Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Marketers across industries are working to identify the most effective digital practices for engaging users, driving app downloads and increasing conversion rates. While marketers across verticals are working toward the goal of creating more engaging brand experiences across all platforms, mobile marketing strategies can differ by industry.
Here's what has been effective so far in the automotive industry:
According to a presentation at last year’s J.D. Power Automotive Marketing Roundtable, auto brands are currently testing a combination of vehicle registration data, data from auto researchers and location data from personal mobile devices to track car shoppers and serve them relevant ads.
Ken Bracht, Communications Manager at Land Rover, said “With mobile, our audience is there, time spent is there and we’re continuing to experiment with the platform. At this point, probably measurability and creativity still need to evolve, but we think that mobile will become more important and make up a large percentage of our media mix.”
A 2013 consumer survey issued by Google, Millward Brown Digital and Polk, showed that the 34% of new vehicle buyers started their purchase path because of mobile, tablet and video ads. Additionally, the video completion rate for mobile banner ads was recognized at 79.8%, the highest of any vertical in 2013.
Although purchasing a car via a mobile device is unlikely, online and mobile are gaining traction for big-ticket items, making it imperative for auto brands to have a strong presence across devices and utilize strategies such as dealer-locators, click-to-call functions, and cross device targeting.
Precision targeting is generally less effective for auto and other big-ticket items, so using effective ad units that make the most use of screen space is key (e.g., a mobile rich-media unit with different tabs).
The Kia Motors mobile rich-media ad campaign for the Kia Cee’d by InMobi (2012) was tremendously successful in these areas. The campaign resulted in a viral video distribution in 14 languages and in 16 countries along with participation in the Euro 2012 soccer tournament — all of which helped drive significant traffic to Kia’s mobile site.
The mobile approach meshes well with Kia’s in-car media system called UVO, which is tied to a smartphone app providing drivers with navigation, diagnostics capabilities and other convenience features.
It's no surprise that mobile has become an important part of your consumer’s everyday life; in order to stay relevant and top of mind, automotive retailers need to become part of the cross-device journey.