Felipe Guija, Sales & Marketing Support Director, General Motors To Speak On Digital Marketing Strategies Within The Automotive Industry

News provided by

LBCG

02 Feb, 2015, 08:00 GMT

LONDON, February 2, 2015 /PRNewswire/ --

Felipe Guija, Sales and Marketing Support Director at General Motors SA is speaking at the upcoming Digital Marketing Strategies For Automotive OEMs & Retailer Congress (February 25th-26th, London, UK). In the build up to the conference, LBCG conducted an exclusive interview with Mr Guija.

What Are The Different Ways Consumers Are Driving The Changes In The Car Buying Experience? 

We've got to recognise that consumer mind-set and behaviour has changed quite a lot in the last few years. Not only the way the customer is influenced but advertising has changed. Also the way the customer looks for the best buy is absolutely challenging for us as manufacturers and also for dealers. When a purchase process is finalized and a car has been sold, the customer believes they have bought a service rather than a product. Consequently manufacturers as well as dealerships have to meet consumer expectations if we want to gain their loyalty.

With Digital Innovation Constantly Changing, What Are Some Of The Current Challenges Impacting The Digital Marketing 

Industry For Automotive Companies? 

Within this new digital era, the smartest manufacturer and who will always be one step ahead, is the one who develops a refined database and combines this with an efficient system to implement a rational segmentation of their customers in order to maintain a smart and long term relationship as well as to offer the right product and service at the right time.

Have Automotive Companies Across Europe Grasped The Benefits Of Using Social Media As A Means To Engage With Their Audience And As A Means To Gain Data? 

Some brands such as Opel have done a great job over the last 4 years and still there are great challenges and opportunities to keep on exploring and developing new paths to take advantage of this historical digital and technological growth.

How Can Digital Presence Influence The Decision Making Process Of A Potential Customer? 

First, becoming more emotional as a brand to increase consideration and awareness in the marketplace. Second, developing and working with the SalesForce on the right processes to enrich the customer's journey experience. Third, maximizing the customer's experience to engage them and increase their loyalty. Finally, never forget that to succeed within such a competitive environment you have to be fast rather than big.

For more information and to download the full interview please visit the website: http://www.automotive-digital-marketing-congress.com or contact: Kimberley Graham; Marketing manager; +44-0800-098-8489