This week’s guest blog post is contributed by Arianne Walker, Sr. Director, Automotive Industry Strategy, Oracle Data Cloud.
Vehicle launches receive the bulk of marketing dollars, making it critical to ensure your advertising gets in front of the right people.
Using the best data to reach the audience allows you to be effective in getting the most bang for your vehicle-launch buck. But how can you make sure you’re reaching the right people for your launch campaign?
If you can strike a balance between the art of creating lifestyle attributes and the data science behind car-purchase behavior, it makes all the difference.
That combination creates ideal opportunities to reach the people who are buying cars like yours and those aspirational targets all in one strategic plan that will deliver real results.
Specifically, there are four key audience categories to help drive consideration for your vehicle launch:
People who are already sold on your brand will be most receptive to your brand message in the launch.
A vehicle launch is a great way to entice former owners back to your brand.
Identify those most likely to switch brands and tempt them with the latest and greatest features for the vehicle launch.
Targeting a broader persona helps with overall awareness. But combining personas and purchase behavior creates an opportunity to reach all of the potential buyers, including aspirational targets.
Starting with a strong, comprehensive data source of vehicle-purchase information is paramount in having a reliable dataset that will help you reach your target.
Additional demographic, lifestyle, (non-automotive) purchase behavior and online behavior from Oracle Data Cloud puts you at a distinct advantage to target lifestyle prospects to help drive the results you want.
Ready for your own customized plan? The specific audiences related to each category are dependent upon the model being launched and your business objective.
Customizing each of these audiences allows you to hone in on the most effective audience for each category. Contact The Data Hotline today to get started. (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 and influence the marketing and advertising strategies of automotive marketers.