SEMA 2011: Changing Landscape of Media | Automotive Marketing

Hi.
1 © 2010 Levelwing. All rights reserved | www.levelwing.com

presentation available at:

www.levelwing.com/sema/MediaLandscape

jeff@levelwing.com


www

= “I want”

“I want”


50
In 1993 __________ pages
existed on the worldwide web.1

354,000,000
Today, ____________ pages are being
indexed on Google alone for the term
“auto parts”.2

1United Nations Data, 1994
2Google, October, 2011


The earliest days (ARPANET)

Source: Wikipedia, 2010


Mosaic


Video-streaming

Fee-based subscriptions

Segmented content

Pop-up ads

Electronic billing

Geo-location software

Sources: USA TODAY research, Adult Video
News, Nielsen/NetRatings, Reuters


Source: Erik Qualman, 2011
Sources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters


Origins of “Social Media”?

1995
Source: Erik Qualman, 2011


The power of the Tweet


A practical use


A customer service tool


Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009


Online time equal to watching TV


The new Media Landscape
Fans
Haters
Bought
Advertising
Strangers Sponsorships
Interested Parties PR Earned
All things Social
Blogs, Emoticons,
Owned
Feedback, Posts,
Your Website(s) Ratings, Reviews,
LinkedIn Profile Shares, Tweets,
YouTube
Channel
Videos, Wikis

Your Customers


The new New Media

High

Earned
REACH

Bought

Owned

Low CONTROL High


Would you give up some control?
…to be more
in-demand


Understanding that…

my brand

25% of Search Results
For the World’s Top 20 brands are
Links to user-generated content
34%_of_bloggers_post_opinions_about_products

Source: Marketing Vox and Nielsen BuzzMetrics SES
Magazine June 8 page 24-25


“Frenemy”


Brand Hijacking

Source: Twitter 2010


Shift to “listening” brand


So what are you doing in social?


No CD’s or DVD’s by 2015

Source: Dean Donaldso, 2011


In-Auto Advertising
Out-Of-Home


We are content consumers and creators


Mobile Exploding
100
US Mobile Queries (Indexed)

80

60

40
4x
growth
20
in past year
0

2007 2008 2009 2010 2011

Source: Internal Google data, 2011


80% < 1,000
downloads

1% > 1MM
downloads
Source: Rei Inamoto, 2011


Nearly half of
shoppers used
their phone to visit
competitors’ sites
while in a store.

37 © 2010 Levelwing. All rights reserved | www.levelwing.com Source: ForeSee Results, December 2010

Mobile Wallet (RFID Chip/Taipei's MRT)


Mobile Wallet


Smart Paper


The future mobile search


Fluid Surface Technology


“Snapshot” from Progressive


Tracking break-ups on Facebook

Source: Facebook, 2010


“Data is the most consumed product
and it affects all others.” 5 exabytes
(5.0x10ˆ19) - Eric Schmitt
5 = all info created
exabytes created
every 482003
through hours


Reject faith-based decisions


Make evidence-based decisions


The filter of all filters – Search!

Image Source: Wired magazine


Parts, Tires, Service & Accessories

4 in
10 Source: Custom Compete, Inc. data, 2011


Parts, Tires, Service & Accessories

2 in
10 Source: Custom Compete, Inc. data, 2011


Search Was Used Early And Often
•  Over a third of users utilized search throughout the research process.

23%
31% 42%
51%
8%
Used beginning
10%
13%
12% Used middle
Parts Tires
Used at end

Used throughout
entire process

37% 41%
41% 47%

10% 10% 4% 7%
Service Accessories
Source: Custom Compete, Inc. data, 2011


Continual evolution of search

Relevance


A more relevant web

Relevance


Image Source: Family Guy, Seth McFarlane


9/8/2011 – Google Buys Zagat

58

Local Search

59

Future of Search?

60

Why is this Important?

59% of online shoppers customer product reviews have a
significant impact on their buying behavior

Source: Marketing Charts, 9/2011

61

Why is this Important?

on Yelp ratings…

= 9% revenue increase

Source: Michael Luca, 2011

62

Key takeaways
1.  Embrace the chaos & transparency
2.  Cheapest customers are found in demand-driven
channels
3.  Leverage data & create accountability
4.  Test & fail quickly
5.  Don’t be a selfish lover


Thank you.

Or:
email: jeff@levelwing.com
phone: +1 646 216 8334
twitter: @jeffadelsonyan
blog: www.AskingSmarterQuestions.com


SEMA 2011: Changing Landscape of Media | Automotive Marketing

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SEMA 2011: Changing Landscape of Media | Automotive Marketing