[email protected] people driven marketing will drive your sales

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  1. 1. People-Driven Marketing Will Drive Your Sales Kass Dawson Global Head of Automotive Facebook Menlo Park, CA 650-739-9654 [email protected]
  2. 2. AustraliaExplorer24x22%5xROI on Facebook Offeruplift in awareness from core demographicincrease in traffic to Ford.com on reveal dayEMEA1.5M 1.3M unique people reachedunique people reached17% incremental audience over TV across target markets
  3. 3. How Do I Have Results Like That?
  4. 4. People-Driven Marketing Will Drive Your Sales
  5. 5. How Do I Have Results Like That?Use data and insights to drive my business objectives: -My CRM Data -Media Partners Data -Third-Party Data
  6. 6. The Lifecycle Approach is Necessary for Success
  7. 7. Leverage Consumer Insights Throughout Their LifecyclePeople ShopPeople Buy People Own and Care
  8. 8. Leverage Consumer Insights Throughout Their LifecyclePeople Shop Build Awareness and ConsiderationPeople Buy People Own and Care
  9. 9. People Shop
  10. 10. Reality: Only Five to Ten Percent of the Population is In-Market, and Most of Them Are Shopping Online
  11. 11. In the digital era, consumers control their path to purchase and ownership
  12. 12. People Are Considering More Vehicles Than Ever During the Shopping ProcessNumber of vehicles in considerationThen NowInitial ConsiderationActive evaluationSource: Branding in the Digital Age, Harvard Business Review, December 2010Purchase
  13. 13. Communications Have Been Based on the Funnel but it ends!... and repeat purchasers are critical for auto business
  14. 14. Online Shopping/Research New-vehicle buyersUsed-vehicle buyers3.5 hrs3.75 hrsofflineoffline10 hrs onlineSource: Polk11.75 hrs online
  15. 15. Most Influential Media Most influential sources leading to the dealer 40% 35% 30% 25% 20% 15% 10% 5% 0%Source: Polk
  16. 16. Online Site Usage Usage by Site Type - New Shoppers60%OEM Sites51%Search60%Dealer Sites65%3rd Party Sites0%10%20%30%40%50%60%70%16
  17. 17. Online Site Usage Usage by Site Type - New Shoppers Hours 2.0OEM SitesSearch2.3Dealer Sites2.32.53rd Party Sites0.00.51.01.52.02.53.017
  18. 18. MillenialsFor Millenials (ages 18 to 34), over 90 percent use only the Internet for automotive shopping and research. Forty-five percent of Millenials used a tablet/smartphone during the shopping process versus 29 percent of all buyers. 18
  19. 19. The Internet is Shifting to Mobile 2,000Worldwide smart connected device shipments (M)*1,800SmartphonesPCsTablets1,60045%1,400of the world population will have a smartphone in 2016**1,200 1,000 800 600 400 200 -2010201120122013Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012201420152016
  20. 20. Optimize Ad Placements to Meet Performance Goals
  21. 21. Target Together Data type Purchase basedIntent/interestLifestyle/life-stage Psychographi cDemographic GeographicChannelPartner CategoriesSegment sInterested in luxury carShopping for truck Considering sports car Researching SUVs In market for entry level car Looking for family van
  22. 22. Retarget Your Dealership Sites Visitors Wherever They Go Online
  23. 23. Tailor Your Message by Your Key Target Audience Personas Other sitesM 1834 Sedan FunTop rated in safety: the all new XYZ$18 KW 1845 Utility MomsFacebook$18KOn road or off-road: the all new XYZs got it Built like a tank to give you peace of mind XYZ can do 36 mpg in its sleepM 1855 Convertible Sporty
  24. 24. Leverage Consumer Insights Throughout Their LifecyclePeople ShopCapture In-market ShoppersPeople Buy People Own and Care
  25. 25. People Buy
  26. 26. Discovery98% better ad recall31% higher brand awarenessSource: Nielsen Brand Effect, May 2012; average based on 500 camapaigns
  27. 27. Conversion2X greater reach to vehicle buyers5.5X greater efficiency of conversionSource: Datalogix Analysis, including all transactions among DLX-Polk Matched Households from July 1, 2012 - December 31, 2012 and Datalogix Analysis, including all transactions and site visitors from January-March 2013
  28. 28. Loyalty16+% higher loyalty among fans
  29. 29. Ethnic Buyers26%: Ethnic buyers % of total 12% 9% 5% New U.S. vehicle retail registrations through May, 2013Hispanic African-American Asian Source: Polk29
  30. 30. Ethnic Buyers12%: Ethnic buyers y-o-y % growth 8.5% Industry growthNew U.S. vehicle retail registrations through May, 2013Source: Polk30
  31. 31. Younger Buyer11.5%: Millennial buyers % of totalNew U.S. vehicle retail registrations through May, 2013Source: Polk31
  32. 32. Younger Buyer11.5%: Millennial buyers % of totalPercent of Total New Vehicles Registered Ages:18-34 16% 14% 12% 10% 8% 6%4% 2% 0% 2008 2009 2010 2011 2012 2013New U.S. vehicle retail registrations through May, 2013Source: Polk32
  33. 33. People ShopPeople CareNew U.S. vehicle retail registrations through May, 2013People BuySource: Polk33
  34. 34. Electric Vehicle Penetration52%: % of all EVs registered nationally in top five markets New U.S. vehicle retail registrations JanMay, 2013 San Francisco: 19.5% Los Angeles: 15.4% Seattle: 8.0% New York: 4.6% Atlanta: 4.4%Source: Polk34
  35. 35. Hybrid Vehicle Penetration32%: % of hybrids registered nationally in top five markets New U.S. vehicle retail registrations JanMay, 2013 Los Angeles : 13.1% San Francisco: 6.6% New York: 5.6% Washington DC: 3.4% Chicago: 3.0%Source: Polk35
  36. 36. Pickup Truck Penetration35%: % of pickups registered nationally in top five states New U.S. vehicle retail registrations JanMay, 2013 Texas: 13.1% California: 6.6% Oklahoma: 5.6% Florida: 3.4% Michigan: 3.0%Source: Polk36
  37. 37. Leverage Consumer Insights Throughout Their LifecyclePeople ShopBuild loyalty and generate revenue from ownersPeople Own and CarePeople Buy
  38. 38. People Care
  39. 39. Drivers
  40. 40. Cars
  41. 41. Age of Vehicles in Operation11.4: Average age of vehicles in operation in U.S. Source: Polk41
  42. 42. Age of Vehicles in Operation Average Age in Years12 10 8 6 4 2 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 CarsTrucksAverage Age Source: Polk
  43. 43. Length of OwnershipNew buyers Source: PolkUsed buyersTotal (new and used)
  44. 44. Sweet Spot = Under Four YearsBrand LoyaltyOverall average industry brand loyalty:49.8%Age of Vehicle When Returning to Buy AgainBrand loyalty rates are among new U.S. vehicle owners returning to market to acquire another new vehicle between June 2012 and May 2013 Source: Polk
  45. 45. U.S. Vehicles in OperationHistory Source: PolkForecast
  46. 46. Declining U.S. Sweet SpotMillionsSweet Spot = Vehicles between 6 and12 years old 120 100 80 60 40 20 0 20082009201020112012History20132014201520162017Forecast Source: Polk46
  47. 47. Declining U.S. Sweet SpotMillionsPopulation of vehicles over 11 years old 140 120 100 80 60 40 20 0 20082009101020112012History20132014201520162017Forecast Source: Polk47
  48. 48. Targeting Matters Your CRM databa seMedia PartnerMatched targets
  49. 49. Brand
  50. 50. Leverage Consumer Insights Throughout Their LifecyclePeople ShopPeople Buy People Own and Care
  51. 51. Reach the Right People Based on Your Objectives ObjectiveAvailable targetingBuild awareness and considerationSegment Owners Make/model Owners In-market Shoppers Near-market Shoppers Your Customer DatabaseCapture in-market shoppersIn-market Shoppers Your Customer Database Your Site VisitorsBuild loyalty and generate revenue from ownersMake/model Owners Your Customer Database Your Site Visitors

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