View
642
Download
3
Category
Preview:
DESCRIPTION
Citation preview
w i n g m a n
harnessing digitalPractical Steps to Drive Incremental Sales and Awareness For Triumph Motorcycles
September 14th, 2011
w i n g m a n
background
• who am I?
w i n g m a n
background
• who am I?
• what have I been asked to do?
• the approach I’ve taken– the big picture– motorbike examples where possible, otherwise
automotive as best proxy
w i n g m a n
contents
• the changing face of media consumption• the benefits of a modern approach to ‘web
1.0’• think traditional AND digital• digital’s ongoing evolution• understanding how ‘web 2.0’ impacts your
business and what you can do about it• how blue chip brands are evolving, FAST• your digital checklist
w i n g m a n
the changing face of media consumption
w i n g m a n
ups and downs in europe…
w i n g m a n
US consumer magazine declines
w i n g m a n
UK bike magazines – a decade of decline
2001 2002 2003 2004 2005 2006 2007 2008 2009 20100
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Superbike
Classic Bike
Performance Bike
Ride
Bike
Source: Audit Bureau of Circulation, 2001-10
w i n g m a n
global internet user growth
w i n g m a n
variation between markets but all on the rise
Source: EIAA Media Landscape Report. (weekly internet use)
w i n g m a n
age profile suggests online’s rise set to continue
w i n g m a n
where did you / will you look for information before buying your car?
Source: FreshMinds Research / BearingPoint survey
w i n g m a n
but dangerous to treat online in isolation
w i n g m a n
for example, offline display advertising generates searches
Source : IPA Touchpoints 3. Rank order within age-group of def/tend to agree “<medium ads> often lead me to search the internet for information on products and services”
w i n g m a n
however...
as print circulations shrink and time spent online increases, it’s
worth (re)considering online advertising
w i n g m a n
the benefits of a modern approach to ‘web 1.0’
w i n g m a n
what do I mean by web 1.0?
• a retrofitted name to the era before web 2.0 (AKA the social web)
• “one-way flow of information, through websites which contain read-only material”
Wikipedia
• a way of thinking about neoclassical digital advertising
w i n g m a n
neoclassical (or just smart) digital advertising
• paid-for search
• performance display
• attribution modelling
w i n g m a n
role of online in automotive purchasing (4 years ago!)
Source: Google Gearshift automotive research, 2007
w i n g m a n
57% of consumers are undecided on an auto brand at the start of their purchase path and approximately two thirds switch brands.
Google Gearshift auto research, June 2007
the average visits to a dealer prior to purchase reduced from 7 in 2000 to 1.5 in 2005.
Network Q, April 2005
w i n g m a n
search marketing
• cogent have Triumph website SEO under control, but what about paid-for search?
• you pay for performance (clicks) not impressions
• you can test PPC for different parts of the purchase funnel, and tailor to individual models (and their competitive set)
w i n g m a n
the new Speed and Street Triples
w i n g m a n
target by keywords...
Source: Google Gearshift automotive research, 2007
‘first motorbike’
‘best motorbike’ ‘best commute bike’
‘naked bikes’‘most fun motorcycle’
w i n g m a n
“why buy a xxx when you could have a new Speed Triple?”...
Source: Google Gearshift automotive research, 2007
‘FZ1’ ‘CB1000R’
‘Ducati Monster’
‘Z1000’
‘2010 Speed Triple’
w i n g m a n
w i n g m a n
retargeting
a form of online advertising that enables brands to remarket to users who have previously demonstrated interest in their product or service.
w i n g m a n
search retargeting
• retarget based on users who have come into your site via search
• retarget based on users who have searched for your target keywords
w i n g m a n
digital attribution modelling
w i n g m a n
w i n g m a n
think traditional
and
digital
w i n g m a n
but... a decade of bike magazine decline
2001 2002 2003 2004 2005 2006 2007 2008 2009 20100
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Superbike
Classic Bike
Performance Bike
Ride
Bike
Source: Audit Bureau of Circulation, 2001-10
w i n g m a n
your media partners have diversified...
“the world’s leading motorcycling media brand, incorporating a newspaper, website, and events”
w i n g m a n
have you talked to your media partners about this?
can you leverage your relationship as a print
advertiser?
w i n g m a n
digital’s ongoing evolution(or how standing still is going backwards)
w i n g m a n
”“
In fact, today's phones have about the same raw processing power as a laptop from 10 years ago. And every year they close the gap.
Source: The Guardian
A smartphone today would have been the most powerful computer in the world in 1985
Horace Dediu, former Nokia Executive
w i n g m a n
smartphone sales have overtaken PC
Source: RBC Capital Markets
w i n g m a n
w i n g m a n
wifi – unleashes laptops (and smartphones)
Source: Percentage HH, Touchpoints 3 (2010) vs Touchpoints 2 (2008)
w i n g m a n
social overtakes search
Source: Monthly share of visit, Experian Hitwise UK
w i n g m a n
understanding how ‘Web 2.0’ impacts your business
and what you can do about it
w i n g m a n
what do I mean by web 2.0?
• the social web
• “websites and software designed and developed in order to support and foster social interaction”
• participatory, collaborative, peer-to-peer
w i n g m a n
not just platforms...
w i n g m a n
a vastly complex network of sites, people and interactions
w i n g m a n
consumers trust manufacturers for empirical evidence
Source: FreshMinds Research / BearingPoint survey
w i n g m a n
but turn to other consumers when it comes to the experience
Source: FreshMinds Research / BearingPoint survey
w i n g m a n
the single most important thing to do
w i n g m a n
make great bikes
w i n g m a n
then make sure nothing detracts from the experience
because the bikes and everything surrounding them will be written
about, read, recorded, viewed, shared and discussed
by official and unofficial, professional and amateur sources
w i n g m a n
how can you prioritise?
• listen... – brand profile (head & heart)– model strengths & weaknesses (real & perceived)– emergent competitor models (Tuono V4, new
Z1000, Ducati Streetfighter 848)– dealer service levels
w i n g m a n
software can help!
w i n g m a n
how blue chip brands are evolving, FAST
w i n g m a n
Burberry
w i n g m a n
your digital checklist
w i n g m a n
a three step plan...
1. test, review & optimise smart digital advertising– pay per click search– performance display (retargeting)– digital attribution
2. talk to your key bike magazine publishers about cross media, added value deals– discuss opportunities for offsetting declining circulations with print+live+online
partnerships– consider in-kind (exclusive) added value for the publisher and their readers– make sure activity is measurable!
3. initiate phase one of social media exercise: listening– select and trial social media monitoring software (vendor list can be provided)– decide whether to do this domestically or internationally– consider language issue/opportunity
w i n g m a n
Audi effectiveness awards entry
• Our campaigns were planned to engage across multiple touchpoints: from television ads, print and digital channels, right through to retail communications.
• Ten years ago, the average prestige buyer would think seriously about cars only once every three years, when their car needed replacement. We now found that prestige new car buyers were 'always on': always aware of the market, always researching their options, and using a plethora of media to do it. We were now in an age of casual consideration.
• 'Always on' car buying had two big implications for our channel thinking.• We were now in a world where brand image could be equally influenced by product
placement in movies, user generated content on YouTube, Jeremy Clarkson's latest rant – as brand communications. We couldn't just be an advertiser. Our communications would need to lead popular culture: to invite
• participation and create debate• We also needed to lead buyer behaviour. With no significant increases in overall
communications budgets, and an increasingly fragmented media environment, we would need to pull people through from consideration to conversion more efficiently.
Recommended