automotive multi channel marketing 2014 a study for the automotive community from volker liedtke –...

8
Automotive Multi Channel Marketing 2014 A Study for the Automotive Community from Volker Liedtke – Interims Manager Frankfurt, Germany, 20.08.2014

Upload: gwendoline-curtis

Post on 12-Jan-2016

216 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Automotive Multi Channel Marketing 2014 A Study for the Automotive Community from Volker Liedtke – Interims Manager Frankfurt, Germany, 20.08.2014

Automotive Multi Channel Marketing 2014A Study for the Automotive Community from Volker Liedtke – Interims Manager

Frankfurt, Germany, 20.08.2014

Page 2: Automotive Multi Channel Marketing 2014 A Study for the Automotive Community from Volker Liedtke – Interims Manager Frankfurt, Germany, 20.08.2014

2

Volker Liedtke, [email protected], www.blogomotive.com

Object of Study1

Method of Study2

Agenda

Criteria for OEM Assessments3

Audi, BMW, Ford, Hyundai, Mercedes-Benz, Porsche, Volkswagen and other4

Best Practice per Channel and Overall Strategy5

Highlights6

Summery7

Page 3: Automotive Multi Channel Marketing 2014 A Study for the Automotive Community from Volker Liedtke – Interims Manager Frankfurt, Germany, 20.08.2014

3

Volker Liedtke, [email protected], www.blogomotive.com

1. Object of Study

> Brands: Eleven OEMs from Audi to VW> Brand portals of German markets ([OEM].de)> Stationary web (desktop), tablets and smartphones> Devices:

> Desktop: Safari Version 7.0.6 on MacBook Pro> Tablet: Safari (current version) on iPad 3> Smartphone: Safari (current version) on iPhone 5

> Timestamp on Home Chart> Apps have been excludes from this analysis, except when complementing portal

communication.

Page 4: Automotive Multi Channel Marketing 2014 A Study for the Automotive Community from Volker Liedtke – Interims Manager Frankfurt, Germany, 20.08.2014

4

Volker Liedtke, [email protected], www.blogomotive.com

2. Method of Study

1. Analysis of OEM’s activities per channel

2. Assessment of OEM’s overall strategy

3. Definitions of best practices per channel and per overall strategy

Page 5: Automotive Multi Channel Marketing 2014 A Study for the Automotive Community from Volker Liedtke – Interims Manager Frankfurt, Germany, 20.08.2014

5

Volker Liedtke, [email protected], www.blogomotive.com

3. Criteria for OEM Assessments

Existence and quality of roof concept that supports the brand over all 3 channels in design, content and applications.

Overall Concept

Subjective impression, if there is a distinct and truly dedicated communication concept per channel in terms of design, IA, usability and applications.

Channel Dedication

Overall impression of quality of design, usability and implementation.Quality

Pure existence of a CC. Feature level of CC – full feature and soft. Dedicated CC-Concept and implementation per channel.

Car Configurator

Possible highlights in terms of design, content, applications, interaction or usability.

Highlights

Page 6: Automotive Multi Channel Marketing 2014 A Study for the Automotive Community from Volker Liedtke – Interims Manager Frankfurt, Germany, 20.08.2014

6

Volker Liedtke, [email protected], www.blogomotive.com

4.1. Audi.de (only for demonstration purposes)

Desktop Smartphone

> … > ... > …

Tablet

Page 7: Automotive Multi Channel Marketing 2014 A Study for the Automotive Community from Volker Liedtke – Interims Manager Frankfurt, Germany, 20.08.2014

7

Volker Liedtke, [email protected], www.blogomotive.com

4.1. Audi.de Assessment (only for demonstration purposes)

…Overall Concept

…Channel Dedication

...Quality

…Car Configurator

…Highlights

Page 8: Automotive Multi Channel Marketing 2014 A Study for the Automotive Community from Volker Liedtke – Interims Manager Frankfurt, Germany, 20.08.2014

Volker Liedtke – Interims ManagerRingstr. 1461476 KronbergGermany

+49 172 [email protected]