Multiple device usage when engaging with content has caused increased pressure on traditional media, where traditional platforms now need to innovate and gather insights faster than ever. Many people already consume media on multiple devices and the smart connected car will soon be another significant screen. This will further hasten the pressure on traditional media and in turn present marketers with a unique opportunity.
Developments in motoring, with the industry advancing towards fully autonomous driving, make way for more innovative designs. The Continental Cockpit Vision, which turns the windscreen into an augmented reality display with interactive on-screen tools, points to how brand and media communication is getting even more personal – more targeted.
Reuters recently reported that “China’s Tencent Holdings and Guangzhou Automobile Group Company Ltd have agreed to collaborate on internet-connected cars”. The part Naspers-owned company is one of the top five largest internet companies in the world.
According to Reuters, Tencent and Guangzhou plan to include artificial intelligence with aided driving, auto e-commerce and electric cars into the automotive industry. Samsung Electronics also joined the self-driving car race after successfully applying for permission to test the technology in California. Google and Apple are also among some of the tech companies that are well positioned to disrupt the evolving motoring industry.
Leading the pack in autonomy
Audi and Mercedes-Benz lead the pack with two of the most advanced full level 3 autonomous cars in production with the Mercedes-Benz S-Class and the Audi A8. Level 3 autonomous driving in general terms means the car drives itself while the driver attends to other tasks such as reading a book or catching pre-loaded movies in the vehicle’s infotainment system.
The connected Level 3 autonomous vehicle offers marketers remarkable technology and insights on how consumers use products and services. For carmakers, original equipment manufacturers (OEM) and third-party brands, the benefits will increase exponentially as a result of the close connections fostered by the smart connected car. OEMs are also stepping up their involvement by developing connected products for cars.
Location powered marketing
The wealth of insights garnered from connected cars and devices present a whole new world of opportunities for marketers and innovators alike. Location-based marketing, as a result of understanding how people interact and engage with brand messaging in private spaces, will provide brands with increased data whose analysis and insight can offer more product innovation.
The smart connected car features include:
- Cloud-based technologies
- High-Speed Internet connection (4G & 5G)
- External third-party data integration
- Enhanced GPS capabilities
- Telematics/Location-based connectivity
- Vehicle-to-vehicle communications
- Internet of Things (IoT)
- Augmented Reality
Many other technologies will be instrumental in ensuring the competitiveness of the automotive industry and drive new initiatives by marketers to differentiate their offerings and maximise profitability.
Connected device opportunities
Connected cars will enable marketers to identify, analyse and better customise people’s experiences with brands and make more efficient products. For the first time, brands will be able to map themselves around human behaviour more intimately, based on both big-data and lifestyles, such that targeting will be less invasive and more useful for prospective customers. The marketing fraternity, both in and outside the automotive industry, will need to better equip themselves with skill-sets that lead to a deeper understanding of multiple ecosystems – not just their immediate industry. This includes collaborating with stakeholders and peers outside their usual environment.
According to Audi full level 3 autonomous driving will be available in Germany by 2019, once legislation is place. The future no longer belongs in Hollywood blockbusters, we are already in the era of self-driving, fully autonomous driving and living the sci-fi dream is much closer than some may think. Smart, forward-thinking marketers have already realised that they may strike gold with increased data analysis and insight. Businesses at the forefront of this connected device revolution and the internet-of-things, stand to lead the Fourth Industrial Revolution.