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Oracle Data Cloud Blog

3 Keys to staying ahead of automotive loyalty trends

This week’s guest blog post is contributed by Janine Benedict, Sr. Manager, Automotive Marketing, Oracle Data Cloud.

There’s no crystal ball telling us what vehicles consumers are going to buy. So what’s the next best thing?

Use research and data to identify trends influencing what vehicles people buy so we can better predict who AND how to effectively market to them.



The automotive market-share gap is closing. No longer are the days of widespread leads for the big brands.

Even though brand loyalty surpassed the 50 percent mark, as reported by IHS Markit,* conquesting remains the market-share game changer.

To develop an effective conquesting strategy, you need to use data and insights as the lever to catapult your marketing efforts ahead of your competitors.

We looked at three automotive trends around consumer loyalty and conquesting, which are changing the automotive landscape. Here’s how you can stay ahead of the curve.

  1. Make conquesting your primary focus. Identifying the best targets most likely to switch to your brand will help you reach those who will be most receptive to your message. Hint: the ones most likely to buy might be outside of your direct competitive set.
  2. Stay on top of shifting consumer preferences. Vehicle tastes are changing and so should your targeting strategies. Develop a tailored audience strategy for vehicles in a slowing segment and a different strategy for vehicles in growing segments
  3. Capture the brand nomads. What the heck is a brand nomad? It’s someone who shows little loyalty and jumps from one automotive brand to another with each subsequent vehicle purchase. Simply put, this is the best conquesting prospect available. Leverage nomad audiences to reach those ready to switch.

Want more? Download our Automotive Brand Loyalty Trends Infographic to gain access to the latest, data-driven tips to drive strong brand loyalty campaign results in 2017. 

About Janine Benedict

Janine is Head of Marketing for Oracle Data Cloud’s Automotive vertical, as she helps auto marketers maximize ad spend and drive performance in their marketing campaigns.

Janine is passionate about digital marketing, with more than 20 years of experience creating rich & engaging brand interactions for consumer and business professionals. Working with multiple brands across industries, her work has driven success for companies such as General Motors, Bose, Sirius XM, Delta Faucet and Alltel.

Have questions on your data-driven automotive campaign? Contact The Data Hotline today. (What's The Data Hotline?

Stay up to date with all the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook


*IHS Markit Q2 make loyalty results

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