The Oracle Data Cloud blog highlights the latest data-driven insights and trends in digital marketing and ad tech.

How to use data to improve automotive branding and lifestyle campaigns

This week’s guest blog post is contributed by Arianne Walker, Sr. Director, Automotive Industry Strategy, Oracle Data Cloud.

Auto industry experts know that technology and consumer preferences are forcing change at breakneck speed—the status quo just isn’t going to cut it anymore.

But if you think about it, change is good because it provides many benefits: safety, ease of use, and convenience.  

The way people consume media and technological advances in programmatic also are changing; yet not all marketers have shifted their strategies to profit from those changes.

Automotive advertisers have, historically, depended on television for brand initiatives that reach broad audiences. But their digital strategy focuses on partnerships across lifestyle websites or large, splashy arrangements on high-reach digital properties.   

With advancements in audience information driven by better data, brand-reach initiatives are more efficient while still maintaining the brand impact necessary for success. 

The large sponsorship opportunities like the Winter/Summer Games, PGA, or Super Bowl, or even partnerships with the entertainment and lifestyle properties definitely help to build brand perceptions and deliver on broad reach.

But imagine the impact of extending those large initiatives with relevant targeting to people receptive to your brand message.

The key is incorporating a data-driven audience strategy into your digital branding plan. 

Going beyond demographics

A robust data-driven audience strategy incorporates data sources beyond demographics, including behavioral and transaction data, to identify audiences by interests and lifestyles. 

Additionally, it is possible to layer on survey data that helps identify psychographic profiles, attitudes, and even personality traits. 

Using the right combination of these data types allows you to target your brand advertising with a level of precision affording you greater reach to the right people for each of your messages.   

Using data to reach the right targets

There are many sources of insight on how to define your audience profiles. For example, we can match the profiles you’ve created or provide insights to better define those profiles. 

However, making sense of and mapping them to the right people is a different story. Specifically, there are two approaches:

  1. Target the audiences that embody the profiles and personas you’ve already defined and/or
  2. Utilize automotive and data experts to help profile buyers of your vehicles and competitive vehicles. Then target audiences that embody those personas (including identifying and targeting a new persona for a new vehicle).

Learn how to use data to connect your most impactful brand messages to the audiences you value most in this competitive marketplace—and dig into specific case studies to see how advertisers use data today. 

Finally, for successful branding campaigns throughout the year, engage your data-driven automotive consultants to identify and customize the most appropriate audience plans for your brand personas. 

If you want a deeper dive from our perspective, take a look at our latest automotive white paper.

Contact The Data Hotline today to get started on your next automotive campaign. (What's The Data Hotline?)

About Arianne Walker

Arianne leads automotive industry strategy at Oracle Data Cloud.

As a thought leader and market voice, she helps automotive marketers discover and implement the best possible audience strategies and delivers data, insights, and perspective on broader auto industry initiatives that impact automotive marketers. 

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

Image: Shutterstock

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