07 Jul Driving Automotive Sales with an Enterprise DAM
Digital transformation has radically changed the car buyer journey. However, automotive marketing remains fundamentally image driven. Car marketers are under pressure to produce, manage, distribute and measure a growing volume of digital assets and marketing content across a complex value chain. We look at how Digital Asset Management (DAM for automotive) and Distributed Marketing Management (DMM) can enable you to meet these challenges and gain a competitive advantage.
Automotive marketing: As image-driven as ever
Digital transformation has fundamentally changed how consumers interact with automotive brands. Car buyers have more choices than ever and are more in control of their buying journey. Marketers in the automotive industry must now account for the reality of all these new channels and touchpoints.
However, whether we are talking about digital, social, traditional specialist and mass media, all the way through to the dealership experience with its TV walls, augmented-reality configurator apps, and without forgetting the humble printed brochure, one constant remains: automotive marketing is fundamentally image driven.
The need for the right content at the right moment
Today’s consumers research a car online for an average of 14 hours before even setting foot in a dealership. Unsurprisingly, this journey takes place increasingly online. A reported 95% of vehicle buyers use digital as a source of information. To sell a set of wheels today, brands need to educate consumers over time, not just sell to them at the point of sale. You need to arm them with the right content at the right moment to help them along their purchase journey. However, printed brochures still remain an essential part of the purchase ritual.
The automotive market is a mature one and has grown to be highly segmented. As a result, your teams need to manage a large volume of diverse digital assets from different sources (photos, videos, animations, CGI / 3D / AR, trade shows, industry events, sponsorship, user generated content…).
You need to quickly and securely share digital assets with your various stakeholders – journalists, marketing agencies, distributors, etc – to support your different sales objectives and enable a faster time to market. However, it is increasingly challenging to balance brand consistency with the need for local adaptation across multiple channels and geographies. Furthermore, you need to be able to enforce embargo policies and respect media licensing rights.
Understanding what content and media is being used by stakeholders and how it is performing is also a challenge! Not to mention keeping an eye on UGC.
Why automotive brands need to care about a DAM
Simply put, without the right system and processes to help you, managing the content challenges associated with today’s omnichannel customer journeys is highly complicated and massively time consuming, not to mention error prone.
Enterprise DAM technology transforms how internal teams and stakeholders across the extended value chain (such as dealers, distributors, agencies, PR, etc.) work together and ultimately empowers them with easier and more secure use of content and media.
By enabling them to collaborate, share knowledge and assets, DAMs provide the necessary framework to improve marketing – and sales – effectiveness.
Faster time-to-market (with better road handling)
A DAM provides a centralized media library for all digital assets including photos, videos, brand collateral and brand guidelines.
Users across your extended organization, including third-party distributors, gain “self-service” access to the assets they require. User permissions give you full control of whether you share the entire library or just specific content with certain users. A structured categorization system means assets are easily found. Less time is spent searching for files. Irrelevant or deprecated assets are hidden.
The results? Less friction for users and a faster time to market.
Ensuring brand consistency
Given the ever expanding number of marketing channels, the variety of assets for each channel and the complexity of different geographical zones, brand consistency can easily become an automotive marketer’s worst nightmare!
Successful automotive brands recognize the importance of the omni-channel customer experience. To achieve this, you must ensure brand standards and a seamless transition between each channel.
A DAM makes it possible to power consistent customer experiences across all touch points. Marketing teams remain in control and everyone has access to the files they need. This means no more duplicate files and that only the latest approved logos, fonts, images, brand guidelines, videos, stock photos, design templates, etc are available.
By providing transparent and easy-to-use workflows to access and adapt assets, the temptation to recreate off-brand material locally from scratch is eliminated.
Enforce communication embargoes
Nothing could be worse than an image of a new model being leaked before its official release! A DAM provides safeguards to enforce embargo policiesー both in terms of timing and geographical or market segmentation.
Features such as copyright and usage tracking, and digital asset watermarking ensure that there is no more off-brand or unauthorized use of IP and that embargoes and “geo-specific” assets are respected.
Stay aligned with legislation and media licensing rights
Similar to enforcing embargoes and self-imposed brand compliance, third-party rights management and legal compliance can be a real headache for marketers.
For example, a video contains assets from multiple sources for which the rights need to be obtained such as images, music, actors, etc. Plus, usage rights and regulations can vary regionally and may even have a time limit. As a result, many enterprises frequently pay sizable financial penalties, or worse still, expose themselves to legal action.
A DAM enables you to keep track of all rights-managed marketing assets. Users are informed if the content is compliant or if there are restrictions on its use – it is even possible to make the content unavailable in zones where it is not authorized.
Empower your sales channels both online and offline
A DAM can also provide template-based asset creation and modification thanks to its distributed marketing management functionality. Local teams can use DAM for automotive and DMM to serve their local sales channels autonomously, all while retaining brand consistency.
Streamlining the localization process in terms of both linguistic and local requirements saves your agency time and effort reproducing assets. It frees up time to concentrate on higher value tasks such as original content creation.
If the visitor viewing your latest model is in France, wouldn’t it be better to place the car in a Parisian setting? DAM’s digital experience solution enables you to contextualize the image based on criteria such as the geo-location of the visitor to facilitate a connection between the viewer and your product.
Measure and optimize what matters
Asset data helps you make better decisions. A DAM can also give you insight on what content is working well and what is underperforming.
Armed with this information, your marketing teams can iterate faster to create more relevant content to grow your organization’s bottom line.
Focus on content and let a DAM take care of the rest
Enterprise DAMs such as Wedia’s with distributed marketing capabilities enable automotive marketers to retain brand control and support local marketing initiatives. Automotive brands can accelerate time to market and increase relevance with audience and channel needs. Risks associated with compliance, infringements and broken embargoes are eliminated.
This means teams can concentrate on what really matters: producing exceptional brand experiences to increase market share and drive loyalty.