Post on 20-Aug-2015
People-Driven
Marketing Will Drive
Your Sales
Kass Dawson
Global Head of Automotive
Menlo Park, CA
650-739-9654
kass@fb.com
5x increase in traffic to Ford.com on
reveal day
22% uplift in
awareness from core
demographic
17% incremental
audience over TV across target
markets
24x ROI on
Facebook Offer
1.3M unique people
reached
1.5M unique people
reached
Explorer Australia
EMEA
How Do I Have Results Like That?
People-Driven Marketing Will Drive Your Sales
Use data and insights to drive my business objectives: -My CRM Data -Media Partner’s Data -Third-Party Data
How Do I Have Results Like That?
The Lifecycle Approach is Necessary for
Success
People Buy
People Shop
People Own
and Care
Leverage Consumer Insights Throughout Their Lifecycle
People Buy
People Shop
People Own
and Care
Leverage Consumer Insights Throughout Their Lifecycle
Build Awareness
and Consideration
People Shop
Reality: Only Five to Ten Percent of the
Population is In-Market, and Most of Them Are
Shopping Online…
In the digital era, consumers control
their path to purchase and
ownership
Source: “Branding in the Digital Age,” Harvard Business Review, December 2010
Initial Consideration Purchase Active evaluation
Num
ber
of vehic
les in c
onsid
era
tion
People Are Considering More Vehicles Than
Ever During the Shopping Process
Then
Now
Communications Have Been Based on the
Funnel… … but it ends!... and repeat purchasers are critical for auto business
Online Shopping/Research
Source: Polk
3.75 hrs offline
10 hrs online
New-vehicle
buyers
Used-vehicle
buyers
11.75 hrs online
3.5 hrs offline
Most Influential Media
Most influential sources leading to the dealer
0%
5%
10%
15%
20%
25%
30%
35%
40%
Source: Polk
Online Site Usage
16
65%
60%
51%
60%
0% 10% 20% 30% 40% 50% 60% 70%
3rd Party Sites
Dealer Sites
Search
OEM Sites
Usage by Site Type - New Shoppers
Online Site Usage
17
2.5
2.3
2.3
2.0
0.0 0.5 1.0 1.5 2.0 2.5 3.0
3rd Party Sites
Dealer Sites
Search
OEM Sites
Usage by Site Type - New Shoppers
Hours
Millenials
18
For Millenials (ages 18 to 34), over
90 percent use only the Internet for
automotive shopping and research.
Forty-five percent of Millenials used
a tablet/smartphone during the
shopping process versus 29 percent
of all buyers.
The Internet is Shifting to
Mobile
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2010 2011 2012 2013 2014 2015 2016
Worldwide smart connected device shipments (M)* Smartphones PCs Tablets
45% of the world
population
will have a
smartphone
in 2016**
Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012
Optimize Ad Placements to Meet
Performance Goals
Target Together
Channel Data
type
Purchase based
Psychographi
c
Geographic
Intent/interest
Demographic
Lifestyle/life-stage
Partner
Categories
Segment
s
Interested in luxury car
Shopping for
truck
Considering
sports car
Researching
SUVs
In market for entry
level car
Looking for family
van
Retarget Your Dealership Site’s
Visitors Wherever They Go
Online
Tailor Your Message
by Your Key Target
Audience Personas M 18–34 Sedan
Fun
M 18–55 Convertible
Sporty
$18K
W 18–45 Utility
Moms
$18K
“Top rated in
safety: the all
new XYZ”
“On road or
off-road: the
all new XYZ’s
got it”
“Built like a
tank to give
you peace of
mind” “XYZ can do 36 mpg in its
sleep”
Other
sites
People
Buy
People Shop
People Own
and Care
Capture In-market
Shoppers
Leverage Consumer Insights Throughout Their Lifecycle
People Buy
Discovery
98% better
ad
recall 31% higher
brand
awareness
Source: Nielsen Brand Effect, May 2012; average based on 500 camapaigns
Conversion
2X greater
reach to
vehicle
buyers 5.5X greater
efficiency
of
conversion
Source: Datalogix Analysis, including all transactions among DLX-Polk Matched Households from July 1, 2012 - December 31, 2012
and Datalogix Analysis, including all transactions and site visitors from January-March 2013
Loyalty
16+% higher
loyalty
among fans
Source:
Ethnic Buyers
29
12% Hispanic
9% African-American
5% Asian
Source: Polk
26%: Ethnic buyers % of total
New U.S. vehicle retail registrations through May, 2013
Ethnic Buyers
30
8.5% Industry growth
Source: Polk
12%: Ethnic buyers y-o-y % growth
New U.S. vehicle retail registrations through May, 2013
Younger Buyer
31
11.5%: Millennial buyers % of total
Source: Polk New U.S. vehicle retail registrations through May, 2013
Younger Buyer
32
11.5%: Millennial
buyers % of total
Percent of Total New Vehicles Registered
Ages:18-34
0%
2%
4%
6%
8%
10%
12%
14%
16%
2008 2009 2010 2011 2012 2013
Source: Polk New U.S. vehicle retail registrations through May, 2013
People Shop
33
Source: Polk New U.S. vehicle retail registrations through May, 2013
People Care People Buy
Electric Vehicle Penetration
34
52%: % of all EVs registered
nationally in top five markets
Source: Polk
New U.S. vehicle retail
registrations Jan–May, 2013
• San Francisco: 19.5%
• Los Angeles: 15.4%
• Seattle: 8.0%
• New York: 4.6%
• Atlanta: 4.4%
Hybrid Vehicle Penetration
35
32%: % of hybrids registered
nationally in top five markets
Source: Polk
New U.S. vehicle retail
registrations Jan–May, 2013
• Los Angeles : 13.1%
• San Francisco: 6.6%
• New York: 5.6%
• Washington DC: 3.4%
• Chicago: 3.0%
Pickup Truck Penetration
36
35%: % of pickups
registered nationally in
top five states Source: Polk
New U.S. vehicle retail
registrations Jan–May, 2013
• Texas: 13.1%
• California: 6.6%
• Oklahoma: 5.6%
• Florida: 3.4%
• Michigan: 3.0%
People Buy
People Shop
People
Own and
Care
Build loyalty and
generate
revenue from owners
Leverage Consumer Insights Throughout Their Lifecycle
People Care
Drivers
Cars
Age of Vehicles in Operation
41
11.4: Average age of vehicles in operation in U.S.
Source: Polk
Age of Vehicles in Operation
0
2
4
6
8
10
12
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Cars Trucks Average Age
Average Age in Years
Source: Polk
Length of Ownership
Source: Polk
New
buyers
Used
buyers
Total (new and
used)
Sweet Spot = Under Four Years
Source: Polk
Brand loyalty rates are among new U.S. vehicle
owners returning to market to acquire another
new vehicle between June 2012 and May 2013
Overall
average
industry
brand
loyalty:
49.8% Bra
nd L
oyalty
Age of Vehicle When Returning to Buy Again
U.S. Vehicles in Operation
Source: Polk
History Forecast
Declining U.S. “Sweet Spot”
0
20
40
60
80
100
120
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Mil
lio
ns
“Sweet Spot” = Vehicles between 6 and12
years old
46
History Forecast Source: Polk
Declining U.S. “Sweet Spot”
0
20
40
60
80
100
120
140
2008 2009 1010 2011 2012 2013 2014 2015 2016 2017
Mil
lio
ns
47
Population of vehicles over 11 years old
History Forecast Source: Polk
Targeting Matters
Media
Partner
Your
CRM
databa
se
Matched
targets
Brand
People Buy
People Shop
People Own
and Care
Leverage Consumer Insights Throughout Their Lifecycle
Build awareness
and consideration
Segment Owners
Make/model Owners
In-market Shoppers
Near-market Shoppers
Your Customer Database
Capture in-market
shoppers
In-market Shoppers
Your Customer Database
Your Site Visitors
Build loyalty and
generate
revenue from owners
Make/model Owners
Your Customer Database
Your Site Visitors
Available
targeting Objective
Reach the Right People Based on Your Objectives