Buying a new car is both a pleasure purchase and a forced purchase, while usage is changing, particularly under pressure from the climate emergency. What role can the media play in raising consumer awareness and supporting brands in their challenges?
Media: a challenge to support the change towards all-electric
The automotive sector is currently undergoing a profound transformation, with the goal of “all-electric” by 2035, which is leading brands and dealers to accelerate awareness among both the general public and corporate customers. “As a media, our editorial role is to guide drivers and future buyers in the face of these new challenges. Our 60 journalists are there to inform them, advise them and decipher the evolution of the automotive and mobility offering,” explains Franck Graisset, Sales Director of the Automotive Division of Reworld MediaConnect.
Still a strong attraction for the automobile!
The environmental challenge is not turning the French away from cars, as evidenced by the growing audiences on automotive media, particularly thanks to the rise of social networks. “It should also be noted that topics related to vehicles and mobility more generally are of interest today to all ages and to both men and women,” continues Franck Graisset.
Marketing campaign: how to choose the right media to partner with?
The media brands are complementary by addressing the automobile through different prisms: Auto Journal is dedicated to insiders looking for automotive experiences and innovations while Auto Plus is anchored in the daily lives of drivers. We can also mention Sport Auto, very focused on the pleasure and passion dimensions. “Three brands with different targets and frequency but which each maintain a desire to be as close as possible to the needs and desires of their audience in order to build the best editorial content”, confirms the sales director. To do this, the editorial teams collect audiences, the most viewed content and newsstand sales every day to analyze the membership and engagement rates according to the subjects, to understand the evolution of needs and behaviors (The Green sections have thus entered the Top 3 digital audiences in 2 years). “Our media brands act as trusted third parties, anchored in French homes, thanks to reliable and informed information that allows everyone to decide their purchase according to their motivations and needs,” summarizes Franck Graisset.
Social media as a new territory of conquest for the automobile market
To support new uses and audience pools, media brands are developing offers dedicated to social networks, with the boom we know: “We have just launched Social Publisher, a unique solution in social media. The advertising campaign of the partner manufacturer was programmed directly under one of our accounts. Boosted thanks to the data and the endorsement of the media brand, thus generating increased visibility and efficiency”, he supports. Finally, display “test-drive” devices have been enriched with a social media component to increase recruitment volumes and their quality.
Discover the Reworld MediaConnect offer for the automotive sector.
Source: www.e-marketing.fr
