Motor industry shows interest in digital marketing

Motor digital marketingBy TINTSWALO BALOYI
JOHANNESBURG, (CAJ News) – THERE has been great interest from South African motor industry stakeholders in digital marketing at the just-ended WesBank Motoring Experience.
The 2017 CAR Digital Dealer Conference held at the Kyalami Conference Centre was among the highlights of the motor show.
Innovation Group and Altech Netstar sponsored the conference that attracted almost 300 delegates.
This was double the number of people who attended CAR’s first digital dealer conference, held at the Johannesburg Stock Exchange in 2015.
Dave Duarte, founder of Treeshake, a digital innovation consultancy and programme director of the CAR digital dealer conference, pointed over half the companies that had been on the Fortune 500 list in 2000 had disappeared from the list by 2017.
This underlined the need for companies to re-invent themselves to meet the challenges in an environment that is changing rapidly on many fronts, with the internet being the major driver of the new order.
Duarte added 75 percent of millennials questioned in a survey wished they did not have to go into a motor dealership when buying a car, preferring to conduct the whole process online.
Also, e-commerce in South Africa is growing at 30 percent a year. So, successful companies must be part of South Africa’s digital revolution.
Duarte concluded he had not owned a car for the past three years, using Uber, Taxify and rental cars instead.
Madhu Nutakki, Chief Digital Officer of Nissan Motor Corporation, said 28,7-million people in South Africa, out of a population of 55,2-million, had access to the internet while 45 percent of thepopulation is active on social media.
“The global motor industry certainly has to up its game because its 6-10-year product cycles are seen to be lagging when compared to a company such as Facebook, which updates the software on its website twice a day,” said Nutakki.
Dylan Kohlstadt, CEO of ShiftONE, a creative integrated digital marketing agency, said paid advertising was battling with credibility from millennials, while earned publicity, such as customer blogs, selfie photos and videos were seen as more believable by social media followers.
“People connect easier with other people than with brands,” Kohlstadt said.
CAJ News

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Posted by on Sep 5 2017. Filed under Africa & World, Finance. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry

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