The ‘devicefication’ of the car: Adding personal vehicles to the digital marketing mix

Abstract

Cars are gradually turning into mobile devices — just like some of the phones, cameras or watches available on the market. This paper describes this ‘devicefication’ process as the result of innovations in the automotive industry in three areas: human– machine interaction, connectivity and intelligence. It offers examples of features, functions and technologies typical for handheld devices, which automotive manufacturers and suppliers have already developed or intend to deploy in their products. The paper also shows how personal vehicles can be used as information, advertising or sales channels for the benefit of both marketers and consumers. Finally, it illustrates the four stages in the creation of data-driven customer experiences, providing options and recommendations about how to reap the marketing benefits of the devicefied car.