Marcom managers car brands improve ROI

improve ROIAn issue that marketers and media specialists at car brands face every day, is the question if they can improve the return on investment (ROI) of their campaigns by allocating budget differently? With the vast changes in the media landscape this question is now more than ever relevant.

The average time spent using digital media per day will surpass TV viewing time for the first time this year, according to an estimate of media consumption among US adults by eMarketer. The average adult will spend over 5 hours per day online, including mobile non voice. The figure for watching  television is 4 hours and 31 minutes. Daily TV time will be down slightly this year, while digital media consumption will be up 15,8%. In Europe TV viewing time differs somewhat per country. …Continue reading

Can Snapchat be used to promote cars ?

Snapchat_logoSnapchat is a relatively new social network.  According to My Social Agency  it is the virtual equivalent of attempting to read a note that’s been thrown into a furnace – it’s there and then viola – it’s not. Snapchat allows users to send photos or videos to friends, somewhat similar to Instagram. The catch is that they disappear within 1-4 seconds, never to be seen again. …Continue reading

Changing media landscape challenges automotive brand management

Dashboard and brands STAD marketing in automotive 1810132Developing the brand is a board room priority for every car manufacturer. In the headquarters of the global car manufacturers, CMO’s, vice presidents branding and brand strategy executives are all continuously busy with smart and well thought out plans to increase the value of the brand they are responsible for. The Interbrand Global brand top 100 lists 13 car brands among the hundred most recognized brands in the world. To enter such an exclusive list, a consistent brand strategy is a prerequisite. …Continue reading

Mercedes starts web store for its high volume models

Mercedes CLAPremium car manufacturer Mercedes will start selling new cars directly online this year. The web shop will be called “Mercedes-Benz Online Connection”. The starting date is still to be announced, but it is clear that the models that will be offered are pre-configured versions of the A,B and CLA. According to Automobilwoche a niche model, such as the CLS Shooting Brake could be added later on. The aim is not to offer some special cars, but cars that are attracting a large target group. The online store will start in Germany. …Continue reading

New cars online much cheaper than at dealerships, a surprise?

Autohaus24 de rabatt display ad“New cars online much cheaper than at dealerships”, that is the heading of today’s main article in the leading Dutch magazine and website for online business, marketing and media, Emerce.
They quote a research by the German ADAC, who compared 12 consumer portals, where Germans can buy a car online. The researchers collected offers to buy a Fiat, Opel, VW, BMW and a Nissan. At online portals the average discount was 16% compared to the MSRP. At the dealerships the potential buyers just received around 11% discount.
If there is on average 16% discount on the websites, there must be a brand offering even higher discounts. If you dig into the research report, you can read that autodiscountnord.de offered € 10520 or 31.3% discount on a Nissan Qashqai and 24.5% or € 4221 on an Opel Corsa. …Continue reading

Is automotive the toughest industry to create personalized offers with mobile and social?

The leading Dutch marketing blog Marketingfacts quotes a report by Gartner which says “Predicts 2012: Retailers Turn to Personalized Offers Through Mobile and Social but Will Struggle With Multichannel Execution”. How true is that for the automotive sector!

In the report Mim Burt, research director of Gartner, explains that executing cross-channel strategies will prove challenging, because retailers need to cope with siloed business processes …Continue reading