Exploring Tomorrow’s Automotive Marketing with Morten Friis-Olsen

(00:00) Future Trends in Automotive Marketing

This chapter explores the dynamic intersection of technology and automotive marketing with Morten Fries Olsen, the Chief Marketing Officer at Sembler Group. We discuss the growing trend of ROPO (Research Online, Purchase Offline) and its implications for businesses, especially those dealing with full-time group brands. Morten shares insights into his passion for combining technology with the automotive industry, sparked by his early interest in cars and his professional experiences in Copenhagen. We also touch upon his personal adventures in cross-country skiing, particularly in Italy, highlighting the unique skiing culture and races there. Morten’s journey from promoting Copenhagen as a business hub to leading marketing initiatives for Audi underscores the innovative strategies that are reshaping the automotive landscape.

(05:15) Customer Centric Approach in Automotive Marketing

This chapter explores the transition from promoting Copenhagen to a role in the automotive industry at Semmler, highlighting the cross-industry transfer of skills and insights. We discuss how digital trends, particularly AI, are reshaping consumer expectations in the automotive sector, with a focus on Semmler's strategy to enhance digital customer experiences and build stronger relationships. The conversation touches on the challenge of placing customers at the center of business operations, bridging fragmentation across various touchpoints, and the complexities of centralized customer data. By aiming to provide mobility solutions that add value, we emphasize the importance of overcoming organizational silos to achieve growth and customer satisfaction.

(20:54) Leveraging AI for Enhanced CX

This chapter provides an insightful exploration into how businesses leverage data and technology to enhance customer engagement and marketing effectiveness. We discuss the use of 23 brand mutual questions to gather feedback on customer behavior, which aids in creating valuable insights and providing personalized offers. The conversation highlights the role of Sales Wings as a SaaS platform that tracks digital behavior, saving money by sending relevant messages. We also examine the integration of AI tools, such as Salesforce Marketing Cloud and sentiment analysis, which automate tasks and analyze customer interactions to refine marketing strategies. Moreover, we explore the concept of Next Best Action and Next Best Offer, using data to determine the most effective ways to engage customers and convert interest into action. Overall, the focus is on bridging digital and analog touchpoints, maintaining consistency, and enhancing the customer experience.

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