This is a deck built to provide a brief intro to digital marketing in the automotive industry. The main point of this presentation was to be interactive and allow for questions/answers.
5. What are some search queries you input?
Luxury SUV to make me feel AWESOME!
Spacious SUV to fit my
paddleboard
AWD SUV to take
glamping with drunken
friends
How much does a new
Rav4 cost
Where to buy Rav4 near me
Lexus RX vs. Rav4 vs.
Honda CRV
Best Family SUV at
affordable price since I
now need to pay for child
care
6. T h e C a r B u y i n g p r o c e s s i s n o t l i n e a r
EndStart
8. Married
Susy just made Partner
Reside in Dallas, TX
Empty nesters
News Junkie & Celebrity Gossip
Meet Susy & Tommy
Your customers – though really Susy makes the final decision.
9. Start
EndThe Car Buying
Experience is a
multi-touch journey
Check vehicle review sites
Visiting the OEM sites
to gain more info
Native ad appears while Susy
reads the latest gossip
Targeted ads follow them on news sites and
retargets them as they browse the web
Video ads appear a they peruse videos
online.
Multiple searches done
based on their needs
Directly going to the website to find
their car
10. Looking Forward
Technology and data analytics are at the forefront of marketing.
86%of senior executives
agree that eliminating
organizational silos is
critical to expanding the
use of data and analytics
in decision-making.
-Google
90%
Of marketers say that
understanding user journeys
across all channels and devices
is critical to their success.
-Google
Nearly
1/2Of all search queries by
2020 will be voice
search.
-ComScore
$400bill
by 2021
-Forbes
Content marketing
industry will be worth
85%
Of all customer service
interactions are
powered by chatbots
-IBM
Social Media
Integration of
Into all services will be a priority in 2019.
$140bill
Revenue for AR/VR to reach
-IDC
85%Of total internet traffic
by 2019.
-Social Report
Video to account for
30%Have Ad blockers enabled.
-eMarketer
15% are brand new
In 2020, 50% of searches will be voice search
In July 2018, Microsoft Sites handled 24.2 percent of all search queries in the United States. During the same period of time, Oath (formerly known as Yahoo) had a search market share of 11.5 percent. Market leader Google generated 63.2 percent of all core search queries in the United States. Despite Google's dominance of the U.S. search market, it is Microsoft's bing service that leads in terms of longer search queries. In terms of the mobile search market in the United States, Google leads again with an over 93 percent market share.
Talk about the tiers and if people know what they are for automotive (slightly educational)
15% of searches are net new (never inputted before)
In 2020, 50% of searches will be voice search
What are some searches you have done when shopping for a car?
In July 2018, Microsoft Sites handled 24.2 percent of all search queries in the United States. During the same period of time, Oath (formerly known as Yahoo) had a search market share of 11.5 percent. Market leader Google generated 63.2 percent of all core search queries in the United States. Despite Google's dominance of the U.S. search market, it is Microsoft's bing service that leads in terms of longer search queries. In terms of the mobile search market in the United States, Google leads again with an over 93 percent market share.
Subscription Services
Autonomous Cars
Electric
20-25% of all vehicles in the US are expected to be electric by 2030.
Virtual Reality/Augmented Reality
Voice Search
Ride Share
Predictive Vehicle Technology
Let’s talk about your experience?
https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/
https://www.thinkwithgoogle.com/marketing-resources/micro-moments/five-auto-shopping-moments-every-brand-must-own/
https://www.thinkwithgoogle.com/marketing-resources/micro-moments/auto-brand-mobile-micro-moments/
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Digital Retailing
What does ACES(s) mean?
Room to guess each letters meaning…
Almost all automakers are kickstarting major electric vehicle initiative in response to this automotive industry trend. Mercedes-Benz will offer 50 electric versions of all it’s models by 2022. BMW will mass-produce electric cars by 2020 and make 12 different models by 2025. GM will add 20 new electric/fuel-cell vehicles to it’s products by 2023. Ford pledges to form a team to accelerate global electric vehicle development. Volkswagen will spend $82 billion on a multifaceted initiative to develop electric vehicles, mobility services, and autonomous driving by 2022. Toyota is spending $13 billion to introduce 10 (or possibly more) electric vehicles in the early 2020’s.