#DelphiTalks: Harnessing Digital Excellence - Insights from Agnieszka Zacharska

In today’s interview Agnieszka Zacharska, EMEA Digital Communications Manager at Delphi, will share her experience on how the brand identifies and leverages digital trends to enhance its marketing efforts. We’ll also explore practical advice for automotive workshops aiming to improve their digital presence and communication strategies.

Let’s begin our conversation with Agnieszka, starting with how Delphi stays ahead in the fast-paced digital landscape…

In the rapidly evolving digital landscape of the automotive aftermarket industry, how do you stay ahead of emerging trends and technologies to ensure that Delphi remains competitive and relevant?

Staying ahead of emerging trends and technologies requires a proactive approach. We invest in continuous learning and development for our team, attend industry conferences, and engage with digital thought leaders. We also collaborate with technology partners to explore new tools and platforms that can enhance our digital capabilities. 

Can you share an example of how you've successfully translated a digital insight or trend into a concrete action or campaign that delivered measurable results for Delphi?

A prime example is how we capitalised on the growing trend of video content consumption. Recognising this shift, we developed a series of instructional videos as part of our broader Masters of Motion programme. This how-to series offers a wealth of open-source knowledge and expertise directly from our exceptional technical experts at the Training Centre. These videos are optimised for social media platforms and have been seamlessly integrated into our website and email campaigns. As a result, we’ve seen a significant increase in both engagement and subscriptions.

We plan to expand our video content with an entirely new series, so be sure to follow our social media channels to stay updated!

Additionally, we use digital platforms to create interactive experiences, such as Delphi Academy, our e-learning solution, and online diagnostics configurator where you can customize your diagnostics.

You mentioned Masters of Motion. Can you discuss any recent digital campaigns or initiatives at Delphi that have been particularly successful in driving sales or enhancing brand visibility in the EMEA region?

I couldn’t not mention that! The Masters of Motion program is one of our standout initiatives that has been highly successful across the EMEA region. This program was designed to celebrate and support the skilled professionals in the automotive aftermarket industry, who are critical to keeping vehicles on the road.

As part of the Masters of Motion campaign, we launched a multi-channel digital strategy that included social media, email marketing, and a dedicated knowledge hub. By celebrating the expertise of our target audience and providing them with valuable resources, the Masters of Motion program has not only enhanced our brand visibility and increased sales but also reinforced Delphi's reputation as a leader in the automotive aftermarket industry.

What advice would you give to automotive workshops looking to improve their digital presence and communication strategies to better connect with customers and grow their business?

My advice is to fully embrace digital tools and platforms. Maintaining a strong online presence is vital. This could involve investing in a professional website that is mobile-friendly, easy to navigate, and optimised for search engines, or alternatively, making use of online directories (such as Google My Business) and local business aggregators (like Yellow Pages), as well as third-party booking systems.

Utilizing social media is essential for building relationships with both existing and potential customers. Regularly posting valuable content, such as vehicle maintenance tips, promotions, and customer testimonials, can help build trust and loyalty, while also showcasing your professionalism.

Email marketing is another effective way to stay connected with your customers, allowing you to send reminders, special offers, or updates on the status of their vehicle.

Lastly, I recommend staying informed about the latest digital trends and continuously seeking feedback from customers to refine your digital strategies. It’s important to remember that you don’t need to be everywhere; instead, focus on the channels that work best for your business. The greatest advantage digital tools offer is the ability to measure real-time data and make decisions based on that data.

And last question for today: how has the rise of artificial intelligence (AI) changed the landscape of digital marketing, and how is Delphi leveraging AI to enhance its marketing strategies?

AI enables more precise targeting, personalized customer experiences, and efficient data analysis, which are all crucial in a sector where understanding customer needs and behaviors is key. … And these are just a few examples, as the scope of AI in this field is indeed vast.

At Delphi, AI has not only enhanced our ability to connect with customers but also made our marketing efforts more agile, and effective. It has been instrumental in overcoming one of the key challenges in digital communication - ensuring content consistency and availability across different languages. 

While we are pleased with the advancements AI has brought to our work, we are also mindful of its limitations and do not rely on it unquestioningly.

Thanks a lot Agnieszka!