Analysis and construction guide for advertising and marketing pages in the automotive industry!

This article provides you with a guide to building marketing pages for the automotive industry and a reference for industry placement.

As the government supports new energy vehicles with no purchase restrictions and no driving restrictions, and as people's transportation needs increase, the advantages of new energy vehicles have become a decision-making factor for consumers to buy cars, creating a huge market demand for new energy vehicles to meet the needs of more car buyers. We can see that the reasons for buying cars among people in different cities are also different.

1. Analysis of consumers’ concerns when purchasing a car

First-tier cities:

Restrictions on the use of fuel vehicles have caused inconvenience to people who need to use cars. Therefore, many people turn to electric vehicles because of restrictions and the inability to get license plates.

Second-tier cities:

There are also restrictions on driving, and the high fuel costs of cars, so the fuel-saving feature of new energy vehicles has become a reason for consumers to choose to buy them;

Third-tier and below cities:

People's general consumption level is relatively low, so they pay more attention to price subsidies. The government subsidies for new energy vehicles are relatively large, saving consumers a lot of money.

2. Analysis of Audience in the Automobile Industry

In cities, the main reasons for purchase are traffic restrictions, lottery probability, fuel efficiency, and large government subsidies. The focus on various vehicle configurations also shows the group of people who intend to buy new energy vehicles. In addition to government policy support, the performance attributes of the car are also a major consideration for consumers' decision-making.

Finally, we divide the concerns of car buyers into three categories:

Potential population:

People who want to buy a car but will not actively buy it in the short term tend to pay attention to relevant car purchase information and national policy activities to see if they can meet their own car purchase conditions;

Target group:

I clearly want to buy a new energy vehicle, but I don’t know what brand to buy;

Targeted groups:

Car buyers who pay a certain degree of attention to brands tend to be more sensitive to promotional activities.

3. Three major marketing page types in the automotive industry

In response to the needs of the above three groups of people, we summarized their common concerns, including whether there is brand guarantee, vehicle appearance, car configuration, policy concerns , and sorted out the main marketing page formats.

1. Price-oriented

Taking information price as the starting point

Header image: The page is consistent with the brand style, emphasizing the price advantage to stimulate the audience's desire to buy;

Form: guide the audience to leave a call, use animated images to display the user's call information, improve trust, and promote conversion;

Product: Display of vehicle appearance and configuration, showing vehicle advantages more intuitively;

Bottom: Use interest points to convert the audience for the second time, echo the header image, and trigger the audience's intention again;

Golden formula: highlight price information + model performance display + emphasize preferential activities + form guidance

2. Performance display type

The starting point is to configure parameters and explain the product advantages, so that the audience can clearly understand their needs and keep it consistent with the brand’s main color visually. Finally, the price and discount information are highlighted at the bottom to effectively mobilize the audience’s enthusiasm and guide them to convert.

Golden formula: car display header + form guide + vehicle performance display + quotation information

3. Promotional activities

To attract consumers’ attention, the header image needs to fit the festive atmosphere and highlight the product’s price advantage and promotional information.

Golden formula: highlighting event information + form guidance + vehicle performance display + emphasizing preferential activities

The above three types of marketing pages are also applicable to Fengchao Jimuyu delivery.

The main focus of the search marketing page header for new energy vehicles is still on price information, policy benefits , and highlighting key information; the product module is mainly based on vehicle configuration information, vehicle appearance, and brand advantages. When building Jimuyu, the carousel component is flexibly used to showcase the performance advantages of the vehicle.

The promotional marketing page can add the lucky draw components provided by Jimuyu, including turntable, golden egg smashing, lucky draw, coupon collection, etc., which is conducive to merchants to activate users, form interactions, and finally guide user behavior. Conversion components can be added according to the marketing needs of automobile manufacturers;

Performance display marketing page, you can insert a conversion button in the header image to directly guide conversion, or add a video component for brand promotion and vehicle display;

Promotional marketing pages insert coupon redemption activity components to stimulate user interest.

The above is the guide for setting up marketing pages for the automotive industry shared with you this time, and a reference for industry placement.

Author: Baidu Guangzhou Branch

Source: Baidu Guangzhou Branch