrace end to end digital strategy

The fact is also undeniable that the auto industry has been slow to recognize the growing importance of online and mobile marketing. As a result; their online sales efforts have been fragmented. Their marketing efforts thus have been oriented towards product awareness mostly.

Many dealers, resellers and even auto lead generators have yet not unleashed the power of digital technology to generate leads and convert them into sales.

To start with, the automakers, dealers and lead generators need fully developed digital and multichannel capabilities in order to transfer customers seamlessly from the digital channels for maximum sales conversion.

Let’s take a look at what car dealers are feeling about the digitization of the automotive industry

Dealers, retailers, lead generators see digital methods which includes but not limited to newsletters, emails, websites, online advertising and smartphone apps as the significant keys to reach buyers earlier in the decision-making process.

In a survey by Strategy & PWC

• 100% of dealers in Germany, US & U.K. surveyed believe that customers have become better informed since online information

• 92% say car shoppers mention these sources in conversations with sales representatives.

• 90% say they’ve seen a change in customer expectations and behavior in the last five years.

Time to act quickly in meeting the competitive necessities of digitization

It is pretty clear that digital channels now stand as the primary information-gathering source for the car buyers. The dealers, retailers and the car lead generators therefore need to realign their marketing strategy and get adjusted to this change.

Establish a presence in key digital channels: Yes, it includes establishing your brand through websites, micro sites, online video, mobile sites, apps, and social media

Create targeted content for your targeted customer segment and for each specific digital channel: Write user specific, interesting, factual and sharable content for your targeted customer segment and for each channel with a clear call to action to generate maximum lead.

Optimize online ad: Optimize online advertisements and marketing strategies across paid search, paid display, and even mobile ads

Think beyond the website: Actively manage the online engagement. Use intelligent reporting analytics, measure the SEO, SEM, landing pages and content marketing initiatives to ensure that your conversion lead goals and other goals are being met.

Integrate email marketing, mobile text marketing and more: Mine both the external and internal data. Also use cutting edge CRM tools to deliver engaging multi-media messaging to target audience

How a digital marketing agency can help

It’s time for the dealers, manufacturers and the auto lead generators to maintain a state-of-the-art web presence and also to have a system in place for adapting to this digitization and technological developments. A professional digital marketing agency can help in crafting a tested, fool proof and end to end strategy to adjust to this growing trend of digitization

Data Analysis: Face the fact - response times, the close ratios, the website & channel-conversion ratios are only a fraction of data analysis. A seasoned digital agency will be able to analyze a wide array of data points in order to determine the sheer effectiveness of the marketing channels and processes.  

Plan optimal marketing campaign: The digital marketing professional will be able to implement content and technical solutions through multiple and cross channel platforms. There is no one size all formula when it comes to the point of crafting an optimal campaign and only a professional agency with experience in this niche automotive industry will be able to plan an optimal marketing campaign for you.

Data management, lead generation & digital CRM systems: The professionals will evaluate the lead generation sources and use cutting edge tools to manage revenue streams with a singular aim to increase customer engagement.

Cross device marketing strategies: A professional agency will be able to tell your brand story, perfect your marketing tone in order to create a seamless and sharable experience for your digital customer, across all the channels

Promote your product through digital content: With an experienced agency it is more than promoting your product or service but it is all about implementing a winning digital marketing and content strategy management plan through keyword searching capabilities, efficient use of tagging & multiplatform digital content management strategies.

Create your persona on social media: Ranging from capitalizing the face of your brand to building your brand loyalty – the professional agency will take all these necessary and measurable steps to create your phenomenal persona on social media

Create programmatic marketing, remarketing & buying strategies: Measurable and scalable programmatic marketing, remarketing & buying strategies demonstrate an exceptional amount of efficiency in this digitally connected world. The professionals will examine the key criteria for programmatic marketing and remarketing and select the strategies that guarantee constant content promotion.

Bottom line

The automotive industry is not anymore restricted to the car manufacturers, the dealers and retailers of floors and walls only: but it demands the seamless integration of go getter sales team, a killer digital lead generation strategy and phenomenal social media presence!

Integrate Digital marketing to your brand’s DNA.  Only a reputed, experienced and a result driven business consulting company can help in crafting a tested, fool proof and end to end strategy to adjust to this growing trend of digitization.