Research Study Archives

How brands are learning to use digital video to drive profitable sales

Major Findings

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

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%

1) Global Internet Trends
2) Global Macro Trends
3) Advertising / Commerce + Brand Trends
4) Re-Imagining Communication – Video / Image / Messaging
5) Re-Imagining Human-Computer Interfaces – Voice / Transportation
6) China = Internet Leader on Many Metrics
(Provided by Hillhouse Capital)
7) Public / Private Company Data
8) Data as a Platform / Data Privacy

Digital touchpoints on an individual’s (Stacy) car shopping journey.

71% of Stacy’s digital interactions occurred on mobile.

Displays her search keywords framed within moments: which car is best, is it right for me, can I afford it, where should I buy it, am I getting a deal – see what the results are for an individual’s (Stacy) car shopping journey.

Executive Summary topics:
1) Connectivity and digitization is sky rocketing
2) The countdown for disruption has already started
3) The center of gravity of the customer relationship will shift
4) Business models will be circling in different orbits
5) Data is the fuel that informational engineering ignites
6) The race to the planet of data has not been decided

Learn how technology is transforming auto ownership & purchasing.

High customer confidence and low interest rates point to a happy 2016 for automakers