Designing a system of anticipative marketing for automotive industry

Abstract

The peculiarities of the automotive market development are analyzed in view of the increase in the share of connected cars. Prospects for the use of data collected by vehicles for marketing purposes are described. The possibilities of anticipative marketing in the process of meeting the consumers’ needs with the traditional product promotion approaches are compared. The relationship between the number of "smart" vehicles and the dynamics of road accidents in the EU is depicted. Approaches to monetization of data for marketing purposes collected by vehicles are singled out. The role of data normalization processes and mechanisms of their application to the enterprises marketing activities are argued. A matrix of consumer needs anticipation has been formed, where four key segments have been identified. The goals of the measures within the framework of the anticipative marketing strategy implementation are illustrated. Based on the differentiation of key areas of activity on the way to the implementation of anticipative marketing, is proposed an approach to designing a system of anticipative marketing of the automotive company

Keywords

• anticipative marketing
• customer profiles
• customer behavior
• big data analysis
• automotive market