STRATEGIC MARKETING IN THE AUTOMOTIVE INDUSTRY

Abstract

The relevance of the topic is due to large-scale changes in the automotive industry, in particular, active digitalization, transformation of communication channels and the formation of new consumer demands. The modern buyer expects not only a high-quality product, but also fast, personalized and interactive interaction with the brand in the digital environment. Promotion strategies that take into account the behavioral patterns of the online audience, the growing role of social networks, content marketing platforms and the possibilities of targeted advertising are of particular importance. The problem lies in the insufficient adaptation of strategic marketing to the modern conditions of the Ukrainian market, where traditional approaches dominate, not always effective in the digital age. The purpose of the study is to identify effective approaches to promoting the Volkswagen Caddy and Multivan models in the context of digital transformations and a competitive environment. The object is marketing in the automotive industry, the subject is promotion tools adapted to digital channels and local features of the Ukrainian market. To achieve the goal, a set of methods was used: statistical and comparative analysis of official sales data, content analysis of advertising presentations and campaigns, as well as expert surveys of automotive business specialists and marketers. Value / originality. The study covers the period 2019-2024, which allows us to trace the impact of the implemented strategies on sales dynamics and the level of recognition of models among consumers. The author analyzed the brand's marketing strategies, determined the effectiveness of various presentation formats and the role of visual content in the purchase decision-making process. The most effective promotion channels were also identified, including integrated communication platforms, video marketing, personalized email newsletters and SMM campaigns. The results of the study showed that an effective content strategy should be implemented as a flexible system that involves defining business goals, in-depth analysis of the target audience, building a content architecture, selecting relevant formats and channels, planning and regular analytical testing. It is shown that the choice of content formats should be subordinated to the dominant campaign metric: to increase traffic – use viral videos, to maintain attention – long reads and narrative series, to increase conversion – interactive content and online test drives. The conclusions provide practical recommendations for adapting marketing approaches to local conditions, digital trends and the specifics of Ukrainian consumer behavior in the automotive market segment.