On-Demand Webinar

Automotive marketing in a fast-changing environment

Shape the future of customer experience in automotive

Episode 1: Facing the new marketing complexity - Plan and control the marketing ecosystem.

In today’s increasingly digitalized world, digital touchpoints are becoming more and more important in terms of the overall customer experience. The automotive industry is no exception to the growing influence of digital experiences – in the typical customer journey for the purchase of a car, a massive 80% of touchpoints are digital. Players in the automotive industry must adapt their digital strategy, or they will get left behind.

In this first episode, Batten & Company CEO Dr. Christian von Thaden introduce and dissect the current situation for automotive companies from a marketing perspective. The fresh challenges associated with the post-pandemic marketing ecosystem are touched upon, as well as how automotive companies can start to plan and, to some degree, control this new-look marketing ecosystem.

Agenda

  • Dr. Christian von Thaden, CEO, Batten & Company
    • New challenges in the diverse marketing ecosystem for automotive companies
    • How does the model look like?
    • Do’s and don’ts and need for an operating system
       
  • SAS Customer Experience Advisor
    • Planning and collaboration within one tool
    • Measuring of KPIs including usage of channels, success of campaigns, attribution etc.

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About the Expert


Dr. Christian von Thaden
CEO, Batten & Company

Dr. Christian von Thaden is Partner & CEO at Batten & Company and focuses on projects in the areas of digital transformation, strategic marketing, CRM, marketing automation and e-commerce. Since joining Batten & Company in 2004, he has worked for large and medium-sized companies in various industries, especially automotive, financial services and retail. Dr. Christian von Thaden studied economics with a focus on marketing, monetary economics and business informatics at the Ruhr University of Bochum. He then completed his doctorate at the Catholic University of Eichstätt-Ingolstadt at the Chair of Marketing (Prof. Büschken).

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