Nada@2014 people driven marketing will drive your sales
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Examine Facebook’s data-driven insights of automotive consumers and how the use of first- and third-party data to execute marketing campaigns helps boost revenue (both in sales and service) and improves customer loyalty.
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Nada@2014 people driven marketing will drive your sales
- 1. People-Driven Marketing Will Drive Your Sales Kass Dawson Global Head of Automotive Facebook Menlo Park, CA 650-739-9654 kass@fb.com
- 2. Australia Explorer 24x 22% 5x ROI on Facebook Offer uplift in awareness from core demographic increase in traffic to Ford.com on reveal day EMEA 1.5M 1.3M unique people reached unique people reached 17% incremental audience over TV across target markets
- 3. How Do I Have Results Like That?
- 4. People-Driven Marketing Will Drive Your Sales
- 5. How Do I Have Results Like That? Use data and insights to drive my business objectives: -My CRM Data -Media Partner’s Data -Third-Party Data
- 6. The Lifecycle Approach is Necessary for Success
- 7. Leverage Consumer Insights Throughout Their Lifecycle People Shop People Buy People Own and Care
- 8. Leverage Consumer Insights Throughout Their Lifecycle People Shop Build Awareness and Consideration People Buy People Own and Care
- 9. People Shop
- 10. Reality: Only Five to Ten Percent of the Population is In-Market, and Most of Them Are Shopping Online…
- 11. In the digital era, consumers control their path to purchase and ownership
- 12. People Are Considering More Vehicles Than Ever During the Shopping Process Number of vehicles in consideration Then Now Initial Consideration Active evaluation Source: “Branding in the Digital Age,” Harvard Business Review, December 2010 Purchase
- 13. Communications Have Been Based on the Funnel… … but it ends!... and repeat purchasers are critical for auto business
- 14. Online Shopping/Research New-vehicle buyers Used-vehicle buyers 3.5 hrs 3.75 hrs offline offline 10 hrs online Source: Polk 11.75 hrs online
- 15. Most Influential Media Most influential sources leading to the dealer 40% 35% 30% 25% 20% 15% 10% 5% 0% Source: Polk
- 16. Online Site Usage Usage by Site Type - New Shoppers 60% OEM Sites 51% Search 60% Dealer Sites 65% 3rd Party Sites 0% 10% 20% 30% 40% 50% 60% 70% 16
- 17. Online Site Usage Usage by Site Type - New Shoppers Hours 2.0 OEM Sites Search 2.3 Dealer Sites 2.3 2.5 3rd Party Sites 0.0 0.5 1.0 1.5 2.0 2.5 3.0 17
- 18. Millenials For Millenials (ages 18 to 34), over 90 percent use only the Internet for automotive shopping and research. Forty-five percent of Millenials used a tablet/smartphone during the shopping process versus 29 percent of all buyers. 18
- 19. The Internet is Shifting to Mobile 2,000 Worldwide smart connected device shipments (M)* 1,800 Smartphones PCs Tablets 1,600 45% 1,400 of the world population will have a smartphone in 2016** 1,200 1,000 800 600 400 200 - 2010 2011 2012 2013 Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012 2014 2015 2016
- 20. Optimize Ad Placements to Meet Performance Goals
- 21. Target Together Data type Purchase based Intent/interest Lifestyle/life-stage Psychographi c Demographic Geographic Channel Partner Categories Segment s Interested in luxury car Shopping for truck Considering sports car Researching SUVs In market for entry level car Looking for family van
- 22. Retarget Your Dealership Site’s Visitors Wherever They Go Online
- 23. Tailor Your Message by Your Key Target Audience Personas Other sites M 18–34 Sedan Fun “Top rated in safety: the all new XYZ” $18 K W 18–45 Utility Moms Facebook $18K “On road or off-road: the all new XYZ’s got it” “Built like a tank to give you peace of mind” “XYZ can do 36 mpg in its sleep” M 18–55 Convertible Sporty
- 24. Leverage Consumer Insights Throughout Their Lifecycle People Shop Capture In-market Shoppers People Buy People Own and Care
- 25. People Buy
- 26. Discovery 98% better ad recall 31% higher brand awareness Source: Nielsen Brand Effect, May 2012; average based on 500 camapaigns
- 27. Conversion 2X greater reach to vehicle buyers 5.5X greater efficiency of conversion Source: Datalogix Analysis, including all transactions among DLX-Polk Matched Households from July 1, 2012 - December 31, 2012 and Datalogix Analysis, including all transactions and site visitors from January-March 2013
- 29. Ethnic Buyers 26%: Ethnic buyers % of total 12% 9% 5% New U.S. vehicle retail registrations through May, 2013 Hispanic African-American Asian Source: Polk 29
- 30. Ethnic Buyers 12%: Ethnic buyers y-o-y % growth 8.5% Industry growth New U.S. vehicle retail registrations through May, 2013 Source: Polk 30
- 31. Younger Buyer 11.5%: Millennial buyers % of total New U.S. vehicle retail registrations through May, 2013 Source: Polk 31
- 32. Younger Buyer 11.5%: Millennial buyers % of total Percent of Total New Vehicles Registered Ages:18-34 16% 14% 12% 10% 8% 6% 4% 2% 0% 2008 2009 2010 2011 2012 2013 New U.S. vehicle retail registrations through May, 2013 Source: Polk 32
- 33. People Shop People Care New U.S. vehicle retail registrations through May, 2013 People Buy Source: Polk 33
- 34. Electric Vehicle Penetration 52%: % of all EVs registered nationally in top five markets New U.S. vehicle retail registrations Jan–May, 2013 • • • • • San Francisco: 19.5% Los Angeles: 15.4% Seattle: 8.0% New York: 4.6% Atlanta: 4.4% Source: Polk 34
- 35. Hybrid Vehicle Penetration 32%: % of hybrids registered nationally in top five markets New U.S. vehicle retail registrations Jan–May, 2013 • • • • • Los Angeles : 13.1% San Francisco: 6.6% New York: 5.6% Washington DC: 3.4% Chicago: 3.0% Source: Polk 35
- 36. Pickup Truck Penetration 35%: % of pickups registered nationally in top five states New U.S. vehicle retail registrations Jan–May, 2013 • • • • • Texas: 13.1% California: 6.6% Oklahoma: 5.6% Florida: 3.4% Michigan: 3.0% Source: Polk 36
- 37. Leverage Consumer Insights Throughout Their Lifecycle People Shop Build loyalty and generate revenue from owners People Own and Care People Buy
- 38. People Care
- 39. Drivers
- 40. Cars
- 41. Age of Vehicles in Operation 11.4: Average age of vehicles in operation in U.S. Source: Polk 41
- 42. Age of Vehicles in Operation Average Age in Years 12 10 8 6 4 2 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Cars Trucks Average Age Source: Polk
- 43. Length of Ownership New buyers Source: Polk Used buyers Total (new and used)
- 44. Sweet Spot = Under Four Years Brand Loyalty Overall average industry brand loyalty: 49.8% Age of Vehicle When Returning to Buy Again Brand loyalty rates are among new U.S. vehicle owners returning to market to acquire another new vehicle between June 2012 and May 2013 Source: Polk
- 45. U.S. Vehicles in Operation History Source: Polk Forecast
- 46. Declining U.S. “Sweet Spot” Millions “Sweet Spot” = Vehicles between 6 and12 years old 120 100 80 60 40 20 0 2008 2009 2010 2011 2012 History 2013 2014 2015 2016 2017 Forecast Source: Polk 46
- 47. Declining U.S. “Sweet Spot” Millions Population of vehicles over 11 years old 140 120 100 80 60 40 20 0 2008 2009 1010 2011 2012 History 2013 2014 2015 2016 2017 Forecast Source: Polk 47
- 49. Brand
- 50. Leverage Consumer Insights Throughout Their Lifecycle People Shop People Buy People Own and Care
- 51. Reach the Right People Based on Your Objectives Objective Available targeting Build awareness and consideration Segment Owners Make/model Owners In-market Shoppers Near-market Shoppers Your Customer Database Capture in-market shoppers In-market Shoppers Your Customer Database Your Site Visitors Build loyalty and generate revenue from owners Make/model Owners Your Customer Database Your Site Visitors