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Automotive Understand And Engage With Your Customers Online I Crossing

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Social networking means that the route to information is no longer linear, controlled by the manufacturers and dealers.

Social networking means that the route to information is no longer linear, controlled by the manufacturers and dealers.

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Automotive Understand And Engage With Your Customers Online  I Crossing Automotive Understand And Engage With Your Customers Online I Crossing Document Transcript

  • AUTOMOTIVE CONNECTED DIGITAL: UNDERSTAND AND ENGAGE WITH YOUR CUSTOMERS AN ICROSSING WHITEPAPER BY DUNCAN WALTERS
  • AUTOMOTIVE: UNDERSTAND AND ENGAGE WITH YOUR CUSTOMERS CONNECTED DIGITAL THERE’S A WORLD OF PRICELESS BRAND INTELLIGENCE OUT THERE. LET’S FIND IT! Until recently, offline “channel media” such as TV, radio and newspapers were the main focus for marketing in the automotive industry. But times are changing. The last two years have seen major shifts in the way car consumers are behaving. Marketers are feeling the effects already; people are going online to research and discuss products and traditional brand messages are losing their grip. The figures speak for themselves: Who’s turning to the Internet? 80% of consumers start their car-buying research on the Internet (J.D Power & Associates) 70% of consumers base their buying decisions on the opinions and experiences of other vehicle owners (Cap Gemini Ernst & Young) With the opinions of other consumers so much easier to access, and so much better organised, marketers need to rethink their strategies and address the new, empowered communities online. WHAT IS NETWORKED MEDIA? iCrossing believes that we are now living in an age of networked media. There are millions of THE LAST TWO YEARS HAVE conversations happening within social networking sites such as Facebook, MySpace and Bebo. SEEN MAJOR SHIFTS IN THE WAY These are just a few of the highly developed social media sites that are increasing in share value. It's not surprising, when they’re the most valuable source of up-to-the-minute brand intelligence. CAR CONSUMERS ARE BEHAVING. WANT TO BUY A CAR? YOUR FIRST STOP IS THE WEB. Developments in online social networking have meant that traditional marketing techniques have less impact on today’s consumer. People base decisions less on manufacturer marketing than they used to. Social networking means that the route to information is no longer linear, controlled by the manufacturers and dealers. There are now many other ways that consumers can find, evaluate and share the information they need. WHERE ARE CUSTOMERS GETTING THEIR INFORMATION? To connect with their customers, automotive brands can tap into the array of digital media that consumers use to research and influence their purchasing decisions: FIGURE 1: SOURCE: FORRESTER UNDERSTAND THE CUSTOMER JOURNEY AND PERSONA Customers use the web to research and gather information through a unique and often carefully- considered purchase cycle. Each customer will take a different path, but search engines consistently provide the “glue” that holds the journey together. © COPYRIGHT 2008 ICROSSING LTD 1
  • AUTOMOTIVE UNDERSTAND AND ENGAGE WITH YOUR C E: D E CUSTOMERS Peers Search  Engines WO OM Social  Review sites Networks Forums Specialist  information  /Blogs sites Incent tives Dealer sites Marketing  Activity OEM Sites FIGURE 2: WHER ARE CUSTOMERS GETTING THEIR INFOMATION? RE iCrossing ha developed uni as ique quantitative and qualitative research method which aim to e ds, o provide insig ghts into both a b brand's custome and the way t ers might engage with that the brand m those custommers through the journey to pur eir rchase, and who the influencers are within the o sector. TALK THEIR LANGUAGE R TO UNDERSTAND AND WIN BACK U D When people search, they are expressing their wants and de esires in the simp plest possible wa It ay. CON NSUMERS’ ATTENTTION, YOU is important to understand th language that your customers use when they search for your he t s NEED TO RESEARCH AND LISTEN products. TO WHAT CONSUMER ARE W RS Linguistic pr rofiling helps you to mine the uniq resource of consumer searc language, and to u que ch d TALK ABOUT. KING map the dem mand for your br rands and produc cts. The analysis below shows ho the search te s ow erms targeted by a brand can dif from those th y ffer hat customers aactually use – and the potential tr d lable to those wh get their research raffic that is avail ho right. Adopti the correct la ing anguage in your digital marketing campaign is crucial to its succe g ess. Brand Lang guage Search Volume h Consu umer Language Search Volu ume roadster 6634 convert tible 104687 coupe cars 1147 sports c cars 87327 hatchback cars s 155 small ca ars 4929 performance ca ars 2940 fast car rs 213180 2 saloon cars 124 family c cars 1147 motor vehicles 806 cars 28 800000 environmentallyy 124 green c cars 2728 friendly cars biodiesel cars 186 hybrid c cars 3503 fuel efficient ca ars 2000 electric cars 42000 buy cars 39,552 cars for sale r 24 46,685 Total Volume 53,668 Total Vo olume 3,50 06,186 TABLE 1: LINGUISTIC PROFILE WHAT DOES THIS MEAN T AUTOMOTIV BRANDS? TO VE To understand and earn con nsumer attention, automotive braands need to reseearch and listen to what their cu ustomers are talk king about. Thes conversations are highly dyna se s amic and widespread, and can occur i the least obvio places. iCros , in ous ssing provides th innovative too he ols and online experience that b e brands need to re esearch, listen an respond. nd
  • AUTOMOTIVE: UNDERSTAND AND ENGAGE WITH YOUR CUSTOMERS AT THE CUSTOMER ACQUISITION PHASE Be aware – understand your network, the influencers and find your place within it Be active – listen to your network and engage with relevant input AT THE CUSTOMER RETENTION PHASE Monitor – make changes based on feedback and the success of campaigns Respond – solve problems quickly and honestly Engage – interact with owners and influencers by providing useful content CONSTANT CHANNEL MANAGEMENT Collect data – refine the marketing process, target future programmes Connect – create seamless marketing, that links all media with relevant consumers Enable dealers – ensure that dealers can leverage manufacturer marketing activities WE MONITOR AND ANALYSE Combine the above and you're on the right track to creating a trusted brand. CUSTOMERS' UNIQUE JOURNEYS, TRACKING THE KEY HOW CAN YOU DEVELOP YOUR APPROACH? WORDS THEY USE TO HELP YOU The key is to build a connected strategy that pulls all your digital marketing efforts together. This TARGET YOUR MARKETING WITH should be informed by insight gathered from your online network – a true reflection of what GREATER PRECISION. consumers want and the issues they are discussing. This provides brands with an opportunity to engage with their customers in an authentic way. The same insight also informs digital marketing channels, including natural and paid search, as well as display advertising. A connected approach maximises the impact of your spend and creates the best possible return on investment. LISTEN TO AND UNDERSTAND WHAT PEOPLE WANT AND NEED  Are people interested in the environment? Who wants seduction? Who wants reliability? In a digital marketplace, marketers need a more nuanced appreciation of what individual consumers are searching for. We monitor and analyse customer journeys, tracking the key words they use to develop distinct user profiles that help you target your marketing with greater precision. HOW DO WE TRACK THEM DOWN? iCrossing’s tools enable us to perform in-depth analysis of your online communities. We identify the major influencers, analyse their effect on your online brand equity and identify strategies that you can employ to positively influence what is going on. To allow us to map these communities, iCrossing developed NetworkSense Mapping, a proprietary mapping tool which allows us to visualise networks and conversations taking place around brands, themes and sectors. FIGURE 3: NETWORKSENSE MAPPING This tool often reveals complex clusters of sites, which need to be deciphered carefully. Our analysts can help you to understand where people are spending their time online, and the conversations they're engaged in. © COPYRIGHT 2008 ICROSSING LTD 3
  • AUTOMOTIVE: UNDERSTAND AND ENGAGE WITH YOUR CUSTOMERS Once relevant networks and influencers are identified, it's essential to use technology to “listen” and develop a framework of ongoing measurement. NetworkSense Monitoring processes such information to provide an overall 'brand score', as well as easy access to individual mentions, which can also be cut by sentiment, topic, site-type or credibility. Charting options allow for scores and topics to be viewed and compared over time, both within a brand and between various brands, enabling competitor analysis. FIGURE 4: NETWORKENSE MONITORING SCREEN SHOT Finding this information, and expertly interpreting it, enables a company to monitor buzz around brands, and develop their approach accordingly. WHAT HAPPENS WHEN THE MAJORITY OF ATTENTION IS ELSEWHERE? As we’ve established, customers look in multiple places for the information they want. This is extremely healthy for your online brand. As different sites discuss your brand online, they feed your site with credibility through links. Google rates sites in line with how relevant they are to their online network – and the more links, the more powerful your online brand will be.   If automotive brands are to remain at the vanguard of worldwide recognition, then they will have to engage intelligently with social media. TOP TIPS ON HOW TO TAP INTO YOUR BRAND'S POTENTIAL Map online consumer opinions and target campaigns accordingly Maintain awareness of a rapidly changing consumer demographic Find out who’s talking about your brand; where they are, what they’re saying and what they want Pick up on conversations that mention interest in purchasing your products Monitor your brand for early warnings of brand damage, and act accordingly Engage with your network Can you really afford to miss the opportunity to engage with consumers in this way? DUNCAN WALTERS AUTOMOTIVE MANAGER +44 (0) 1273 828 140 +44 (0) 7920 068 940 DUNCAN.WALTERS@ICROSSING.CO.UK © COPYRIGHT 2008 ICROSSING LTD 4
  • AUTOMOTIVE: UNDERSTAND AND ENGAGE WITH YOUR C E D E CUSTOMERS APPENDICE ES As part of ou ongoing indus analysis, we regularly conduc research into topical issues. ur stry ct Here's some recent research on some leadin automotive br e h ng rands. PORSCHE UNDERSTAND BRAND PER DING RCEPTION WITHIN NETWORK MEDIA N iCrossing’s C Content & Media team analysed the conversation and networks around the laun a ns s nch of the new P Porsche Paname scheduled fo late 2009. Netw era, or workSense Mapp ping and Monitooring identified live conversation within the follo ely ns owing categories mentions in social media, green s; sites, blog cconversations and automotive sites. d NetworkSen Mapping reve nse ealed conversations discussing t “Panamera”: the Social bo ookmarking (del.i ommendation (Digg, Reddit) featu prominently in icio.us) and reco ure the netwo and indicate a great deal of in ork nterest As expec cted, there is sign nificant conversa ation around the car on automoti blogs and for ive rums Interestin ngly, green sites are also discuss sing the new vehi icle. Upon furthe investigation, er these connversations were seen to be focu e used on details o the Panamera’ hybrid drive. of ’s THE PORSCH JUDICIAL REVIEW HE Faced with a proposed incre ease in congestio charges, Pors on sche instigated a judicial review t that was covered by numerous s d sites. ealed conversations discussing “ NetworkSen Mapping reve nse “Porsche judicial review”: SSD DS Numerou mentions within news sites, bu few linking to t Porsche site - indicating a la us ut the ack of awaren ness of, or intera action with, the site s
  • AUTOMOTIVE UNDERSTAND AND ENGAGE WITH YOUR C E: D E CUSTOMERS Many meentions within env vironmental blog and forums, d gs discussing issues around carbon s emissions s The Porsche site is linked to by bloggers, automotive foru d , ums and several media centres, indicating interaction with the official reso g h ource Ken Livin ngstone and Tran nsport for London (TFL) were agg gregating news coverage to enha c ance their mes ssage Further analysis of the co overage within au utomotive and en nvironmental blo revealed lively ogs but balan nced debate, with each 'side' sho h owing considerable understandin of the other's ng views JAGUAR - XF CAR X CONVERSATI IONS AND BUZZ A AROUND THE XF CAR LAUNCH C “...a beautifully “...the way the engine “ sculptured rear and a box co-operate ... .is end...” The Sun one o of the car’s severa al dynamic standouts...” d Top T Gear “...Those headlights Rid and de lo like crap...” ook Ha andling (5 stars peeewee out of 5)...What t ja aguarforums.com Ca Online ar In the case of the Jaguar XF, research shows that the majority of the online activity is away fr o s a rom the brand's site. The diagram below shows various sites disc m cussing the Jagua XF - the larger the circle, the m ar more influential the site. WhatCar W Jalopnik k Jaguar.co.uk JaguarX XF.com Jaguarforums s.com Here we c see that WhatCar is receivin roughly double the attention of the Jaguar UK site can ng e o Jalopnik is highly influential, as it often br reaks car spy sho and industry news ots The relati ively new XF site has already gained half as much popularity with ‘social media as e hin a’ the main Jaguar domain.
  • AUTOMOTIVE: UNDERSTAND AND ENGAGE WITH YOUR CUSTOMERS ABOUT ICROSSING iCrossing, formerly known as Spannerworks in the UK, is a global digital marketing company that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class marketing services - including paid and natural search marketing, social media, content and media, display advertising, user experience, web development and analytics and insight - to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing clients include world-class brands such as The Coca Cola Company, HBOS, TUI and Virgin. Headquartered in Scottsdale, Arizona, the company has 620 employees in 15 offices in the US and Europe, including 110 employees in the UK. Find out more at www.icrossing.co.uk or contact us on +44 (0)1273 828100 or duncan.walters@icrossing.co.uk iCrossing Limited 22 Chapter Street London SW1P 4NP Tel: +44(0)1273 828100 Fax:+ 44(0)20 8433 7055 1 Palace Place Brighton BN1 1EF Tel: +44 (0)1273 828100 Fax: +44 (0)1273 828101 info@icrossing.co.uk icrossing.co.uk © COPYRIGHT 2008 ICROSSING LTD 7