“We’re putting the brand campaign on hold for now.” A phrase that is often heard in many marketing departments – especially when budgets are tight and the focus is on Automechanika. Read also: Display advertising: The conversion turbo. It doesn’t sound logical. It’s also risky. Because brand communication is not a switch that you can simply turn

“Just put up a banner” – that was once the case. In the automotive aftermarket, display advertising is often still reduced to classic functions: creating visibility, displaying the brand logo, generating presence. But that’s not enough. Read also: Marketing? No, thanks! That’s doing my parts wholesaler 💡  Used correctly, it becomes a strategic control tool. Here, brand

Leads, clicks, conversions – they’re all important. 👉 But what happens when marketing in the automotive aftermarket only invests where the results are immediately visible? The answer: the funnel tips over. 🔁 Many brands focus on the lower part of the marketing funnel – i.e., performance and activation. These are the links purchased on Google

For a long time, impressions and reach in the automotive aftermarket were a straightforward discipline: listed in parts distributors catalogs, exhibited at trade fairs, distributed brochures, or placed advertisements in trade journals was visible.  From print to omnipresent 🧐 Print media is losing its reach – not because print is disappearing completely, but because the information