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DIGITAL ADOLESCENCE
…and implications for the auto industry March 2015
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He’s counting down to his 13th birthday…
DIGITAL ADOLESCENCE and implications for the auto industry March - - PowerPoint PPT Presentation
DIGITAL ADOLESCENCE and implications for the auto industry March - - PowerPoint PPT Presentation
DIGITAL ADOLESCENCE and implications for the auto industry March 2015 1 Hes counting down to his 13 th birthday Its tough being a parent and its tough being a marketer adoles lescence cence noun the periodduring which a young
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It’s tough being a parent and it’s tough being a marketer
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adoles lescence cence noun the period…during which a young person develops from a child into an adult.
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What is actually happening
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What is actually happening
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In effect…
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The language of adolescence
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New is good (or ‘beast’ or ‘sick’):
“You’re so old fashioned” “You don’t understand” “You can’t teach me anything”
Old is bad
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And it feels like this
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Digital adolescence language: new is good: old is bad
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Digital adolescence language: new is good: old is bad
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And it feels a bit like this
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A salutary tale
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1 00% 1 5% 0% 1 0% 20% 30% 40% 50% 60% 70% 80% 90% 1 00% 1 1 0% TV Online Display
Relative sales uplift per impact: 2006-11
Source: Ebiquity
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ONLY 30% 30%
OF DIGITAL DISPLAY ADS ARE SEEN/VIEWED (AND THAT’S AS A ‘BLINK OF AN EYE’)
Source: Ebiquity/Alenty
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FOR EVERY 100 CLICK-THROUGHS
OVER 20% 20%
ARE FRAUDULENT
Source: Ebiquity/Alenty
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US DIGITAL AD SPENDING IN 2014:
$4 $47B 7BN 33% 33%
IS SPENT ON FRAUDULENT INVENTORY
Source: Emarketer: IAB, MediaPost
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OUT OF 200 200 TOP
FACEBOOK-FAN BRANDS, HOW MANY
SHOWED A LEVEL OF ENGAGEMENT
OVER 2%? %?
Source: analysis of PTAT statistics,: Ehrenberg Bass
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…and by the way
ANSWER: 1
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So, embrace digital marketing adolescence
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Adolescence is a great time to experiment
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But…
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Measure Measure Measure Think about who you ask to do the measuring
Ask “why?” and “how?”
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Meanwhile…digital consumer adolescence is not like that
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0.1 4 13 38 75 20 40 60 80 1 2 3 4 5
“My, my, you’ve grown”
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Years to
50
million users
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“My, my, you’ve grown”
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2007
£13.9
BILLION ONLINE RETAIL SALES
4.9%
OF RETAIL SALES
2013
£35.3
BILLION ONLINE RETAIL SALES
11.7%
OF RETAIL SALES
Source: eMarketer.com
EUROPE PE
+1 +18 %
2015 5 VS 20 S 2014
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It’s transformed the Auto industry
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Source: Sophus3
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It has radically transformed other industries
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Source: Google Insights: Ebiquity analysis
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The only brand in insurance?
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All fine, but cars are still sold like soap powder
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Manufacturer Retailer
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- The wow factor…or ‘Car Wow’ factor
- After sales disservice
- Brand tennis
Inherent risks: a personal view
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- Not about media
- It’s about consumers
- What drives their behaviour?
- It’s about brand consistency
- How do you create and maintain a joined-up
path-to-purchase…and beyond?
The real challenge of digital marketing adolescence
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Brand is an output…it’s time to embrace
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And don’t worry…adolescence is a passing phase
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EBIQUI IQUITY Head Office Citypoint, One Ropemaker Street LONDON, EC2Y 9AW
- tel. +44 (0) 20 7650 9600
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