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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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