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'
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for Audi UK by SomoPresented By:Finola
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Contents Introduction
o Audi
o Mobile Marketing
o Audi & Somo
Strategy opted by Somo
Objectives of the campaign
The target audience
Results
Client testimonial
Measurement of MM
Problem
Solutions
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About Audi UK Audi is one of the worlds leading carmakers in the premium and
supercar segments.
Audi cars aim to delight customers with their outstanding, modern
design, technological innovations and high build quality.
The focus is always on the ambition to develop pioneering
automotive concepts that therefore fulfill customers high
expectations.
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Mobile Marketing Mobile marketing is any form of communication that uses a
mobile device to reach customers anytime anywhere and
make them react in some targeted way
Mobile marketing can meet most if not all of the marketing
needs an advertiser may have today
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About Audi & Somo During 2010
Audi UK and Somo began work on a mobile strategy to enable
Audi to enter the rapidly emerging mobile market,
To make information on its cars available to customers in an
informative yet attractive way.
The mobile site was launched in January 2011.
The objective of the mobile site was to introduce Audi UK into themobile market while maintaining Audis company vision and
branding.
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Strategy Before building the site, Somo undertook a root and branch
review of the Audi brand, heritage and history.
They liaised closely with the clients web agency and digitalhosting company to ensure that they created a site that best
represented Audis corevalues
They added mobile specific focus, so that the mobile site not onlyfitted within Audis brand, but also optimized Audis reputation as
cutting edge and design led.
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Objectives of the campaign The objective of this project was to lead Audi UK into the mobile
market and create a series of products aligned with their company
vision which translates as advancement through technology.
Phase 1 of the mobile strategy is the delivery of the Audi UK
mobile site, a cross platform smart-phone solution.
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Cont The campaign is still ongoing and is being followed by the
launch or further 'events-related' apps designed to maintain
Audis position as a leader in mobile campaigns in the
automotive industry.
The goal of the site is to increase awareness of the Audi brand
and the products and services it produces, interacting with
existing and potential new customers.
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The target audience The site is targeted at any mobile consumer interested in
purchasing or finding out more about the Audi brand and range,
who fall typically into the 25-54 age range.
This age group makes up the largest users of smartphones in Europe,
according to Comscore.
The site was designed to appeal directly to this audience, whilealso attracting new users searching for Audi products on mobile
browsers for the first time.
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ResultsThe goal of the site is to increase awareness of the Audi brand
and the products and services it produces. According to Bango
statistics, within three weeks of launch the mobile site was
achieving over 10,000 page views and over 1000 unique
visitors per day, prior to any publicity campaign.
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Measurement of Mobile Marketing The possibilities Measurement is at the heart of mobile marketing
With mobile analytics you can:
Track individual visitors across all campaigns
Measure ad impressions, clicks and goals achieved
Track engagement levels, behavior and actions
Measure your campaign ROI and compare campaigns Monitor traffic levels
See real-time data for quick reactions
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Problem Not everybody visits the app & websites
Everything is not on mobile
Level of targeting is not identified
Only Androids, OS and Apple support the app
Possibility of mobile network traffic
Click by mistake
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Solutions Combining all kinds of data will give a better view
Measure effectiveness by looking at
Number of clicks
Impressions and conversions
Identify all your consumers, where they come from, carrier and
type of device theyre using
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Cont Pre-click and post-click information is key
Provides accurate view of how campaign is performing
Unique identification of all users it provides the foundation for
success
Actionable insights from your mobile data provide key
information for effective optimization
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