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Econsultancy Multichannel Innovation Toyota Agillic
Econsultancy Multichannel Innovation Toyota Agillic
Econsultancy Multichannel Innovation Toyota Agillic
Econsultancy Multichannel Innovation Toyota Agillic
Econsultancy Multichannel Innovation Toyota Agillic
Econsultancy Multichannel Innovation Toyota Agillic
Econsultancy Multichannel Innovation Toyota Agillic
Econsultancy Multichannel Innovation Toyota Agillic
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Econsultancy Multichannel Innovation Toyota Agillic

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  • Here’s a slightly more sophisticated campaign – run by Toyota. The campaign idea: Gather leads to ’test drive’ Toyota’s car models...Toyota can now run the campaign with all these channels using only one tool as the orchestrator – AgillicAccording to Toyota their campaign cost was reduced by +30% due to these circumstances.Exit: So these are obvious upside’s for Toyota.... But what’s the motivation for their agency?
  • Transcript

    • 1. Innovation in multichannel marketing:
      toyota
      How its new multichannel engagement strategy is driving sales for Toyota
    • 2. Toyota’s campaign objectives were clear
      Goals
      To change marketing focus from branding to eCRM
      To actively engage with the potential car buyer before the test drive
      To collect contact permission and contact information across multiple channels
      To improve the sales process and automate dialogue
      ……..and ultimately: to increase level of sales and market share
      Strategy
      Focus on digital engagement, gathering information and contact permission on the way
      Communicate throughout the (long) customer lifecycle, personalising content at relevant times and through appropriate channels
      Toyota Multichannel
    • 3. Toyotautilisesdifferent mechanisms at various stages of thepurchase process
      Offline media TV Newspapers CTA
      Aquisition = Pre-site
      Mobile and web interaction
      Engagement = On-site
      Data capture via digital media mobile and email to receive 24H test drive
      Conversion = Post-site
      Action
      Sales
      Car sales
      After market
      Continued relevant dialogue creating costumer interaction
      After market sales increase
      Start appropriate re-sell program
    • 4. Thisunifiedmultichannel approach is made possible by an integrated marketing platform
      Mass media creates awareness and drives response
      Mass media
      Campaign site is consolidation of creative concept
      Avensis24.dk
      Agilllic orchestrates communication mechanisms
      Agillic
      Toyota dealers
      Dealerships
    • 5. Toyota’s new eCRMstrategyyieldsimpressiveresults. Mobile alreadyfuels16% of sales !
      Campaignresponse – index
      100
      Overall campaignresponse via SMS
      Requestedadditionalinfo. via email from mobile portal
      35% of the 100
      Order test drive online via web – conversionincl. external banners
      na
      16.1%
      218
      Noof sales of the new Avensis
    • 6. Toyota Avensis leaped from a ranking as the 19th most sold car in Denmark to an astonishing 3rd !
    • 7. Toyota arealsobattling the recession and drivingdowncostsusing multichannelinteraction
      Mass media creates awareness and drives response
      Mass media
      Campaign cost is now down
      by +30%
      Campaign site is consolidation of creative concept
      Avensis24.dk
      Agilllic orchestrates communication mechanisms
      Agillic
      Toyota dealers
      Dealerships
    • 8. The implementation Road Map for Toyota points towards becoming ever more customer centric

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