Meaningful Marketing Content for Automotive Customer: A Process Guide for Modular, Buyer Persona Centric, and Channel Optimized Content Creation

Anup Shukla (), Alexander Schwertlein () and Uli Schneider ()
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Anup Shukla: Infineon Technologies AG
Alexander Schwertlein: Infineon Technologies AG
Uli Schneider: Infineon Technologies AG

A chapter in Digital Marketing in the Automotive Electronics Industry, 2023, pp 153-169 from Springer

Abstract: Abstract As the behavior and preferences of the customer of today is evolving, this chapter takes a closer look at the relevant content formats used in the automotive customer journey. New content formats which were not commonly utilized a decade back are now influencing the purchasing decision of the customer and buying behavior of engineers in the automotive industry. With the change in the marketing mechanisms, new dimensions and opportunities are introduced in the market. Hence, there is a need to learn, adapt, apply, and follow the cycle of changing content in the digital marketing era. In this chapter, we will outline how to develop a digital marketing content strategy for the automotive semiconductor industry.

Keywords: Digital marketing content; Marketing content; Content for automotive customer; Marketing content generation process (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-30720-1_9

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DOI: 10.1007/978-3-031-30720-1_9

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