Advertising campaign in the electric vehicle market: tools for improving efficiency

Abstract

The article investigates the current state and transformation trends of marketing strategies in the electric vehicle (EV) market, characterized by unprecedented growth dynamics (projected at 135 million units by 2030) and fundamental shifts in consumer behavior. Specific economic characteristics of the EV market are analyzed, particularly the consistently high Customer Acquisition Cost (CAC) and the long decision-making cycle (Sales Cycle), which averages 241 days. It is proven that traditional communication strategies and intuitive media planning are becoming ineffective in a saturated information environment. The necessity of transitioning from heuristic management methods to formalized quantitative models based on Data Science is substantiated. The paper provides a detailed classification of advanced instrumental approaches for each stage of the marketing funnel. Specifically, the integration of the Theory of Planned Behavior (TPB) and the VIP model is considered to identify critical predictors of purchase intention. The advantages of Agent-Based Modeling (ABM) for analyzing social interactions and geospatial targeting are highlighted. Particular attention is paid to behavioral clustering methods (Spectral Clustering, K-means) and the use of hybrid neural networks (CNN+LSTM), such as the EVs-PredNet model, which ensures demand forecasting accuracy at a level of 94.67%. It is demonstrated that for High-Involvement products, standard metrics like CTR or CPA optimization lead to strategic errors and the "lower funnel death spiral". The author proposes and substantiates the "Smart Integration" concept, which involves using Explainable AI (XAI) to overcome the "black box" problem, implementing Integration Quality (INQ) metrics, and assessing Incrementality instead of simplified attribution models. Practical recommendations are formulated regarding the use of Customer Data Platforms (CDP) and Walk-in Attribution technologies to synchronize the digital footprint with physical visits to dealerships. Implementing the proposed approaches allows for the formation of an adaptive and cost-effective advertising campaign amidst high market uncertainty.