Internet car marketing is expensive

Today, whether it is real estate, cars or luxury goods. Large items for Chinese people have started to use the Internet to increase sales figures. It can be said that in marketing, the Internet and the various types of consumer spending have been closely linked.

Internet marketing uses the Internet as a carrier to implement marketing activities in line with the methods, methods, and concepts of online communication. Internet marketing emerged in the 1990s and has developed since the late 20th century. Internet marketing contains many synonym words, such as online marketing, online marketing, digital marketing, word of mouth marketing, event marketing, social media marketing, microblogging marketing, blog marketing, knowledge marketing.

The APP model has been welcomed by the automakers. Many manufacturers have used developed Internet technologies to start building their own brands or increase their sales capabilities. For example, Volkswagen is the first manufacturer in the automotive industry to use APP to communicate its brand philosophy and social responsibility to users. For example, when it promoted the "mass self-made" brand image campaign in early 2011, it tried to use the App channel. Users can use their mobile platforms to use their imagination to build dream cars. Volkswagen's “Blue Drive” app, launched at the end of last year, can track and record the driving history of car owners while driving, and conduct statistical analysis to understand whether driving is energy-saving and environmentally friendly, and to obtain environmental protection scores and saving potential, so as to help people save energy effectively. Consumption, saving expenses. At the same time, Volkswagen also launched an app to download polaroid bears and related games on the official website, hoping that consumers could enhance their environmental awareness in the entertainment process.

So far, Volkswagen China has 11 apps available for download. The mobile marketing activities of other auto makers are also trying to use the App. Changan Ford, BMW, MINI and other brands have launched a variety of App applications. In addition, SAIC Roewe once launched the "Roewe 350 car shock shake" App, has also been on the shelves 36 hours later to become the Apple China App Store free application list and free entertainment program championship.

Internet Marketing Drives Sales Automobile brands that directly use Internet marketing as an important strategy for business development are not few. Dongfeng Nissan is the first company in the industry to establish a digital marketing department and is the first company to promote digital marketing to departmental units to mobilize resources. In the words of deputy chief Ren Yong, we do not want to play tricks and knock on the supplements. Instead, we must rely on me as the mainstay to leverage the digital marketing platform to double the brand's marketing advantage. To this end, after several months of preparation, the Digital Marketing Department introduced the industry's first "cloud sales plan." "Cloud" is to build a digital highway with various digital marketing methods. "Sales" means that all kinds of marketing tools can be transformed into traffic on this highway. From 100,000 delivery targets, 270,000 to store sales, and 1 million sales leads, the goal is broken down layer by layer to achieve a breakthrough.

Moreover, the Digital Marketing Department is also launching the "Skynet Action" at the level of franchise stores. The information of franchise stores is updated not only on the platform at the first time, but also can be pushed to the homepage of the local mainstream car website, thereby increasing the popularity of franchise stores in the region. Realize resource optimization. As Guo Feng, the head of Dongfeng Nissan’s digital marketing department, said, “Marketing methods can be imitated, but the platform cannot replicate. The establishment of the Digital Marketing Department is the best explanation of Dongfeng Nissan’s marketing alignment. We accurately grasp the trend and build an expandable platform. The platform not only allows all innovative marketing plans to be continuously and effectively promoted on the platform, but more importantly, such platforms are able to track consumers as never before and provide effective and accurate clues to better assist marketing. Sales and sales.” In the first half of this year, the Digital Marketing Department completed 471,000 sales leads, completed only 70% of last year's full year in only half a year, and successfully helped companies achieve sales of 455,000 units in the first half of the year, a year-on-year increase of 21.7%. Far above the industry's average growth rate of 7%, over-achieving the first half of the target.

In addition, the “V5 China Gold Spike” campaign recently launched by Tianjin FAW and Taobao during the Olympic Games was also a typical case of online car sales. This type of marketing model that integrates network promotion with actual car sales has been recognized by most car brands.

Michael Porter, the father of the world's "competitive strategy," believes that the level of profitability and development prospects of enterprises depends on their relative position in the industry. Good companies can always improve and obtain differentiated competitive advantages through the concept of competition. Experts point out that although there are not many well-established and well-defined “Internet marketing”, like many new disciplines, the use of computers, mobile phones, and other network forms for brand and product promotion will surely take years to come. It continues to grow at an explosive rate.