DIGITAL ADOLESCENCE and implications for the auto industry March - PowerPoint PPT Presentation

DIGITAL ADOLESCENCE …and implications for the auto industry March 2015 1

He’s counting down to his 13 th birthday…

It’s tough being a parent and it’s tough being a marketer

adoles lescence cence noun the period…during which a young person develops from a child into an adult.

What is actually happening 5

What is actually happening

In effect…

The language of adolescence “You can’t “You’re so old “You don’t teach me fashioned” understand” anything” Old is bad New is good (or ‘beast’ or ‘sick’): 8

And it feels like this

Digital adolescence language: new is good: old is bad 10

Digital adolescence language: new is good: old is bad 11

And it feels a bit like this

A salutary tale Relative sales uplift per impact: 2006-11 1 1 0% 1 00% 1 00% 90% 80% 70% 60% 50% 40% 30% 1 5% 20% 1 0% 0% TV Online Display Source: Ebiquity 13

ONLY 30% 30% OF DIGITAL DISPLAY ADS ARE SEEN/VIEWED (AND THAT’S AS A ‘BLINK OF AN EYE’) Source: Ebiquity/Alenty 14

FOR EVERY 100 CLICK-THROUGHS OVER 20% 20% ARE FRAUDULENT Source: Ebiquity/Alenty 15

US DIGITAL AD SPENDING IN 2014: $4 $47B 7BN 33% 33% IS SPENT ON FRAUDULENT INVENTORY Source: Emarketer: IAB, MediaPost 16

…and by the way OUT OF 200 200 TOP FACEBOOK-FAN BRANDS, HOW MANY SHOWED A LEVEL OF ENGAGEMENT OVER 2%? %? ANSWER: 1 Source: analysis of PTAT statistics,: Ehrenberg Bass 17

So, embrace digital marketing adolescence 18

Adolescence is a great time to experiment 19

But… 20

Ask “why?” and “how?” Measure Measure Measure Think about who you ask to do the measuring 21

Meanwhile…digital consumer adolescence is not like that 22

“My, my, you’ve grown” 5 75 4 38 Years to 50 3 13 million users 2 4 1 0.1 0 20 40 60 80 23

“My, my, you’ve grown” 2013 £35.3 EUROPE PE 2007 £13.9 +18 +1 BILLION BILLION ONLINE RETAIL SALES ONLINE RETAIL SALES % 11.7% 4.9% OF RETAIL SALES 2015 5 VS 20 S 2014 OF RETAIL SALES Source: eMarketer.com 24

It’s transformed the Auto industry Source: Sophus3 25

It has radically transformed other industries Source: Google Insights: Ebiquity analysis 26

The only brand in insurance? 27

All fine, but cars are still sold like soap powder Retailer Manufacturer 28

Inherent risks: a personal view • The wow factor…or ‘Car Wow’ factor • After sales disservice • Brand tennis 29

The real challenge of digital marketing adolescence • Not about media • It’s about consumers • What drives their behaviour? • It’s about brand consistency • How do you create and maintain a joined-up path-to- purchase…and beyond? 30

Brand is an output…it’s time to embrace 31

And don’t worry…adolescence is a passing phase 32

EBIQUI IQUITY Head Office Citypoint, One Ropemaker Street LONDON, EC2Y 9AW tel. +44 (0) 20 7650 9600 33