Embed Size (px)
Citation preview
MARKETING OF SUCCESSFUL COMPANIES AND THE ROLE OF TECHNOLOGY
Christoffer Hultin, CEO GroupM Finland
&
Giles Graham, Global Automotive Director at Xaxis
BRAND
For a potential customer
EXPECTEDCUSTOMEREXPERIENCE
=
3
SALES ARE DRIVEN BY
THE EXPECTED CUSTOMER EXPERIENCE
Expected CX
Rational
Benefit
Emotional
Benefit+
Price
Perception
=
4
SALES ARE DRIVEN BY
THE EXPECTED CUSTOMER EXPERIENCE
Expected CX
Rational
Benefit
Emotional
Benefit+
Price
Perception
=
5
1. BE EMOTIONALLY RELEVANT
SOURCE: Siegel + Gale6
2. BE SIMPLE
#1 #3
7
SOLVING ONE PROBLEM - PROPERLY
8
MIELE
”
SOURCE: CEO of Ben & Jerry’s Matt McCarthy9
3. HAVE A REAL PURPOSE
Go like hell after purpose –
as fast as you’re going after your innovations, as
fast as you’re going after your cool next campaign.
Businesses that don’t do the thing they set out to
do and tackle a real social challenge may actually
be dead, they just don’t know it yet.
They’re just coasting to a slow demise.
v
v
10
UNITED COMMERCIAL BANK
11
O c t o b e r 2 0 1 9
THE FUTURE OF
AUTOMOTIVE MARKETINGHOW DATA AND TECHNOLOGY ARE CHANGING THE LANDSCAPE
TECHNOLOGY IS IMPACTING AUTOMOTIVE FUTURES
NEW
TECHNOLOGY
TRENDS
NEW
AUDIENCE
TRENDS
NEW
PURCHASE
TRENDS
TECH ENABLED SERVICES - RIDE HAILING AND CAR SHARING - CHANGING ATTITUDES AND BEHAVIOURS
Source:
https://www.theguardian.com/world/ng-interactive/2016/mar/07/whos-winning-find-out-how-your-income-compares-with-every-other-generation
https://www.autoexpress.co.uk/car-news/102466/number-of-young-adults-with-driving-licences-falls-by-40-per-cent
Those holding driving licence in decline:
75% (1990) – 63% (2018)Car usage in decline:
36% fewer trips (‘90 –’18)
Dis
po
sa
ble
inco
me
20
10
-2
01
8
Forecast worldwide new car sales decrease of 4m in 2019
24% global new car sales in China
Driven by US sanctions; big drop in China sales and exacerbated by tougher emissions legislation in
Europe
Source: Germany’s Centre for Automotive Research (CAR), 2019
IMPACTING GLOBAL NEW CAR SALES
Efficiency and
savings are
critical
Source: Nomura Analysis 2019
THE WORLD MAY HAVE ALREADY PASSED "PEAK CAR” –PRESSURE TO EVOLVE QUICKLY
Global demand for
cars will decline
3%+ in 2019
2019
More than 38,000 job
losses among OEMs in
the past six months
(2019)Commercial vehicle exports
from the UK collapsed by
89% in April 2019
Decline in new car
sales has wiped
0.2% from global
GDP according to
Fitch Ratings
BRANDS AND DEALERSHIPS MUST PROVIDE POSITIVE CONSUMER EXPERIENCES
67%
say they will pay
more for great
experience
57%
have stopped
buying from a
company because
one of their
competitors
provided a better
experience
64%
find the customer
experience more
important than
price when it
comes to buying
Source: https://www.autonews.com/commentary/dealers-focus-experience-not-price
• Globally OEMs under-invest in digital - spend 23% advertising budgets vs global ave of 41%
Sources: https://www.youtube.com/watch?v=e81TjUHRRkU; (2.4m views); Zenith 2018, Xaxis 2018; https://www.forbes.com/sites/sarwantsingh/2019/06/13/airline-digital-transformation-takes-flight/#6732964d46c5
DIGITAL TRANSFORMATION ULTIMATELY DELIVERS BETTER CUSTOMER EXPERIENCE
• Airline industry focusing digital transformation around embracing changes to culture, business
models, people, products, as well as advanced technology services
TECHNOLOGY HELPS US RESPOND TO KEY SIGNALS ALONG A COMPLEX PURCHASE JOURNEY
BUYERS CHANGE THEIR MINDS AT A MOMENTS NOTICE
Source: Carwow 2018
ECOMMERCE IS HERE AND FOR EVERYONE
Average age of automotive
aggregator site new car buyer – 49
Average new car buyer age – 44
63%would consider buying a new
car online in next five years
Sources: https://www.businessleader.co.uk/survey-reveals-millennials-prefer-complete-vehicle-purchases-online/40750/; Carwow UK
APPS PROVIDE NEW VALUE OPPORTUNITIES, COMMUNICATION CHANNELS AND….DATA!
Mercedes Me –
Security support;
Remote Parking
Assist; Access to
Concierge Services
Volvo On Call -
Designed to provide
security and peace of
mind, offering direct
access to Volvo’s own
bank of operators
VW Car-Net connects
apps to car operating
system
CONNECTED CARS OFFER SIGNIFICANT OPPORTUNITIES
• 2018 global electric car fleet exceeded
5m, +40% y-o-y
• China remains the world’s largest electric
car market
• Western markets are forcing change
through changes to the law
Source: Bloomberg
STRONGER EMISSIONS LEGISLATION WILL IMPACT CARS MARKETED AND BOUGHT
Source: International Council for Clean Transportation
EV PURCHASE BEHAVIOURS ARE DIFFERENT –DECISIONS MADE FASTER, WE MUST REACT TO THAT
Source: Carwow
Information required differs to ICE vehicle research EV buyers more decisive
AND MORE CAUSE DRIVEN 81%
of global respondents feel
strongly that companies
should help improve the
environment
Source: Huffington Post; Nielsen Intelligence 2019
SOCIETY IS INCREASINGLY TECH SAVVY & SUSPICIOUS
61% of millennials are worried
about the world, feel
responsible for making a
difference
Just 8% of consumers consider themselves to be firmly committed loyalists
46% of consumers are more likely to try new brands than they were five years ago
Source: Nielsen Intelligence 2019
DISLOYAL IS THE NEW NORMAL
PEOPLE WANT BRANDS TO MAKE THEM FEEL SPECIAL
“The majority - 79% - of consumers say brands have to actually
demonstrate that “they understand and care about me”
before they consider purchasing.”
Brands need clear purpose and to demonstrate commitment across every consumer touch point.
Source: Jamie Gutfreund, Global CMO at Wunderman
PERSONALISATION IS KEY
OEMS ARE OFFERING INDIVIDUALISM AT SCALE
BUT DEMANDS FOR PERSONALISATION CLASH, TO A DEGREE, WITH…
DATA PRIVACY
Source: WFA
ACTIVE OUTDOORFAMILIES
MENSTARTING OFF
GEARHEADS
(QUINTESSENTIAL BOLD GUARDIAN)
60%The Brief
YOUNGGAMERS
OLDERBUSINESSMEN
YOUNG TRENDSETTERS
RETIRED & STILL GOING
40%The Opportunity
Bold Guardians
DiscoverLet consumers get to know
the brand and product
through engaging and
exciting content and
messages.
ShopProvide more detail about each product or service
including information,
features, and specifications.
BuyServe up key information on
how and where those
interested can make a
purchase.
OwnNurture relationships with
owners post- purchase
Journey Spectrum
High Low
Brand Love Spectrum
IntendersReinforce & delight
consumers who are already
bought into the brand
Fence SittersProvide information that
reinforces why the brand is the
best option
AvoidersCapture the attention and pique
interest of consumers who are
closed to the brand.
PERSONALISE MESSAGING TO A NEW LEVEL
Technology can be used to build loyalty, trust and long-lasting relationships with your customers
USE TECHNOLOGY TO CONNECT TO YOUR CONSUMERS AND BUILD BETTER RELATIONSHIPS AND EXPERIENCES
33
IN SUMMARY
BE BRAVE AND
PERSONAL BE SIMPLE
HAVE REAL
PURPOSE AND
DELIVER ON
THAT
34
THANK YOU
For more information please contact Christoffer Hultin
[email protected] or Giles Graham [email protected]
