Are You Keeping up with Connected Consumers?

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Presentation deck for the Are You Keeping up with Connected Consumers? panel at the 2012 J.D. Power Automotive Marketing Roundtable. The panel description:

The era of ubiquitous digital devices is changing consumer behavior, which has many repercussions for digital marketers. Your customers expect a media experience to move seamlessly from one screen to the next and from digital channels to physical environments. This panel will look at ways you can best serve these omnichannel shoppers and adopt a commerce-anywhere approach.

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  • When did connected consumers emerge as a distinct segment? Around the same time consumers were able to start carrying computers in their pocket.
  • And online and offline behavior began to merge.
  • The first wave of connected consumers has been around since shortly after the introduction of mobile broadband.
  • What has changed is that the connected consumer segment has expanded from early adopters and is becoming more mass.
  • While it may have been true in the past, Not all connected consumers today are digital natives.
  • With 82 percent of consumers between 18 and 64 embracing digital devices, connected consumer behavior is becoming mainstream.
  • Omnichannel, as we are defining it for the purposes of this panel, is an evolution of multichannel. While mutlichannel allows you to reach consumers through more than one channel, the customer experience is often different between channels.
  • Omnichannel marketing seeks to provide a consistent customer experience while retailing through any number of channels simultaneously.
  • Omnichannel marketers recognize that the customer often works through multiple channels – either sequentially or simultaneously – to search, select and convert on a product purchase.
  • One example of a brand addressing multiple channels is Audi City, a new retail concept for the automaker, where an entire fleet of models is presentedin digital form, ready to be customized by prospective buyers. The first location opened this summer near Piccadilly Circus in London, just in time for the Summer Olympics.The Audi City London interactive dealership experience is equipped with a multi-touch display, made possible via Microsoft’s Kinect technology. This display allows customers to learn more about vehicle features and create customizations to design the car of their dreams. While Audi City may lack physical cars, it certainly does not lack service or luxury. The showroom includes small samples of interior fabrics and other tactilely important automobile features, so that customers can both see and feel parts of the car while being visually entertained by beautiful 360° views of their future vehicle, which are displayed on floor-to-ceiling “powerwalls” within the showroom. Customers can also take home their online car configurations on a USB stick to further contemplate the car they designed in the showroom and consider future purchase. Working with Razorfish, Audi plans to open 20 such stores by 2015.
  • Visitors can digitally select their vehicle from numerous possible configurations and experience it in realistic 1:1 scale on screens that almost fill the entire space. Moreover, technical details such as the drivetrain, bodyshell or LED light technology can be presented individually in order to make innovations understandable on an intuitive level.
  • All of us are familiar with Amazon, which started out as an online-only bookseller and quickly diversified. More recently, Amazon has started to create a physical presence for itself with Amazon Locker. So now you can have packages delivered to you at home, at work or at an amazon locker location near you. Amazon first rolled out Locker in Seattle, New York (Staples, 7-11, Rite Aid, Gristedes and Central Parking) and London about a year ago. Amazon has also tried to make its presence felt in competitor’s showrooms. Last holiday season, in exchange for a discount of up to $5, Amazon urged consumers to use its mobile app to scan UPC codes of items on rival shelves to compare prices, and then buy the same items from Amazon.com on the spot.Amazon was able to poach customers from the homes of its competitors before they even realized it, illuminating a significant challenge for retailers.
  • But Amazon’s tactics show that, from the customer’s perspective, "omni" belongs to everyone. Truly relating to customers in this new world will require businesses to look at purchasing options through the eyes of the customer — what we at Razorfish refer to as “customer-centered commerce.”
  • Connected consumers now make up one of three distinct customer segments – the other two being online and traditional.
  • Today’s always-on consumers used to have distinct online and offline in-market behavior: Go online to find pricing information, check vehicle specs and, later, read reviews and solicit feedback via social media channels. After putting in hours of online research, the consumer switched to offline mode, which is when they would negotiate the transaction price, purchase and finance their new vehicle.
  • However, there is no clear handoff between online and offline anymore. Shoppers can sit in a showroom vehicle accompanied by a tablet-wielding salesperson (Ford) who reviews inventory and incentives with them. A buyer can complete all the necessary financing paperwork on a handheld device while seated next to the new cars (MBUSA), rather than be sequestered in the F&I office. After they take their new vehicle home, they can peruse the Owner’s Manual iPad (Hyundai), make monthly payments on their smartphone (BMW) and use a mobile app to lock/unlock their vehicle (MBUSA).Depicted here is the Ford Dealer Showroom iPad App, which was developed by Razorfish New York, and allows for a consultative sales approach.
  • As you would expect, the connected consumer experiences media much differently as well. They expect fluid content and a media experience that moves seamlessly from one screen to the next.  They have a mobile-first mentality and don’t think they should have to go to a desktop site to get all of the information they need to make a purchase decision.
  • The upcoming DrivingSales.com app integrates social tools frequently used by its community.
  • Here are some examples of how smart USA customers can personalize their vehicle
  • Here is a cross-platform mobile interactive video unit developed by Tod’s company, Brightroll
  • COPE: Create Once, PublishEverywhereAutomotive marketers should be pushing for publishing systems that are designed from the beginning to be flexible enough to publish to any platform, including those that had not yet been created.
  • Image source: http://www.wsiwikipro.com/our-services/conversion-architecture-platforms/
  • Image source: http://www.wsiwikipro.com/our-services/conversion-architecture-platforms/
  • Are You Keeping up with Connected Consumers?

    1. 1. Are you keeping up withconnected consumers?Moderator: Mary S. Butler2012 JDPA Automotive Marketing RoundtableOct. 25, 2012
    2. 2. Introductions
    3. 3. PanelistsEric Miltsch Julia Knittel Doug Simpson Tod Sacerdoti Scott Ehlers 2012 JDPA Automotive Marketing Roundtable | 2
    4. 4. Eric’s thought starter: “Mobile is the gateway to increasing the speed in which we connect with brands and creating customer loyalty prior to the sale, rather than afterwards. Its cheaper, fasterEric Miltsch & its two-way!”Director of ProductStrategy, DrivingSales.com, @emiltsch 2012 JDPA Automotive Marketing Roundtable | 3
    5. 5. Julia’s thought starter: “Give consumers multiple opportunities to engage; even if they’re experienced only by a few, they will be shared by many.”Julia KnittelDepartment Manager,Marketing, smart USA 2012 JDPA Automotive Marketing Roundtable | 4
    6. 6. Doug’s thought starter: “With consumers being more open and connected than ever before, building relationships across numerous channels is vital to successfulDoug Simpson marketing campaigns.”Group Director of GlobalMarketing Solutions, Facebook 2012 JDPA Automotive Marketing Roundtable | 5
    7. 7. Tod’s thought starter: “Video is the most effective, scalable and underutilized crossplatform brand-building tool.”Tod SacerdotiCEO of BrightRoll, @todsacerdoti 2012 JDPA Automotive Marketing Roundtable | 6
    8. 8. Scott’s thought starter: “How can you provide different information in different ways as your customer progresses through different research stages?”Scott EhlersVice President of Product, KBB 2012 JDPA Automotive Marketing Roundtable | 7
    9. 9. Who are connectedconsumers and whyshould you care?
    10. 10. Who are connected consumers? In an era of ubiquitous computing, consumers can engage with many devices and systems simultaneously. 2012 JDPA Automotive Marketing Roundtable | 9
    11. 11. Who are connected consumers? Connected consumers interact with and consume digital content through multiple connected devices, either sequentially or simultaneously. 2012 JDPA Automotive Marketing Roundtable | 10
    12. 12. Who are connected consumers? Connected consumers have been around as long as mobile broadband. 2012 JDPA Automotive Marketing Roundtable | 11
    13. 13. Who are connected consumers? What has changed is that it is no longer just a minority of young, early adopters who are digitally connected. 2012 JDPA Automotive Marketing Roundtable | 12
    14. 14. Who are connected consumers? Connected consumers are not a single demographic monolith. Their behavior is being mainstreamed and cuts across age groups. 2012 JDPA Automotive Marketing Roundtable | 13
    15. 15. Why should you care about connected consumers?82% of consumers between the ages of 18 to 64 are embracing connected digital devicesSource: IBM Institute for Business Value; March 2012 2012 JDPA Automotive Marketing Roundtable | 14
    16. 16. What is omnichannelmarketing and sales?
    17. 17. What is omnichannel marketing and sales? Multichannel marketing is the practice of selling Omnichannel is products to customers through more than one an evolution of channel (e.g., online lead multichannel. vs. walk-in). The customer experience is often different between channels. 2012 JDPA Automotive Marketing Roundtable | 16
    18. 18. What is omnichannel marketing and sales? MULTICHANNEL VS OMNICHANNEL EXPERIENCE SOCIAL Omnichannel marketing seeks SOCIAL to provide a consistent customer BUSINESS BUSINESS experience while LOCAL MOBILE engaging through anyEX CE P LO E ER IEN BIL number of channels CA IEN ER MO L CE P EX simultaneously. 2012 JDPA Automotive Marketing Roundtable | 17
    19. 19. What is omnichannel marketing and sales? Omnichannel marketers recognize that the customer often works through multiple channels to make a decision and can even be working through two different channels at the same time to search, select and convert on a product purchase. 2012 JDPA Automotive Marketing Roundtable | 18
    20. 20. What is omnichannel marketing and sales? Audi opens the first interactive, digital showroom for urban shoppers 2012 JDPA Automotive Marketing Roundtable | 19
    21. 21. What is omnichannel marketing and sales? Audi City uses the latest digital technology to create an immersive environment for car buyers. 2012 JDPA Automotive Marketing Roundtable | 20
    22. 22. What is omnichannel marketing and sales? 2012 JDPA Automotive Marketing Roundtable | 21
    23. 23. What is omnichannel marketing and sales?Customer-centered commerce Customer-centered SERVICE AWARENESS EXPERIENCE EXPERIENCE commerce puts a consumer lens on the merchant and CUSTOMER considers not only the OWNERSHIP EXPERIENCE SHOPPING merchant’s channels, but EXPERIENCE also everything the PURCHASE consumer sees — EXPERIENCE including the competition. 2012 JDPA Automotive Marketing Roundtable | 22
    24. 24. What are the best ways tokeep up with connectedconsumers?
    25. 25. What are the best ways to keep up withconnected consumers? Connected Online Traditional Source: Brian Solis, Meet Generation C: The Connected Consumer 2012 JDPA Automotive Marketing Roundtable | 24
    26. 26. What are the best ways to keep up withconnected consumers? Recognize that in-market consumers no longer have distinct online and offline behaviors. 2012 JDPA Automotive Marketing Roundtable | 25
    27. 27. What are the best ways to keep up withconnected consumers? Shoppers can now sit in a showroom vehicle accompanied by a tablet-wielding salesperson, rather than sequestered in an office. 2012 JDPA Automotive Marketing Roundtable | 26
    28. 28. What are the best ways to keep up withconnected consumers? Connected consumers expect fluid content and a media experience that moves seamlessly from one screen to the next. 2012 JDPA Automotive Marketing Roundtable | 27
    29. 29. What are the best ways to keep up withconnected consumers? Understand the audiences specific behaviors and needs before resorting to a full-on responsive solution. 2012 JDPA Automotive Marketing Roundtable | 28
    30. 30. What are the best ways to keep up withconnected consumers? Personalize your vehicle online; drive off the lot in a custom vehicle. 2012 JDPA Automotive Marketing Roundtable | 29
    31. 31. Omnichannel campaignsNew cross-platform mobile interactive video unit Fast execution and implementation across platforms Easily evaluate effectiveness of campaigns on same analytics platform Maximize interactivity 2012 JDPA Automotive Marketing Roundtable | 30
    32. 32. Cross-platform mobile interactive video unit Interactive Features Image overlays Social Expansions Interactive browsing in-unit 2012 JDPA Automotive Marketing Roundtable | 31
    33. 33. How can you move towardcustomer-centeredomnichannel commerce?
    34. 34. How can you move toward customer-centeredomnichannel commerce? Tying together all of the data 2012 JDPA Automotive Marketing Roundtable | 33
    35. 35. How can you move toward customer-centeredomnichannel commerce? Determine what consumer problem you are trying to solve 2012 JDPA Automotive Marketing Roundtable | 34
    36. 36. How can you move toward customer-centeredomnichannel commerce? Integrating an omnichannel approach into the full customer journey* Loyalty loop adapted from McKinsey and Co. 2012 JDPA Automotive Marketing Roundtable | 35
    37. 37. How can you move toward customer-centeredomnichannel commerce? Learn how to COPE with content 2012 JDPA Automotive Marketing Roundtable | 36
    38. 38. How can you move toward customer-centeredomnichannel commerce? Other considerations 2012 JDPA Automotive Marketing Roundtable | 37
    39. 39. Q&A
    40. 40. Thank you! 2012 JDPA Automotive Marketing Roundtable | 39
    41. 41. CreditsStyled by Marc Serhan; image credits as follows:• Slides 2-7; images provided by respective panelists• Slide 9 image source: Image source: http://siliconangle.com/blog/2012/06/15/how-to-curb-your-smartphone-data- usage-and-get-lower-bills/• Slide 10 image source: http://readingeagle.com/article.aspx?id=328476• Slide 11 image source: Image source: http://readingeagle.com/article.aspx?id=328476• Slide 12 image source: http://readingeagle.com/article.aspx?id=328476• Slide 13 image source: http://readingeagle.com/article.aspx?id=328476• Slide 14 image source: http://undercurrent.com/post/commuter-time-is-digital-device-time/• Slide 16 image source: http://www.flickr.com/photos/ssanders79/6911896305/sizes/l/in/photostream/• Slide 17 original visual: http://www.aaramshoppro.com/2012/02/social-mobile-and-local-for-omnichannel.html; as depicted, styled by Marc Serhan• Slide 18 original visual: http://www.aaramshoppro.com/2012/02/social-mobile-and-local-for-omnichannel.html; as depicted, styled by Marc Serhan• Slides 19-20 images courtesy of Audi MediaServices• Slide 21: Amazon locker image source: http://www.kantarretailiq.com/Conversation/ConversationDisplay.aspx?id=507409; Amazon Price Check app image source: http://www.socialsearchmobile.org/murphys-blawg-showrooming-and-the-empowered-consumer/ 2012 JDPA Automotive Marketing Roundtable | 40
    42. 42. Credits (contd.)Styled by Marc Serhan; image credits as follows:• Slide 22 image source: Razorfish R5 Report http://www.razorfish5.com/articles/omnichannel.aspx#01• Slide 24 adapted from: http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/• Slide 25 image source: http://www.inc.com/erik-sherman/effect-of-online-marketing-on-offline-sales.html• Slide 26 image courtesy of Razorfish New York, Ford dealer showroom iPad project• Slide 27 image source: http://www.lee-evans.co.uk/launch/new-website-launch.html• Slide 28 image courtesy of DrivingSales.com• Slide 29 image courtesy of smart USA• Slides 30-31: BrightRoll• Slide 33 image source: http://www.jimcarroll.com/2012/04/big-data-big-opportunities/• Slide 34 image source: http://www.ereleases.com/prfuel/5-problems-solved-by-savvy-pr/• Slide 35 Loyalty Loop adapted from McKinsey & Co.• Slide 36 image source: http://www.spuddmobile.com/services/development-approach• Slide 37 image source: http://www.wsiwikipro.com/our-services/conversion-architecture-platforms/ 2012 JDPA Automotive Marketing Roundtable | 41

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