DIGITAL MARKETING INNOVATIONS FOR AUTOMOBILE DEALERSHIPS IN THE AGE OF THE DIGITAL ECONOMY

Abstract

In the era of the digital economy, which is acting as a major catalyst in reshaping consumer behavior, businesses across all industries are being forced to adapt to effectively meet the needs of their customers. The car dealership industry is no exception, as it faces changing customer expectations and must offer services that prioritize convenience and deliver personalized experiences. This article aims to analyze the application of digital technologies — such as artificial intelligence (AI), big data analytics and online platforms — to improve marketing strategies and examine the impact of these innovations on the operational efficiency of car dealerships.

This article compares the strategic approaches of leading companies in the industry. For example, Tesla adopts a digital-first direct sales model; Toyota leverages the LINE application and social media platforms to engage with customers; and BMW utilizes virtual showrooms and AI systems to elevate consumer experience. These cases illustrate the transformative potential of technology in enhancing competitive advantage, particularly through the creation of omnichannel experiences and personalized communication.

This article also suggests strategic directions for Thai car dealerships, including investing in digital technology, upskilling staff, seamlessly integrating online and offline sales channels, and strengthening data security. These recommendations are intended to help dealerships adapt to market changes and achieve sustainable growth in the context of the digital economy.