SEMA 2011: Changing Landscape of Media | Automotive Marketing

510 views

Published on

This session will take a look at the past, present, and future of media and digital marketing as it relates to auto aftermarket consumers. Attendees will learn the difference between owned, bought, and earned media and how each form of media impacts the consumer. Additionally, we will look ahead and explore the future of digital technology, media consumption, and marketing opportunities.

Published in: Automotive, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
510
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

SEMA 2011: Changing Landscape of Media | Automotive Marketing

  1. 1. Hi.1 © 2010 Levelwing. All rights reserved | www.levelwing.com
  2. 2. presentation available at: www.levelwing.com/sema/MediaLandscape jeff@levelwing.com2 © 2010 Levelwing. All rights reserved | www.levelwing.com
  3. 3. 3 © 2010 Levelwing. All rights reserved | www.levelwing.com
  4. 4. 4 © 2010 Levelwing. All rights reserved | www.levelwing.com
  5. 5. www5 © 2010 Levelwing. All rights reserved | www.levelwing.com
  6. 6. = “I want”6 © 2010 Levelwing. All rights reserved | www.levelwing.com
  7. 7. “I want”7 © 2010 Levelwing. All rights reserved | www.levelwing.com
  8. 8. 50 In 1993 __________ pages existed on the worldwide web.1 354,000,000 Today, ____________ pages are being indexed on Google alone for the term “auto parts”.2 1United Nations Data, 1994 2Google, October, 20118 © 2010 Levelwing. All rights reserved | www.levelwing.com
  9. 9. The earliest days (ARPANET) Source: Wikipedia, 20109 © 2010 Levelwing. All rights reserved | www.levelwing.com
  10. 10. Mosaic10 © 2010 Levelwing. All rights reserved | www.levelwing.com
  11. 11. 11 © 2010 Levelwing. All rights reserved | www.levelwing.com
  12. 12. Video-streaming Fee-based subscriptions Segmented content Pop-up ads Electronic billing Geo-location software Sources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters12 © 2010 Levelwing. All rights reserved | www.levelwing.com
  13. 13. Source: Erik Qualman, 2011Sources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters 13 © 2010 Levelwing. All rights reserved | www.levelwing.com
  14. 14. Origins of “Social Media”? 1995 Source: Erik Qualman, 201114 © 2010 Levelwing. All rights reserved | www.levelwing.com
  15. 15. The power of the Tweet15 © 2010 Levelwing. All rights reserved | www.levelwing.com
  16. 16. A practical use16 © 2010 Levelwing. All rights reserved | www.levelwing.com
  17. 17. A customer service tool17 © 2010 Levelwing. All rights reserved | www.levelwing.com
  18. 18. Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009 18 © 2010 Levelwing. All rights reserved | www.levelwing.com
  19. 19. Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009 19 © 2010 Levelwing. All rights reserved | www.levelwing.com
  20. 20. Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009 20 © 2010 Levelwing. All rights reserved | www.levelwing.com
  21. 21. Online time equal to watching TV21 © 2010 Levelwing. All rights reserved | www.levelwing.com
  22. 22. The new Media Landscape Fans Haters Bought Advertising Strangers Sponsorships Interested Parties PR Earned All things Social Blogs, Emoticons, Owned Feedback, Posts, Your Website(s) Ratings, Reviews, LinkedIn Profile Shares, Tweets, YouTube Channel Videos, Wikis Your Customers22 © 2010 Levelwing. All rights reserved | www.levelwing.com
  23. 23. The new New Media High Earned REACH Bought Owned Low CONTROL High23 © 2010 Levelwing. All rights reserved | www.levelwing.com
  24. 24. Would you give up some control? …to be more in-demand24 © 2010 Levelwing. All rights reserved | www.levelwing.com
  25. 25. Understanding that… my brand 25% of Search Results For the World’s Top 20 brands are Links to user-generated content 34%_of_bloggers_post_opinions_about_products Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-2525 © 2010 Levelwing. All rights reserved | www.levelwing.com
  26. 26. “Frenemy”26 © 2010 Levelwing. All rights reserved | www.levelwing.com
  27. 27. Brand Hijacking Source: Twitter 201027 © 2010 Levelwing. All rights reserved | www.levelwing.com
  28. 28. Shift to “listening” brand28 © 2010 Levelwing. All rights reserved | www.levelwing.com
  29. 29. So what are you doing in social?29 © 2010 Levelwing. All rights reserved | www.levelwing.com
  30. 30. 30 © 2010 Levelwing. All rights reserved | www.levelwing.com
  31. 31. No CD’s or DVD’s by 2015 Source: Dean Donaldso, 201131 © 2010 Levelwing. All rights reserved | www.levelwing.com
  32. 32. In-Auto Advertising Out-Of-Home32 © 2010 Levelwing. All rights reserved | www.levelwing.com
  33. 33. 33 © 2010 Levelwing. All rights reserved | www.levelwing.com
  34. 34. We are content consumers and creators34 © 2010 Levelwing. All rights reserved | www.levelwing.com
  35. 35. Mobile Exploding 100 US Mobile Queries (Indexed) 80 60 40 4x growth 20 in past year 0 2007 2008 2009 2010 2011 Source: Internal Google data, 201135 © 2010 Levelwing. All rights reserved | www.levelwing.com
  36. 36. 80% < 1,000 downloads 1% > 1MM downloads Source: Rei Inamoto, 201136 © 2010 Levelwing. All rights reserved | www.levelwing.com
  37. 37. Nearly half of shoppers used their phone to visit competitors’ sites while in a store.37 © 2010 Levelwing. All rights reserved | www.levelwing.com Source: ForeSee Results, December 2010
  38. 38. Mobile Wallet (RFID Chip/Taipeis MRT)38 © 2010 Levelwing. All rights reserved | www.levelwing.com
  39. 39. Mobile Wallet39 © 2010 Levelwing. All rights reserved | www.levelwing.com
  40. 40. Smart Paper40 © 2010 Levelwing. All rights reserved | www.levelwing.com
  41. 41. The future mobile search41 © 2010 Levelwing. All rights reserved | www.levelwing.com
  42. 42. Fluid Surface Technology42 © 2010 Levelwing. All rights reserved | www.levelwing.com
  43. 43. “Snapshot” from Progressive43 © 2010 Levelwing. All rights reserved | www.levelwing.com
  44. 44. Tracking break-ups on FacebookSource: Facebook, 2010 44 © 2010 Levelwing. All rights reserved | www.levelwing.com
  45. 45. “Data is the most consumed product and it affects all others.” 5 exabytes (5.0x10ˆ19) - Eric Schmitt 5 = all info created exabytes created every 482003 through hours45 © 2010 Levelwing. All rights reserved | www.levelwing.com
  46. 46. Reject faith-based decisions46 © 2010 Levelwing. All rights reserved | www.levelwing.com
  47. 47. Make evidence-based decisions47 © 2010 Levelwing. All rights reserved | www.levelwing.com
  48. 48. The filter of all filters – Search! Image Source: Wired magazine48 © 2010 Levelwing. All rights reserved | www.levelwing.com
  49. 49. 49 © 2010 Levelwing. All rights reserved | www.levelwing.com
  50. 50. Parts, Tires, Service & Accessories 4 in 10 Source: Custom Compete, Inc. data, 201150 © 2010 Levelwing. All rights reserved | www.levelwing.com
  51. 51. Parts, Tires, Service & Accessories 2 in 10 Source: Custom Compete, Inc. data, 201151 © 2010 Levelwing. All rights reserved | www.levelwing.com
  52. 52. Search Was Used Early And Often •  Over a third of users utilized search throughout the research process. 23% 31% 42% 51% 8% Used beginning 10% 13% 12% Used middle Parts Tires Used at end Used throughout entire process 37% 41% 41% 47% 10% 10% 4% 7% Service Accessories Source: Custom Compete, Inc. data, 201152 © 2010 Levelwing. All rights reserved | www.levelwing.com
  53. 53. Continual evolution of search Relevance53 © 2010 Levelwing. All rights reserved | www.levelwing.com
  54. 54. A more relevant web Relevance54 © 2010 Levelwing. All rights reserved | www.levelwing.com
  55. 55. A more relevant web Relevance55 © 2010 Levelwing. All rights reserved | www.levelwing.com
  56. 56. A more relevant web Relevance56 © 2010 Levelwing. All rights reserved | www.levelwing.com
  57. 57. Image Source: Family Guy, Seth McFarlane57 © 2010 Levelwing. All rights reserved | www.levelwing.com
  58. 58. 9/8/2011 – Google Buys Zagat58 © 2010 Levelwing. All rights reserved | www.levelwing.com 58
  59. 59. Local Search59 © 2010 Levelwing. All rights reserved | www.levelwing.com 59
  60. 60. Future of Search?60 © 2010 Levelwing. All rights reserved | www.levelwing.com 60
  61. 61. Why is this Important? 59% of online shoppers customer product reviews have a significant impact on their buying behavior Source: Marketing Charts, 9/201161 © 2010 Levelwing. All rights reserved | www.levelwing.com 61
  62. 62. Why is this Important? on Yelp ratings… = 9% revenue increase Source: Michael Luca, 201162 © 2010 Levelwing. All rights reserved | www.levelwing.com 62
  63. 63. Key takeaways 1.  Embrace the chaos & transparency 2.  Cheapest customers are found in demand-driven channels 3.  Leverage data & create accountability 4.  Test & fail quickly 5.  Don’t be a selfish lover63 © 2010 Levelwing. All rights reserved | www.levelwing.com
  64. 64. Thank you. Or: email: jeff@levelwing.com phone: +1 646 216 8334 twitter: @jeffadelsonyan blog: www.AskingSmarterQuestions.com64 © 2010 Levelwing. All rights reserved | www.levelwing.com

×