Digital marketing and Automotive
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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.
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Digital marketing and Automotive
- 1. igital Marketing and the Automotive Industry D
- 2. What are different ways to get to a website? Email PPC/SEM Direct Referral Native Ad Social Mobile Ad SEO Video Targeted Display
- 3. 3.5 BILLIONSearches/day Let’s Focus on Search
- 4. Knowledge Graph SEM / PPC SEO Tier 1 - OEM Tier 2 - Regional Tier 3 - Local Conquest
- 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
- 7. Marketing and Automotive are Constantly Evolving
- 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
- 11. It’s not just knowing the future of Marketing
- 14. A.C.E.S.(S) Autonomous Connected Electric Shared Subscription
- 15. Alexa, where will we go next?
- 16. Thank you!
Editor's Notes
- 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/
- Play video - takes about 2 seconds to load
- 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.