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Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
Webinar deck: Mobile marketing for Automotive
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Webinar deck: Mobile marketing for Automotive

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Our webinar on Mobile marketing for Automotive industry was a big hit. …

Our webinar on Mobile marketing for Automotive industry was a big hit.

Several hundred of participants with many great questions. Mobile Marketing for Automotive industry is coming and it is time to get on board. iLoop Mobile will help you to get started.

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  • 1. Mobile Enabling the Automotive Industry An overview of mobile marketing concepts, strategies, tactics and technologies with industry & iLoop Mobile case studies. Prepared and presented by: Michael Ahearn, VP Strategic Marketing michael.ahearn@iloopmobile.com
  • 2. About iLoop Mobile•  Leading technology and services making it fast and easy to create, manage and analyze mobile McDonalds: Enjoy one marketing campaigns and content delivery FREE Small McCafe. initiatives worldwide Code 34d83w Exp.1/6/10 Help:mmcoupons.com Opt-out: Reply•  Award winning iLoop Mobile Platform is a self- MCDONALD STOP service SaaS solution with open APIs for creating state-of-the-art SMS campaigns, mobile sites, mobile coupons, mobile-enabled Web sites and other mobile marketing initiatives•  Industry leader in mobile marketing strategy, managed service campaign delivery and professional services•  Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies
  • 3. Why Mobile Marketing for Automotive?Marketing objectives mobile can achieve: •  Customer acquisition with database build •  Improved customer service and satisfaction •  Generate Web and dealer traffic •  Deliver highly contextual and personalized messaging •  Consumer brand awareness •  Cross selling and up-selling •  Customer loyalty and trust with brand affinity •  Lead generation and prospecting •  Customer retention •  Increased interactivity with customers or audience •  Viral marketing/word of mouth •  Increased use of traditional •  Increase top line revenue & Web marketing channels
  • 4. What Mobile Marketing Brings to Automotive Brand/Manufacturer Marketing • Product awareness & new model launches • Brand awareness and affinity • Customer engagement & dialogue • Lead generation/customer acquisition • Dealer support • Educate, especially after sales services Dealer Marketing • Drive dealership traffic • Customer acquisition • Drive sales of new and pre-owned vehicles • Promote after sales services and sales • Dealer loyalty and customer retention • Improve and streamline customer service Retail: Automotive Parts and Accessories • Product information • Retailer loyalty • Promotions to increase top line revenue • Segmented messaging with CRM integration • Location based messaging
  • 5. Mobile Phone Capabilities Use 156M (67%) 87M (37%) 72M (31%) 234M (100%) 22M (9%) 63M (27%) 93M (40%) 77M (33%) Voice Video Comscore Nov. 2010 234MComscore Q3 2010. 234m is number of people in US 13 or older who used mobile devices.
  • 6. Mobile By the Numbers • 1 in 5 mobile of ALL mobile subscribers today use mobile automotive sites—nearly 50 million and growing exponentially • 38% of car searches for a vehicle are done from mobile phones • 23% of all auto shoppers use mobile during car buying process* • 40% of mobile searches occur when customer is on the dealer lot* • Manufacturer sites are the most frequently accessed sites, followed by dealers • Consumers equally interested in upper funnel (vehicle reviews, images, comparisons) and lower funnel (pricing, dealer locations) information on mobile devices • 20% of vehicle shoppers who use mobile devices in shopping process indicate they have downloaded a mobile app…a majority of these mobile app users prefer to obtain shopping info from mobile sites rather than apps J.D. Power & Associates October 2010 Automotive Internet Roundtable *ChannelNet January 2011
  • 7. The Impact of the Smart Phone US smart phone penetration Dec. 2010: 27% EU smart phone penetration Dec. 2010: 31% Looking Ahead to Q3 2011 Estimates: Mobile Subscribers: 300M+ 30% Smartphone User Base: 150M Mobile Internet Users: 120M Mobile Video Viewers: 90M US SMART PHONE PENETRATION Neilsen Nov. 2009 FEB. 2011 50% Comscore Feb. 2011 BY END OF 2011…
  • 8. The Impact of the Smart Phone • 25% of smart phone users (iPhone, Android) users plan to buy a car in the next year • 78% of these people will use their mobile device as part of the buying process • The proportion of smart phone users planning to buy a car is 3 times that of the general US adult population • 48% use their phones for doing initial research on a purchase • 44% use their phones for price comparison on the lot • 32% to find a dealership • 23% for contacting dealerships or sellers • Mobile ad networks saw 2-6 times increase in spend for mobile advertising (Greystripe & Millennial Media) “Touch-based, rich media and campaigns and customer mobile apps will be the biggest trend in automobile marketing in 2011 and 2012” —Dane Holewinski, Director of Marketing Hyundai Greystripe Mobile User Study 3 month period ending 2/15/11
  • 9. The Mobile Channels• SMS• MMS: advantage of unlimited text + rich media (video, images, audio)• Mobile Internet• Apps: interactive brand/product environments• Mobile Coupons & Promotions with POS redemption integration• Location Aware Service (LBS)• UPC/2D barcodes and picture recognition
  • 10. SMS/MMS9
  • 11. SMS Promotion Campaigns• SMS/MMS Sweepstakes, Poll, Quiz, Vote etc.• Keyword + Short Code call to action integrated into all traditional and digital mediaMazda 40th Year in NA Promotion• Objectives: Engage/dialogue with customers, build database, drive traffic (web or dealer), drive new revenue (new and existing customers), promote after sales service•  Mobile sweeps entry to drive traffic to Web site: Text MAZDA to 62932 for chance to win eco-adventure trip to Ecuador•  Promoted on print (service reminders, aisle back posters, direct mail)•  SMS provided unique PIN codes to be entered at web site to drive traffic to target Web content on dealership services and increase service loyalty•  Registering PIN also offered coupon on services work•  Results: Traffic to dealer service sites and work orders are up•  65,000 entries into the Mazda contest
  • 12. Customer Acquisition & Mobile Messaging• Web/Mobile Web Opt-in: Get more data than keyword based opt-in• Web offers user selectable content• Web: All preference and profile data is captured for CRM database build, analysis, targeted messaging, and use in other marketing channels (email, print, direct marketing etc.) Web Opt-in with Data Capture Mobile Site Opt-in
  • 13. SMS: Customer Service Alerts & Coupons•  9 different service reminders•  4 different coupons•  Alert opt-in for continued promotional messaging
  • 14. Full Cycle Mobile Coupon Redemption 1 6 2 SF BMW: 15% off all major service checks this week, ends 4/31/11. Txt STOP to stop.Txt HELP 4 help. Msg & Data Rates May Apply. 5 3 SONIN BMW FREE BMW TIRE CAPS Free set of 4 custom BMW tire caps with 4 brake repair over $100.UPC/EAN or 2D(QR, Matrix,Microsoft etc.)
  • 15. SMS for Dealership Customer Service• Calterdon BMW dealership, Inverness, Scotland• SMS for cost savings in customer service• Reduced phone bills for bookings, updates and service reminders• Increase in-store attention• SMS customer service notifications less costly than voice• Reduced cancellationsReminders for: • Pick up cars • Courtesy messages after their car has been serviced • Notification that parts are in stock • Customers can send SMS messages for additional work while care is in shop
  • 16. SMS Dynamic Messaging & CRM Integration• Use CRM databases for dynamic messaging—insert names, use profile data and preferences to personalize messaging and create rule sets that increase relevance and conversion• Integrate mobile campaigns with Hello John, San Message existing or external CRM databases, Francisco BMW invites components data feeds and content management you to preview the 2011 sourced from BMW 1 Series this existing CRM systems Sunday. Txt STOP to database and stop.Txt HELP 4 help. dynamically Msg & Data Rates May integrated into• Integrate with your existing reporting Apply. the message systems—send data from the mobile platform to external reports and view reports in your reporting systems
  • 17. Smart Messaging: Database Integration“Everyone receives the same offer” mobile promos orcoupons can have unknown relevance when delivered.•  Smart Messaging integrates with data sources such as news, weather, finance, CRM consumer profile, inventory etc. instantly adding relevance•  Smart alerts can know: !  Who the customer is !  Where they are !  What’s happening around them Daimler Autowerks !  When they want something The heat wave !  Why they need or want it continues here in LA! Keep your AC running Advantages to Smart Messaging: smooth,10% off all AC !  Personalization and point-of-need relevance repair services or increases participation coolant changes. !  Time and place relevance increases Exp.9/31/11 participation !  Contextually relevant messaging increases acquisition, conversion and loyalty
  • 18. Smart Messaging: Example User Flow SMS Only Coupon: Contextually relevant coupon is delivered based on keyword + It’s a scorcher in Miami database to go skiing? Ready referencing Database today! Keep your AC with Lexus ski racks 25% off unique redemption running smooth,10% off code. week only. Code this Weather all AC repair services. 34r39r Exp. 10/31/11 Stock Market Code 46eyw Exp. 3.31/11 Location Look Up Product Inventory Past Consumer Purchases Any Other Event or Data Sets Consumer Profile Data Contextually relevant coupon STORE + 10507 delivered based on keyword/ Sends coupon for cold zip referenced against weather gear based on cold Database receives weather database weather reading for zip code 62407 keyword opt-in and Lexus 33128 Here’s something By Weather delivers a message special for you to or coupon based on celebrate your birthday. external events or Great deals on leases information in the on our most luxurious Miami models. Code f5mt Exp. database 5/31/11 By Consumer Profile Data Messages sent based on stored customer profile data withText opt-in for either single promo message unique redemption code.or to opt-in to alert group e.g. “Text LEXUSand your zip code to 12345”
  • 19. Multimedia Messaging (MMS)•  Multimedia Messaging Service (MMS) is a rich media messaging service that allows mobile users to send and receive messages that can include graphics, animations, slide shows, photos, audio, video, and unlimited text (no 160 character SMS limit)•  It can it provide marketers with increased ad effectiveness over SMS•  Unlike the Mobile Web, this media resides on the user’s mobile phone•  Today, available on most mobile phones/ carriers but some handset/carrier support variations which may require WAP offload Barcode Coupons Video & Rich Media Delivery
  • 20. Location Based Services•  Location aware messaging for single SMS offers or alert group/ subscription campaigns•  Geo-fencing for just in time SF Honda messaging Come into the SF Honda dealership on•  Choice of Cell ID/Sector ID or Market and S. Van Ness for test drive of Assisted GPS for best case new 2011 Prius. position fixing using carrier cell towers
  • 21. 2D Codes for Information Delivery• Lead customer to mobile site for information of any kind: vehicle specs, gas mileage, safety, comparison of different models/brands• Deliver rich media content, especially video, games and branded content• Deliver promotional marketing e.g. coupons & promotions in other media
  • 22. 2D Codes for Information Delivery Ford ad in New York Times Sept. 2010• 2D codes can be promoted in any graphic based marketing channel• Option of SMS keyword & short code delivering link for same information• Note: NYT lifestyle content for brand affinity, not dry auto specs or standard auto marketing content
  • 23. Mobile Internet & Apps22
  • 24. Mobile Internet: The “Early Days” Circa 2008•  Banner ads on mobile portals such as cars.mobi, MSN.mobi, Yahoo Mobile and the Admob ad network to generate traffic•  30 million ad impressions across the mobile Internet, 140,000 new unique visitors to the Jaguar XF mobile site. (Nov 07-May08)•  Target audience: male, 35 to 54 years old, and with a high level of household income•  12,000 videos downloaded•  18,000 wallpapers downloaded•  For users who visited beyond the home page, the average dwell time was 2 minutes•  1.2% requested an email brochure by entering email into the WAP site•  2.6% located their nearest dealer to arrange a test drive
  • 25. Mobile Internet: 2010•  Jaguar Australia•  Banners ran in mobile sites for The Australian, News.com, Cnet, ZDNet, business & finance sections of carrier portals, other mobile ad netoworks•  19,000 display banner click thrus•  4 percent turned into qualified leads (700)•  Site includes SMS test drive appointment and alert opt-in
  • 26. Integrated Marketing: TV/SMS Alerts/Mobile Web Experience the 2011 Jaguar XJ. Exclusive 360 tour, videos & more at http:// www.jaguar.mobi/r/Text JAGUAR ! T66080477DFC Data rates may apply. Toto 524827! optout send STOP National TV ad campaign for 2011 Jaguar XJ Drive a stunning new Join the Jaguar Platinum Jaguar. Reply with your Celebration. Test drive a ZIP code & your local 2011 Jaguar http:// Jaguar dealer will www.jaguar.mobi/r/ contact you to arrange T66042872400 or reply an exclusive test drive. DRIVE + ZIP. Data rates To opt out send STOP apply. Optout send STOP
  • 27. iPad & iPhone Apps Dealer Info & PricingRich Media Delivery iPhone App “iConfigurator” Design Your Own JaguarDealer Service Dept.
  • 28. Click Through Experience with Display Ads
  • 29. Scalable + Location Relevant Dealer MarketingMobile sites for local Lexusdealerships. Auto-generation ofsite pages for individualdealerships via integration withnational Lexus content database. •  Site localized for the user by zip code query–system then delivers local dealer’s site built from standardized template •  Individual dealer sites feature content and information specific to that dealership from data feeds (used car inventory etc.) •  Content includes new model info, pre-owned inventory, directions with map, specials, and service & parts info •  Videos of Lexus models •  Click-to-call triggers call to dealership •  Viral “tell-a-friend” site forwarding
  • 30. A Scalable Solution for National Dealer Networks
  • 31. Auto Parts: Utility and Relevance is KeyAdvance Auto Parts Mobile Site•  Store location•  DIY videos•  Step-by-step instructions for customer support in-store for specific activities•  Barcode coupons (POS code entry with roadmap to scanner redemption)
  • 32. Smart Phone AppsAston Martin “Explore”iPhone App 2010•  Start app with in-car ignition sequence•  Rev engine with accelerator•  Judge the speed of your own car with speedometer•  Engine sounds of V12 & V8•  Tour of headquarters•  Rev James Bonds’ car of choice the DBS using the accelerator•  Brand emphasizes the viral “shareability” of the environment with social network tie-in•  Great demographic match for target audience
  • 33. Phone App Evolution Aston Martin “Experience” iPhone App 2011•  Uses phone’s GPS to discover the nearest roads and destinations•  Exclusive content “product leaks”•  Explore exotic road courses•  City guide of 40 cities with exotic places (bars, restaurants) that associate with Aston Martin lifestyle•  Uses telemetry using the iPhone’s accelerometer and gyroscope to display the G force placed on the vehicle•  $5.99 to download…”premium brand reinforcement”
  • 34. More Than a Game: Immersive Brand EnvironmentsVW GTI Race to WiniPhone App 2010 •  New GTI launched with state-of- the-art racing game totally branded VW GTI…all cars in game are GTIs •  Product info •  Post scores and replays could be posted on YouTube •  Dealer lookup and info RESULTS •  #1 app in 36 countries •  6M downloads •  81% increase in sales leads at dealers •  80% increase in test drives •  86% increase in quote requests •  Executed at 3% of normal launch budget •  No paid media for promotion: social, viral, live events and PR powered promotion
  • 35. Industry ResourcesIndustry Portals !  Mobile Marketing Resource Center (open community) www.mobilemarketingresources.net !  Mobile Marketer: www.mobilemarketer.com !  Mobile Commerce Daily: www.mobilecommercedaily !  Mobile Thinking: www.mobithinking.comTrade Associations & Industry Enablers !  Mobile Marketing Association: www.mmaglobal.com !  Direct Marketing Association: Mobile Marketing Council http://www.the-dma.org/segment/mobile !  US Short Codes Administration www.usshortcodes.com
  • 36. Thank YouGO MOBILE!Visit www.iloopmobile.com to learn how we can help you mobileenhance your marketing.Contact sales@iloopmobile.com (408) 907-3360 and we’ll help youget started. http://twitter.com/iloopmobile http://www.facebook.com/group.php?gid=71337661648 http://www.linkedin.com/company/iloop-mobile http://www.youtube.com/user/iLoopMobile

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