This past summer, Martini Media composed luxury brand research that looked closely at how brands were leveraging digital to connect with affluent consumers online. Based on recent demand from marketers in the auto industry, we extended our research to further examine brands in the automotive space. What we learned is that, by and large, automakers are following their consumers online. One could say – if one had a tendency to pun – that the automotive is driving the digital channel forward. And while luxury auto brands aren’t exactly leading the pack, they are keeping up quite nicely.
Agencies report that auto brands are moving into digital channels more quickly than other brands – and why not? The luxury auto story can be told elegantly online with rich media. As with TV, there’s an opportunity to roll HD video featuring beautiful images of the car in motion with atmospheric music, but rich media has the advantage of being interactive in addition to being very visual. Consumers can click to take a tour of the car, zoom in on specific features, even locate a vehicle in local inventory and make an appointment for a test drive at the dealership. Rich media was practically... Read more
The statistics1 are overwhelming. This year:
• There are 1.2 billion mobile Web users worldwide
• All mobile phone users will reach 242.6 million
• 94% of smartphones users will be mobile internet users
• Mobile internet users will reach 113.9 million
• Mobile shoppers will reach 72.8 million
• Tablet users will reach 54.8 million
• iPad users will reach 41.9 million
• In the U.S., 25% of mobile Web users are mobile-only
We all know mobile is big and we all know it has enormous marketing potential. What many advertisers don’t yet know (and what’s probably more overwhelming than these statistics) is the most effective way to harness its power.
It’s understandable given challenges such as complications with the myriad of handsets and technologies available, privacy and spam concerns, tiny supplies of valuable ad inventory and obstacles to streamlined mobile commerce.
It’s also understandable why this year, mobile ad spend continues to represent a mere 1 percent of total worldwide ad spend. And why last year, more than half of companies surveyed (58 percent) said they don’t even have a mobile strategy primarily because they’re not sure how to get started2.
What we all seem to clearly understand, however, is that the more consumers buy and use smartphones and tablets, our ability as marketers to leverage this... Read more