Traditional advertising losing ground as digital strategies drive EV sales

Consumers of all generations are increasingly turning to digital platforms for car buying, particularly for electric vehicles (EVs). 

New data from independent automotive marketing platform Driftrock indicates a significant shift in consumer demand toward battery electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs) and that traditional advertising and promotional campaigns are becoming less effective.

Driftrock's analysis reveals that car makers generating leads for BEVs and PHEVs enjoy conversion rates 28% higher than those for internal combustion engine (ICE) vehicles.

The disparity is even greater between hybrid models and ICE vehicles, with hybrids boasting a 35% conversion rate advantage over traditional petrol or diesel cars.

Matt Wheeler, Driftrock's managing director, commenting on the findings, said: "The ability for car makers to effectively reach 'in-market' audiences offers a significant boost to marketing effectiveness.

"Our data shows this is particularly true for buyers of BEVs and PHEVs. It's exciting to see how coherent communication with potential EV buyers fosters trust and transparency, allowing OEMs to convert leads into sales far more successfully than with petrol or diesel-powered vehicles. Our strategy is straightforward yet highly effective: combine targeted digital marketing with enhanced customer experiences."

Elliot Saxton, Driftrock's head of customer experience, added: "By partnering with media organizations across the automotive sector and utilizing Driftrock’s advanced techniques on major advertising platforms, our clients capture the 'fleeting moment of intent' when a car buyer is interested in a specific vehicle or powertrain.

"This results in a large, authentic, and focused customer base ready to purchase an electric vehicle, contrasting sharply with the random and inconsistent outcomes of traditional marketing methods."

Brands leveraging Driftrock's technology have achieved a 15% increase in market share for new car sales, according to the Society of Motor Manufacturers and Traders (SMMT). Driftrock said the success of these brands is attributed to true people-based marketing strategies, capturing first-party data early and nurturing relationships from initial interest to purchase and beyond.