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

In: Digital Marketing in the Automotive Electronics Industry

Author

Listed:
  • Anup Shukla

    (Infineon Technologies AG)

  • Alexander Schwertlein

    (Infineon Technologies AG)

  • Uli Schneider

    (Infineon Technologies AG)

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.

Suggested Citation

  • Anup Shukla & Alexander Schwertlein & Uli Schneider, 2023. "Meaningful Marketing Content for Automotive Customer: A Process Guide for Modular, Buyer Persona Centric, and Channel Optimized Content Creation," Management for Professionals, in: Uli Schneider & Jürgen Hoika (ed.), Digital Marketing in the Automotive Electronics Industry, pages 153-169, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-30720-1_9
    DOI: 10.1007/978-3-031-30720-1_9
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