by Juan Robin II
The marketing industry has come a long way over the years. It has transformed drastically since its earliest ads. Today, it’s a multi-channel mega-industry.
In the competitive world of automobiles, the challenge to outperform one another has led to the creation of some very creative ads.
In the 1800’s, the first automobile advertising consisted of simple fliers featuring a drawing or photo of the vehicle. It usually included a succinct description of the car’s characteristics.
Unlike today’s automobile marketing campaigns, the first advertisers didn’t include multiple channels. They didn’t have to keep up with today’s competitive trends.
Since then, auto advertising has changed and is now moving ahead at record speed.
Read on to find out how automotive advertising is evolving to meet the needs of the future!
The Industry’s Challenge to Change
There has also been the race to beat competitors to the reveal. Industry leaders must create a compelling sales pitch. They aim for each one to stand apart from other brands in the industry.
The industry has to change constantly. It’s necessary to achieve success and remain ahead of the competition.
Automotive Advertising: Then and Now
What once began as a luxury product for the wealthy has crept into the daily lives of people in every social class.
Today, having a vehicle is no longer an option, but a necessity. A large part of the population relies on personal transportation every day.
We use our automobiles to travel many places. We go to work, school, doctors appointments and to visit friends or go on vacation. Many Americans travel several thousands of miles each year.
But, cars weren’t always considered for by everyday American consumers. In fact, it wasn’t until many years after the first car that a similar model was available in the United States.
The World’s First Automobiles
The automobile achieved perfection during the late 1800’s in France and Germany. Several inventors contributed, including Gottlieb Daimler, Karl Benz, Nicolaus Otto and Emile Levassor.
In 1901 European designer Wilhelm Maybach created the first modern automobile. It was an impressive vehicle with a thirty-five horsepower engine that could reach up to 53 miles per hour.
Meanwhile, in America, Ransom E. Olds introduced his much simpler version to consumers.
Olds’ less-impressive invention came with a three horse-powered engine, essentially making it a motorized buggy. But, at 650 dollars, it was within reach of American consumers. And, production surpassed over 5,000 units in 1904.
American manufacturers produced a slew of automobiles from 1899 forward. In 1908, Henry Ford’s Model T arrived on the market, creating a consumer sensation.
His ads needed little pizazz. Word spread quickly across the nation by excited friends and neighbors.
The Need for Aggressive Advertising Grows Alongside the Auto Industry
American companies caught on quick. Soon hundreds of models were made available by manufacturers.
As the industry grew in makes and models, so did the need for more creative advertising.
Manufacturers developed strategies to attract the crowds to their particular brand. Companies began using slogans, catchy posters and newspaper ads to sell their products.
Over the next century, improvements to the postal service helped grow direct mail, eventually giving way to modern-day technology, including radio, television, and digital advertising.
The tech industry continued to advance over the past several decades. Manufacturers can now reach millions of consumers across a wide range of platforms.
Today’s Marketing Trends in the Auto Industry
More marketing formats are available to consumers than ever before. Automotive advertising must transform rapidly to keep up with the trends of the times. It’s imperative for any brand that wishes to be competitive.
The key to effective automotive advertising is consumer awareness and marketing mastery. It often requires extensive skills, training, and large teams of dedicated marketing professionals.
Today, 97% of people begin their automobile search online, meaning dealers depend primarily on web-based strategies to draw consumers.
Leading brands host user-friendly, interactive websites. Makers of today’s most popular models, such as the Fiat 500, illustrate high-quality images, graphics, and web design features.
Shareable content, catchy titles, and useful, interesting information is the focus of brands on the market today.
Driving traffic to their website is a primary goal of manufacturers. They use their website to create email lists, track consumer data, and host promotions.
A top-notch site is often the way companies win new customers and maintain current customer relationships.
How Effective Website Advertising is Achieved
Web designers and content producers now play a most crucial role in automotive advertising.
Effective SEO drives marketing today. SEO includes specific techniques and advanced skill sets.
Brands use SEO for on and off page strategies. It helps to get their customers attention and outperform their competitors.
A high performing website incorporates a variety of advanced features. They might feature a scroll down menu, interest-provoking tabs, a blog, and several landing pages.
Does Your Site Have What it Takes to Compete?
Whether you’re in the automotive industry or not, you need the right SEO. Otherwise, you could end up stuck in neutral.
If your company isn’t getting the attention you crave, perhaps you need to re-examine your website. Without a savvy site, you’re unlikely to rise above the competition in any modern-day industry.
Want to know how your website measures up?
Use our free SEO audit tool to find out more about your site’s performance and learn ways to improve your company’s web presence!