Shoppers are more likely to search for specific car brands, while those doing early research focus on more generic terms. Advertisers should generate awareness about their brand early on, when prospective buyers are more receptive to learning about the available options.
How brands are learning to use digital video to drive profitable sales
1) Digital Video Will Become a Key Revenue Generator for Marketers
2) Marketers’ Perceptions of Digital Video Are Shifting
3) Evidence Shows Strong Potential for Digital Video to Drive ROI
4) Measurement Providers Share Key Digital Video Success Drivers
10 Predictions for 2017
1) Artificial Intelligence won’t put marketers out of work – yet
2) Some time in 2017, a live digital video stream will achieve a primetime tv-size audience
3) Internet users still won’t change their behaviors despite hacking scares
4) Chatbots – lots of talk, not so much action
5) 2017 will be the year of ‘authentically mobile experiences’
6) Online grocery shopping will jump in 2017, with brick-and-mortar stores playing a starring role
7) Marketers will make the move to more complex forms of attribution modeling in 2017
8) Next year will be the tipping point for mobile messaging, as more than half of mobile users will use such apps
9) Influences will take a significant chunk of the ad market in 2017
10) virtual reality won’t be a significant marketing channel until hardware becomes more widespread
Our mobile-first world creates tremendous growth opportunities for marketers, and those who are evolving their approach to measurement to account for this new behavior are seeing the greatest results. We looked at the three core beliefs about measurement shared by leading marketers.
For growth-driven marketers, measurement isn’t an afterthought. It’s one of the key reasons they’re succeeding and growing in an ever-changing, mobile-first world. By evolving their approach to focus on business objectives first, use available tools and resources to bridge the gaps, and test bigger questions, they’re learning more quickly what really drives value.
It’s worth asking how you can take your own step forward on this journey. Do your KPIs accurately reflect your top business objectives? Do you know where you can and can’t attribute the impact of mobile on your business? And, how can you bridge those gaps? Have you experimented to find new business value from mobile?
Leading marketers don’t have a secret tool or a perfect KPI, but they do have the mindset to recognize the new opportunities and challenges brought on by mobile, and the flexibility to rethink measurement for growth.
Automotive Shopping Moments on Smartphone
> Which car is best moments
> Is it right for me moments
> Can I afford it moments
> Where should I buy it moments
> Am I getting a deal moments
Luxury Study 2.0 – Opportunities to Grow the Luxury Market
Luxury Brands can differentiate with the consumer experience
Retain Owners – one-third of luxury vehicle owners are open to considering non-luxury for their next vehicle
Luxury brands have an opportunity to grow by reaching those shoppers who are “on the fence” by showing the value of the luxury brand experience
Shoppers view luxury and non-luxury vehicles similarly based on interiors, despite the pricing differential
When it comes to advertising, consider highlighting the interior features that resonate most with shoppers
> Interior attractiveness is driven mainly by paneling and seats
> Warranty and dealership experience are significantly more important to luxury shoppers
As the automotive industry undergoes transformational change, old assumptions about consumer habits are being challenged. Looking at the latest automotive industry data and recent Google Consumer Survey results, here are the three most pronounced shifts.
The three trends are:
1) People who use car-sharing also buy cars
2) Consumer behavior us changing – and video is leading the drive
3) Bold brands think digital first
Behavioral data and consumer insights help drive a more customized approach
Approaches to personalized marketing at their company according to senior marketers in the U.S. and Western Europe.
Use data extracted from loyalty and customer value programs to create relevant personalized offers 69%
Use behavior-based data to develop the right content based on insights and emotions 97%
Use customer data to create individualized content and offers on a channel-specific basis 64%
Integrate customer data to create individualized content and offers by demographics 61%
Use customer data to create targeted content and offers by demographics 52%
Use demographic categories to create at least some level of personalization for unidentified prospected customers 37%
Overview: Significant volume of Toyota shopping activity, KBB.com Expert and Compare cars are key for Toyota shoppers, 26% Higher activity on Lexus new car pricing pages than competitive set, over 7.2M Toyota trade-in reports generated, driving qualified shoppers to Toyota, Toyota sponsorships drive more lower funnel activities, more Lexus content researched during RX homepage takeover, homepage takeover increases engagement.
Toyota Core 4 Insights:
A. The pace of growth is slowing
B. Income growth has been stagnant since the late ’90s
C. U.S. consumer confidence gains have stalled, foreshadowing a sales plateau
D. Consumer vehicle purchasing power is on the decline
E. Incentive spending is rising to sustain the record sales pace
F. Subprime is now accounting for a higher portion of the mix
G. Opportunity for non-lux OEMs to ‘turn the tides’ back if economy does stall out
H. RAV4 share of compact SUV has grown slightly
I. Cross-shopping review for Camry XS, Corolla XS, RAV4, Prius XS
J. Everything except Prius has increased in loyalty over past 2 years
K. Camry is being priced near the segment average
L. Corolla is priced below segment average – created an opportunity to translate consumers to higher trims / Affordability opportunity
M. RAV4 vs. compact SUV pricing curves
N. Prius is priced below other alternative fuel vehicles… / leads its competitive set in perceptions in nearly every category
O. Camry perceptions are very high
P. RAV4 does not lead any factor, but above average on all
Disruptions getting a lot of attention: urbanization, gen z/millennials, sharing economy
Implications & Considerations: industry implications, dealer/OEM considerations, COX Automotive considerations.