The consumer behind the wheel, i.e. traveling in the digital era

Advertisers and marketers are bent over backwards to fill our day with content. They arranged the points of contact available in our homes, at work and on the go. Let’s stop at the last point – when we travel as a public transport passenger. The touchpoint will be printed advertisements in vehicles, our smartphone, billboards, etc. The question remains how to reach a driver who cannot be visually engaged. Or at least it shouldn’t … yes, yes – put down your smartphones and read the rest of the article on the spot.

The gate through which the brand can reach the driver while driving is hearing. The current situation is quite clear. Radio stations have no problem selling out their airtime. What about drivers who choose their own music while driving? Will the modern Apple CarPlay, Google Android Auto or MirrorLink systems become another point of contact with consumers?

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“And who in the car has such wonders?”, you will ask. Just look at the five most popular models in Poland (Skoda Fabia, Skoda Octavia, Opel Astra, Ford Focus and Volkswagen Passat). All manufacturers offer complex audio systems that easily “get along” with our smartphones, and the four mentioned models will also connect to Apple and Google applications. So it can be assumed that soon it will be an absolute standard, not an optional luxury.

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With the increase in popularity, interest from advertisers will grow. We are extremely curious how and if this point of contact will be developed. What kind of content will reach the driver while driving? Will separate messages be created specifically for passengers? Curious and buried in hypotheses, we wish you a safe ride.

A word specialist who ditched the radio microphone for marketing. Passionate about music, motorization and advertising creations that make you sit in your chair or make you cry. During his short professional career, he had the opportunity to test his skills in analytical, strategic and creative positions. At the Abanana agency, he works as a junior Public Relations specialist. He lacks assertiveness towards his own creations, which is why he became an ardent fan of Microsoft while working with him.

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