Run, Auto! Mobile Marketing for you to "refuel"

In the past two years, China has become the world's first automobile production and sales of the country, in the expansion of consumer demand at the same time, the automotive industry competition is increasingly fierce. Accurately grasp the consumer's product preferences, demand, active interaction, brand differentiation marketing has become the focus of automotive brand marketing, and mobile phone as a personal information of the aggregation, is the direct access to consumer demand, it broke through the traditional sense of the mobile phone as a means of instant messaging, It has become an important carrier for people to obtain instant information and entertainment, and it complements various forms of media from time and space, plays a pivotal role in the marketing chain, and according to the user's position information, model, time information, combined with user's personal habits, reproduce the user status, analyze the user's needs, So as to have entered a completely competitive market environment, homogeneity of the phenomenon of the larger automotive enterprises, to find a precise, personalized, personalized marketing new ways. Of course, the difference and pros and cons of mobile marketing form and originality, can also bring different marketing effect.

Who says the short MMS is out? Creativity is always the king

It was a successful SMS marketing case in November 2010 by Fox Chevrolet, a widely-spread American Chevrolet dealer, that created the "miracle" of selling 34 cars a day through mobile marketing. It is understood that the project was launched by Hipcricket, a mobile phone marketer in the United States, in 10-15-second promotional ads, Fox Chevrolet encouraged consumers to send text messages to win the opportunity to buy 98 of dollars of cars, Then through the reply to the message for potential customer information and demand collection, to attract consumers to the shop test drive. The data showed that nearly 500 listeners sent the radio the short code, the keyword fox, nearly 300 people took part in the one-day event, selling 17 new cars and 17 used cars on the same day, as well as a two-dollar-worth car that was presented as a trophy.

A: Most people in the car circle know that to lure potential customers to a test drive in the store, sales are half done. And the advantage of SMS marketing is that it can pinpoint your potential buyers, through the form of text messages with them to establish a one-to-one interactive communication, as long as creative excellence, the goal of conveying accurate enough, this reading rate of nearly 90%, response rate can reach 50% of the seemingly "old-fashioned" medium, is to attract your customers to the store, The best way to achieve promotions. Of course, it is critical to respect the user's right to choose and reduce its negative usage experience. In addition, SMS marketing is also a good way for brand car companies to maintain customer relationship and to embody the honor service.

In fact, WAP marketing is also very power!

Believe that most car companies now have their own official WAP website, in this platform to embed rich enterprise information, product information and promotional activities for users to browse, query brand information. The Chrysler Group, which plans to expand in the Chinese market in 2011, hopes to broaden its distribution network in China and boost sales in the key Asian market, while the 2011 Jeep Guide is the latest in the Chinese SUV market. To better aggregate the potential brand enthusiasts on mobile internet platforms, understand the composition and needs of customers to provide a more intimate and convenient service, Chrysler to work together to establish its own official WAP website, and the use of large traffic, high-level mobile phone portals, navigation network and other activities to promote. Whenever there is a purchase intention of the user, can be registered through WAP, participate in the event lottery, win refueling cards, GPS navigator and other prizes, and will receive a message from the Chrysler message confirmation. A week into the event, it attracted 925 registered users, far exceeding Chrysler's expected 450.

Hundred points communication expert comments: WAP advertising is the basic form of pull ads, with strong interactivity, and can be registered, download and other users need to participate in the content. The biggest difference with traditional internet advertising is that through WAP participation, advertisers can not only get more personal information of potential users, but also be able to effectively segment and position the audience, so that we can communicate with target consumers deeply, make more accurate communication decision, enhance brand loyalty, To hope to open up the jeep of the Chinese market, the use of WAP marketing is clearly reasonable and particularly necessary a way. But you know, WAP belongs to pull type ad array, how to embed the brand characteristic in the advertisement, attract the attention of the user is especially important.

APP, make your marketing whimsical

Talking about the rise of the app, it's natural to start with the advent of the iphone. Mr. Jobs, a marketing guru, captured consumers around the world with a craft-designed handset, making them feel fresh: mobile phones could have been, and mobile marketing was given a new definition and marketing imagination. Just imagine, who has a smartphone without a few useful interesting apps? And how can we give up marketing opportunities in the automotive industry where new media are being utilized? Look at the wonderful foreign car app marketing case. Here is a recent app marketing campaign for Toyota. When driving, how to let bored children have something to do, and can train their traffic awareness, understand traffic regulations, Toyota Toytoyoto specially for the boring children in the back seat developed such a app: by linking the GPS system, Children can choose their favorite car and imitate the virtual driving experience through the app on the phone. You can even get the same driving experience as the actual road, because the app will show you where you're going, around landmarks, dining facilities, and a navigation car on the screen, and it's the car that dad is driving in life. Is this app really interesting?

Video link: http://www.tudou.com/programs/view/IEGj29VexaE/

Expert comments on percentile communications: the characteristics of App Marketing: precision, interaction, location, long tail, well fit the advertisers heart "both practical and fun" of the new marketing standards, and the development of special, practical, entertaining brand app, implanted brand ideas and product information, For a long time to stick to the brand user's attention has a very positive role. Obviously, Toyota did this, the mobile characteristics of the car and mobile phone lbs combined, not only let boring children have to pass the time of the new channels, but also imperceptibly conveyed the connotation of the brand, optimize the user experience. and BMW Mini in Sweden launched the "Thousands of people running on the street, sign in to win mini" activity, with this Toyota marketing actually has the similar wonderful, all very well embodies the interactive entertainment spirit of the app, as long as you can save your virtual mini a week, you can get real mini One, Interested readers may wish to look, http://v.youku.com/v_show/id_XMjQzNzgwMzI0.html.

AR is strong, believe it or not, I believe it.

At the end of each year, what kind of gifts to customers become a lot of sales and marketing people's problems? What kind of gift represents both mind and originality? Audi's marketing case can help you. In 2010, Audi produced a large quantity of car-free calendar for customers. Car Calendar without cars? Is Audi crazy? Yes, indeed there is no car calendar, but the calendar is hidden behind the scenes: users simply download the app to their iphone, use a camera to target the calendar to see Audi's models, and seamless with the calendar environment, for example, the lights of the Audi car in the dark night, In the winter you will see the snow in the car, very beautiful. The idea is really exciting for Audi fans, and the technology may not be too great.

Video link: http://v.youku.com/v_show/id_XMjY1NDcwNjg4.html

In fact, this technology is called AR Technology (that is, augmented Reality, is a real-world image on the real-time superposition of the virtual animation of the new technology), summed up in one sentence, is the virtual information applied to the real world. In the web3.0 era, AR's highly virtual augmented reality effect, interactive and three-dimensional positioning function, to the vast number of users to bring unprecedented experience, mobilize their participation in a relaxed and active environment, so that users and brands to produce 0 of distance contact. At the same time, AR technology with its authenticity, flexibility, interactivity and its high attention, high participation, viral transmission and other advantages, greatly contribute to the mobile Internet 2.0 times of marketing.

The above four cases, just car cut into mobile marketing several ideas, because of the form of mobile form a lot of, so we can not show in this one by one, for example: You may use two-dimensional code marketing at the auto Show, the exhibitors only need to focus on two-dimensional code to take pictures can quickly get the specific information of the car, understand its related concessions, lottery activities , for example, you can build your own brand of Mobile magazine, regularly sent to your target customers, enhance their brand experience and superiority; Of course, you can also customize the app to expand and maintain customer resources through this app, Your target consumers will be able to immediately through lbs (Location services) to find the region's brand 4S shop, including map navigation or can directly call, so that they feel the brand's intentions and care ... However, your marketing effectiveness is very good, the key lies in your personalized era of marketing awareness and grasp degree. Run, car industry, let mobile marketing help you busy!