• 24/08/2022
• By wizewebsite
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Even my two -year -old children can skip ads - the media<

How has the communication in the automotive industry has changed lately?

It has basically undergone the same development as communication everywhere else.This means towards an individualized message.Rather, I would say that the automotive industry was somewhat slower in this respect.Car manufacturers are usually large corporations and those as we know do not excel in the ability to respond flexibly.But the most important change was actually simple and distinctive and you certainly noticed it too.

Yes?

The biggest change is that all sorts of marketing content is very much everywhere today.So it is much harder to get the attention of the audience.And keep her.The 15-minute How-To Video would not succeed today.You have to be able to communicate everything faster, more distinctly, more fun.Therefore, there are much higher demands on each advertisement today.Everything must be more sophisticated, more perfect, more tightened.

Skoda Auto is one of the few truly global Czech brands.You sell cars almost all over the world.How does your marketing differ in each country?

The basic differences are given by the position of the Škoda brand on which market.We clearly dominate in the Czech Republic, here we have a market share of nearly 37 %.The Czechia is indeed such a Škodaland.We are the market leader in Slovakia and currently in Poland.And on these markets we try to strengthen the emotional bond of people to our brand to be the first choice for them each time.Then there is another group of markets where we do not have a dominant position but we are challengers.Somewhere even very successful.

What does it mean by successful?

For example, in Finland and Switzerland last year was the best -selling car Škoda Octavia.Our brand is known in these markets, but its image still needs to clarify.And finally there is a group of markets where we are present, but we are building our position there, for example in Australia or in South European countries such as Italy.There we mainly try to get the attention of the target group and build awareness of the brand.

What role does content marketing play in the automotive brand?

For me all marketing is a content marketing.Because all marketing makes up some content.But when we talk about what is most commonly called content marketing, then it is mainly an individualization tool for me.And individualization is the most important trend today.

Another important trend is the mapping of the “customer path”.And there are plenty of methods to thoroughly put on the map all the folds of this journey, where you can lurk on your customer.What method do you use?

Customer Journey is one of those fashion terms to which I am a bit skeptical by nature.Of course we must follow our potential client and be ready for him at the right time in the right place.But I personally do not think that between the moment when someone thinks that he should buy a car, and the moment when he buys it and brings home to the garage is 900 or even more touchpoints, ie moments of mutual contact, as some experts on customerThe way claims.But the fact is that the touchpoints are still quite a lot, which proves that customers are going through some evolution with which we have to keep up.

Specifically?

First of all, we have to know the customer much better.So we thoroughly collect market data and use artificial intelligence that analyzes them and individualizes the messages that people from our target groups receive.So when the data from social listing reveals that the customer XY is expecting a child, the algorithm will conclude that the XY customer may be more interested in the estate or SUV than the sports convertible.And begins to target the content of these cars cars.But when collecting online data you still need to know exactly what information you get out and how you interpret it.When people give something on the Internet five comments, 3 of which 3 are praise and 2 critical, so it does not have much statement.

Is there any place for intuition and feeling in modern marketing?

Of course it is.All the thorough data collection, searching of inserts and strategic planning is only one part.Of course very important.It is information on which you have to create something.And this is the second part.When creating you should be creative, ie creative, which is above all an intuition and feeling.

What part of the marketing budget do you invest in content marketing?

As I said, all content marketing is for me because all marketing works with some content.But I estimate that in recent years we have devoted just over 25 % marketing budget to communication that has not been focused purely product.

This unproductive communication includes online magazine Škoda Storyboard.What do you expect exactly from him?

The point is that you can't just say over and over again that you are selling something.Then you start to be annoying.You have to offer people something interesting - like quality reading.That's why we created this online magazine.There are a lot of things for car lovers or directly for Skoda fans.It is also a platform that you can use to reach a brand new audience.Like an article that advises how to carry dogs and other pets in the car.He will attract animals through the search engines who would not come to you on the site.In addition, the ŠKODA storyboard is also for journalists - they are curious and like to read an interesting article, even if it is something that does not immediately concern their work.

Demonstration of the Škoda Storyboard online magazine

How does Škoda communicate in the "deaf" periods when he doesn't have a new model of a car on the market?

We mostly focus on sports activities in which our brand is involved.Which is mainly cycling, ice hockey and motoring sports.

Why this three sports?

Skoda has long been perceived as a manufacturer of great and practical cars for outdoor activities, especially for cycling.And we think this image thoughtfully and we have a great success with that.Therefore, we are the main sponsor of the Tour de France.But there are regions where cycling does not work so much, for example in Russia.Yet Russia is a large and very important market, we need to be seen there.This is how it visible through ice hockey, which is very popular there, as in most Eastern Europe and of course in Scandinavia.And motorsport is popular all over Europe and is thematically close to us.All three disciplines are thus complemented by each other, addressing different regions and different demographic groups.And the fans of these sports follow news from cycling, hockey or rally all year round.So you can maintain a continuous contact with them this way to be always on.

Example from the book We Love Hockey released on the occasion of 25 years of continuous sponsorship of hockey by Škoda Auto. Kniha je výsledkem spolupráce C3 & Škoda a letos vyhrála v Clevelandu prestižní cenu Content Marketing Awards v kategorii Nejlepší korporátní kniha

Have you seen an example of really successful marketing with your competition?

BMW website.They look great, there are a lot of interesting things and respond quickly to what you are interested in.Which is a nice example of an individualized approach to clients.

Have new markets for certain age groups have appeared in recent years?That you would say that men over 55 living in larger cities began to be interested in a certain type of car or service?Not really.Rather, the automotive industry has partially lost today's young generation.When I was in high school I couldn't wait to have my own car.All my peers had it anyway.It was almost a life priority for us.But today's young people do not attract much.The car evokes a traffic jam in which you stick helplessly every day.And something unecological.They prefer bike, public transport, uber, and when they really need to travel by car, they use Car Sharing.

How do you defend yourself?

We invest more in a carsharing business.And at the same time to build awareness of the Škoda brand just among young people.We want them to associate it with positive values, although they are not considering buying a car yet.Because when they start to think about it, they won't think so much about which brand they want.They will know ours.

So do you think that when the Millenniums settles and set up families, they start buying cars?

Exactly.I still say: Wait for the children to have.When they first get into a situation where their car-sharing service will not have a car with a child safety seat.Or that the car to borrow is three kilometers away.They realize that with children life without a car is much more complicated.

Where do you think the future of marketing communication will go?

He will have to fight first with the aforementioned fact that the marketing communication is so much everywhere.We have already witnessed phenomena as "Banner Blindness".It is proven that when people jump on the banner screen, most of them will not register him at all.We have created the ability to automatically ignore the advertisement.And even my two -year -olds already know how to skip ads when looking at YouTube.This "Skip Advertisement" button must be replaced sooner or later by something.Something that people accept.Otherwise you ended up.I would also say that the timing of marketing content will think more in the future.

What do you mean?

Maybe at breakfast you probably don't want to watch the advertisement for whiskey.But advertising for orange juice could work on you in the morning.Then I believe that it will continue to deepen and refine individualizations.Which means to know exactly what your client is doing right now.Does he just leave home to work?A lot of opportunities to learn about him and how to communicate with him.Of course you are hinting at the boundaries of privacy.But a particularly young generation is more willing to exchange your privacy for some digital service.You have to offer her something.I can imagine an application that would look for drivers for parking.You will come to the shopping center and she will show you where someone is about to leave.Such smart services will be a key part of the marketing of the future.But do you know what?If I knew exactly what the marketing of the future would look like, I will go and open my own business.

The C3 Newsroom series is preparing for the media for paid cooperation agency C3 Creative Code and Content Prague, the main content agency ŠKODA AUTO and Česká spořitelna