The Key Role of Disruptive Digital Marketing Approaches in the Automotive Electronics Market

Jürgen Hoika () and Uli Schneider ()
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Jürgen Hoika: Infineon Technologies AG
Uli Schneider: Infineon Technologies AG

A chapter in Digital Marketing in the Automotive Electronics Industry, 2023, pp 25-41 from Springer

Abstract: Abstract The key roles supporting the decision-making process of customers in B2B markets like automotive electronics are sales and marketing. Customer facing and support are one of the most relevant tasks to gain expertise about the market, applications, and hence positioning of the products like semiconductors. The B2B industry followed only slowly the digital transformation trends to adapt and take advantage of the new user behavior. However, the decision-makers within the automotive industry who make electronics purchase decision like to gain the same experience in their professional lives like they do in their private ones. New generations of decision-makers see company web pages and social media as a normal way of dealing with suppliers in contrary to the old times when arranging a meeting with the suppliers was the preferred way to become aware of new products or solution during their R&D phase. The pandemic has accelerated the change from what we can call analog to digital customer engagement. In this chapter the authors outline the crucial elements of the analog to digital customer engagement transformation and translate them in the context of the automotive electronics industry.

Keywords: Customer journey; Sales and marketing funnel; Analog to digital conversion; Digital marketing; Electronics industry; Sales and marketing in the electronics industries; Business-to-business; Buyer persona (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-30720-1_3

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