Harshavardhan M P

2015

An Introduction - Electric Car Market

Digital Marketing Objectives

Keyword Analysis

Offer Analysis

Websites

Landing Page/Microsite

Paid Campaigns

Analytics

Social Media

How Tesla is Changing Auto Markteing

Conclusions

An electric car is an automobile that is propelled by one or more electric motors, using electrical energy stored in rechargeable batteries or another energy storage device.

As of June 2015, the US has the largest fleet of plug-in electric vehicles in the world. Nissan Leaf, Tesla Model S, Fiat 500e, BMW i3 are the top 4 electric cars in the USA as seen in Chart.

Considered Nisan Leaf, Tesla, BMW i3, Fiat 500e – USA Market for the study.

Before starting with the Digital marketing for campaigns, need to understand the objectives of the campaign. This will help in deciding the overall steps for the campaign.

Some of the objectives can be creating awareness, try/buy, visibility for the brand/service, adoption, branding, social media visibility & others

Note – This is not an exhaustive & detailed study of the Digital Mktg. practices of the electric car makers but an attempt at understanding how various digital Mktg.components are used by the makers

Keyword AnalysisVarious Free tools & paid tools are available to do keyword research. Google adwords, SEM rush , Spyfu & others are some of the keywords.

Decide on the top 1 or 2 keywords related to your campaign & optimize the pages using it. Use it in the hashtag also for your social media activities

For paid keywords, classify it as per Industry terms, brand terms, competitor terms & others. Based on the search volume, competition, budget & other parameters select the keywords

Offer AnalysisOffer Analysis Decide on what kind of offers to include, assets available, try/buy offers &

other details need to be chalked out. What phase of customer journey you are targeting through the campaign also plays an important role in offers.

Awareness, Interest, Evaluation, Trial & Adoption are the phases through which a consumer goes & offers should be selected based on these factors.

Elon Musk published the below image on his Twitter to build awareness about Model X launch

WebsitesWebsites Among the websites, Tesla has a very simple home page with a clear CTA

while BMW has carousels which occupy the whole page below which content is given.

Nissan has included social feeds from FB/Twitter while Fiat has long format webpage listing out the car details.

Examples of Nissan Leaf & Fiat 500e Home Page

Landing Page/MicrositeLanding Page/Microsite Decide on whether you want a landing page or a microsite for the campaign.

Include the relevant offers, assets, registration forms, thank you page & others. Include relevant CTA buttons on the site

Look at how BMW has designed the landing page for its BMW i3 electric car.

BMW i3 electric car Landing page

Paid CampaignsPaid Campaigns Depending on the budget, campaign objectives, buyer demography & other

factors paid campaigns can be run on Search, Paid social on twitter, Facebook, Linkedin, programmatic media buying & display ads.

Paid campaigns by

Mazda, Nissan &

Ford.

Nissan Paid search

Landing Page

AnalyticsAnalytics Analytics plays an important role in deciding how your campaign is

performing. Various free & paid tools are available for analysis like GA, Adobe Omniture & others.

Tagging the URL’s, Filters, URL shortners, Ad clicks, Impressions, CTR, budget, keywords & others are some of the parameters to be kept in mind for analytics

Example of Nissan & Ford tagging their URL’s

Social MediaSocial Media Social Media plays an important for electric car makers to connect with

customers. As this is a new market, users need to be educated & providing information for various stages of buying cycle is an important issue.

Twitter, FB, Youtube & others are some of the top channels used.

Examples of Tesla FB & Nissan Twitter Page

How Tesla is Changing Auto MarketingHow Tesla is Changing Auto Marketing There are no Tesla dealers There are no commissioned sales people Tesla cars are marketed and not aggressively sold Tesla transactions are conducted online The price is the price: no negotiation There is no inventory: the Tesla Model S is built to order They are building a new luxury brand from scratch They are evangelizing a new type of vehicle: an electric car They are selling a $60,000 – $100,000+ car that can’t go on a road trip They must sell an entirely new model of buying and owning a car There is no inventory: the Tesla Model S is built to order You can’t test drive a Tesla unless you put down a $5,000 deposit In many parts of the country, you can’t see or drive the car before you buy

even if you place a deposit You have to wait in line for months or years to get a car

Source: http://scienceofrevenue.com/tag/tesla-marketing-strategy/

ConclusionsConclusions Among the websites, Tesla is the simplest one with a clear CTA on the page,

BMW has images but could have been given with a CTA.

Fiat & Nissan have CTA on the page with a detailed explanation & Nissan has FB/Twitter feeds on the page

Nissan, Tesla & BMW i3 have a good a presence on Facebook with a dedicated page.

Nissan, BMW i3 & Tesla have a great presence on twitter with dedicated channels.

Among the paid search results from India was able to see paid ads of Mazda, Ford & Nissan.

For “electric cars usa” keyword, tesla motors & Nissan leaf rank in 1St page of Google for organic search.

Thank YouThank You