Kia Mobile 2.0 A Strategic Process for Mobile Engagement in 2011 February 3, 2011
We shape our tools... … and then, our tools shape us. - Marshall McLuhan
KIA WAS AN EARLY MOBILE ADAPTOR
Launched a basic mobile Web site
Integrated SMS into many aspects of their business
Tested different forms of mobile advertising
But for 2011, the brand was looking for a more integrated and sophisticated approach to mobile across the organization
By 2010, like most automotive brands, Kia Motors America had:
MOBILE WEB TRAFFIC WAS ESCALATING FAST With traffic spiking in the evenings and on the weekends – most of it to the dealer locator - it was pretty clear that the site was being used as a key shopping tool. And with most of the traffic coming from iOS and Android it made sense to think about creating better tools and a slicker UI.
BUT KIA WANTED TO GO BEYOND THE BROWSER……AND USE MOBILE TO CONNECT WITH KIA CUSTOMERS THROUGHOUT ALL THE MANY TOUCHPOINTS OF THEIR JOURNEY…
… AS THEY SHOP , OWN AND DRIVE THEIR VEHICLES With an ever-expanding variety of platforms and technologies to choose from, Kia needed a clear game plan for what , when , where and how to integrate mobile into their overall marketing and branding strategy. The question was how ?
TO ICROSSING, IT WAS CLEAR THAT THE STRATEGIC IMPERATIVE FOR DOING SO WOULD BE FOUND AT THE INTERSECTION OF THREE PIVOTAL ELEMENTS - ENVIRONMENT , AUDIENCE AND ORGANIZATION Environment +Marketplace Dynamics +Competitive Situation +Inspirational Brands Audience +Purchasers +Intenders +Dealers Organization +Stakeholders +Building Blocks Environment Audience Organization
WE PROPOSED AN INTENSIVE DISCOVERY PHASE DESIGNED TO ASSESS THESE THREE SPHERES THROUGH A HUMAN-CENTRIC, RESEARCH-BASED APPROACH People Opportunities CUSTOMERS FIRST. TECHNOLOGY LAST . Customers Goals Strategy Technology
Who are you trying to reach?
How do they use mobile?
What do they want ?
What do they need?
What are you hoping to achieve with mobile?
How can it enhance your business?
What types of user experiences do you need to create?
How do they integrate with your overall online and offline marketing mix?
What technologies will best support your strategy?
Which current assets can you leverage?
Which vendors do you engage with?
PHASE ONE FOCUSED ON UNDERSTANDING KIA’S INTERNAL NEEDS, GOALS AND CHALLENGES Stakeholder Interviews
One-on-one meetings with key Kia team members to:
Establish clear goals for mobile
Determine pain points and limitations
Assess results of past efforts
Understand full range of planned marketing and branding efforts
1 Internal Analysis
Web environment & CMS review
Usability review of current mobile efforts
Review existing internal Kia research on demographics including site analytics
How can Kia’s technical environment best support mobile user experiences?
What content is available for mobilization?
How can current efforts be leveraged and improved?
PHASE TWO FOCUSED ON UNDERSTANDING MARKET TRENDS AND THE COMPETITIVE ENVIRONMENT Secondary Research
Review of relevant subscription research (Nielsen, comScore, etc.)
How are automotive intenders using mobile? How is mobile playing into the customer journey?
2 Illustrative Examples Competitive Analysis
Feature and content analysis of ten (10)competitors’ comprehensive mobile efforts
Analysis of trendsetting brands outside the target vertical
What are the best practices and innovations in the industry?
Which can be applied to our goals ?
PHASE 3 FOCUSED ON THE CONSUMERS THEMSELVES, TO BEST UNDERSTAND THEIR WANTS AND NEEDS Technographic Profiles
Archetypal composite mobile personas for Kia customers as well as for Kia Dealers
Customer Journey Development
How do these personas connect to the Kia brand and individual Kia vehicles throughout the customer journey?
What types of mobile media will resonate with them?
3 Illustrative Examples
In-depth interviews with Kia Purchasers
In-depth interviews with Kia Intenders
On-site interviews with Kia Dealers
How do Kia demographics map to specific mobile technologies?
Where does mobile fit into the customer journey?
How can mobile assist dealers in their sales, marketing and CRM?
PHASE 4 SYNTHESIZED OUR FINDINGS, FORMING THE BASIS FOR A STRATEGIC MOBILE PLAN AND ROADMAP FOR TACTICAL EXECUTION Establish Initiatives High level scoping of initiatives for subsequent 12 months Develop of strategic vision Mapping of mobile technologies to the customer journey and Kia marketing mix 4 Synthesize Results of Research and Planning Mapping of Kia goals and technographics to mobile technologies
What We Discovered
WE KNEW FROM THE START THAT MOBILE PLAYS AN INCREASINGLY IMPORTANT PART IN THE PROCESS OF PURCHASING A VEHICLE
Purchasers and researchers consistently use mobile search engines to find many different sources of automotive information
Research Sources Used on Mobile Phones (Asked of all Purchasers and Researchers Who Conducted Research on Mobile Phone, Google 2010) M3 - Where did you perform each of the following activities, if at all, on your mobile phone while researching or shopping for cars/trucks? Base: Did not select "I did not conduct any of my car/truck research on my mobile phone" in M1 (n=238)
“ I want to be able to share what I’m considering from my mobile phone.” ACTUALLY TALKING TO INTENDERS AND OWNERS WAS EYE-OPENING
I use my mobile device in every stage of the decision making process when shopping for a car but I rely on it most towards the end when I visit a dealer.
The less clicks, the better. I want your mobile site to give me quick and easy access to the information I want, so make it simple.
Shopping tools are what matter on the lot – I don’t care much about pretty pictures at that point.
I’d like to be able to search local inventory, find local specials, make comparisons and see accolades and owner reviews – these are the things I care most about.
I would also like to be able to build and price a model, then save it on my phone to review later or share with friends and family; their opinions matter a lot to me.
Once I buy my Kia, I’d really like an app that helps me maintain and enjoy it.
TALKING TO STAKEHOLDERS GAVE US THE OTHER HALF OF THE EQUATION
We plan to sell a lot of cars in 2011 and we know mobile is a key tool for us in achieving this.
We want to understand how to create mobile shopping tools that will help our customers find the right Kia for them.
We also want to enrich our branding and marketing campaigns with mobile experiences that will resonate our customers.
We want to use mobile to connect successfully with new demographics.
We want to use mobile to help Kia owners maintain and enjoy their vehicles.
We have multiple stakeholders who want to use mobile and we want to help them do so successfully.
IN THE END, WE REALIZED THAT THE KIA BRAND AND KIA CUSTOMERS SHARE THE SAME BASIC GOALS Kia Motors America wants to sell cars. Customers want to buy them. Both need easy to find, easy to use tools that help them do so . . Kia Motors America wants to build the Kia brand. Consumers want to experience it . Both need to connect at the right key points throughout the customer journey to make this happen.
Talk & Texters
Single or married empty-nesters
Owns a feature phone but might trade up to a smartphone next
Non-voice behavior is limited to SMS
Young families and pragmatic moms
Owns a smartphone but cautious about data expenditure
Email, texting and very occasional mobile web use
Smartphones & tablets, lots of mobile data
Connection to their social graph is a top priority
If they can’t find you via mobile, you don’t exist
Students and very young professionals
Part of the always-connected generation that was born digital
Always on top of every new mobile trend
Communicators Digerati Super-Connected THE TRICK TO SATISFYING BOTH GOALS IS TO FULLY UNDERSTAND THE CUSTOMERS AND HOW THEY USE MOBILE TO LEARN, SHARE AND SHOP ALONG THE WAY
Digerati Super-Connecteds The Dealers Dealer see customers using mobile on the lot and know it is important but don’t know what the options are or where to begin FOR KIA, HELPING THE TWO GROUPS OF USERS THAT MATTER MOST – THE DIGERATI AND THE SUPER-CONNECTED - INTERACT WITH THE BRAND AND WITH DEALERS IS OUR FOCUS
In our Discovery process, we learned that consumers who were in the lower funnel stages did not want or need branding elements – videos, photos, etc. These things are superfluous to them. What they want is fast, easy access to localized shopping tools. And, once they roll off the lot, they want tools to help them care for and enjoy their Kia. OUR DISCUSSIONS WITH THESE GROUPS ENABLED US TO UNDERSTAND THE JOURNEY FROM SHOPPER TO BUYER TO OWNER AND ALL THE TOUCHPOINTS IN BETWEEN
Build your Kia Find a dealer Buy Customers at the very beginning of their journey are not ready for shopping tools. Their primary needs are met with experiential and social elements that enable them to understand the brand and share this information with their social graph. UNDERSTANDING WHERE CUSTOMERS ARE IN THE PROCESS ENABLES US TO CURATE THEIR JOURNEY AND CREATE THE APPROPRIATE TOOLS AND EXPERIENCES.
Location, location, location When connecting with mobile users, context is king Full site Terms Privacy Full site Terms A COMBINATION OF GEO-LOCATION, OPT-IN IN INFORMATION AND CAMPAIGN SPECIFIC TOUCHPOINTS WILL ENABLE KIA TO CREATE THE BEST POSSIBLE EXPERIENCES FOR SHOPPERS, OWNERS AND DEALERS IN 2011 Viewing a print ad See a TV spot Read a tweet Visit a lot See a display ad
3 strategic recommendations IN THE END, OUR DISCOVERY PHASE RESULTED IN THREE STRATEGIC PILLARS THAT WILL SUPPORT KIA’S MOBILE INITIATIVES IN 2011. 1. Fine-tune and supplement Kia’s current digital infrastructure to support fluid mobile content distribution. 2. Create rich brand awareness content (Form) for those who are just discovering Kia and a tools-based experience (Function) to those who are closer to purchase. 3. Understand where customers are in the journey and emphasize either Form or Function based on this context.
Thank you! Rachel Pasqua VP, Mobile Group [email_address]