sema 2011: changing landscape of media | automotive marketing

© 2010 Levelwing. All rights reserved | www.levelwing.com 1

Hi.


presentation available at: www.levelwing.com/sema/MediaLandscape [email protected]


www


= “I want”


“I want”


In 1993 __________ pages

existed on the worldwide web.1

1United Nations Data, 1994 2Google, October, 2011

Today, ____________ pages are being indexed on Google alone for the term “auto parts”.2

50

354,000,000


The earliest days (ARPANET)

Source: Wikipedia, 2010


Mosaic


Video-streaming

Fee-based subscriptions

Segmented content

Pop-up ads

Electronic billing

Geo-location software

Sources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters


Sources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters Source: Erik Qualman, 2011


Origins of “Social Media”?

1995 Source: Erik Qualman, 2011


The power of the Tweet


A practical use


A customer service tool


Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009


Online time equal to watching TV


The new Media Landscape

Owned

Your Website(s) LinkedIn Profile

YouTube Channel

Bought

Advertising

Sponsorships PR

Earned

All things Social

Blogs, Emoticons, Feedback, Posts, Ratings, Reviews, Shares, Tweets, Videos, Wikis

Your Customers

Strangers

Interested Parties

Fans

Haters


Owned

The new New Media

Earned

Bought

CONTROL

REA

CH

Low

High

High


Would you give up some control?

…to be more in-demand


Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25

Understanding that…

25% of Search Results For the World’s Top 20 brands are Links to user-generated content 34%_of_bloggers_post_opinions_about_products

my brand


“Frenemy”


Brand Hijacking

Source: Twitter 2010


Shift to “listening” brand


So what are you doing in social?


No CD’s or DVD’s by 2015

Source: Dean Donaldso, 2011


In-Auto Advertising Out-Of-Home


We are content consumers and creators


Mobile Exploding US Mobile Queries (Indexed) 100

80

60

40

20

0

2007 2008 2009 2010 2011

4x growth

in past year

Source: Internal Google data, 2011


Source: Rei Inamoto, 2011

80% < 1,000 downloads

1% > 1MM downloads

© 2010 Levelwing. All rights reserved | www.levelwing.com 37 Source: ForeSee Results, December 2010

Nearly half of shoppers used their phone to visit competitors’ sites while in a store.


Mobile Wallet (RFID Chip/Taipei's MRT)


Mobile Wallet


Smart Paper


The future mobile search


Fluid Surface Technology


“Snapshot” from Progressive


Tracking break-ups on Facebook

Source: Facebook, 2010


“Data is the most consumed product and it affects all others.”

- Eric Schmitt 5 exabytes

(5.0x10ˆ19) = all info created

through 2003 5 exabytes created

every 48 hours


Reject faith-based decisions


Make evidence-based decisions


The filter of all filters – Search!

Image Source: Wired magazine


Parts, Tires, Service & Accessories

4 in 10

Source: Custom Compete, Inc. data, 2011


Parts, Tires, Service & Accessories

2 in 10



Search Was Used Early And Often

42%

12% 10%

31%

Tires

Service

41%

10% 10%

37%

51%

13%

8%

23%

Parts

47%

7% 4%

41%

Accessories


•  Over a third of users utilized search throughout the research process.

Used beginning Used middle Used at end Used throughout entire process


Continual evolution of search

Relevance


A more relevant web

Relevance


Image Source: Family Guy, Seth McFarlane


9/8/2011 – Google Buys Zagat

58


Local Search

59


Future of Search?

60


Why is this Important?

61

59% of online shoppers customer product reviews have a significant impact on their buying behavior

Source: Marketing Charts, 9/2011


Why is this Important?

62

on Yelp ratings…

Source: Michael Luca, 2011

= 9% revenue increase


Key takeaways 1.  Embrace the chaos & transparency 2.  Cheapest customers are found in demand-driven

channels 3.  Leverage data & create accountability 4.  Test & fail quickly 5.  Don’t be a selfish lover


Thank you.

Or: email: [email protected] phone: +1 646 216 8334 twitter: @jeffadelsonyan blog: www.AskingSmarterQuestions.com

sema 2011: changing landscape of media | automotive marketing

Automotive

rights reserved

comscore videometrix

usa today research

earliest days arpanet

erik qualman

adult video news

origins of social media

adult videonews