Welcome to the August issue of AM - Automotive Management magazine, which is published in print format today. Click the preview digital edition below for a taste of this month's issue, which concentrates on marketing.
Analysing data from its customers enables Audi UK to predict whether they will replace or retain a car, allowing the manufacturer to tailor its marketing to match. Audi UK's head of marketing Nick Ratcliffe tells AM how big data is at the heart of marketing.
HR Owen is smashing industry averages for responses to its email newsletters. Marketing director Chris Harris, formerly a global brand strategist for Nokia, explains how a consistent group approach, segmentation of its customer data and analysis of what those segments really want to hear give his communication's better engagement and how effective a tool email can be when mixed with events.
Be inspired by Ratcliffe and Harris, and then, armed with insight from our Marketing Toolkit and Customer Engagement features, check your marketing strategy is fit for the 21st century.
Elsewhere in the August 2014 'marketing' issue of AM
♦ Jay Nagley, Redspy Automotive managing director, says car manufacturers need to face the reality outside their organisations and how VMs such as Vauxhall are trying to break out of listening to the groupthink within.
♦ Dr Richard Parkin, Glass's director of valuations & analysis, examines the dynamics of used car sales by region and why Scottish dealers are among the most profitable.
♦ Professor Jim Saker, director of the Centre of Automotive Management at Loughborough University’s Business School, writes that while fans of the English football team will accept disappointment after disappointment, PCP car buyers will not be so forgiving.
♦ Hugh Dickerson, Google UK’s senior industry head of automotive offers car manufacturers and dealers his tips for online video success.
♦ Plus: the latest in body protection products and training and the Jeep Cherokee reviewed
Coming up in September's issue of AM - published August 22nd
Face to Face – Knights BMW and Mini aftersales director Ian Dow: Dow tells AM how the group is driving up efficiency in its workshops and aftersales teams.
Taking aftersales back to basics: The right fix at the right time, every time, is the holy grail for workshops. Experts share their views on how to achieve it.
Technologies for aftersales: A look at a selection of technologies designed to improve aftersales performance.
Citroën C4 Cactus: The Airbump parking damage protection on Citroën’s new compact hatchback may polarise prospective buyers, but the French brand needs this car to succeed.