auto insights for marketers

14
Steering Your Marketing Campaigns for More Conversions Automove Insights for Digital Marketers

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Page 1: Auto Insights for Marketers

Steering Your Marketing Campaigns for More Conversions

Automotive Insights for Digital Marketers

Page 2: Auto Insights for Marketers

Sports Car Shoppers Prefer New Cars While Suv Car Shoppers Prefer Second-Hand Cars

1

SUV CAR INTENDERS

SPORTS CAR INTENDERS

pg 1

of auto enthusiasts own sports cars in the US 16%

of the car owning internet population own SUVs in the US

32% Understand what consumers look for in

certain types of vehicles and connect them

with relevant creative messaging (i.e. reach

sports car shoppers with clean and shiny creative that speaks ‘luxury’ as

opposed to a more rugged, functional appeal for SUV

intenders)

TIPS

Page 3: Auto Insights for Marketers

Auto Shoppers Are More Likely To Convert On Hobbies, Science And Technology Websites

2Time Lags To Conversions on Websites For Automotive Campaigns

pg 2

HOBBIES

HOBBIES

SCIENCE & TECHNOLOGY

SHOPPING

SCIENCE & TECHNOLOGY

TRAVEL

HEALTH & FITNESS

FOOD & DRINKS

HOME & GARDEN

AUTOMOTIVE

LESS THAN 5 MINUTES`

5 MINUTES TO AN HOUR

MO

RE THA

N A

N H

OU

R

Engage users based on browsing tendencies to capitalize on when consumers are more likely to interact with

auto advertising

TIPS

Page 4: Auto Insights for Marketers

Syncing With Auto Shows Drives Interest In Consumer Browsing Behavior

3

Post Event: (24th Nov- 27 November) Land Rover Website:

PAGE VIEWS: 98%* VISITORS: 53.1%*

pg 3

Sync advertising around key auto events such

as auto shows, car launches, and brand sponsored events to complement offline

strategies - creating a more seamless consumer

experience

TIPS

Post Event: (25th Jan-28th Jan 2016)Land Rover Website PAGE VIEWS: 53.6%* VISITORS: 67.1%*

*compared to the average

Page 5: Auto Insights for Marketers

Auto Intenders Take An Average Of 3 Days To Convert On Automotive Brand Sites Once They See An Ad

4

take about 15 minutes to convert

20%

pg 4

Leverage sequential messaging to ensure consumers are not

swayed by competitor advertising during the consideration process

TIPS

of auto enthusiasts take about 4 days to visit the dealer page on auto sites once they see an ad

80%

Page 6: Auto Insights for Marketers

Oil Prices Impact The Purchase Behavior Of Users Differently5

18 and 45 year olds are 3 times more likely to increase driving frequency when gas prices decline than

those over 46 years old

[18 - 24 & 40-45 YEARS]

pg 5

Reach consumers in real time based on oil/

gas price fluctuations at the geo level in order to connect with consumers

when they are driving the most

TIPS

[+46 YEARS]

Page 7: Auto Insights for Marketers

6 Auto Intenders Purchase Vehicles During Different Life Stages

YOUNG GRADUATES

NEWLY MARRIED

4X

1.23X

more likely to purchase passenger cars than young adults

more likely to search for new cars than after a promotion at work

pg 6

Implement a marketing strategy that reaches users during “big life moments,” to drive

incremental lift in brand purchases

TIPS

EXPECTING PARENTS

1.5Xmore likely to purchase a car than on their anniversaries or birthdays

Page 8: Auto Insights for Marketers

7 Prospecting And Conquesting Retargeting Strategies Show Higher Conversions Than Prospecting Alone

Targeting auto consumers who are researching about competitor car brands are 1.7 more likely to convert than targeting generic auto users

pg 7

Employ a competitor conquesting strategy

when reaching consumers in key

research phases to win more market share

TIPS

Page 9: Auto Insights for Marketers

8 Auto Shoppers Visit Multiple Sites Before Making Purchase Decisions

SINGLE WEBSITE

MULTIPLE WEBSITES

83%

17%

Auto shoppers visit one auto dealer before final purchase *

pg 8

Employ location based targeting strategies to

find users at competitor locations and continue the conversation with consumers at relevant brand dealerships to

truly understand who is visiting dealer locations

TIPS

Auto enthusiasts visit multiple dealers before making their final purchase*

*During the decision making period of one month

Page 10: Auto Insights for Marketers

MARKET TRENDS TO

WATCH OUT FOR

Page 11: Auto Insights for Marketers

Auto Will Rank As The Second Leading Industry In Digital Ad Spend, Ahead Of Financial Services And Telecom By 2018

1

pg 9

Optimize mobile sites/apps now to capitalize on the influx of users researching, browsing,

and locating dealerships from their mobile

devices

TIPS

Auto brands will allocate more than 60% of their total digital ad budgets to mobile

Page 12: Auto Insights for Marketers

Car Buyers Are Significantly Influenced By Social Media Before Making Purchases

2

80% of auto shoppers are more likely to turn to their network for advice while purchasing a car

than a salesperson

pg 10

Leverage what consumers are saying about your brand and competitor brands in real time to deliver impactful messages

during significant ‘social moments.’

Understanding when users are talking

negatively about your competitors (as in times competitors have recalls),

allows your team to reach new consumers

when they are thinking about switching brands

the most

TIPS

Page 13: Auto Insights for Marketers

Viewability Is On Top Of Mind Of Auto Marketers 3

pg11

Find partners who have log level integrations with ad verification teams in order to

maximize the efficiency of marketing initiatives

TIPS

Page 14: Auto Insights for Marketers

ANALYTICS | TECHNOLOGY | I NSIGHTS