Internet Plays a Major Role in Brazil’s New-Vehicle Sales Process

Jon Sederstrom-Final

Jon Sederstrom

New-vehicle shoppers in Brazil rely the most on information from their friends and relatives (45%), followed by research on the Internet (43%), to help them decide which make and model of vehicle to purchase, according to our 2013 Brazil Sales Satisfaction Index (SSI) Study.* These two sources are cited more often than traditional information sources such as owners of the same vehicle (27%) or the salesperson or dealership owners (23%), based on our study, which evaluates more than 3,000 online interviews with Brazil’s new-vehicle owners one to seven months after their purchase.

A Little Background about Brazil as an Auto Market

Brazil is the fourth-largest new-vehicle market in the world, behind China, the United States and Japan. The country’s auto market is expected to grow by 3% in 2013 from 2012, when 3.6 million new light vehicles were sold in the country.

In addition to experiencing strong sales and growth, nearly one-half of consumers in Brazil have access to the Internet and nearly 55 million smartphones are in use in the country, which means that information gathered online is becoming a powerful and influential resource for new-vehicle shoppers. Continue reading ›

Western Auto Conference New Media Site Panel Discusses Some Best Practices

During the recent NADA/J.D. Power Western Automotive Conference in Los Angeles, the panel of three automotive marketers from Facebook, Google and Microsoft’s Xbox joined a West Coast owner of multiple franchise dealerships who is an innovator with social media, to discuss how companies in industries beyond automotive are reaching consumers and creating best practices. Panelists’ perspectives on current and future business were excerpted in the first post, Western Auto Conference Panel Talks about How New Media Meets Consumers. In this second post, more insight on how companies in other industries are working with new media are excerpted.

Moderator: John Lisko, Executive Communications Director, Saatchi & Saatchi

Panel members:

Doug Frisbie, head of automotive for Facebook

Michelle Morris, Automotive Industry Director, Google, Inc.

Randy Shaffer, Western Regional Sales Manager, Xbox, Microsoft Corp.

Mike Sullivan, Dealer/owner of LAcarGUY Family Group in California*

John: Michelle and Randy, are there other industries outside of automotive with best practices that you can talk about?

Doug: One brand that I think has relevance that is an example of best practices is Samsung USA. They made Facebook a major part—across all channels—of their Galaxy S3 launch earlier this year. First of all, they focused on the pre-launch phase before the phone actually went on sale. They focused on growing their connection to their fan base. They went from about 1 million to 8 million people that they were connected with on Facebook. Right when the phone went on sale, they really leveraged reach. They wanted to tell everyone at that point about the new smartphone that they were launching. After that, they sustained that connection for a period during the post-launch.

Samsung USA really focused on their publishing strategy and made sure that things were locally relevant. They used geo-targeting. They also used some targeting capabilities that enabled them to reach specific device owners. They were able to customize that message after the post-launch period. I think it totally reached over 100 million people during that campaign and generated $130 million in sales that they attributed to the campaign, which was a significant return on their ad spend.

The reason I reference that campaign is that a smartphone launch is similar to a new car launch. It’s something that’s a very considered purchase. Both are high technology products. There are a lot of similarities with the pre-launch, the main spike during the retail launch period and the post-launch that are very comparable to automotive. Continue reading ›

Western Auto Conference Panel Talks about How New Media Meets Consumers

“The future is now” is not a cliché in automotive marketing. During the recent NADA/J.D. Power Western Automotive Conference in Los Angeles, three automotive marketers from Facebook, Google and Microsoft’s Xbox joined a California auto dealer with 11 stores and multiple franchises to talk about the rapid changes they have observed and encountered in reaching consumers and marketing autos across platforms. Several upcoming posts will feature excerpts from their discussion at the event about channels, processes, best practices and connecting with consumers—especially new-vehicle shoppers and buyers.

Moderator:

John Lisko, Executive Communications Director, Saatchi & Saatchi

Panel members:

Doug Frisbie, head of automotive for Facebook

Michelle Morris, Automotive Industry Director, Google, Inc.

Randy Shaffer, Western Regional Sales Manager, Xbox, Microsoft Corp.

Mike Sullivan, Dealer/owner of LAcarGUY Family Group in California*

Heading in the Right Direction and Picking Up Momentum

“The economy struggles a bit, but is heading in the right direction,” said John Lisko, moderator of the panel discussion on the intersection of new media and new-vehicle buyers. Summing up the current retail setting, Lisko added, “We’re seeing consumer confidence pick up. We’re seeing the right momentum. We’re coming off of Black Friday and Cyber Monday with record-breaking sales—a 100% increase in mobile platform purchases.” In first remarks, Lisko first asked panelists to describe their businesses today in relation to the auto buyer and also what they see ahead. A few highlights:

John: How are your businesses? How are they looking today?

Mike: We came off of record years—six years in a row. This is our first flat year, but it’s a very good flat year. I think the 14.5 million-unit sales forecast this year was very predictable. And I think we are going to have nice, arithmetic growth from here on out. I just don’t see the big pop and bubble that some are seeing. One of the biggest concerns for me is: there are a lot of cars out there and the market is coming back nicely. Production is coming back on a rail.

Doug: It’s been an interesting year for Facebook. There has been a massive shift to mobile, which was much faster than anticipated. There are three factors driving that—the first is usage. Last year, we had about 376 million users. This year, it’s over 600 million. The second is engagement. The time that people are spending on Facebook on a mobile device is actually greater—about 8 hours a month vs. 7 hours on desktop. The third part is the monetization aspect. In our fourth quarter, about 14% of our advertising revenue came from mobile. That’s notable because we didn’t have an advertising revenue stream at the beginning of 2012. Those three factors combined are having an exponential effect in making mobile such a significant part of our business. Continue reading ›

Roundtable Panelists Share a Conversation about Multi-Screen Strategies

Media experts discused how strong content can be delivered in a platform-specific way during the Automotive Marketing Roundtable.

Creating strong content for multi-screens—TVs, smartphones and tablets, as well as PCs—demands a platform-specific strategy that allows the marketers and content providers to step aside and let the audiences engage, according to panelists at the . . . Continue Reading Roundtable Panelists Share a Conversation about Multi-Screen Strategies

Global Digital Marketing: Different Approaches in Different Regions

Jeremy Detgen

Cultural, sociological and technological differences need to be considered in digital marketing approaches around the world, according to a panel of experts including an OEM, digital marketing firms, and an online car service, at our 2011 Automotive Internet Roundtable in Las Vegas, NV. J.D. Power’s Tim Dunne, director of global automotive business coordination, asked them to comment on how digital marketing is being conducted and how consumers are influenced and reacting to digital marketing around the world.

Panel members included:

Will Hodgman, executive vice president-International, ComScore, Inc.

Daniel Leon, general manager, Mobile, Groundlink Inc.

Michael Sachs, general manager, CRM & Owner Loyalty, Volkswagen of America, Inc.

Chris Worrell, head of European Consumer Insight, Specific Media Continue reading ›

Sales-Lead Generation and Interaction Adapts to New Platforms

Social media (SM), such as Facebook, and mobile messages on smartphones are changing the way consumers interact with dealerships and vice versa, according to a group of panelists representing OEMs, a dealer group, and data research and analysis firms.

During the recent J.D. Power and Associates 2011 Automotive Internet Roundtable in Las Vegas, NV, five experts presented their views and insight about managing auto sales leads in today’s world, and also discussed how dealerships and customers will handle it in the future. 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 ›

Automotive Marketers Need to Understand Facebook’s Role in New-Vehicle Buyers’ Lives

Arianne Walker

Social networking website Facebook’s popularity means that new-vehicle buyers are often on Facebook just before visiting an automotive site, providing messaging opportunities for manufacturers, according to our 2011 Website Performance Tools Report, which analyzes results from clickstream* tracking of new-vehicle buyer Internet behavior that we produce in collaboration with Compete, Inc. during the 6 months before buyers make a purchase.

Some 6% of new-vehicle buyers who visit an OEM website visit Facebook immediately before going to a manufacturer-sponsored website, which is competitive with third-party automotive content providers Edmunds.com (8%) and AOL Autos (4%). Facebook matches Ford.com (7%) in the percentage of buyers who visit the social networking site after an OEM site visit. In addition, we find that Facebook “refers” three times as many new-vehicle buyers to OEM or third-party automotive sites as general Internet population traffic (6% vs. 2%, respectively). Continue reading ›