Modern Masters 2017 Leaks Artwork + Other Details
Sign up today to become a member you will get the critical information you need to do your job better, including.
7 free articles per month on Ad Age and Creativity.
Access to 9 customized newsletters daily as Ad Age, Ad Age Digital Strategy and CMO.
For unlimited content and more benefits, visit our membership page.
We are happy that you enjoy Advertising Age For uninterrupted access and additional benefits, become a member today.
Volkswagen has sold more than 3 million cars in China last year, beating General Motors as the first foreign automaker German automaker has a long history in China, but it also offers a case study of what can be occur when brands liberate Western conventions.
For example, almost all new car buyers in the US are doing research online, but complete the purchase is still in a very little concession of us can imagine buying a car 50,000 internet Yet, Shanghai VW, a joint venture with SAIC Motor, a Chinese car company owned by the state, is now just to keep them happy dealers, he did not fail to seek support from the dealer, the implementation of a sales strategy online.
When VW has set up local operations in China in the 1980s, the puzzle was how to sell foreign cars in a culture where over 80 purchasing decisions are made by word of mouth if the reputation of the brand was the engine, how do you not have gassed on the response finally arrived in the digital age.
The key to the Chinese automotive market is a sophisticated digital communication strategy - including social, mobile and email tactics - that engages customers and gets them to start the online purchase process.
With a population of over 1 3 billion, China 1 1 billion mobile subscribers penetration S82 to sell more than three million cars a year, you do not have to look far beyond mobile.
HackerAgency built and run a digital CRM strategy of Volkswagen China to help the car company to develop targeting, lead generation, nurturing leads, direct marketing and loyalty This digital acceleration strategy is designed to meet consumers Chinese where they live - on their mobile devices.
Along the way, the VW digital experience has become a platform of education for Western marketers What marketing in China or elsewhere, the Western traders must abandon the idea that s one funnel linear purchase Here's what VW has discovered.
First, gain the trust of Social-savvy Chinese consumers are open to sharing data and content They are also interested in the recommendations of their core networks to the success of a brand is to be part of this trusted network.
VW gained confidence in an extremely successful campaign called on the people of the project because it solicited ideas for the future of the automobile of the Chinese public through social media in 1000 days, campaign attracted 14 million visitors who submitted 260,000 ideas This effort turned 480,000 people in Volkswagen fans and followers subsequently produced three videos of the finalists cars participants suggested These videos have continued to generate 130 million views.
Meet the consumers where they are, not where you think they should be generating actions, the goal is to get the right message to the right consumer at the right time in their buying cycle of a message electronic or content shared on the VW posted WeChat messaging application could be read on a mobile device and then shared, then return to the house on a month later another device Each of these actions contributes to a better understanding of consumers sharper, when he heard this type of content is allowed and when digital CRM makes this possible.
To ensure greater participation, those who raised their hands and engaged with Volkswagen were invited to events, or to learn more about the company work with environmental projects or to join the original initiatives -foule as project popular car.
To build a better, more holistic view of the customer, search dynamic data and dynamic self-reported data collected online is behavioral, transactional and often self-declarations s super intelligent data.
For example, a consumer unmarried suddenly start looking for child safety seats yesterday Today, the profile can be adjusted accordingly and tomorrow, the profile will be refined, as consumer data from the physical world - the internet of things to come - is linked to their online networks.
With a thorough analysis of consumer profiles, VW creates predictive models that move successfully led brand intenders recruiters to car-buying.
So what is the work of VW in China has taught us successful paradigm shifts require CMO with the nerve and vision Forrester Research social tools didn t become popular in China until 2008, but today the 95 online adults use social media metropolises that this kind of growth meant that a channel may be useful for only a year before being disturbed by another VW experience teaches us that responsive design doesn t just apply to content or more devices, but also skills and processes between clients and agencies.
Volkswagen's experience in China is more than selling cars is a real-time view of the future of digital marketing for the rest of us.
Why do people actually buy cars online in China DigitalNext, people, cars, online.