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Alex Schultz, CMO & VP Analytics at Meta, explains in his LinkedIn article “Can we please kill ‘performance marketing” that he now hates the term „performance marketing” because it is often misunderstood and seen as the opposite of branding.

The fact is, good branding always delivers measurable performance. Whether it’s an event, campaign, or brand building—when implemented correctly, all marketing measures achieve results. The goal is therefore to view branding and performance not separately, but as a single entity.

💡 This is especially true in the automotive aftermarket, where there is no direct distribution of advertising industry brands. And the fact that other important parameters such as availability and experience with the brand are also taken into account when placing an order. This means that performance marketing only works to a limited extent.

🙋‍♂️ Read also: Brand marketing first, then leads! This is how it’s done?

This makes it all the more important to continuously build brand awareness. Ideally, this should be done across various channels in parallel, such as content marketing via social media, SEO for Google, and visuals in trade magazines such as AMupdate.de.

To implement this, we have developed Brand Awareness as a Service to continuously increase brand awareness in the automotive aftermarket.

👉 Do you have any questions? Would you like more input on specific topics or do you need support to implement all of this? Let me know. 🙋‍♂️

In a world where we are overwhelmed with thousands of advertising messages every day, only one brand wins: the one that is seen, remembered, and recognized.

Display advertising is the digital shop window for this—and an integral part of successful brand communication.

In the automotive spare parts industry in particular, attention is the first and most important step in staying top of mind with technicians. Read also: Brand awareness as a service – it’s that simple

👀 Attention

An advertising banner often has only fractions of a second to stand out in a sea of impressions. Every detail counts here: strong brand colors, concise claims, and a creative design that immediately anchors the brand.

With targeted advertising on relevant specialist portals such as AMupdate.de or AMtalk.de, your message lands right in front of the eyes of decision-makers.

💡 Interest

Visibility alone is not enough. The banner must arouse curiosity and encourage readers to continue reading or clicking. This is achieved through emotional imagery, clear messages, and value-added communication—for example, exclusive insights, innovations, or strong USPs that make people want to get to know the brand better.

The side effect: Desire & Action

Even if brand awareness is the main focus, strong attention and aroused interest automatically lay the foundation for later purchasing decisions. Well-placed brand messages stick in the mind and shorten the path to conversion later on. Read also: 60% brand. 40% activation = 100% impact

📊 Why this matters for your brand:

1️⃣ Increases recognition among your target group
2️⃣ Positions you as a relevant player in the market
3️⃣ Builds long-term trust and brand loyalty

🚀 AMrocket makes your brand visible.

With data-driven targeting and a clear focus on attention and interest, we bring your message exactly where it will have an impact.

👉 Want more insights?
Aftermarket Online Marketing

The year 2025 is nearly through – and you haven’t even started yet? If you want to be visible in the automotive aftermarket, you need a clear plan. Between new platforms and constantly changing SEO algorithms, the question arises: 

Which online marketing actions really work this year?

Here are our top recommendations for successful online marketing actions that you can implement immediately. 

1️⃣ Video-first strategy

Short videos in B2B? Yes! Whether product insights, how-to clips, or event highlights – moving images also dominate in the professional environment.

2️⃣  SEO: User intent first

In 2025, Google rewards not only keywords, but also content that exactly matches search intentions. Invest in in-depth content analysis and adjust your page structure accordingly. An example: How to become visible in an OE number search

3️⃣ Branding

Visuals on news portals such as AMupdate.de increase brand awareness in the long term. More awareness = more sales! Find out more here: Why is branding so crucial in the aftermarket?  

4️⃣  Social media

Instagram Reels, YouTube Shorts, and Facebook Feed can generate inquiries and increase brand awareness—provided that the content delivers real added value. Want to learn more about content marketing? Here are the advantages of content marketing

💡 Our tip: The most successful 2025 campaigns combine several of these measures in a clear customer journey – from initial visibility to completion. Brand awareness as a service – it’s that simple

👉 Want more insights?
Aftermarket Online Marketing

Brand awareness is not a “nice-to-have” – it is a crucial performance factor! If you want to stand out in Google searches, you first have to get into the minds of your target audience. And this is precisely where the big opportunity lies for aftermarket brands in the B2B environment. 🔍💥

📈 Branded search = the new performance KPI

How often is your brand actively searched for? The volume of brand-specific search queries (“branded search”) is a clear indicator of your brand strength. This is particularly relevant for wholesalers and workshop relationships, because:

➡️ Technicians specifically google suppliers and brands.
➡️ Every percentage point of increased awareness directly increases your search volume.

🧠 Nielsen: Awareness contributes to sales

A meta-analysis by Nielsen sums it up:

👉 For every point of increase in awareness, sales increase by approx. 1%.

A clear ROI factor when it comes to marketing efficiency – especially in highly competitive aftermarket niches.

🚘 Study from the automotive industry: Visibility generates demand

Current research from the automotive sector proves:

✅ Correlation between brand awareness & purchase interest.
➡️ Meaning: Those who are visible become the active choice.

And that applies not only to TikTok – but also to Google, Facebook, and AMupdate.de

Conclusion: Visibility on Google starts with brand strength.

If you want to win digitally, you must first invest in brand awareness – not just keywords.

👉 And best of all, branded traffic often converts better, is cheaper, and strengthens your market position at the same time. 🏁

Curious to see what that might look like for you?
👉 Get started now

Many marketing teams focus everything on performance – but that’s not enough. If you want to grow in the long term, you need both: brand building and activation. The solution? The 60:40 rule.  In complex purchasing processes, branding is crucial in order to remain top-of-mind and in the relevant set. At the same time, performance campaigns ensure short-term action.

💡 60% for brand building: strengthens your image, builds trust – and has a lasting impact on your sales.

✨ 40% for activation: Brings quick sales peaks – but only efficient if the brand is strong.

🎯 Thinking short-term = losing impact.

If you only activate, you burn through budget in the long term. Only with a strong brand behind you can ads & campaigns develop their full power. Read also: 60/40 rule – The perfect marketing mix

👉 This is exactly where we come in:

With Brand Awareness as a Service, we provide you with a ready-to-use package that reflects precisely this balance – measurable, scalable, efficient.

What’s inside?

✅ Visibility on AMupdate.de

✅ Content & newsletter marketing

✅ Visual & social pushes

✅ Campaigns with reporting & expert support

📊 Want to know if your budget mix fits the 60:40 rule?

Let’s take a look together.

👉 Secure your package now & grow visibly

Own brands from manufacturers, re-packers and parts distributors have long been part of everyday life in the aftermarket.

But how do you manage to position your own brand correctly and gain the trust of your target group e.g. car technicians? 🤔

Here are some tips to help you successfully establish your brand in the aftermarket and get the most out of it:

1. your brand is unique – Show it!

Private labels offer you the chance to stand out from the crowd. Develop a clear brand identity with a memorable logo and a story that conveys your values. Authenticity is the key to building a bond with your customers.

2. digital first – expand your online presence

A strong online presence = a strong brand! 🌐 Use the power of SEO and content marketing to bring your own brand to the fore. Invest in relevant content that informs your target group and offers them real added value – whether via blogs, videos or social media.

3. social proof: build trust

Customer reviews, case studies and testimonials can make all the difference. Show your potential buyers that your products are already being used successfully and are trustworthy. 💬 Nothing is more powerful than the recommendation of satisfied customers.

4. use omnichannel strategy

Your own brand should be present wherever your target group is. Whether in your online store, marketplaces or in specialist media such as AMupdate.de – make sure that you offer a seamless and consistent experience across all channels. 📱💻

5. brand awareness: targeted advertising

Use targeted advertising measures to increase the visibility of your brand and strengthen brand awareness. Whether display ads, Facebook campaigns or content marketing – it is important that you pick up your target group exactly where they are.

Private labels offer enormous potential in the aftermarket – but only with the right strategy and the right marketing boost! 💡

To all brand strategists and those who want to become one:

Why is branding so crucial to your success in the aftermarket?

Most automotive technicians do not immediately need the advertised product when they see your ad. This means that lead generation measures in the online aftermarket often come to nothing. Especially if sufficient brand awareness has not yet been built up.

Without brand marketing, there is no basis for trust and subsequent conversion, e.g. to sign up for a newsletter, register for an online store and ultimately become a happy buyer of your product.

💡 The solution:

Brand marketing first, then performance marketing. This leads to 6x better results in lead generation activities. This is the result of a study: “Marketing Effectiveness in the Digital Era” by the renowned IPA – Institute of Practitioners in Advertising.

🔍 How is it done?

First of all, advertising messages for continuous brand awareness. In particular for brand positioning, e.g. quality leader or problem solver. After a certain time, additional, more prominent advertising spaces are used to increase the click rate in the short term and ideally generate new contacts.

On AMupdate.de there are exemplary packages for long-term awareness and short-term penetrating measures.

💡 Tip: Without sufficient brand marketing, you will miss out on important buyers when the part is really needed.

Parts number enthusiasts take note.

Our penultimate newsletter How to become visible when searching for an OE number triggered a number of questions. Basically about one topic:

Why are OE numbers googled at all?

The answer is simple – because there is a need:

📦 The part is not available from the main supplier

🔍 To identify an IAM part

💰 Price comparison with B2C webshops

🧑‍🔧 Drivers google themselves

Yes, that’s right. More and more end users are searching for spare parts on their own – often based on the OE number given to them by the workshop. Sounds like the garage is cutting itself off, doesn’t it?

Not at all! A garage that supports its customers in financial distress gains trust. And trust is the most valuable asset in automotive service.

If you order a part yourself today and visit your trusted mechanic tomorrow to have it fitted, you’re sure to come back for the next tire change, oil change and emergency.

👉 For marketers, this means that part numbers are not “dry catalog data”, but search terms with purchase intent. If your website or landing pages are optimized for these numbers, you will be visible when it counts.