Digital marketing and customer acquisition model for a company in the automotive sector (#620)

Authors

Núñez Castro, Luis Josemaría

Landa Cherres, Gabriel Alonso

Purizaca Sojo, Moises

Abstract

The objective of the research was to propose a digital marketing and customer acquisition model for a company in the automotive sector, in the city of Piura, 2024. The study followed a qualitative methodology with a non-experimental, applicative-level, cross-sectional design. Interviews were conducted with the marketing manager and brand manager as internal clients of the automotive company. Additionally, 40 external clients of the same company were interviewed. The resulting components of the model, related to digital marketing, included: vehicle model presentations, vehicle features, commercial events, scenic routes, test drives, and vehicle pricing. Regarding customer acquisition, the components identified were age range 23–40, male gender, upper-middle income level, use of WhatsApp Business, personalized attention, years of experience, and a wide variety of vehicle models— all within a company in the automotive sector in Piura, 2024. Based on these results, 13 digital marketing strategies were proposed to increase customer acquisition. Finally, it is recommended that general management model digital marketing and customer acquisition efforts by incorporating a new component: marketing with artificial intelligence.