mplication on management of digital communication in automotive industry

Anna Claudia Pellicelli * and Giulia Bosso *
Department of Management, University of Turin, School of Management and Economics, SME, Turin, Italy*

Abstract: : The aim of this paper is to investigate the relationship between identified target consumer and advertising campaigns, in particular referring to digital communication, focusing on the Automotive Industry.
This research employs an analysis for the literature review to identify factors at each stage of relationship marketing and focus on digital communication following the evolution of the customer’s decision process: from the Funnel Metaphor to Customer Decision Journey (Consider, Evaluate, Purchase and Advocate).
This research employs, also, an empirical analisys with the aim to define the trends of italian and international market. During a period of observation of a sample of 500 customers randomly exposed to a survey with the purpose to define the relationship between the Interviewees, the Social Media and Internet.
This analysis identifies that hierarchical enterprises of the traditional economy is not adapt to digital economy that requires an ability to adapt rapdly to the market changes and needs a big data analysis. Communication and Advertising have changed in order to meet the evolution of customer, who has grown to become mora and more demanding while in parallel aware and informed.
These changes have important implications for different organisational level of management at companies because, differently from the past, today often a firm doesn’t not sell just a product or a service, but an idea, a value, a lifestyle concerning the products.

Keywords: digital communication, social media, automotive industry, management