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Leading a Digital Transformation

Client
Dana Aftermarket Group
Market
Aftermarket Automotive, Commercial Vehicle and Off-Road Parts

New Tactics and Technologies for Measurable Results

Concentrek has helped the Dana Aftermarket Group formulate and implement a range of marketing strategies over the past decade, but the primary focus of the relationship today is primarily centered around all-things digital. Deploying a multipoint, Account Based Marketing (ABM) approach, the Concentrek team interacts with key stakeholders all along the sales channel, then gathers data and optimizes content to elevate Dana’s ability to build and measure sustained engagement with prospects and customers.

A Focus on Metrics and Straightforward Analysis

Metrics and deep market experience drive the Concentrek relationship with Dana. All tactics are measured and evaluated whenever possible. Our dashboard approach to capturing and presenting available channel metrics makes it simple for all parties involved to assess and understand performance at a glance. Upon creating a new campaign, Concentrek tracks and analyzes metrics to establish a baseline for future action – then shares key takeaways as they relate back to overarching business goals.


 

Dana Metrics Sources

 

Thoughtful, Measurable Content Marketing

A focus on valuable content marketing allows Dana Aftermarket to maintain their position as a thought leader in the industry, while achieving sustained, measurable engagement. Going beyond brand- and product-based content, Concentrek is focused on offering opportunities for customers to learn—with timely content on product pages and through the deployment of an open learning management system (LMS). The Dana Training Academy makes remote learning accessible for anyone, free of charge and available 24/7. We reach people where they work, live and play to drive users deeper into the sales funnel.
 

Dana Training Academy

 

Management of the Dana Aftermarket and Spicer Parts Social Media Channels

Concentrek monitors all social channels daily, interacting with users through comments and direct messages along with liking, sharing, retweeting as relevant. Concentrek also works to answer customer questions regarding product releases, specifications, event details, vehicle builds, trade shows and more. This engagement also includes the facilitation of contests and events, as well as the fulfillment of literature orders.

Dana Aftermarket Social Channels
Dana Location Drone Photoshoot

Search Engine Optimization and Improving Social Sharing

In order to bring Dana Aftermarket’s SpicerParts.com website in line with best practices for SEO, the Concentrek team is consistently auditing current pages for keyword use and implementing successful keywords on new pages. We also incorporate meta title tags and open graph protocol on all landing pages to provide better control over how the material appears when shared on social sites.

Spicer Parts Social and Landing Page
Ultimate Dana 60 Axle
Ultimate Dana 60 Axle 3D Model

Video and Rendered Product Animations

Concentrek supported Dana Aftermarket’s successful launch of off-road performance products targeted for the new Jeep JL. Content, including video and rendered product images targeting Jeep enthusiasts and service professionals were deployed across paid and organic channels.


 

Dana Victor Reinz Print Ad

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