bwagy, the blog of Ben Young

I am a bit of a car guy AND a marketer.

What I enjoy attending the auto shows, is how layered the products are.

There is a car for every customer segment, with price & feature differentiation. And at the auto shows you can browse and see how they’re tackling each segment all in one place.

They have their tiered marketing;

• Brand, the big launches, the hype reel, the billboards.
• Product marketing at the dealer level, YouTube reviews, car magazines & blogs.
• Lead-gen to the local dealer, through events, car builders, SEM, social.

As a marketer, it’s just curious to be able to see the whole stack from top to bottom so transparently. But also how it adjusts year to year.

If you’re a marketer – and you haven’t been to one, go next time, peruse.

I visited the New York Auto Show last weekend, they had a specific map highlighting where the electric vehicles were.

And it wasn’t the electric only vehicles that were most exciting – it was the Jaguar E Pace or the Range Rover PHEV, current vehicles enhanced by electric.

It’s these types of executions that help the future arrive faster. Yes you want the concept cars, to help us think about the future but you have to follow with a tangible action today.

This is how companies should think about AI & blockchain, not the future but what problems today can be solved with these tools. How can they save time, money, stress.

These are the best executions and likely the best in-market at scale successes, those that were able to be enhanced by it.

Drones open up a new type of media, live traffic reporting wherever it is happening.

They can even be programmed, when Google Maps detects congestion, send a drone, pipe the footage down to the cars screens below.

It’s like micro, mini tv stations, created on demand and context.

It’s one of the many benefits that 5G will open up, when suddenly high quality video on demand can be piped.