Transcript 2010 CY Planning Calendar

Digital Marketing
Digital Marketing Consumer Framework
Traditional Media
Traditional Digital
Marketing
Social Media
Mobile Media
•
Banner/Display Ads
•
Blogs
•
Aps
•
EndemicEdmunds/KBB
•
Podcast
•
Advertising
•
Facebook, My
Space
•
Activation
•
Gaming
•
Flickr, You Tube
•
Dealer locate
•
Wikipedia, Twitter
•
Click-to-connect
•
RSS
•
Contests
•
Video
•
Service reminders
•
Gaming
•
Text/SMS
•
2nd Life
•
•
UGC
Local event
notifications
•
Rich media
downloads
•
SearchGoogle/Bing
•
Lifestyle- Golf,
ESPN
•
Brand / Dealer /
owner websites
•
•
•
SEO
Google / Yahoo /
MSN
Email
Analytics: Leveraging insights to drive relevant messages to
consumers at the right time across all platforms
Results
+
+
Brand
Awareness
Purchase
Intent
Digital driving consumption change
In 2010, 221 million people in the US will be online, about
71% of the total population
Internet: Influencing Auto Decisions
Social media is fast becoming the key “word of mouth” driver and key
conversation enabler between Friend/Relatives and buyers
Source: JD Power 2009
Source: CNW Marketing/Research
Online Video is growing
Online Video: Scaling and Influencing
68% of Americans online watched a video last month
YouTube Dominates
Impacting the
shopping process
20+ hours of video are
uploaded every minute
8
Consumers are moving to Mobile
9
Mobile- Flexibility & Portability
Mobile = Indispensible Access
• 1 of every 7 minutes of media consumption today
is through a mobile device
• Half of all new internet connections come from
mobile devices
- #1 Feature on all smart phones
• Mobile phones will surpass PCs as the most
common Web access device in 2013
Source: IDG 2009
Source Gartner 1/10
Source: Millenial Media- SMART- November-2009
Source eMarketer 2009
Source: August, Smartphone Leave Behind; UM, AOL and Questus study
11
Mobile-Summary
Gaming: Ready for Primetime
Gaming Households
Number of Online Gamers
North America
North America, Console & PC (in MM)
175
65%
68%
2008
2009
130
70
2003
68% of American households play
computer or video games - and
climbing*
*Entertainment and Software Association, 2008 & 2009
**DFC Intelligence. Online Game Market Forecasts, 2009
2010
NA online gaming will grow
significantly in the next 5
years to over 175 million
gamers**
2014
Online Auto Research Evolution
Shoppers use mobile
Shoppers want video
Video Reviews add site,
sound, and motion to the
research process
400,000+ video views on New
Grand Cherokee on YouTube now
Source: eMarketer
“Mobile is heavily used while
shopping and on dealer lots
(40% of all use of Cars.com
App)” – JD Power
Traditional Digital Marketing
Fast Facts
Online Auto Shopping Ecosystem
Search Engines
3rd Party Sites
“The Front Door to the
Internet”
“Trusted Advisor”
Yahoo, Google, MSN
11 Billion US Searches a
Month
Google Dominates: 71%
Edmunds, KBB, Yahoo Autos
71% New Car Shoppers
use a
3rd
Party site to
research
61% Never go to an OEM
site
84% of Auto Shoppers start
55% Change their mind
with search
after research
Source: comScore Media Metrix April 2010/JD Power 2009
Targeting
“Right Audience, Right
Time, Right Price”
Cadreon, Specific Media,
Collective
Target Intenders
Gain effective reach
Behavioral, Retargeting,
Contextual, Database, etc.
Building Awareness
Building Awareness
Women Fitness
Yahoo! Health – “Children’s
Health”
18
Building Awareness Con’t
19
Building consideration within the
Funnel..Top Bottom
Upper Funnel
Mid- Funnel
Lower Funnel
Paid Search – Own The Page
 Extending rich media messaging delivery within search
environment
PAID
Sites: Google, Yahoo, MSN
Messaging to drive lower funnel activities
Key Message Delivery
 Deliver messaging to drive site
side conversion
 Prevents competitors from
messaging your audience
 Last chance to deliver “why buys”
Emerging Trends & Challenges
Today
24
Evolution of Display media buying
Display 1.0
Display 2.0
Inventory as proxy for audience
Individual web sites
Aggregation (proliferation of
networks)
SILO APPROACH
Display 3.0
Buying audiences instead
of inventory at scale
Data drive audience targeting
ACCESS TO ONLINE
UNIVERSE
Publishers
Display 2.0: Massive Inventory
Fragmentation
Financial News
Auto Research
Social Network
Advertiser
Networks
Vertical
Performance
Long tail
•More publishers and networks to buy from…
•Still buying content; or behaviors with limited scale
Display 3.0: ~ 1 to 1
Advertiser
Custom
audiences
Predictive bid
optimization
Universal
frequency cap
Audience
analytics
Search
Retargeting
Third-Party
Predictive
Segments
Owner Info
Database
Proprietary
•Leverage proprietary, third-party and advertiser data
•Target custom audiences, not pre-packaged audiences
•Purchase individual impressions, at the right price
Email Sub
Database
Advertiser
Grand Cherokee Digital
Archetype
⁄ Male skew , Age 45 – 66 , Affluent Baby Boomers
⁄ Business Travelers
⁄ Sports Fans
⁄ Outdoor Enthusiasts
⁄ Golf & Tennis
⁄ Health and Wellness
/ Trendy homemakers/ Home & Gardens
/ Pet Owners
⁄ Mass Affluent ($95K-$143K)/Big Spender ($111K)
Back Up
Emerging Trends
Social Media Landscape