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Econsultancy Multichannel Innovation Toyota Agillic

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Published in: Business, Automotive
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Econsultancy Multichannel Innovation Toyota Agillic

  1. 1. Innovation in multichannel marketing:<br />toyota<br />How its new multichannel engagement strategy is driving sales for Toyota<br />
  2. 2. Toyota’s campaign objectives were clear<br />Goals<br />To change marketing focus from branding to eCRM<br />To actively engage with the potential car buyer before the test drive<br />To collect contact permission and contact information across multiple channels<br />To improve the sales process and automate dialogue <br />……..and ultimately: to increase level of sales and market share<br />Strategy<br />Focus on digital engagement, gathering information and contact permission on the way<br />Communicate throughout the (long) customer lifecycle, personalising content at relevant times and through appropriate channels<br /> Toyota Multichannel<br />
  3. 3. Toyotautilisesdifferent mechanisms at various stages of thepurchase process<br />Offline media TV Newspapers CTA<br />Aquisition = Pre-site<br />Mobile and web interaction<br />Engagement = On-site<br />Data capture via digital media mobile and email to receive 24H test drive<br />Conversion = Post-site<br />Action<br />Sales<br />Car sales<br />After market<br />Continued relevant dialogue creating costumer interaction<br />After market sales increase<br />Start appropriate re-sell program<br />
  4. 4. Thisunifiedmultichannel approach is made possible by an integrated marketing platform<br />Mass media creates awareness and drives response<br />Mass media<br />Campaign site is consolidation of creative concept<br />Avensis24.dk<br />Agilllic orchestrates communication mechanisms<br />Agillic<br />Toyota dealers <br />Dealerships<br />
  5. 5. Toyota’s new eCRMstrategyyieldsimpressiveresults. Mobile alreadyfuels16% of sales !<br />Campaignresponse – index<br />100<br />Overall campaignresponse via SMS<br />Requestedadditionalinfo. via email from mobile portal<br />35% of the 100<br />Order test drive online via web – conversionincl. external banners<br />na<br />16.1%<br />218<br />Noof sales of the new Avensis<br />
  6. 6. Toyota Avensis leaped from a ranking as the 19th most sold car in Denmark to an astonishing 3rd !<br />
  7. 7. Toyota arealsobattling the recession and drivingdowncostsusing multichannelinteraction<br />Mass media creates awareness and drives response<br />Mass media<br />Campaign cost is now down<br />by +30%<br />Campaign site is consolidation of creative concept<br />Avensis24.dk<br />Agilllic orchestrates communication mechanisms<br />Agillic<br />Toyota dealers <br />Dealerships<br />
  8. 8. The implementation Road Map for Toyota points towards becoming ever more customer centric<br />

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