Text丨Automobile expert
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With the transformation of China's auto market from an incremental market to an existing market, competition has become more intense. In such a "knockout" era, car companies are no longer simply pursuing an increase in the number of sales, but need to compete for more market share in an already saturated market. This requires them to manage user relationships more granularly and increase user loyalty and engagement.
For car companies, actively deploying new media and establishing close ties with users is the key to enhancing brand influence and market competitiveness. In the long run, the new media matrix will not only help to achieve personalized marketing, but also help car companies understand market dynamics in a timely manner, adjust market strategies, and expand brand influence.
1. New media platforms have become a battleground, and matrix marketing is the main way to break through traffic
Looking at the top car brands in terms of sales, everyone has reached a consensus to amplify the efficacy of new media and achieve traffic breakthrough through the matrix, and they have begun to build a matrix on a large scale, and matrix new media marketing has become an indispensable marketing method for car companies.
Case:
BYD's "wide net" matrix: full platform coverage and precision marketing to shape brand influence
BYD has built a huge account system in the field of new media, covering multiple levels such as corporate product promotion, dealer stores, employees and external amateurs, and a large number of accounts on each platform. Through the wide-cast marketing strategy of multiple accounts on the whole platform, BYD has effectively expanded its market coverage and brand communication. At the same time, BYD pays attention to precision marketing, clarifies the positioning and responsibilities of each account, forms complementary communication, improves marketing efficiency and satisfaction of users' personalized needs, and thus enhances brand loyalty and sense of belonging. The construction and operation strategy of this new media matrix demonstrates BYD's innovative thinking and strength in market expansion and brand building.
2. Obtain more user leads and improve sales conversion rate: reduce marketing costs and enhance lead retention
With the continuous change of market demand, more user lead retention and higher sales conversion have become important goals of marketing; the marketing method of new media matrix has obvious advantages in lead retention and marketing customer acquisition compared with the traditional marketing model, through the enterprise new media matrix, car companies can obtain more diversified lead sources, as well as more accurate lead retention; at the same time, the reduction of costs such as advertising and user interaction also makes it easier to obtain customers.
To meet the challenges of managing a large number of leads, OEMs are improving efficiency by establishing a standardized follow-up process and adopting automated tools. Data analysis and team feedback optimization strategies to continuously improve lead conversion rates. These measures can help you manage leads efficiently and improve sales performance.
Case:
Wuling Motors' "Thousands of Cities and Thousands of Stores" Matrix: Dealers on the whole network are linked to live broadcasts to efficiently convert marketing leads
By building a strong live broadcast matrix, Wuling Motors integrates dealer resources across the country to achieve a concentrated explosion of brand voice. The innovative live broadcast format and private domain operation strategy have effectively improved the efficiency of marketing lead recovery and conversion, and increased the lead transaction rate to the industry-leading level. This successful case demonstrates Wuling Motors' innovation ability and efficient execution in the field of digital marketing, and provides new marketing ideas for the automotive industry.
However, the construction and operation of the new media matrix also faces many dilemmas and challenges, such as insufficient content innovation, complex platform management, and scattered user data, which need to be continuously explored and solved by car companies in practice.
In response to these challenges, this report puts forward strategies and practical suggestions for the new media matrix of automotive companies, including clarifying target positioning, optimizing content production, integrating platform resources, and strengthening data analysis. Combined with actual cases, it also shows the successful application of new media matrix in car companies, providing valuable experience and inspiration for car companies that are paying attention to, developing or building new media matrix.