Marketing Technology – outsourcing your MarTech stack

Read five minutes and you know the pros and cons.

Pros and cons of outsourcing MarTechThe marketing profession is changing constantly. This is episode 5 in a series about MarTech (short for Marketing Technology). In the previous articles we looked at: What is MarTech exactly? What can you do with it? And how can you ensure that your technology functions properly? As a marketing team, you can no longer do without MarTech. In addition to creativity and project planning, marketing now has a third component: technology. The digital tools that marketers use do not stand alone; a set of digital tools to plan and run marketing programs as effectively and efficiently as possible in different channels is called a marketing stack. In my previous post we saw that for a medium-sized marketing team of 10-30 employees, outsourcing the development and continuous improvement of your marketing stack can be a real advantage. The motto here: “Let marketers be marketers again”. But what are the real advantages and disadvantages of outsourcing? Continue reading

Mercedes starts web store for its high volume models

Mercedes CLAPremium car manufacturer Mercedes will start selling new cars directly online this year. The web shop will be called “Mercedes-Benz Online Connection”. The starting date is still to be announced, but it is clear that the models that will be offered are pre-configured versions of the A,B and CLA. According to Automobilwoche a niche model, such as the CLS Shooting Brake could be added later on. The aim is not to offer some special cars, but cars that are attracting a large target group. The online store will start in Germany. …Continue reading

New cars online much cheaper than at dealerships, a surprise?

Autohaus24 de rabatt display ad“New cars online much cheaper than at dealerships”, that is the heading of today’s main article in the leading Dutch magazine and website for online business, marketing and media, Emerce.
They quote a research by the German ADAC, who compared 12 consumer portals, where Germans can buy a car online. The researchers collected offers to buy a Fiat, Opel, VW, BMW and a Nissan. At online portals the average discount was 16% compared to the MSRP. At the dealerships the potential buyers just received around 11% discount.
If there is on average 16% discount on the websites, there must be a brand offering even higher discounts. If you dig into the research report, you can read that autodiscountnord.de offered € 10520 or 31.3% discount on a Nissan Qashqai and 24.5% or € 4221 on an Opel Corsa. …Continue reading

Marketers struggle with relationship data. And automotive marketers?

Customer Lifecycle Engagement Yesmail and Gleanster 2013As an automotive marketer in a brands headquarter or country organization, you know the needs, wishes and preferences of your brands customers and dearest fans. When is it the best moment to start communicating about that new promotional package or lure them into buying the new face lifted model? You know, don’t you? …Continue reading

Who will become market leader in EV’s in the Netherlands?

Traditionally car marketers looked at a fixed set of variables to define market sub segments. These are length and  body type. E.g. A segment are small cars, C-segments are the compacts, etc. Within these segments there are segments of different body types. Hatchbacks, SUV’s, coupes etc …Continue reading

Is automotive the toughest industry to create personalized offers with mobile and social?

The leading Dutch marketing blog Marketingfacts quotes a report by Gartner which says “Predicts 2012: Retailers Turn to Personalized Offers Through Mobile and Social but Will Struggle With Multichannel Execution”. How true is that for the automotive sector!

In the report Mim Burt, research director of Gartner, explains that executing cross-channel strategies will prove challenging, because retailers need to cope with siloed business processes …Continue reading