Marketing technologies for the development of digital products in the automotive industry
https://doi.org/10.26425/2658-3445-2021-4-1-74-84
Abstract
The economy is changing dramatically under the influence of emerging markets, accelerated growth of new technologies, sustainable development policies and changing consumer preferences. New business models are emerging in many sectors of the economy and production. The automotive industry and the transport sector are no exception. New trends and a more personal approach to the consumer, digital products and services require a rethink of marketing activities in the automotive industry. Automakers are entering into partnerships with technology companies to increase customer loyalty and expand their list of familiar scenarios and ways of using transport.
A mobility ecosystem is being formed all over the world. And this ecosystem is more than just “Automotive Industry 2.0”. To become a leader in the new landscape, you will need to fight with a large number of new players, many of whom do not have the traditional automotive experience and integration of various capabilities. It will be important for traditional automakers and suppliers, as well as new entrants, to adopt an ecosystem mindset.
As digital technologies change the traditional boundaries of the industry, many are betting that the automotive ecosystem will be one of the first to develop. But what this will look like in practice, and when a drastic shift in competition will actually, occur can only be cautiously predicted so far.
About the Authors
G. V. Butkovskaya
State University of Management
Russian Federation
Russian Federation
Galina V. Butkovskaya
Cand. Sci. (Econ.), associate professor
A. A. Ivliev
State University of Management
Russian Federation
Russian Federation
Anton A. Ivliev
Graduate student, Customer Marketing and Communications Specialist, FESCO
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Review
For citations:
Butkovskaya G.V., Ivliev A.A. Marketing technologies for the development of digital products in the automotive industry. E-Management. 2021;4(1):74-84. (In Russ.) https://doi.org/10.26425/2658-3445-2021-4-1-74-84
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