When it comes to uncertainty following the waves of the pandemic, the auto industry is feeling the brunt of it. The struggle has been undeniable, from adjusting to the chip shortage and manufacturing slowdowns to battling less traffic. Fortunately, you can count on staying strong when you advertise your auto business with an agile automotive marketing strategy.  

According to research reported by JW Surety Bonds, automotive marketing is crucial to the growth and success of any auto business competing in today's market. This is especially true since the internet has become a considerable part of the car buying process, with 61% of consumers saying they've considered clicking on an auto ad when shopping for a vehicle and 54% of consumers following through with a click. The report also revealed that more than half (60%) of consumers say that their chances of visiting a dealership after researching for a vehicle online are very likely. 

Here are the best tips for keeping up with the competition with the latest automotive marketing trends in 2021 and beyond. 

Understand Customer Priorities Right Now  

One of the most significant steps towards retaining and attracting customers in the auto industry today is understanding their priorities right now. Customer priorities may have shifted for many, so you need to be flexible in approaches and be inclusive of many different preferences. Take, for instance, the increase of people who are now and will continue working from home. They may use their car much less, so they may want to find used vehicles instead of buying new. 

This trend can be supported by the fact that used car sales have gone up during the pandemic. According to CNBC, not only has this trend maintained momentum following its peak in April and May 2020, but "August and September posted the fastest rate of used car inventory turnover in the past six years." In fact, ACV Auctions CEO George Chamoun told the network, "It wasn't just a return back to pre-Covid. We're selling higher units today than we were pre-Covid." 

Other circumstances can impact customer priorities as well. Customers' budgets may have changed, or they may be looking for different values in a vehicle than before. Whatever the reason, you want to be open and flexible to anticipating and accommodating those consumer needs. Arguably most important, you must thank past and current customers. Consumer appreciation is becoming a crucial part of automotive marketing.  

Position Your Messaging Towards Quality and Customer Care  

Right now, things are uncertain for many people and industries. Positioning your messaging towards quality and customer care is one of the best ways to speak to that uncertainty and ease the looming effects connected to it.   

Essentially, you need to change your message to reflect the uncertainty and priorities your consumers have now. This can be done by appealing to remote workers (like Nissan's 'office pod') or Ford's 'Built to Lend a Hand Program' that has been promoted in their 2020 campaign (appealing to customers by saying they will 'lend a hand' and do whatever they can to help them during this crisis).  

Let's be honest here; your messaging to consumers in previous years probably doesn't reflect right now, so it also won't resonate with today's consumers. This can include emphasizing the positives or changing your messaging to how you're helping customers right now instead of inventory, showroom, new cars, etc. It can also entail focusing more on quality, not quantity when your inventory is down. Either way, you'll want to capture value, concern, safety, and community over the newest cars in your messaging.  

Create a Community Partnership  

Community partnerships are among the best marketing tips you will receive because it not only gets you in front of their audience but can bring more value to your audience. Choose a complementary business in your area to partner with — Not a competitor — but a business that complements your own. This could be a car wash, auto parts store, or even a gas station.    

The truth is, co-branding has many benefits, including expanding your brand to a new audience, sharing the risk, bigger sales incomes, generates excitement and trust, and is generally more cost-effect. HubSpot reports that "54% of companies say partners say partnerships drive more than 20% of total company revenue [and] 74% of companies say partnerships and affiliate marketing campaigns are a high or very high priority for their businesses." 

Speaking of community partnerships, cause marketing could also be a great way to stand out and gain recognition when you get involved with the Kansas City community by partnering with a relevant local cause or charity that supports the area. Not only will you help yourself by making your brand look better, but you'll help others by making a positive difference.  

Find The Right Marketing For Your Auto Business 

Choosing the right marketing for your business is important. Marketing isn't one size fits all. This is why it's important to work with a media partner who can create marketing plans with you. Not only can you get more insight into the latest trends and best practices in marketing, but you can tap into a team of experts with significant experience and expertise in the area.