Millennials Consume Content and Shop Differently

 Millennials consume content and shop in different ways from other generations and these Gen Y consumers are having a profound influence on the shopping behaviors of Gen X and Boomer buyers. Today’s post offers a few more excerpts about these younger consumers from panelists and presenters at the October J.D. Power Automotive Marketing Roundtable (AMR) in Las Vegas, NV.

What Does the Car Mean to Millennials?

“About 25% of millennials said they would buy a car sight unseen. They’d go online, find it, buy it and have it delivered. This is going to become a lot more important as we go along.”—Clayton Stanfield, senior manager, Dealer Outreach, eBay Motors

“For most of us, the car was the thing we wanted. The reality with millennials is that it’s probably a device they want first and foremost. A car is kind of a secondary consideration. Maybe it’s due to economics. Maybe it’s just due to how powerfully products have been marketed to them—like Xboxes and PlayStations. . . for auto manufacturers, a way to accrue loyalty and affinity to their brands is to get deeply immersed in offering the consumer some free content.”—Randy Shaffer, director, Xbox West Sales, Microsoft Continue reading ›

Catering to Consumers is the Right Recipe for China’s Automotive Dealers

Geoff Broderick

While China’s automotive market is the largest in the world, it may also be the most difficult to manage. Whereas automotive markets in the United States and Europe have had decades to evolve and adapt to changes in the market environment, China’s auto market has had to adapt to lightning-fast changes, all in the blink of an eye.*

Near the beginning of the evolution of the automotive industry, auto manufacturers realized that building cars and selling cars are two very different pursuits. For starters, the complexities of manufacturing a vehicle are enormous. It requires vehicle and components designers; product, process and certification engineers; hundreds of parts suppliers; expensive tooling; thousands of assembly workers; an assembly plant; and enormous capital expenditure to jumpstart the whole process, with no promise of profit in return.

Then, once the manufacture of a new vehicle is finally completed, the finished product still needs to be marketed and sold to consumers spread out over vast distances, in large cities and small towns, sometimes separated by thousands of kilometers. This meant the formation of a national distribution network, establishment of retail sales points, creation of shipping schedules and inventory controls for vehicles and spare parts, and an efficient way to collect revenue and transfer it back to the automaker. Continue reading ›

Keeping Messages Simple, Creative and Consistent is Focus for Multi-Screen Marketing

Engaging consumers with consistent marketing messages across all four major platforms—TV, PCs, smartphones and tablets—and even a possible fifth screen in the future, such as an accessory on the body (a device embedded in consumers’ glasses)—was the key focus of one of yesterday’s panel discussions by six internet and media executives at the 2011 Automotive Internet Roundtable in Las Vegas, NV.

Panelists also defined six key factors that are impacting the evolution of these platforms right now, including: the recent passing of Steve Jobs, Apple’s co-founder and visionary leader; whether “Kinect” from the Xbox will become the port; the role of Google in the market with the android phone and tablets; and the connected TV to surf the Web.

Panel moderator Gabe Greenberg, chief revenue officer, RGM Group, an interactive media firm based in Venice, CA, led the discussion about trends and statistics, leading-edge tools and best practices related to the topic of “Convergence of Marketing Across the Four Screens.” Panelists included: Todd Anderman, chief media and revenue officer, Jumptap; Russ Axelrod, director of branded experiences, Microsoft Advertising; Dan Hodges, chief revenue officer, Verve Wireless; Tod Sacerdoti, CEO/Founder of BrightRoll, Inc.; John Schultz, executive vice president, Specific Media. Continue reading ›

Frankfurt Motor Show Provides a Cornucopia of Products and Raises Some Questions

Charles Mills

This year’s Frankfurt International Motor Show, known as the IAA* in Europe, was well attended by the international press. There was lots of money spent on displays and concepts spread throughout nearly a dozen exhibit halls in this major German city, which is the home of the European Central Bank. There was lots of talk at the biennial show by automakers, especially Europe’s major manufacturers, who provided a veritable cornucopia of new cars and trucks for every potential buyer’s need.

Big and small; fast and slow; and products that were kind of green to completely clean propulsion were on display. There was high tech and, well, just tech. The IAA had it all and more. And yet, some really big questions persist. For instance, I wondered, can that premium roadster that can travel from 0-100 kilometers per hour in around 4 seconds really be called a “green” car? Continue reading ›