Drivers for Digital Growth: Google, Hamel Soni
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Google AUTO Hamel Soni, Automotive Industry Head, Google Presented at Drivers for Digital Growth, an automotive summit co-hosted by Adthena and Jellyfish
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Drivers for Digital Growth: Google, Hamel Soni
- 1. Hamel Soni Industry Head, Automotive, UK
- 2. The world IS improving?
- 8. The new connected consumer Cost Choice Convenience Control Frictionless Experience Data Explosion
- 11. The car research and buying process is still difficult and confusing
- 12. 68% of customers don’t know what car they want when they come into market 22% Started with one brand in mind, but bought something completely different
- 13. On average, consumers consider up to 3 brands
- 14. 94% used digital to help them decide | 58% highlighted the importance of friends and family
- 15. So they ask lots of questions.. 900 Digital Touch Points In under 2 Months 50% completed in under 1 month
- 16. I Online deeply changed car buying process From defined, unique and institutionalized moments...... to more personalized, customized steps...… redefining the purchasing process as a series of constant moments of truth... Constant Moments of Truth … and every moment counts in this conversation between brands and prospects Searched on Google test drove a vehicle located a dealer from mobile Inquired family, friends colleagues Visited a brand’s social page Visited OEM website searched on mobile watched video on YouTube visited dealer website Built-and-priced on OEM site Looked at photos visited a dealership browsed newspaper ads loan calculator on 3rd party site search dealer inventory on Tier 2 Visited a brand’s social page Saw a TV ad watched video ad read consumer reviews read professional review used mobile on lot requested a quote online clicked display ad used model comparison tool visited newspaper site filled out a form Where-Should-I- Buy Moments Am-I-Getting-A- Deal Moments Can-I-Afford-It Moments Is-It-Right-For- Me Moments Which-Car-Is- Best Moments A conversation made of micro-moments centered around the consumer
- 17. Search engines Online video Dealer websites Dealer visits Brand websites Test drives Salesperson at a dealer WOM Social media Comparison websites Brochures, books, flyers Vehicles on street TV ads Magazines, newspapers Online touch point Offline touch point Research In-person (dealer) Research In-person (WOM) Search is most commonly used among all sources % of touch points used by all buyers – online, offline or in-person – used at any time until the final decision Question asked Q8 / Q9: Which of these offline / online sources informed your recent vehicle purchase, at any stage? Q10: Which of these websites or apps did you use to inform your most recent vehicle purchase? / Q11: On which of these websites or apps did you watch online videos? Base: New car buyers, n = 500 Source: Auto CB 2017
- 18. 65% of queries happen on mobile devices Source : Internal Google Data, Jan-Jun 2017.
- 19. 32% Est. visitor loss due to poor loading time
- 20. 43% narrowed down their consideration set due to Video
- 21. By showing them Creative choice at the relevant part of their journey Helping people to buy 35% Interior & Exterior Walkarounds 25% Test Drives 23% Consumer Reviews 27% Vehicle Feature / Technology Highlight
- 22. Actively did a follow-up action after watching online Video Most Importantly it creates Intent & Action %74 Visit a dealer website Request a price quote Locate a dealer Schedule a test drive Use a car configurator to build & price a vehicle Request or download a brochure or catalogue Participate in event*
- 24. Listen Single View of the Customer
- 25. Segment People with 2x purchases People with loads of commercial intent People with some commercial intent SEE DO CARE Largest addressable qualified audience THINK Segment based on demographic + Segments based on in- market behavior Segments based on user engagement Segments based on user value
- 29. Name Surname 63% made no prior appointment Measure and Optimize 25% did not take a test drive 50% took only 1 87% found dealer by site or search
- 31. -28% Cost per View -32% Cost per Action -10% Cost per Click Data driven approach drives performance
- 32. 72% visited up to 2 dealers 43% of 45+ year olds visited only 1
- 33. 40% used a smartphone to read reviews of the Car whilst in they were at the dealership
- 34. 97% still purchased in store. Even so, the role of the Retailer is changing
- 36. Thank You
Notas do Editor
- We live in a time of change Round the world we see economic, environmental and political instability. Interest rates remain incredibly low The £ is at its weakest point in living memory. Inflation and wage stagnation erode the buying power of everyday people,
- [Video plays]
- So what does this mean for you We know that the process of buying a car has always been and still is a difficult and confusing process Over time digital has certainly helped. Access to more information is always good but equally it can be overwhelming. So its no wonder that..
- With over 470 different models available in the UK - that’s before you start looking at trim levels and customisations. - which take you into the 100’s of thousands Most people remain open minded around their options
- The average car buyer considers 3 different cars before they make up their mind.
- And to narrow down their choices. In no particular order The 3 biggest sources of help that they turn to are: Friends and Family You the OEM’s and the Dealer Digital (Almost all respondents used digital to help make their decision) And really this is the focus of today. When they ask the question, when they try to find out more - are you being helpful?
- But mobile is only 1 device And Search is only 1 (albeit very important) digital tool In the average car buying journey, there are approximately 900 digital touch points that occur in the space of 2 months In fact 50% of respondents said they did it in under 1 month In a moment to address this head on, we will hear from Laurent who will discuss our Cloud and Machine Learning can be your alai in this journey With so many digital touch points the question you have got to ask yourself a few fundamental questions -
- Connectivity and data availability have already greatly influenced the way consumers are exposed to, influenced by, and interacting with Brands, in particular when considering the purchase of a new car in particular [click to build slide] To illustrate this let’s consider the linear marketing framework invented by P&G in the 90’s postulating there were 2 Moments of Truth post stimulus, the First (when seeing product on the shelf) and the Second (when experiencing the product itself) [click to build slide] As digital became prevalent, Google introduced an evolution to this model with the Zero Moment of Truth, where the consumer discovers the product online, before even seeing it on a shelf (dealership) or experiencing it [click to build slide] And as digital slowly but surely became a permanent reality in our existence (remember, we don’t go online, we live online), and especially with the rise of social media, this model became a constant Moment of Truth if you will, where all steps are influenced by online, as other consumers or owners can constantly comment on the brand, its products and the experience and therefore influence any potential consumer during his own journey [click to build slide] So doing, the number of touchpoints has constantly multiplied, up to more than 900 nowadays for the car buying process... [click to build slide] … turning the usual linear approach to the journey into a stream of micro-moments of truth all centered around the consumer, a conversation forcing brands to shift the focus of their go-to-market from product- to consumer-centric
- And one device that they’ll use unsurprisingly more than any other The device that we apparently look at over 150X a day That we look at before we go to bed and when we wake up Is of course mobile Mobile has been and continues to be THE GO TO DEVICE to get answers to their questions. 89% of respondents said they used search to help them decide. Of those MILLIONS of queries 65% of them happen on mobile devices And when they ask, once again, are you being helpful? *CLICK*
- Because the consequences of not are far too great A 32% drop off rate due to poor loading time
- Use if recommending a Masthead for launching the campaign.
- This is especially important for Luxury where many consumers, particularly those new to the category, don’t trust their ability to choose something that is high quality (think of wine for example) or fashionable. They look for cues such as price, advertising and how many other people respect or buy the brand - the fact they’ve heard of the brand, or not, consequently has a powerful effect on their purchasing decision.
- Connectivity and data availability have already greatly influenced the way consumers are exposed to, influenced by, and interacting with Brands, in particular when considering the purchase of a new car in particular [click to build slide] To illustrate this let’s consider the linear marketing framework invented by P&G in the 90’s postulating there were 2 Moments of Truth post stimulus, the First (when seeing product on the shelf) and the Second (when experiencing the product itself) [click to build slide] As digital became prevalent, Google introduced an evolution to this model with the Zero Moment of Truth, where the consumer discovers the product online, before even seeing it on a shelf (dealership) or experiencing it [click to build slide] And as digital slowly but surely became a permanent reality in our existence (remember, we don’t go online, we live online), and especially with the rise of social media, this model became a constant Moment of Truth if you will, where all steps are influenced by online, as other consumers or owners can constantly comment on the brand, its products and the experience and therefore influence any potential consumer during his own journey [click to build slide] So doing, the number of touchpoints has constantly multiplied, up to more than 900 nowadays for the car buying process... [click to build slide] … turning the usual linear approach to the journey into a stream of micro-moments of truth all centered around the consumer, a conversation forcing brands to shift the focus of their go-to-market from product- to consumer-centric
- Do you have a measurement plan in play that is made for an omni channel world - research online across various devices and multiple channels, purchase offline Because the reality is that most of the people in the room will be putting all their efforts towards this - Test Drives and Brochure Requests. Test drives are still important (2) However only 15% of respondents said brochure requests to helped them decide what to buy next
- Do you have a measurement plan in play that is made for an omni channel world - research online across various devices and multiple channels, purchase offline Because the reality is that most of the people in the room will be putting all their efforts towards this - Test Drives and Brochure Requests. Test drives are still important (2) However only 15% of respondents said brochure requests to helped them decide what to buy next
- Do you have a measurement plan in play that is made for an omni channel world - research online across various devices and multiple channels, purchase offline Because the reality is that most of the people in the room will be putting all their efforts towards this - Test Drives and Brochure Requests. Test drives are still important (2) However only 15% of respondents said brochure requests to helped them decide what to buy next
- So to conclude. Technology has and will continue to fundamentally change the way in which we as people communicate, learn, share and interact Because of that we are so much more demanding now, than we have ever been Your biggest tools in enabling you to meet these demands are Data (know your audience/walk in their shoes) Technology - this is where we can help And finally create rich, relevant experiences Because the GAP between those that don’t embrace will only increase. Thank you and I hope you enjoy the rest of the afternoon
- For the Petrol-Heads among you, our next speaker has not one, but TWO engineering masters degrees And for the business-minded among you, he has an MBA from Harvard business school to throw into the mix. He spent 7 years leading engine development at Renault, before starting at Google in 2012. He has worked in a local market, and then in a global capacity for Renault-Nissan and PSA. He currently leads our Regional Automotive Teams across EMEA. Here today to talk to us about the next great frontier in data-usage, machine-learning and AI - please welcome, Laurent Rossi.