Digital Marketing Communications Research Report 2022

Running Head: Introduction
Digital Marketing Communications
Student’s Name
University Name
Author’s Note

2Introduction
Table of Contents
Introduction.................................................................................................................................................3
Introduction to each company.....................................................................................................................3
Ford Motors.............................................................................................................................................3
General Motors........................................................................................................................................4
Volkswagen.............................................................................................................................................4
Opportunities and threats of the industry.....................................................................................................4
Pestle analysis of the industry......................................................................................................................6
Target marketing of 3 companies................................................................................................................9
General Motors........................................................................................................................................9
Ford Motors.............................................................................................................................................9
Volkswagen...........................................................................................................................................10
DMC mix analysis of each company.........................................................................................................11
Volkswagen...............................................................................................................................................11
Conclusion.................................................................................................................................................12
Reference List............................................................................................................................................14

3Introduction
Introduction
In this Research report, the digital marketing communication strategies of the three frontline
automobile manufacturing companies, namely, the General Motors, Volkswagen and Ford
Motors have been analysed. Undertaking, the automobile manufacturing industry into focus, the
digital marketing communication strategies employed in the industry, have been assessed. The
major opportunities and threats facing the industry have been highlighted with a detailed
environmental analysis of the industry. This analysis in corporates detailed discussion regarding
the current position of the three organisations chosen for study. Marketing Communication
strategies of individual organisations has also been analysed which strong emphasis on their
market Positioning, branding and target marketing. The success and failures of the organisations
in the above respects surfing highlighted in the report with appropriate recommendations
regarding how we can develop their digital marketing communication. In the last section of
marketing mix of these three companies emphasizing on the digital marketing strategies of each
organization has also been conducted.
Introduction to each company
The three organisations chosen for research in this report are the General Motors, Ford Motors
and Volkswagen.
Ford Motors
Ford motors are an organization involved in manufacturing, distribution as well as sales of
automobiles. The company has headquarters in Michigan. Under the brand name of Ford Motors,
automobile as well as commercial vehicles are sold. In the last financial year, Ford generated

4Introduction
revenue of $156.7 billion USD (Karjaluoto, H., Ulkuniemi & Mustonen, 2015). The employee
strength of organisation is more than 200000.
General Motors
General Motors is a multinational corporation from America who headquarters is situated in
Detroit. This organisation is responsible for designing, manufacturing, marketing as well as
distribution of vehicles as well as vehicle parts all around the globe. Established in the year 1908,
General Motors Company is now a Holdings company. General motives is celebrated
Organisation in USA and is also ranked 10 in the Fortune 500 ranking of biggest corporations of
USA in terms of accumulated revenue (Taiminen & Karjaluoto, 2015). The primary brands of
parts under General Motors into Chevrolet, GMC, Buick as well as Cadillac.
Volkswagen
Volkswagen is a German automobile manufacturing Organisation established in the year 1937.
Aligarh Union of Germany had established the organisation and currently their headquarters at
present in Wolfsburg, Germany. So far as the worldwide sales of automobiles in the financial
year 2016-17 and 2017-18 is concerned, Volkswagen group has made phenomenal profits and
now consider China as one of their biggest market, responsible for delivering more than 40% of
the sales as well as profit outcomes (Taiminen & Karjaluoto, 2015).
Opportunities and threats of the industry
The new usage of social media platforms has created many opportunities of digital marketing for
the automobile manufacturing organisations. Motors manufacturing organisations are appropriate
for online surveys to attract customers. The outcome of the online service helps the organisations
to understand the most demanded product features among the customers. Customers are not

5Introduction
interested in learning features of automobiles from the dealers, there are interested to be
informed about the specific product features from the organisations, themselves. This is why
more and more common factor companies are increasing in using AR and VR in order to
demonstrate the features of the best and most demanded call models to the potential customers
(Chaffey, Hemphill & Edmundson-Bird, 2015).
This technology has recently been implemented by Audi by implantation of large display walls at
important Street corners along with touchscreen tablets where there is inbuilt internet
connectivity and limitless accessibility for random customers to register their email address with
organisation. By doing so and completing a simple survey, they would be able to get lucrative
discount offers like free insurance, reduction in on road price of cars or lucky draw for handsome
cashback offers.
As highlighted by Korpela, K., Hallikas and Dahlberg (2017), the ideal intention of diesel
marketing approaches should not be enhancement of sales as well as revenue generation. Most of
digital marketing activities should be emphasised for ensuring that the organization gets to know
their audience better and also understand the primary online behavior of the potential customer
groups.
Another major opportunity for the automobile manufacturing organisations is to increase their
organic visibility by creating potential online content. In the last 18 months, the way search
engines like Google have been presenting information, has changed rapidly. They allow business
organisations to occupy more spaces where they can display their information. However, the
organisations to understand how search engines like Google receives information and exhibit
them. It is also necessary that the companies keep on creating potential content that meets such
requirements (McStay, 2016). In order to address the opportunistic aspects, described above, it is

6Introduction
necessary that the organization should have an established digital content creating team. It has
been observed that since 2015, most of the organizations are having a strong digital marketing
team.
Challenges
Although there are ample opportunities in the domain of digital marketing, there are certain
challenges that can hinder the successful implementation of digital marketing strategies. Often, it
has been observed that large organisations and having decorated digital marketing teams.
However, customer and sales analytics are often not employed properly.As an outcome of this,
the communication with the customers is not established properly, which is the ultimate motive
of digital marketing activities. There are ample digital marketing opportunities provided by
global platforms like Google in the form of answer box launched by them in 2017 and so on
(Hansen & Sia, 2015). Organisations in Other industries are unable to Grab this opportunity and
enhance their communication with customers. However, it has been observed that the peak
automobile manufacturing organizations have been persistent on remaining satisfied with the
traditional marketing and customer engagement policies. None of the big automobile
manufacturing organisations have invested in recruiting social media represent gives for
establishment of peer to peer discussion and thereby establish typical touch points all across the
social media.
Pestle analysis of the industry
The organisations need to contact Temple internal analysis into the intrinsic market of everything
potential Geographic domains. However, internet laws different for different countries because
of which the organisations need to explain their marketing budget and resources. Considering the

7Introduction
economic aspects of digital marketing, it can be emphasized that it helps in conducting a cost
benefit analysis. Digital marketing helps in fostering communication channels with the potential
customer bases, over a wide spectrum of platforms (Ryan, 2016). However, these platforms help
the organisation to understand the primary needs of the customers, based on which they can work
on development and Research over to their upcoming model of cars. This helps in saving cost as
we are getting direct feedback from the customers. Nevertheless, along with being cost-effective,
this helps the organisations to create brand awareness also. There are several technological
advantages of digital marketing also.
One of the most essential factors in digital marketing is that Technology needs to be updated on
a continuous basis and the in-house team of digital marketing should have the necessary
technological know how. Going across the Technical difficulties, the organisation needs to
implement services based on prompt and latest equipment. For evidence an Organisation which
is trying to conduct video marketing in order to develop YouTube videos, should invest over
development of a camera light and audio setup and also hire people with expertise of using those
resources. Nevertheless, it is better not to use third party service in order to create digital content
for the companies, since it is evident that their strategies would be easily imited if they do so.
Considering the social aspects of digital marketing in automobile organisations, the organisations
need to understand they importance of leveraging big data (Patrutiu Baltes, 2015). The business
planners would be able to develop their marketing strategy based on the data and marketing
outcomes. Social media is the most essential channel for levels in big data since it can help in
realisation of customer behaviour as well as digital usage pattern of the potential customer
groups.

8Introduction
So far as the legal factors affecting the business of automotive companies are concerned,
maximum impact is caused by theregulations regarding carbon emission. Important digital
footprint block in few countries, the organization should not face any big trouble in leveraging
customer data. Digital marketing efforts required language as well as images in affecting the
target market and that should resonate their aspects of personal behaviour also. In this context
there is strong debate whether organisations have the liberty to collect customers’ personal data
in order to understand their consumer behaviour or not (Järvinen & Karjaluoto, 2015). However,
research studies of Moreno et al. (2015), helps us to identify that content marketing has created
and impactful presence among the potential customer groups of most automobile organisations,
which is the salaried as well as the Entrepreneurial middle and upper middle class customers
who are aged between 25 and 55 years. (Kane et al. 2015). Considering from this perspective, it
can be highlighted that the researchers identify that maximum people belonging to this target
group of customers provide their personal data, willing to the customers so that they received
customized information regarding their consumer preferences.
It is economically beneficial for the digital marketers of reputed organisations, since traditional
marketing invests hired cost compare to digital marketing. However, in order to reduce costs
alongside practicing digital marketing, however, in order to reduce costs alongside practicing
digital marketing, they should be an experienced team of strategies who have to develop an
appropriate mix of organic and paid promotions. The initial setup and recruitment in cause
significant stock investment power which might be a difficult for small organisations, but for the
bigger corporations like General Motors, Volkswagen or Ford Motors budgeting and equipment
should not be a big difficulty. There should be adequate experience in recruitment of a digital
workforce.

9Introduction
In respect to the environmental concerns of digital marketing, it can be specified that other than
reducing the carbon footprint by making lesser e-waste, there are no other specific elements that
are harmful towards environment.
Target marketing of 3 companies
General Motors
General Motors has the attitude of creating target customer basis based on several attributes that
are highlighted on the basis of demographic, psychographic as well as Geographic segmentation
strategies based on variables like gender, region, marital status, income status as well as age
groups. For an organisation with such a big brand portfolio, General Motors would not find it
difficult to implement the same diversifying segmentation strategies on digital marketing
platforms. However, since they have initial stock capital, they can recruit dignified professionals
thereby creating value for money as well as high brand recall in the perspective of prospective
customers.
Ford Motors
Ford Motors have the advantage of establishing positive word of mouth as well as high top of
Mind awareness among the potential customer basis, in the developed nations of USA and
Europe. However the same brand architecture has not yet been developed by the organisation in
the developing Nations. In this context, it can be considered that the organisation can establish
the same brand awareness in the developing countries which can be potential markets in the
future is digital communication which can be established by means of social media only. Prompt
replication of replies to customers is one method by means of which the organisations can
establish communication with them and thereby create brand awareness. As observed by Rogers,

10Introduction
(2016), Automotive organisations like Honda or feared which utilizes high-end digital
technology are targeting the developing Nations for their potential growth based on digital media
strategies like Facebook marketing. In order to develop a target market based on digital media,
the organisations use digital analytics tools to search for maximum customers who have been
searching for online information regarding new car (Ryan, 2016). Based on the customers needs
of Definite customers they send suggestive Facebook content to the timeline of the specific
customers. As evident in the website data of of companies like Honda Motors, more than 80% of
such customers become loyal towards organisations.
Volkswagen
The automotive market is highly competitive and because of weights the bigger organisations are
consuming each others market share. In the first place, it can be highlighted that typical big
budget American automotive companies like General Motors or Ford Motors normally targeting
the European market because the American companies are facing the odds of market saturation.
Company is having two face equal competitions in their home market also. Nevertheless because
of actors like lesser labour cost and infrastructure cost in the typical manufacturing markets like
China, Lebanon, Hungary and other African Nations, Volkswagen have been able to reduce and
keep their operating costs constant. Now it is necessary that they emphasize on expanding the
customer base and develop a new set of target customers. In this regard, it can be emphasized
that organisations like Volkswagen, which develop typical budget cars, can find easy customers
in markets like South Asian countries of India Myanmar, China and so on (Moreno et al. 2018).
However, it is necessary to attract the big group of customers who are active and heavy data
users over social media. However, it can also be emphasized that digital marketing strategies
allow social media analysts to track the lifestyle Trends of typical customer basis of big

11Introduction
companies (Chattell, 2016). This helps to give them an idea regarding the lifestyle and luxury
needs of the customers, based on which the companies can send customized purchase
suggestions over encrypted digital platforms like Snapchat, WhatsApp, Facebook messenger and
so on.
DMC mix analysis of each company
Volkswagen
Depending on the level of localisation, the organization provides customised solutions to
potential customers through email marketing. Features like comfort, size, engine configuration as
well as seating capacity and so on are referred to customers through email marketing. If
Volkswagen uses digital marketing platforms, they can communicate more specifications which
people through further encrypted channels. As an outcome, they would be able to attract the
younger generation with much higher purchasing capacity. Out of the three companies, only
Ford Motors have been observed two post potential Facebook content. Nevertheless, such social
media content should be unique and different from the traditional advertising content. Factoring
companies need to understand this fact in order to generate more like, share as well as comment
against their social media posts.
Volkswagen develops purchasing strategies should be based upon their understanding of the
needs of the customers. In this regard easily contact online Google service regarding the
inconvenience of customers in purchasing their cars. Context of price can be easily understood
through surveys. None of the 3 specified car manufacturing brands have so far invested their
digital marketing channels to conduct online surveys. Rather, it can be argued that the Japanese

12Introduction
and European car manufacturing companies are more close to their customers in terms of sales
communication.
Digital marketing communication can be made more established and easy by development of
social media content. Development of YouTube videos prior to the launch of new model of cars
can help the organisation to create more brand awareness. Get to American car manufacturing
organisations, General Motors as well as Ford Motors have their YouTube promotions channel
where the release there content specific videos regarding the product features and the product
launches (Chaffey, Hemphill & Edmundson-Bird, 2015).
All that three organisations should focus more on establishing their digital media communication
channels over to non saturated markets like the Asian countries, Australia and so on. Research
surveys show that these countries have the maximum number of heavy internet users belonging
to the middle and upper middle class purchasing category of customers, who are most likely to
purchase cars of foreign brands (Järvinen & Karjaluoto, 2015).
Conclusion
In conclusion it can be stated that the three reputed car manufacturing companies have eminent
traditional marketing strategies. There is global Fame rests on development of new product
features, price efficiency as well as brand awareness. On the contrary, this report has established
that development of digital marketing channels cannot only expand their target customer base,
but also develop potential group of new customers for them in there established as well as
undiscovered market. In this regard, this report discusses that there are still some potential
markets like Asian market, where these brands have not yet penetrated in a proper way.
Nevertheless with digital marketing strategies, the car manufacturing companies can make their

13Introduction
products popular without physical promotions, investing March lesson money and with
minimum effort. However, in order to do so they have to develop a proficient online content
development team as well as a group of cells represented used for conducting customer
communication.

14Introduction
Reference List
Chaffey, D., Hemphill, T., & Edmundson-Bird, D. (2015). Digital business and e-commerce
management. Pearson UK.
Chattell, A. (2016). Creating value in the digital era: Achieving success through insight,
imagination and innovation. Springer.
Hansen, R., & Sia, S. K. (2015). Hummel's Digital Transformation Toward Omnichannel
Retailing: Key Lessons Learned. MIS Quarterly Executive, 14(2).
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performance measurement. Industrial Marketing Management, 50, 117-127.
Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D., & Buckley, N. (2015). Strategy, not
technology, drives digital transformation. MIT Sloan Management Review and Deloitte
University Press, 14(1-25).
Karjaluoto, H., Ulkuniemi, P., & Mustonen, N. (2015). The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons, 58(5), 539-549.
Korpela, K., Hallikas, J., & Dahlberg, T. (2017, January). Digital supply chain transformation
toward blockchain integration. In proceedings of the 50th Hawaii international
conference on system sciences.
McStay, A. J. (2016). Digital advertising. Macmillan International Higher Education.

15Introduction
Moreno, A., Navarro, C., Tench, R., & Zerfass, A. (2015). Does social media usage matter? An
analysis of online practices and digital media perceptions of communication practitioners
in Europe. Public Relations Review, 41(2), 242-253.
Patrutiu Baltes, L. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin
of the Transilvania University of Brasov. Series V: Economic Sciences, 8(2).
Rogers, D. L. (2016). The digital transformation playbook: Rethink your business for the digital
age. Columbia University Press.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs.
Journal of Small Business and Enterprise Development, 22(4), 633-651.