3 recommendations for modern automotive marketers

For decades, automotive advertising has operated within a familiar structure: national campaigns led by original equipment manufacturers (OEMs), regional marketing managed by dealer associations, and hyper-local promotions executed by individual dealerships. This framework, known as tier 1, tier 2, and tier 3 marketing, has helped provide coordination between brands, regional associates, and dealerships. 

But today’s consumer journey looks very different from even a few years ago, and the best opportunity to streamline marketing lies in modernizing how these tiers work together.

Car shoppers today move seamlessly across media channels — watching connected TV (CTV), researching vehicles online, comparing offers on their phones, and browsing local inventory before ever stepping into a dealership. As a result, automotive marketers face a new challenge: aligning national brand storytelling with the localized offers that ultimately drive purchase decisions. 

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