GOR 2014 Analysis of the online marketing mix in the premium car segment
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GOR 2014
Analysis of the online marketing mix in the premium car segment
Research Questions
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Research Questions
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The Internet
How do experts perceive the communication on the internet and how would they rate it?
How do consumers perceive the brands on
the internet?
What happens if a (potential) customer expresses online an
interest in purchasing?
Premium Car Segment
Study Design
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Methods
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The Internet
Online Expert Forum
Semi-automated Webscanner
Market Monitoring (CRM functions on
websites)
Premium Car Segment
Semi-automated Webscanner
How do consumers perceive the brands on the internet?
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Search terms: General automotive term + brand name
Marketing / Communications term + brand name Term of brand core + brand name
Search Terms and Results
Scan of blogs, forums, news sites and social networks Limitation: Free Access
Surrounding Tonality Criticism
Objective recording and coding of ongoing communication
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Fictive Example: Surrounding of BMW
68%
16%
10%
6%
+
+
+ +
One third of the comments also includes Audi and/or Mercedes, which shows that all three brands define the premium car segment.
Assumption: Caused to the bigger overlap of Audi and BMW in comparison to the overlap of BMW and Mercedes, these brands are more competitive.
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Fictive Example: Tonality of Comments
quality
design
technology
68% 21%
8%
8%
4%
56% 36%
40% 56%
negative neutral positive Mentions
Positive mentions predominate in all three dimensions. Assumptions: Less neutral mentions concerning quality shows that this topic
polarises. Highest share of neutral mentions concerning (new) technology could be a signal for the fact that new technologies need to prove value.
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Criticism of brands
13% Comments including
problems with brands
Analysis and segmentation of problems
Plan for the future: Early-Warning-System
Definition of standardised search terms
based on segmentation of problems
Webscanner alerts, if:
Total Share of comments including problems increases significantly
Share of single problem segments increases significantly
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Online Expert Forum
How do experts perceive the communication and how would they
rate it?
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Participants Online Expert Forum
30 Participants with the following criteria:
> 30 years old
Higher education
Managers with professional experience > 10 years
High to very high marketing relevance in daily professional life
Good to very good knowledge of Web 2.0 / Social Media
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Topics of Online Expert Forum
Base Questionnaire
Detailed discussion Online Expert Forum
Results of Web-Scanning
General Rules für communication in times of Web 2.0 Specifics in premium car segment
Meaningful platforms for web communication Rating of actual web appearances
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Criteria for Communication
Being up-to-date Dialogue / Interactivity Additional Benefit
Premium Quality
General criteria for communication on the internet
Criterion for communication in premium car segment
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Meaningful Platforms for Communication in Premium Car Segment
Effectivity Range
Youtube / WebTV
Forums
Blogs
Rating of Experts
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Market monitoring (CRM functions on website)
What happens if a (potential) customer expresses online an interest
in purchasing?
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Link into the “Real World“
Test drive Information material Car Configurator
Analysis and segmentation of problems
Criteria for web communication
Market Monitoring (CRM functions on website)
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Performance Check
Analysis: What happens after the contact?
Call Mail E-Mail Newsletter
Customer Service
Dealer
Example of ideal process
Test person configurates car on website
Automated confirmation
Data comparison
E-Mail from dealer
Call from dealer
Affilliation to mailing list and dealer newsletter
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Possible Disruptions
Aggregation of all monitored processes
Identification of possible disruptions
No reaction to activities
Delayed reaction
Content not pemium-like e.g. dealer newsletter / calls
Other problems which were mentioned at comments on the internet
Optimization of Lead-Management-System, contents and appearances
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