Triumph digital media presentation 14092011-2Presentation Transcript
harnessing digitalPractical Steps to Drive Incremental Sales and Awareness For Triumph MotorcyclesSeptember 14th, 2011
background who am I?
background who am I? what have I been asked to do? the approach I’ve taken the big picture motorbike examples where possible, otherwise automotive as best proxy
contents the changing face of media consumption the benefits of a modern approach to ‘web 1.0’ think traditional AND digital digital’s ongoing evolution understanding how ‘web 2.0’ impacts your business and what you can do about it how blue chip brands are evolving, FAST your digital checklist
the changing face of media consumption
ups and downs in europe…
US consumer magazine declines
UK bike magazines – a decade of decline Source: Audit Bureau of Circulation, 2001-10
global internet user growth
variation between markets but all on the rise Source: EIAA Media Landscape Report. (weekly internet use)
age profile suggests online’s rise set to continue
where did you / will you look for information before buying your car? Source: FreshMinds Research / BearingPoint survey
but dangerous to treat online in isolation
for example, offline display advertising generates searches Source : IPA Touchpoints 3. Rank order within age-group of def/tend to agree “<medium ads> often lead me to search the internet for information on products and services”
however... as print circulations shrink and time spent online increases, it’s worth (re)considering online advertising
the benefits of a modern approach to ‘web 1.0’
what do I mean by web 1.0? a retrofitted name to the era before web 2.0 (AKA the social web) “one-way flow of information, through websites which contain read-only material” Wikipedia a way of thinking about neoclassical digital advertising
neoclassical (or just smart) digital advertising paid-for search performance display attribution modelling
role of online in automotive purchasing (4 years ago!) Source: Google Gearshift automotive research, 2007
57% of consumers are undecided on an auto brand at the start of their purchase path and approximately two thirds switch brands. Google Gearshift auto research, June 2007 the average visits to a dealer prior to purchase reduced from 7 in 2000 to 1.5 in 2005. Network Q, April 2005
search marketing cogent have Triumph website SEO under control, but what about paid-for search? you pay for performance (clicks) not impressions you can test PPC for different parts of the purchase funnel, and tailor to individual models (and their competitive set)
the new Speed and Street Triples
target by keywords... ‘first motorbike’ ‘most fun motorcycle’ ‘naked bikes’ ‘best motorbike’ ‘best commute bike’ Source: Google Gearshift automotive research, 2007
“why buy a xxx when you could have a new Speed Triple?”... ‘FZ1’ ‘CB1000R’ ‘Z1000’ ‘Ducati Monster’ ‘2010 Speed Triple’ Source: Google Gearshift automotive research, 2007
retargeting a form of online advertising that enables brands to remarket to users who have previously demonstrated interest in their product or service.
search retargeting retarget based on users who have come into your site via search retarget based on users who have searched for your target keywords
digital attribution modelling
think traditional and digital
but... a decade of bike magazine decline Source: Audit Bureau of Circulation, 2001-10
your media partners have diversified... “the world’s leading motorcycling media brand, incorporating a newspaper, website, and events”
have you talked to your media partners about this? can you leverage your relationship as a print advertiser?
your competitors are diversifying...
digital’s ongoing evolution (or how standing still is going backwards)
“ A smartphone today would have been the most powerful computer in the world in 1985 ” Horace Dediu, former Nokia Executive In fact, today's phones have about the same raw processing power as a laptop from 10 years ago. And every year they close the gap. Source: The Guardian
smartphone sales have overtaken PC Source: RBC Capital Markets
social overtakes search Source: Monthly share of visit, Experian Hitwise UK
understanding how ‘Web 2.0’ impacts your business and what you can do about it
what do I mean by web 2.0? the social web “websites and software designed and developed in order to support and foster social interaction” participatory, collaborative, peer-to-peer
not just platforms...
a vastly complex network of sites, people and interactions
consumers trust manufacturers for empirical evidence Source: FreshMinds Research / BearingPoint survey
but turn to other consumers when it comes to the experience Source: FreshMinds Research / BearingPoint survey
the single most important thing to do
make great bikes
then make sure nothing detracts from the experience because the bikes and everything surrounding them will be written about, read, recorded, viewed, shared and discussed by official and unofficial, professional and amateur sources
how can you prioritise? listen... brand profile (head & heart) model strengths & weaknesses (real & perceived) emergent competitor models (Tuono V4, new Z1000, Ducati Streetfighter 848) dealer service levels
software can help!
how blue chip brands are evolving, FAST
your digital checklist
a three step plan... test, review & optimise smart digital advertising pay per click search performance display (retargeting) digital attribution talk to your key bike magazine publishers about cross media, added value deals discuss opportunities for offsetting declining circulations with print+live+online partnerships consider in-kind (exclusive) added value for the publisher and their readers make sure activity is measurable! initiate phase one of social media exercise: listening select and trial social media monitoring software (vendor list can be provided) decide whether to do this domestically or internationally consider language issue/opportunity
Audi effectiveness awards entry Our campaigns were planned to engage across multiple touchpoints: from television ads, print and digital channels, right through to retail communications. Ten years ago, the average prestige buyer would think seriously about cars only once every three years, when their car needed replacement. We now found that prestige new car buyers were 'always on': always aware of the market, always researching their options, and using a plethora of media to do it. We were now in an age of casual consideration. 'Always on' car buying had two big implications for our channel thinking. We were now in a world where brand image could be equally influenced by product placement in movies, user generated content on YouTube, Jeremy Clarkson's latest rant – as brand communications. We couldn't just be an advertiser. Our communications would need to lead popular culture: to invite participation and create debate We also needed to lead buyer behaviour. With no significant increases in overall communications budgets, and an increasingly fragmented media environment, we would need to pull people through from consideration to conversion more efficiently.