Within Audi’s digital marketing there is a heavy sense of inbound marketing. This is the technique used to attract customers to their products using content and social media marketing, utilising their branding. Audi takes on a premium pricing approach, capitalising on the brand image (Audi.co.uk, 2024).
Due to the competitive industry, the pricing strategy Audi operates on is mostly based on premium vehicle manufacturers’ competitive pricing (Audi.co.uk, 2024). Alongside this, Audi applies brand promotion as a form of digital marketing, the four overlapping rings used as Audi’s logo instantly generates the idea of the brand Audi in customers minds, allowing it to be a key aspect of Audi’s advertisements.
Regarding the content marketing, Audi uses social media, print media, internet marketing and celebrities to support its products. Audi is not for the mass therefore the marketing needs to emulate the luxury of the brand image. Through sponsorships such as the Olympics and football teams, Audi also has product placement in marvel films and video games (Audi.co.uk, 2024). Audi has a persistent marketing strategy which enforces their brand image as they are consistent in their approach and will regularly be seen on tv commercials, billboards and social platforms.
There is a strong target to the upper-class socioeconomic group from Audi, they have a strong brand image, and this allows them to maintain that solid market position.
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