Data-driven marketing, automotive industry digital marketing Observation

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The role of social contacts in helping car brands expand their influence is beyond doubt. Whether it is Renault Clio, the first by like-driven car or Volkswagen Polo's Twitter, win new polo, these and social media marketing campaign for the brand won a wide range of influence. However, compared to vertical media, the coverage of the broad social media sales conversion rate is low, this is an embarrassing fact. More embarrassing is that the car brand has always been sales-oriented (Sales-driven), in the digital marketing products are not so rich in the era, the depot has been in the official website sales leads to the transformation of the effort. Besides earning enough gimmicks, how can car brands use digital media marketing to bring tangible benefits to the business?

Part1 Digital marketing = Online Marketing + offline existing data

"The real advent of the digital marketing era, the biggest opportunity for the depot is digital and based on digital insights generated by marketing." "Blue Gate digital marketing marketing director Huang told marketing line Line 4.

Before answering this question, we first make the concept of digital marketing a split, digital marketing is not equivalent to online marketing, but online marketing + data. And this data, including online access to data and offline enterprise internal data. The importance of data is self-evident for a highly intrusive industry such as automobiles. Its target consumer decision-making process is long, the decision-making depth is deep, and relies on the vertical media and the service platform. For this category, the depth of communication, and coverage of the entire customer lifecycle is particularly important. and make the consumer portrait, the behavior track, the preference has the trace to follow is the digital media marketing brings to the automobile brand the important breakthrough. However, the digital media is too noisy, data cleaning is a big project, how to be more efficient, and more efficient access to data.

Part2 Promote marketing efficiency, car brands have a very important way of sales transformation

Car brands have a very important sales transformation path (pictured): in the upper half of the funnel, you can see the brand from advertising, activities, intentions, inquiries, stay capital, to the last into the shop process. The technology of digital marketing makes the whole process traceable. But as Dongfeng Nissan walks in the forefront of the company, they are thinking about how to improve the efficiency of the sales lead. There are two ways to do this:

1. Increase the upper half of the funnel by accurate delivery;
2. Simplify and compress the conversion process.

The two are complementary, accurate delivery so that users see the advertising message has been surrounded by car-related information, and then there is enough to make the decision whether to stay, which provides a prerequisite for the retention of the link ahead of time.

Huang, for example, usually banner advertising points to enter the official website or campaign site, where the funds remain. Leading carmakers are now offering information on their banner ads directly. Because it is now a precision advertising, advertising around the car is already related to the news. The retention of capital links in advance, greatly enhance the efficiency of marketing.

For the collection from the different contact points for the retention of funds, according to the intention to do different processing. High intention in the first step to stay in the action, but still need to consider more personal communication time and more understanding of the crowd is filtered to more private channels of communication, that is, micro-letter and QQ, and then after the communication to stay capital (above).

Part3, based on data, optimizes marketing campaigns

Data makes decisions, and decisions are digitized

When the marketing budget allows usually brand owners will be willing to non-stop continuous campaign bombing, so that the brand's sound volume, goodwill, sales continue to rise; however, when there is a large number of consumer data can be accumulated, whether to give a certain interval precipitation period, "let data fly for a while"?

The number accumulated from the last campaign or from the usual time will not only allow users to precipitate data, but also provide guidance for the next campaign. The real digital marketing, not only channel digitization, the channel transforms the person needs digitization, the effect examination also needs the digitization, the next battle launches the design is also according to before the data makes the decision, the decision-making is also digitized.

Mining user Value

Data based on human value mining can be multidimensional, such as sales value, content value, and dissemination of value. Sales value includes maintenance costs, recommend a friend to produce the value of the purchase, as well as the level of change intention, and the content value includes, the completion of the car, bicycle discussion of the participation degree, and the share of preference; The value of the communication includes whether the user is an opinion leader, or whether he holds an important position in the club Keen to participate in a variety of related activities. Of these three values, the dissemination of value is the most recognized. But in fact, according to the development stage of the depot and marketing objectives, the value of the three dimensions should be weighted according to different proportions, so that each stage of the most important users of the depot.

"Creativity is a bonus in digital marketing, but data is the core of digital marketing," Huang said in an interview with marketing line Line 4. ”

PART4 car Internet, change has begun

May 30 this year, the car officially with China Unicom signed car networking business cooperation agreement. China Unicom provides network and business system support for the Qorosqloud Vehicle Information Entertainment system, so that consumers can realize the close interconnection of people, cars and digital world.

This technology, in the driver, car and digital world to establish a close link between the driver can more smoothly control the required navigation information, traffic information, vehicle health status and maintenance information, and timely sharing to the network social circle friends. These are very valuable data for both the brand and the marketer.

and the ability of consumers to share their driving experience, points of interest, favorite travel routes and photos through social networks also offers possibilities for more marketing ideas.

With the development of digital and social media platforms, technology is becoming an increasingly important internal driving force. Regardless of the usual open mode in the big strategy theory or digital marketing, the figures are closely related to the development of technology. And do not say that has developed a full Internet advertising system, based on Google, Baidu, Amazon, Taobao and other internet platforms, there are many information technology and data mining as a means of tracking and research consumers left clues to advertisers to provide enough good advertising results. These data are also used by the brand owner, which is more efficient to get the target user portrait, more targeted implementation of user management, to make a better marketing campaign.

Of course, the challenge cannot be avoided. The docking of all kinds of data is a huge project, and leading brand owners are trying to get more insight into a patch of data systems before greater change arrives. Even so, we must admit that change has begun and the trend is irreversible.

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