Wedia: Stay in the race with DAM for the automotive industry
The digital transformation and the global COVID-19 pandemic have radically changed the traditional car buying journey, pushing some players like Stellantisto terminate their distribution contracts with resellers throughout Europe. In addition, automotive marketing has never relied so much on more visual marketing content, the only ones capable of arousing the emotion necessary for a purchase. In 2020, several manufacturers even launched solutions for take the car buying process 100% online, which makes this type of content vitally important to any good marketing strategy. These new consumption patterns have created a more pressing need for photos and videos. Automobile industry, However, with a few exceptions (like Tesla for example, even for used vehicles), has a sales model based on a network of dealerships selling in multiple markets, each requiring a tailor-made approach, or better, an approach that “liberates” ‘local marketing teams. In this article, we explain how a DAM solution for the automotive industry can help you meet these challenges and stay ahead of the competition.
A multitude of sources for a multitude of audiences. When it comes to content management, the automotive industry is as complex as it gets. In this market where the content is above all visual, the formats are extremely varied: photos, videos, animations, 3D, print? Hang tags …
The result is an abundance of media and materials intended not only for internal teams but mainly for external audiences (general public, journalists, etc.). The material is also intended for partners, communication (agencies and public relations services) and sales (resellers). Each piece of content should be carefully considered, to ensure that it is suitable for each communication channel. Automotive marketing is evolving along two axes, that of distributed marketing – providing the necessary content for dealers – and that of the digital experience – disseminating the visual content expected on the brand’s sites and social networks.
Why should car brands care about DAM?
While the average time spent online by a buyer in the research phase when purchasing a car is around 14 hours, visiting the dealership for a real test drive is also crucial.
Digital asset management must therefore satisfy all of these needs and channels. Communication agencies know how to manipulate source files to adapt their creations, but resellers must have simple and productive tools to personalize a brochure, a flyer or a video sequence. However, journalists need to access visual content in a variety of formats, but also on their own schedule, that is, only when an embargo is lifted after an advertisement. Fans of the brand – influencers or not – are also fond of visual content, and it is in the interest of the manufacturer to follow its consumption in order to assess its enthusiasm. Visitors to the site will appreciate a personalized digital experience: visuals that reflect their image, a vehicle configurator that displays the elements to which they are sensitive, a vehicle displaying their favorite color or even a background landscape that corresponds to the region in which they live. .
All DAM functions therefore work together to meet the needs of this industry. Distributed marketing is there to facilitate the adaptation of content while ensuring brand consistency; content lifecycle management helps bring content online at the right time; adaptation of content to create fluid digital experiences, optimal delivery so that watching a video is a statement of the actual experience to come. Not to mention the intelligent indexing of content to allow users to access it quickly.
DAM as a support for distributed marketing
For these brands, enabling distributed marketing is another key reason to invest in DAM. It is indeed difficult to supply partner and franchise networks without a solution capable of providing them with customizable material (print, digital). For international companies, it is essential to be able to personalize their communication according to the audience and the market to which they are addressed.
A DAM solution also allows brands to understand how their teams use the various content made available to them and to keep control of the brand image, while supporting local initiatives. The same content can be broken down by entering metadata specific to each brand, business unit or country in your group.
Create a positive and memorable customer experience
In the end, the good distribution of this content largely defines the customer experience and its relationship to the product. The content must not only be diverse and attractive, but also personalized for each visitor and each context in order to improve the user experience.
What could be better than finding your future vehicle in the most famous square in your city, or in an exceptional natural setting that resonates with consumer tastes?
Mass personalization requires the implementation of a couple, the DAM of course, but also of a tool capable of mastering the digital experience, a Digital experience management module. This tool will be able to distribute DAM’s marketing visuals in the best possible conditions, adapting them to technical conditions, and will also be able to personalize them according to personas of automotive customers.Centralized distribution that will collect valuable usage data and measure the success of different content.
This improvement is achieved through content ratingand analysis of marketing performance. It is essential that the customer’s relationship with the brand and its image is immediately impactful and positive.
DAM as the sole source of truth in your business
For these companies, DAM therefore performs the key function of a “Unique source of truth”. This means that the DAM refers to the assets with which the teams can work with confidence: images, videos, marketing documents with fine modification rights to facilitate localization without distorting the brand.
You are then assured that all your teams are working with the most recent versions of your digital assets and that the consistency of your group’s communication will be maintained.
Efficiency gains without compromising on quality with DAM for the automotive sector
At this scale, it’s out of the question to let everyone wander around for hours looking for a visual. The categorization and content search functions should allow quick access to product packshots, campaign visuals, etc.
Productivity is also guaranteed by integrating DAM into existing PIM (Product Information Management) solutions as well as brand or retailer e-commerce sites. In addition, DAM allows you to categorize and search your content according to the rules of operation and organization of your company.
Thanks to advanced search functions (full text, faceted, Artificial Intelligence, etc.), your teams will be able to find the content they need very quickly. The considerable time savings generated by the use of DAM Wedia allows teams to gain in productivity and thus allocate more time to different tasks.
And beyond the sales support and increasingly qualitative content that the company can offer to its dealer network, for a brand, have a DAM with a capacity for Distributed Marketing Management (DMM ) and offering dealers a simple solution to communicate locally is always the best way to retain your network.
Wedia, SaaS software publisher, provides an enterprise offer Digital asset management(DAM) to several major international brands and has customers among the world’s leading automotive manufacturers in Europe, as well as an iconic North American motorcycle manufacturer.
Wedia offers marketing teams a DAM solution capable of meeting the needs and challenges of the automotive sector, by enhancing their marketing content from creation to distribution, with a resolute desire to build notoriety and ultimately boost sales.