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
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
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
Media topics include insights on: eBay Motors, CarFax, Proactive Dealer Solution
Software topics include insights on: DealeSocket, ELEAD, AutoLoop/Infomedia
Observed trends: digital retailing (DR) and Analytics
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.
Future of Automotive Retailing
Topics covered include:
1) The future of personal mobility – analyzes the extent to which autonomous vehicle technologies become pervasive – focused on personal owned vehicles & shared mobility
2) Preparing for the future of mobility – capabilities in the future states of mobility
The most immediate and pressing challenge for automakers and dealers comes from the rise of pay-per-use transportation, which when mature could undermine a century-old business model built on selling cars to individuals and families.
1) Measure the usefulness of third-party automotive websites in terms of meeting the needs of consumers shopping for a new or used vehicle
2) Help website developers determine best practices used by third-party automotive websites
3) Quantify the relationship between site usefulness and a site’s ability to build loyal visitors and advocates for the site
Next Relevant J.D. Power Report Scheduled for: Get ready for the next release of the Automotive Mobile Site Study (AMS) which is tentatively set to begin fielding on 7/19/2016 (AMS Releases in October)