Today’s fragmented media landscape presents a significant challenge to automotive retailers seeking to maximize the efficiency of their online campaigns. The growing importance of online media combined with the proliferation of connected devices further exacerbates the problem. How can you influence automotive consumers in an increasingly connected world?
Automotive marketers face a number of pressing concerns:
The answers to these questions lie in passive audience measurement. It reveals audience behavior, supports campaign efficiency and provides crucial insights into the purchase journey. It also allows marketers to understand consumer behavior across all channels and multiple devices. You can make informed decisions to optimize marketing strategies and to achieve growth. There are three key ways to measure your audience:
By providing key insights into consumer behavior online, cross-media measurement enables you to maximize the effectiveness of your campaigns and prioritize future spend for maximum return on investment. Armed with these crucial insights, you will be equipped to create compelling marketing strategies that will engage consumers and deliver a solid return to your bottom line.
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When a consumer drives a new car off the forecourt it marks the beginning of one journey and the end of another. The path to purchase is a long and winding road. In all likelihood, today’s Connected Consumer will have consulted numerous sources of both paid and earned media. They will have had multiple interactions with the brand, both online and in the showroom. Only then will they make a final purchase decision. Each touchpoint will have had an impact on the final outcome. These moments matter, both to you and to your customers.
Consumers have a vast array of possible information sources on which to base their purchase decision. They range from popular car shows and expert reviews to banner ads and social media. But they also have a choice about how, where and when they access information about your brand. Shopping for cars is now truly omnichannel. Consumers use many channels and devices to gather information along their purchase journey.
Your challenge is to understand how consumers engage with each of the channels, and to optimize your marketing across all devices.
Ten years ago, the prospect of using a mobile device to shop for a car would have been unthinkable. Now, the smart phone is the shopper’s best friend – and the automotive sector is no exception to that rule. With online playing an increasingly important role, there is a clear need to optimize online marketing activities. These increase traffic to the touchpoints that drive purchase decisions. Marketers need to know which categories, websites, apps and content have the greatest influence over purchase decisions. Importantly, they need to understand how that varies by device.
Our Crossmedia Link has been designed to help automotive clients understand the purchase journey. We track each and every touchpoint in the path to purchase to help you understand how, where and when consumers are encountering your brand, and most importantly, which interactions are converting into sales. This approach helps you understand your cross media exposure, optimize your media mix and realize the true value of incremental reach.
Integrating behavioral data from cross-media measurement, we can provide new insights into audience behavior, campaign efficiency and the customer journey.
Using these insights enables you to understand your consumers’ media consumption by device more effectively and create compelling campaigns that will engage with consumers at key touchpoints in their decision making process.
To share your thoughts, please email email@example.com.
As mobile technology has increasingly become an everyday part of Connected Consumers’ lives, mobile apps present a unique opportunity for retailers, offering a direct line to consumers on the devices they carry with them everywhere. While branded apps have the potential to enhance the shopping experience, increase conversion and promote loyalty, they are constantly competing for the space on your mobile device with other apps, often being deleted or ignored after a single use.
So, how can retailers design apps that transcend “one-off” usage and win real loyalty? Here are a few proven winning ways:
Mimicking your marketing on other platforms is simply not enough. Giving consumers a reason to download and return to your app can provide a number of benefits, including brand loyalty. The more frequently apps are used, the more they become ingrained in their users’ habits. Making them easy and effective to use while providing value that shoppers can’t get elsewhere are keys to success in the future of retail.
*’Taking the App Challenge: How Retailers Can Raise Their “Stickiness” to New Heights’ originally appeared in Internet Retailer.
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Learn more about the Future of Retail
We have developed a tool that enables you to have a thorough understanding of what consumers do both on and offline, in order to gain intelligence into the crucial ‘why’ of their actions.
Accompany Jess on her purchase journey to find out how we can analyse various details about a specific journey to show a true picture of the consumer.
As a manufacturer or retailer, you will invest heavily in marketing activities at the point of sale (POS). But do you, like so many in your sector, lack confidence in your investment decisions? Do you struggle to know to what extent you are achieving a healthy return on your spend? Well, let’s get to grips with what’s actually driving the bottom line.
From our research with brands across the world and multiple sectors, we know that retail promotions are having an impact on consumers. When we asked shoppers what influences their buying decisions, retail promotions ranked as a key factor. 44% of shoppers cited information at the shelf as influencing their shopping decisions, slightly ahead of in-store displays and product samples and demonstrations, both at 41%.
We also know that today’s Connected Consumers are increasingly price sensitive. As a result, promotional activity is intensifying in a bid to woo bargain hunters with ever better deals. More than half of all shoppers (58%) compare prices between stores, an unmistakable sign that price is a key influencer of purchase. The message is clear: consumers pay attention to promotions and so you need to as well.
You know that well-timed and executed marketing activities can close sales. But with so many possible activities to choose from, the difficultly lies in understanding which investments will deliver the greatest return on investment (ROI).
If your life wasn’t complicated enough, the challenges you face around price, promotion and distribution are further exacerbated by the fast-paced omnichannel environment.
In order to succeed in these highly competitive conditions you need to have a sophisticated understanding of which activities are actually driving your bottom line. You need insight into all elements of your and your competitors’ pricing, discounting, assortment and promotional activities both online and offline. And you need to understand how shoppers experience your product in context.
Armed with such intelligence, you will be empowered to prioritize your budgets and select those retail executions that will drive sales and achieve real ROI. Furthermore, by integrating this information with real sales data, you can close the feedback loop and create winning strategies that will benefit you and your customers.
Share your thoughts by emailing email@example.com.
Download Angelo Pierro’s presentation for brand examples of what winning tomorrow in this market can look like.
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This first of four presentations examines fintech’s impact on financial services. Tom Neri examines the partnerships that are re-imagining customer engagement on smartphones.
Can you engage your customers on the small screen?
This year’s dmexco was attended by more than 50,000 visitors. The breadth of the program at the event highlighted the rapid speed of change in the digital market. From the internet of things to virtual and augmented reality, to data and marketing automation, there was much to debate. Here’s our take on two key discussions.
This may not be a new topic, but the discussion has moved on from the role of data, to how organizations use the information they own to be most effective. There was much debate about how companies use their data and combine and enrich it with other sources. The resulting information can help optimize marketing and sales, customer insight and experience, and design new products and services. We’ve been doing this for many years with our clients, augmenting and maximizing their data with our own proprietary primary research such as point-of-sale figures and media measurement. The result can be competitive advantage and market leading positioning.
Pokémon Go has brought augmented reality to a broad group of consumers and it was the example of many sessions. Following this example, we expect to see more brands embracing AR and VR in their advertising campaigns and even in their products. In the not too distant future it will be normal to select a holiday destination having “been there” through VR. The key to success with this new technology is to understand what audiences it appeals to, and to use it meet the needs of the target group. As the Pokémon Go example showed, just having the technology isn’t enough – it must appeal to consumers. We’ll be watching this space, and helping our clients develop meaningful applications of this new technology.
What is clear from dmexco is technology is driving markets at a speed we have never experienced before. It is hard for businesses of all kinds to know where to focus their energy. New ideas take time to come to life as products and services in businesses, and so ideas we discussed at dmexco 2014 and 2015 are only now materializing. It may feel like business needs to run to stand still, but the key to success is still to understand your target audience and make sure to focus on their needs so you are in control of the future.
Discover the top tech trends of 2016
Shoppers have a strong desire to receive goods when and where they want them, quickly and cheaply. Retailers are therefore harnessing the power of increasingly intelligent technology in order to fulfil this need.
Most consumers (90%) who took part in our 2016 FutureBuy study have had goods delivered to their home, while almost half (48%) have used click and collect services. And these delivery methods are set to grow, with 76% of shoppers indicating that they will use home delivery more, and 38% saying they will increase their use of click and collect. Additionally, more than a quarter (28%) of shoppers claim they will use parcel lockers with greater frequency in the future.
Indeed, being able to buy conveniently and speedily is the number one trend identified by our Retail Trend Monitor. But this is a challenge for retailers. Having the supply chain ready is a complex process. Furthermore, businesses have less control of the final part of the shopping process because deliveries are often outsourced.
Being able to get a package to someone’s home fast, efficiently and cheaply is a competitive advantage. While retailers call the delivery process the “last mile”, shoppers often see it as the most important part of the process. Waiting for a parcel at home can be frustrating. For this reason, retailers have to develop ever more innovative ways for customers to receive deliveries on their own terms.
Click and collect services have been popular in the UK for several years now, and there are several emerging solutions to the delivery challenge.
Doddle will open 300 outlets across the UK in the next three years that shoppers can use to collect deliveries from. Located in and around train stations, and open seven days a week, Doddle uses a website as well as text and email alerts to notify shoppers when they have a delivery for collection. £24 million has been invested in the business, which also allows shoppers to return products via its outlets, taking the pain out of returning items.
Newcomer Parcelly, which recently partnered with Costcutter Supermarkets Group, lets people pick up deliveries from its 2,500 UK locations, including its KwikSave, Mace and Simply Fresh stores. This is a win-win for the retail chain because shops earn commission on each parcel collected, and attract more customers into their stores. For consumers, it means collecting goods at a time and place that’s convenient for them.
Amazon Prime is offering two-hour delivery slots to people in Berlin who subscribe to its annual service, and it is doing the same in some places in and around London. Also in the UK, AmazonFresh’s customers are now benefiting from one-hour delivery slots between 7am and 11pm. Since AmazonFresh launched this service, Tesco and Sainsbury’s have introduced same-day delivery. Tesco also offers a three-hour click and collect service. This type of competition has been called the start of the groceries “time war” by some commentators.
Meanwhile, DHL plans to make deliveries to people’s Smart cars in Stuttgart by accessing their vehicles using a single-use code. DHL plans to expand this service to Bonn, Berlin and Cologne.
Not only are retailers having to offer goods at lower prices than rivals, they are also having to make deliveries (and returns) more efficient and flexible. However, the innovations won’t stop there, with retailers and entrepreneurs pushing the boundaries all the time.
Amazon, for example, is experimenting with “anticipatory shipping”. Based on big data, it will predict what shoppers are going to buy before they make a purchase. It will then proactively ship out that product. Amazon is anticipated to have more luck with doing this for some categories than others. For example, it is expected that it will be easier to do this for consumables that follow more predictable purchasing patterns like diapers or baby food.
Similarly, crowd-sourced deliveries such as Nimber and MyWays are changing the retail environment as well as the expectations of consumers. Both offer people ways to earn money. Nimber (in beta at the moment) pays people to drop off parcels to someone at an address near where they are travelling to anyway. DHL-owned MyWays is an app that lets people (‘MyWayers’) pick up parcels for others from a DHL service point for a set fee.
With this new raft of ways for people to receive deliveries, the onus is on retailers to make sure they keep ahead of the game. That means matching consumers’ expectations, and fast.
For more information, please contact Alejandro Mondragon: Alejandro.Mondragon@gfk.com.
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