Google, Mercedes-Benz Vans and more confirmed as Automotive Marketing Summit – Melbourne returns

Mumbrella’s Automotive Marketing Summit – Melbourne is set to return on March 17, two days after the Australian Formula 1 Grand Prix, with speakers from Google, Mercedes-Benz Vans and The Destination Group already confirmed.

Google’s industry head of automotive, Sean McDonell, will use research conducted by Kantar TNS and Google to explore how businesses can harness digital and dominate any pre-purchase research conducted by potential customers.

McDonell will discuss how to harness digital and dominate pre-purchase research

McDonell will also reveal the kind of information new car buyers are looking for, and how brands can engage with buyers from their first search through to the final sale.

Joining McDonell at Mumbrella’s Automotive Marketing Summit – Melbourne is Mercedes-Benz Vans’ head of product management and marketing, Sabine Wagner.

Throughout her session, Wagner will teach delegates how passionate brands can create long-lasting passionate fans. Drawing on case studies, she will demonstrate how to connect with existing audiences and win over new ones.

Wagner will present a session on how passionate brands create passionate fans

In addition, the Destination Group’s director of strategy, Sam McOrist, will unpack a two-part research study exploring the trends set to influence the future of mobility, which was conducted in conjunction with RMIT University.

This session will go deep on a number of market trends to help illustrate what the future may hold for the industry and how that will affect the variety of brands in the automotive industry and the marketers working for them.

Delegates will learn about looming industry change and what this means for marketing, leadership strategy and the industry’s capabilities.

McOrist will unpack the extreme disruption in the automotive industry

The the Australian automotive industry has been through significant flux recently, with Ibisworld reporting growth of 0.5% from 2014-2019. With the variety of sectors that make up the industry, it means the “performances of these smaller industries have varied over the period”. In particular, the exit of major manufacturers from building vehicles in Australia has changed the industry dramatically.

Mumbrella’s Automotive Marketing Summit – Melbourne, will cover much of the change with more speakers to be announced shortly. It takes place on March 17 at the Park Hyatt Hotel in Melbourne. Tickets are on sale now.


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