Transformational marketing
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Transformational Marketing. Automotive News World Congress Jan Thompson, VP Marketing Nissan North America January 18th, 2006. Radical times demand radical changes in marketing. Radical transformation in technology is taking place and will only continue to accelerate

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Transformational marketing

Transformational Marketing

Automotive News World Congress

Jan Thompson,

VP Marketing

Nissan North America

January 18th, 2006


Radical times demand radical changes in marketing

Radical times demand radical changes in marketing

Radical transformation in technology is taking place and will only continue to accelerate

“The Law of Accelerating Returns”

Source: The Singularity Is Near, Ray Kurzweil - 2005


Radical times demand radical changes in marketing1

Radical times demand radical changes in marketing

The traditional hierarchical marketing model is

no longer as effective

  • Demographic Shifts

  • Technology Advances

  • The Democratization of Content and Media Meshing

  • Impact on Costs


Radical times demand radical changes in marketing2

Radical times demand radical changes in marketing

Demographic and Cultural Changes

Millennials or Generation Y

Generation X

Baby Boomers


Radical times demand radical changes in marketing3

Radical times demand radical changes in marketing

Technology Advances

The Proliferation of Media Channels

Source: Marketing Leadership Council, 2005


Transformational marketing

Radical times demand radical changes in marketing

The Long Tail - as it applies to the automotive industry

  • More nameplates with lower volumes than ever before

  • All products have an opportunity to capture consumer awareness due to the number of media channels available

* The Long Tail concept from Wired Magazine, 2004


Radical times demand radical changes in marketing4

Radical times demand radical changes in marketing

The Democratization of Content and Media Meshing

Click on banner ad to check out Nissan URGE microsite, sign up for next podcast

Chatting on Xbox Live about the iPod connector in the URGE

Playing Project Gotham Racing 3 on Xbox with Nissan URGE concept car

Edmunds.com message boards to see what other people are saying about the Nissan URGE

A little more interested in the model, off to check out any Auto show pictures on My Space blogs

Download some photos from the show as wallpaper onto a Sidekick II phone/internet/email/instant message/camera device

Downloads a cool Podcast with a review from a guy in his My Space group that went to the Auto show.


Radical times demand radical changes in marketing5

Radical times demand radical changes in marketing

Impact on Costs

  • Audience fragmentation

    • 1960: 6 channels on average

    • 2005: 100 channels on average*

  • Prime time CPMs have increased dramatically

    • 1994: $7.64 CPM**

    • 2004 $19.85 CPM

  • Network TV viewership has declined almost 50% over the last 30 years**

    Source: *Forrester, “What’s Next for TV Advertising” December 2004; ** Advertising Age “The Chaos

    Scenario” April 2005


Radical times demand radical changes in marketing6

Radical times demand radical changes in marketing

What does this mean for the Automotive Industry?

  • The Automotive industry spends more than any other category…..

17.0 Billion

68%

17%

1378%

322

17.0 Million

14.5 Million

191

700 Million

1985

2005

1985

2005

1985

2005

Number of Models

Industry Sales

Advertising Spend

1985, Wards Automotive Yearbook (1985), 2005, Automotive News Data Bank (2005)


Comparison of marketing models

Comparison of Marketing Models

Traditional Model

Transformed Model

Planning Objective:> Brand Transformation > Channel Integration > New Media metrics

Planning Objective:Communications goals based on reach/frequency

Test

Measure

Refine

Targeting Method:Mass mediums focused on large, undefined segments

Targeting Method:

> Detailed consumer insights

> Embrace media meshing

> Enable peer networking

Test

Measure

Refine

Measurement: Ad tracking metrics like awareness, brand opinion, TRP and CPM

Actionable Business Intelligence:

> Full funnel focus

> Data Modeling

> KPIs, ROI & CLTV


Radical times demand radical changes in marketing7

Radical times demand radical changes in marketing

Search

  • One of the biggest drivers of transformational marketing

  • It is evolving quickly:

    • Audio search

    • Video search

    • Geographic search

    • User generated content search

$22 Billion

$8 Billion

2005

2010

The Search Transformation

  • * ClickZ, 11/2005


Radical times demand radical changes in marketing8

Radical times demand radical changes in marketing

Search is a significant part of our media mix

  • Nissan Summer Sales event paid search results:

    • 34% of all web traffic to NissanUSA.com

    • 31% of interactive sales tracked to search activities

    • ROMI of $31.82 returned for every dollar spent

  • * ClickZ, 11/2005


The transformed marketing company

The Transformed Marketing Company

To achieve this transformative model internal and external factors must be addressed…


The transformed marketing company1

Clear Brand Vision

What

Manage the Consumer Experience

Relentless focus on the Consumer

How

Who

The Transformed Marketing Company

Managing for Success

  • Re-examine and re-organize internal organization


The transformed marketing company2

OEM

Dealers

Regions

Create a consistent and integrated dialog with the consumer

The Transformed Marketing Company

Managing for Success - Internal Organization

  • Subject Matter Experts

    • Search

    • Data analysis and modeling

    • Business Intelligence

  • New OEM communication strategies must be aligned with regional and dealer strategies


The transformed marketing company3

The Transformed Marketing Company

Managing for Success - External Organization

  • Re-examine and re-organize external organization

Traditional Model

Transformational Model

Agency

Client

Lead Agency

Client

Agency

Agency

Agency

Agency

Agency

Agency


The transformed marketing company4

The Transformed Marketing Company

Seven keys to transforming your marketing:

  • Know what you stand for and relentlessly execute against it

  • Learn fast and adapt quickly

  • Create an action oriented culture

  • Structure internal and external organizations to align with the new communication paradigm

  • Start with the Idea, not the buy

  • Aggressively innovate – it’s not how much you spend, but how you engage your target

  • Embrace accountability


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