Automotive mobile marketing shifts gears
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Automotive marketers face plenty of challenges in trying to connect with prospective car buyers: the global recession, the disappearance of storied brands v., and ever more discerning and well-informed consumers. Add to these challenges that people buy a new car only every three to four years and it's clear that maintaining and generating – brand and model – awareness, consideration and purchase intent can be a long road.
Consumers Worldwide Who Have Internet Access via Their Car, 2009 & 2016 (thousands) Consumer Engagement with Automotive Mobile Marketing Automotive Mobile Ad Recall and Response Among US Mobile Users, May 2010 (% of respondents) Mobile Marketing Efforts by Automotive brands v. Top 10 Ranked by Industries, US Mobile Advertising Spending, 2009Mobile Device/Vehicle IntegrationNavigation and Mapping: Free Beats FeeHow smartphones with free will turn-by-turn directions affect the navigation market? Installed Base of Portable Navigation Devices and GPS-Enabled Smartphones Worldwide, 2009 & 2014 (the Mega Millions lottery of units) Mobile Handset-Based Navigation System Shipments Worldwide, 2010 & 2015 (Mega Millions lottery of units) Telematics: Hybrid Solutions PrevailWeb-Enabled Cars: Driving on the Information Superhighway Consumers Worldwide Who Have Internet Access via Their Car, 2009 & 2016 (thousands) Marketing Opportunities and Challenges US Mobile Ad Campaign Effectiveness Metrics, by Industry, November 2007-December 2009 (index *) Mobile Marketing Experiments: Augmented Reality and QR Codes Consumers Worldwide Who Have Internet Access via Their Car, 2009 & 2016 (thousands) Automotive Mobile Ad Recall and Response Among US Mobile Users, May 2010 (% of respondents) Top 10 Ranked by Industries, US Mobile Advertising Spending, 2009 Installed Base of Portable Navigation Devices and GPS-Enabled Smartphones Worldwide, 2009 & 2014 (the Mega Millions lottery of units) Mobile Handset-Based Navigation System Shipments Worldwide, 2010 & 2015 (Mega Millions lottery of units) Consumers Worldwide Who Have Internet Access via Their Car, 2009 & 2016 (thousands) US Mobile Ad Campaign Effectiveness Metrics, by Industry, November 2007-December 2009 (index 1) Automotive marketers face plenty of challenges in trying to connect with prospective car buyers: the global recession, the disappearance of storied brands v., and ever more discerning and well-informed consumers.Add to these challenges that people buy a new car only every three to four years and it's clear that maintaining and generating – brand and model – awareness, consideration and purchase intent can be a long road.
Automotive marketers face plenty of challenges in trying to connect with prospective car buyers: the global recession, the disappearance of storied brands v., and ever more discerning and well-informed consumers. Add to these challenges that people buy a new car only every three to four years and it's clear that maintaining and generating – brand and model – awareness, consideration and purchase intent can be a long road.
The Internet's vehicle that in the purchase process is well documented.March 2010 In a poll of Web users by about.com, for example, nearly three-quarters of respondents described themselves as likely or very likely to research online before buying a car, with expert reviews content of their choice.
As more Web usage migrates to mobile devices, marketers have to contend with the same demand for trusted information only on smaller screens in the hands of prospects with shorter attention spans.For marketers, these factors put a premium on effective targeting, Russell and brand messaging service that resonates, inside the car, the technology that offers buyers the option to integrate with their mobile devices and applications.
This report answers Key questions:
How are consumers using mobile devices during the automotive purchase process, and how are using the mobile channel automakers to connect with in-market car shoppers? What are the opportunities and challenges for mobile automotive marketers?How can marketers use multichannel mobile campaigns to raise brand awareness, deliver timely information and create rich experiences? What is the outlook for Web-enabled vehicles?/LI > Automotive marketers face plenty of challenges in trying to connect with prospective car buyers: the global recession, the disappearance of storied brands v., and ever more discerning and well-informed consumers.Add to these challenges that people buy a new car only every three to four years and it's clear that maintaining and generating – brand and model – awareness, consideration and purchase intent can be a long road. Consumers Worldwide Who Have Internet Access via Their Car, 2009 & 2016 (thousands) Consumer Engagement with Automotive Mobile Marketing Automotive Mobile Ad Recall and Response Among US Mobile Users, May 2010 (% of respondents) Mobile Marketing Efforts by Automotive brands v. Top 10 Ranked by Industries, US Mobile Advertising Spending, 2009Mobile Device/Vehicle IntegrationNavigation and Mapping: Free Beats FeeHow smartphones with free will turn-by-turn directions affect the navigation market? Installed Base of Portable Navigation Devices and GPS-Enabled Smartphones Worldwide, 2009 & 2014 (the Mega Millions lottery of units) Mobile Handset-Based Navigation System Shipments Worldwide, 2010 & 2015 (Mega Millions lottery of units) Telematics: Hybrid Solutions PrevailWeb-Enabled Cars: Driving on the Information Superhighway Consumers Worldwide Who Have Internet Access via Their Car, 2009 & 2016 (thousands) Marketing Opportunities and Challenges US Mobile Ad Campaign Effectiveness Metrics, by Industry, November 2007-December 2009 (index *) Mobile Marketing Experiments: Augmented Reality and QR Codes Consumers Worldwide Who Have Internet Access via Their Car, 2009 & 2016 (thousands) Automotive Mobile Ad Recall and Response Among US Mobile Users, May 2010 (% of respondents) Top 10 Ranked by Industries, US Mobile Advertising Spending, 2009 Installed Base of Portable Navigation Devices and GPS-Enabled Smartphones Worldwide, 2009 & 2014 (the Mega Millions lottery of units) Mobile Handset-Based Navigation System Shipments Worldwide, 2010 & 2015 (Mega Millions lottery of units) Consumers Worldwide Who Have Internet Access via Their Car, 2009 & 2016 (thousands) US Mobile Ad Campaign Effectiveness Metrics, by Industry, November 2007-December 2009 (index 1) Automotive marketers face plenty of challenges in trying to connect with prospective car buyers: the global recession, the disappearance of storied brands v., and ever more discerning and well-informed consumers.Add to these challenges that people buy a new car only every three to four years and it's clear that maintaining and generating – brand and model – awareness, consideration and purchase intent can be a long road.ABI Research
AdMob
InsightExpress
iSuppli Corporation
Millennial Media
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