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Automotive Mobile Marketing Shifts Gears - What are the Mobile Opportunities & Challenges for Automotive Marketers?
(M2 PressWIRE Via Acquire Media NewsEdge) Dublin - Research and Markets (http://www.researchandmarkets.com/research/71391a/automotive_mobile) has announced the addition of eMarketer's new report "Automotive Mobile Marketing Shifts Gears" to their offering.
Automotive marketers face plenty of challenges in trying to connect with prospective car buyers: the global recession, the disappearance of storied brands, 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 its clear that generating and maintaining brand and model awareness, consideration and purchase intent can be a long road.
The Internets role in the vehicle purchase process is well documented. In a March 2010 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 their content of 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, brand messaging that resonates and, inside the car, technology that offers buyers the option to integrate with their mobile devices and applications.
Key questions this report answers:
- How are consumers using mobile devices during the automotive purchase process, and how are automakers using the mobile channel to connect with in-market car shoppers?
- What are the mobile opportunities and challenges for 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?
Key Topics Covered:
EXECUTIVE SUMMARY
- Consumers Worldwide Who Have Internet Access via Their Car, 2009 & 2016 (thousands)
KEY QUESTIONS
THE EMARKETER VIEW
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
- Top 10 Industries, Ranked by US Mobile Advertising Spending, 2009
- Apps
- Display
- SMS
MOBILE DEVICE/VEHICLE INTEGRATION
- Navigation and Mapping: Free Beats Fee
- How will smartphones with free turn-by-turn directions affect the navigation market?
- Installed Base of Portable Navigation Devices and GPS-Enabled Smartphones Worldwide, 2009 & 2014 (millions of units)
- Mobile Handset-Based Navigation System Shipments Worldwide, 2010 & 2015 (millions of units)
TELEMATICS: HYBRID SOLUTIONS PREVAIL
- Web-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*)
BEST PRACTICES
TRENDS TO WATCH
- Mobile Marketing Experiments: Augmented Reality and QR Codes
- Idle-Screen Advertising
- The Connected Car
CONCLUSIONS
RELATED INFORMATION AND LINKS
Sources/Contributors:
- ABI Research
- AdMob
- InsightExpress
- iSuppli Corporation
- Millennial Media
For more information visit http://www.researchandmarkets.com/research/71391a/automotive_mobile
((Comments on this story may be sent to info@m2.com))
(c) 2010 M2 COMMUNICATIONS
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