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Ford Presentation - Internet Marketing

  2. 2. Agenda <ul><li>Consumer Insights </li></ul><ul><li>Automobiles and Internet </li></ul><ul><li>FORD Online Strategy </li></ul><ul><li>Mock Ups </li></ul>
  3. 3. <ul><li>Consumer Insights </li></ul>
  4. 4. Background/Challenge <ul><li>Background </li></ul><ul><ul><li>Ford India,is India's premier automobile company and produces a range of vehicles including Passenger cars, SUV’s. </li></ul></ul><ul><li>Challenge: </li></ul><ul><ul><li>To Establish Ford as a leader in different segments </li></ul></ul><ul><ul><li>To push sales by capturing test drives and build presence in all relevant web channels </li></ul></ul><ul><ul><li>Connect and Engage audience in an effort to change perception of the Ford Brand </li></ul></ul><ul><ul><li>Communicate about various Ford Brands in online media </li></ul></ul>
  5. 5. Consumer Insights Upto 3.5 L SEG A Alto, ZEN, Chevrolet Spark, Santro 3.5- 6.5 L SEG B Ford Ikon, i20, Logan, Swift, Fabia, Indigo 6.5- 10 L SEG C Fiat Linea, Ford Fiesta, Honda City, Lancer,Cedia Verna, Xylo, Indigo XL, Innova 10 L + SEG D Ford Mondeo, Optra, Sonata, Corolla, Camry SUV Ford Endeavour, Tata Safari, Hyundai Teraccan, HM Pajero Super Luxury Audi, BMW, Bentley Cluttered & Competitive market
  6. 6. Customers are increasingly going online to make a decision <ul><li>Internet is at the top of the list of information sources for consumers(80%) when researching car purchases. </li></ul><ul><li>29% users referred to consumer-to-consumer (C2C) sites when researching information, up from 21% a year ago; while 78% of respondents rely on search engines </li></ul><ul><li>Two-thirds of those questioned said that personalized post-sale communications from a dealer or manufacturer would make them more likely to buy from that company </li></ul>
  7. 7. Social Economic Class Profile by type of interaction with the internet <ul><li>The relevant audience that looks online for information on cars is more affluent than other audience that does not. Thus any brand communication is more likely to be exposed to a higher profile audience on the Internet </li></ul><ul><li>SEC A-1 - Rich Class and SEC B-2-Poor </li></ul>
  8. 8. Age Profile by type of interaction with the internet <ul><li>Three fourth of audience that searches online for cars is in the 25-39 years age bracket </li></ul>
  9. 9. Internet usage V/s Car Ownership <ul><li>The owners of Top-end cars are more likely to look out for online information on cars . </li></ul>
  10. 10. Time spent looking for information <ul><li>Time spent on looking for information on autos on internet is equal to the time spent on seeking information from all other sources </li></ul>
  11. 11. How are consumers finding information online <ul><li>Search Engines and Manufacturers websites are top sources of information </li></ul>
  12. 12. Customers expect a quick response <ul><li>Source: Capgemini Cars Online Report 2008 </li></ul>
  13. 13. Test Drives plays a critical role in buying a car <ul><li>Base: 12000 buyers Mar- Jun’ 08 </li></ul>
  14. 14. Google Search Volume
  15. 15. Web Search Volume
  16. 16. Consumer Insights Behavior Are wary of advertising, Lacks attention, Demands performance and world class products <ul><li>Media </li></ul><ul><li>- Heavy online users </li></ul><ul><li>Use multiple devices and </li></ul><ul><li>Always on mobility </li></ul><ul><li>More media choices and </li></ul><ul><li>simultaneous media </li></ul><ul><li>consumption </li></ul>
  17. 17. <ul><li>Automobiles and Internet </li></ul>
  18. 18. Leads to Test Drive Research Lead Verification Test Drive Request Instant On Road Price Quote Car Loan Application Online Approval Best Insurance Quote Send Car for Test Drive Help in Car Buying Decision Call Center Lead Aggregation Car Consultant Verified Leads Price Quote Finance Quote Insurance Quote Dealers Finance company Insurance company website Dealers Finance company Insurance company Car Buyer
  19. 19. How automobile companies are using Internet <ul><li>Display Advertising to increase test drives </li></ul><ul><li>Road blocks and buzz campaigns to launch new brands </li></ul><ul><li>Contests to increase user data base </li></ul><ul><li>Search to have contextual presence and reach users who are looking for information </li></ul>
  20. 20. India’s Automobile <ul><li>Majority of automobile buyers are now using Internet at research stage and a visit to website before going to a test drive is a common practice </li></ul><ul><li>Internet as a device for consumers to educate themselves about new cars and compare alternatives </li></ul><ul><li>Consumers perceive third party auto sites to be more impartial and offer innovative tools and help them take a better decisions </li></ul><ul><li>Utilize Internet as a marketing tool to access savvy, serious customers – not just passive audience watching a television commercial </li></ul><ul><li>Internet generated leads are the efficient means for dealers to gain access to interested customers </li></ul><ul><li>We believe internet will be more pivotal as the media market gets more cluttered and customer have more options to choose from </li></ul>
  21. 21. Tata Indica – User Generated Content <ul><li>Create your own Xeta TVC in the form of a video or a storyboard </li></ul>
  22. 22. Honda Accord <ul><li>Skin branding to launch Honda Accord </li></ul>
  23. 23. Maruti Alto <ul><li>Profile targeted campaign to reach precise set of users </li></ul>
  24. 24. Maruti Suzuki Esteem <ul><li>Rich Media Ad Units to create buzz and increase awareness </li></ul>
  25. 25. Mahindra Scorpio <ul><li>Lead Generation campaign to capture test drives </li></ul>
  26. 26. GM Blog <ul><li>GM Fastlane blog, building a non traditional communication channel </li></ul>
  27. 27. Honda <ul><li>Brand Specific micro sites with interactive elements </li></ul>
  28. 28. Honda <ul><li>Micro sites with interactive elements </li></ul>
  29. 29. Honda Civic viral <ul><li>Honda Civic Viral resulted in more than 3 million users to Honda website in 4 months </li></ul>
  30. 30. Toyota Auris Blog campaign: <ul><li>Toyota Auris Test Drive blog </li></ul>
  31. 31. Audi And BMW <ul><li>Display campaign in Automobile sites </li></ul>
  32. 32. Video Ad Units
  33. 33. Ford and Maruti <ul><li>Display campaign in Cricket websites </li></ul>
  34. 34. Auto brands on Cricket websites
  35. 35. Auto brands on Cricket websites
  36. 36. Auto brands on Cricket websites
  37. 37. <ul><li>Ford Online Strategy </li></ul>
  38. 38. Strategy <ul><li>We suggest to execute online campaign in 3 stages, each one with a distinct objective and focus on long term goals. </li></ul><ul><li>1st stage: Generate leads by a lead generation campaign and increase Share of Voice (SOV) in all relevant websites </li></ul><ul><li>2nd stage: Launch contests and brand engagement exercises </li></ul><ul><li>3rd stage: Build online destinations for products and loyal users </li></ul>3ºStage: Increase Loyality and build online destinations 2ºStage: Engagement 1ºStage: Visibility and Lead generation
  39. 39. Strategy: Stage 1 <ul><li>Stage 1 : Visibility and Lead Generation: </li></ul><ul><li>Objective: </li></ul><ul><ul><li>Generate leads and increase SOV in all relevant websites </li></ul></ul><ul><li>Utilizes: </li></ul><ul><ul><li>CPL deals and inventory buys in all sites frequently visited by our TG to ensure we reach them at multiple places </li></ul></ul><ul><ul><li>Presence in all places with contextual relevance </li></ul></ul><ul><ul><li>Less Branding units and focus on Reaching TG when they are in research stage </li></ul></ul>
  40. 40. Strategy: Stage 2 and Stage 3 <ul><li>Stage 2 Engagement: </li></ul><ul><ul><li>The second phase of the campaign focus on building engagement with audience </li></ul></ul><ul><ul><li>Contests and Content sponsorship </li></ul></ul><ul><ul><li>Drive Database acquisition activities and have presence where we can reach larger audience </li></ul></ul><ul><ul><li>Campaigns like a sponsored weekend drive in Ford SUV’s for a set of automobile bloggers </li></ul></ul><ul><li>Stage 3 Increase loyalty and build online destinations: </li></ul><ul><ul><li>Once we reached a critical mass, we will build online destinations which help in connecting with customers and bring repeated traffic </li></ul></ul><ul><ul><li>Build communities for SUV lovers/branded communities in social networks </li></ul></ul><ul><ul><li>Corporate Blog to have our own share of voice </li></ul></ul>
  41. 41. Recommended online approach <ul><li>Objective: </li></ul><ul><ul><li>Consistent Online presence though cost effective and innovative activity that </li></ul></ul><ul><ul><ul><li>Drives awareness </li></ul></ul></ul><ul><ul><ul><li>Performance Oriented Campaigns (Leads and Test Drives) </li></ul></ul></ul><ul><li>Solution: </li></ul><ul><ul><li>Ongoing campaign to ensure presence on pages of relevance like automobile </li></ul></ul><ul><ul><li>Tactical high impact promotion for HM brands, test drives using Rich media like shoshkeles, expanding banners, rollovers used to increase interactivity </li></ul></ul><ul><ul><li>Content sponsorship to give higher recalls </li></ul></ul><ul><ul><li>Lead based deals to ensure ROI </li></ul></ul><ul><ul><li>Search presence in all brand and category relayed keywords to reach users who are looking for information </li></ul></ul>
  42. 42. <ul><li>Mock Ups </li></ul>
  43. 43. Mockup: Cricbuzz Branding and Lead Generation Campaign
  44. 44. Mockup: WAP Promotions <ul><li>Mobile WAP Ad on Moneycontrol mobile website with a lead generation form </li></ul>
  45. 45. Mockup: Buzz Campaign
  46. 46. Mockup: Buzz Campaign
  47. 47. Mockup: Screen Capture
  48. 48. <ul><li>Thank you </li></ul><ul><li>Sree Ram Somayajula </li></ul><ul><li>http://sriramsomayajula.blogspot.com </li></ul><ul><li>E Mail: seo.ram@gmail.com </li></ul>